Posts Tagged 'Mainstream Media'

Week 9 Blog Journal: Media Relations and News

Steve Jobs and Dennis Ritchie

Steve Jobs versus Dennis Ritchie: Even if you invented computing language as we know it today, you can be a nobody. Image source: Facebook

Chapter 6 of Richard Stanton’s book “Media Relations” describes the relationships between PR practioners(agents),their clients, and the media(more specifically, traditional¬† media as opposed to citizen media). He then describes how the media , the agent, and the client each desire to fulfil a goal in the co-creation of news, and each asserts a self-motivated influence on the piece of news discourse. Stanton then proposes how the agent(PR practitioner) can work within these selfish motivations to create viable media relations: between themselves, clients, and the media. These involve the profiling of the individuals in the media and the positioning of the issues within frames such as to maximise the news angles that the media wants with the coverage that clients want. These also involved synergies the agent can leverage upon to create unique angles while maintaining the level of client satisfaction.
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Week 10: General Strategy

General Steps: In this post I will highlight the key aspects of the strategy, and elaborate certain key theoretical underpinnings in communication and information theory.

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Week 7: Red Bull, Feiyue Branding

This week saw the most on-ground applications of tactics in deriving PR coverage. For starters, Ms Tanya Wilson gave us the most detailed example of Red Bull’s surprisingly memorable PR. I spoke to some peers more involved with the entertainment industry and they actually remembered Red Bull’s campaign at World Cyber Games 2008, as well as the 2009 Formula 1 Night Race in Singapore. An account of the campaign by my peer is given after the jump.

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Week 6 Mr Motivator

Video Reference: http://www.youtube.com/watch?v=WVhoOtFbpGg

Today’s lecture brought yet another case study, Reebok’s campaign to promote its brand here in Singapore. I know what you are thinking: “Dude, not another case study, where is my pedantic psychobabble phantasm-level philosophical posting?”. Well, sorry to disappoint but there isn’t sufficient insight for me to discuss those at length. For now, I promise I will discuss

  1. the ethical considerations of media relations as per the propaganda model,
  2. the grey area of astroturfing and Google-Bombing,
  3. and why reactionary media relations might be a better approach than proactive ones,

in my next few posts.

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