Press {Media} & PR

8/7/2019 Press {Media} & PR

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Topic: Public Relations with PressPublic Relations with Press

Alkesh Dinesh Mody

Institute for Financial &Management Studies

Submitted to: Joshi Ma¶amJoshi Ma¶am



Credit«Credit«

Rahul Joshi

Pooja Gaikwad

Rupali Kamble

Akshata Gaikwad

Sagar Karia

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25

45

23

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The relationship between the news media andthe PR industry is a complex and increasingly symbiotic one. The media is the central vehicle formuch of the PR industry's messages. PR practitioners want to place their stories in the

news or other publications and programmes. Without being able to do this, PR would lose oneof its main avenues for communication with thepublic.

The media in turn has become more dependenton PR to supply content to fill air time or columninches. Whilst newspapers have been steadily shedding staff over the last couple of decades they have simultaneously managed to produce everthicker publications, and the ever-growing ranks

of PR are happy to help in filling the pages.

As the primary point of contact between

IntroductionIntroduction



The largest supplier of content to the Indianpress is the Press Council of India. The PressCouncil, formed in 1966 by a group of newspaper publishers, supplies content to every national and regional daily newspaper, to major

broadcasters, online publishers and to a widerange of commercial organizations. Customerssubscribe to its news and features lists from which they can take stories to print or broadcast. Much of the Press Associations content isproduced by its network of journalists andphotographers, and the Press Council is proudof its reputation for impartiality. However the

Press Council¶s independence is compromised by its relationship with the PR industry. Space on Press Council is sold in bulk, to

The Pr ess Council of IndiaThe Pr ess Council of India



R elationshi p Between

Press &

P R for

differentproceedings



One of the primary tools for supplyingcontent to the media is the press release. This

was invented as a PR tool by Ivy Lee.

Ideally the press release will provide apublishable article that a over-worked (orlazy) journalist can publish with minimaleffort.

Anyone with much experience of presssearching will have noticed how the samearticle can appear in several differentpublications under different names, with only

minute changes. Newspapers acquire such content from

i th P C il hi h

Pr ess ReleasesPr ess Releases



More recent developments include the video news release (VNR) and the audionews release (ANR) for TV and radio newsrespectively. These are pre-edited video oraudio news stories sent to broadcast newsstations in just the same way that pressreleases are sent to the print media.

VNRs have become quite ubiquitous onUS television news particularly on thesmaller TV stations which lack the resourcesto fill airtime with quality news.

In India, VNRs have not reached thesame penetration into newsrooms but they

Video and Audio NewsVideo and Audio News

ReleasesReleases



Building

R elationship

of Press &

PR



Journalists and public relations

practitioners in government and businessneed each other and this suggests asymbiotic relationship of mutualdependence. The relationship between thetwo communication professions, however, is

under pressure. Two factors seem to be important here:the increasing professionalism of themanagement of the news on the side of the

communicators, and the explosive growth inmedia supply that resulted in an increasedcompetition between journalists and anintense contest for the news.

Many journalists have a distrustfulattitude to PR. In order to overcome this

barrier, the PR agencies aim to build



P R· s work

of

Stopping

the Press



In addition to planting stories in the press,PR agencies may also need to prevent storiesfrom getting published.

Naturally the PR industry has developed anumber of ways of doing this. There is always thethreat of legal action as a last resort but this may endanger a carefully cultivated relationship with a journalist or media source, so PR professionals

prefer more subtle methods first.

However, "arm-twisting {Personal Pressure} isused all the time," writes New York Post columnist,John Crudele in O'Dwyer's. A PR department may threaten not to cooperate

with an unfriendly journalist, but that is a tactic which may backfire by further arousing the journalist's suspicions.

One tactic is for the PR practitioner to argue &challenge that a story is old news, at the very leastthis should plant a seed of doubt in a journalist'smind. Convincing the journalist's editor may be more

f l i i h



The press now-a-days has become morecorporate so its emphasis has shifted fromtraditional news values - investigation andreporting - to market driven values -

profitability, and maximizing readership.- Noam Chomsky suggests that the mostimportant value for the modern press is todeliver audiences for their advertisers, whosupply the bulk of revenue.

Today, Fewer journalists are employed andless and less time is available for investigation.Instead content is supplied ever more directly from the press release. Investigative

journalism becomes rarer and is replaced by source journalism.

O f th t l i ff t f th

Dumping down the MediaDumping down the Media





P R· s work

of

Preparation

of Materials



The press When preparing material for themedia care should be taken to make thematerial constructive and thought provoking.In order to prepare good material the PR

officer need to cultivate dependability,resourcefulness, patience and do some hard

work. Writing material for the media require skill,innovative and creative thinking. The flow and

presentation of the important facts and eventsreflect the attitude and skill of the writer. Collection of information is the foundationof preparing material for the media. The

information so collected should be analyzed,interpreted and arranged in the ascendingorder of the events. The material must be

Pr eparation of material for Pr eparation of material for

MEDIA:MEDIA:



The Press There are certain limitationson the use of language while preparingmaterial for radio sets. Radio news isspoken and read. The medium is voice to

the ears and not news-to-eye as in the caseof newspaper.The material prepared for radio must ereadable and worth listening. The generalprinciple is write as you speak.

The news editor has limited time andtherefore only a limited number of important events can go into the bulletin.Hence selection of such items needs highstandard of evaluation, judgment, andtaste.


RADIO RADIO



Preparing material for the electronicmedium like television is not an easy job. Itrequires skills of a play writer a motionpicture, script writer and other professionals.

Television journalism should be dynamic,the writer should be innovative and creative.The manner of writing depends upon histraining skills, background and circumstances. A television writer cannot be himself withone particular style because the circumstanceschange. He should therefore have animmensely objective approach and a keensense of humor.


T.V.T.V.



Health care Pharma Ltd.

Another year of excellent performance .Healthcare pharma ltd. The most trusted brandname in the world of Pharmaceuticals. Turn outanother excellent performance during the year

2006-07 excelling its previous achievements andtouching new heights of growth.

It launched 12 new products including 2 very effective drugs. Against cancer and leaverdisorders, developed by its own R&D department.

It entered into a 2 strategic alliance with wellknown international drug manufacturing company in order to promote Indian drugs in theinternational market To company register healthy growth in terms of export. It increased from 10% to 18%

The Vapi plant was awarded the prestigious IDMA trophy for quality excellence 5 of the healthcare specialty products found

ti d i th li t f th t lli

Example of Pr ess ReleaseExample of Pr ess Release

{Performance of the Co.}{Performance of the Co.}



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Press {Media} & PR