Media Relations and New Media Technology

(2011/10)

Lecture 2

Types of media and their characteristics; media

organization in Hong Kong

Developed and Presented by

Roy Ying, Msc., B.Comm.

Note: Pictures used in this power point file

is for academic Purpose only

DA010 - Professional Diploma in Public Relations - COMM6024EP

Table of Content

• Print vs. electronic vs social media

• Identifying target audience and deciding the medium of communication

• The media landscape in Hong Kong

• Differentiation between dailies, radio, online, TV, newswire, journals, column and features

• Tutorial – Group discussion of current news

Evolution of Media

Print media

• Print media refers to publications that are distributed in a printed form on paper, such as newspapers, which must

be delivered to customers in physical form either through

hand delivery or physical purchase.

•

Class:

Can you give examples

of print media in HK?

Class:

Can you give examples

of print media in HK?

Various Types of Print media

• Newspapers: Newspapers are the most popular forms of print media.

• Magazines: Magazines are one such form of print media that give a more specific target group.

• Newsletters: Newsletters also form an important part of print media. These target a specific group of audience and give very targeted information relevant to the group.

• Brochures: Brochures give detailed information about the subject. These are mainly distributed at events or in a form of direct mail.

• Books: Books are an effective form of communication provided that they are properly marketed and distributed.

• Apart from these media, direct mail, flyers, handbills/leaflets, banner, billboard, press releases etc are all the various types of print media

Class:

Identify which is a push, and

which is a pull media tool?

Class:

Identify which is a push, and

which is a pull media tool?

Electronic Media

• Media that use electronics energy for the end-user to access the content. This is in contrast to print media.

Class:

Under this

definition, what

examples of

electronic media

can you think of?

Class:

Under this

definition, what

examples of

electronic media

can you think of?

Media that fits the definition

Social Media

Full lecture on new media on 5 Nov

Identification of audience &

communications medium

Old school in marketing – based on the “5W Concept”

• Who

• What

• When

• Where

• Why (sometimes referred to “How”)

Who• Identification of your target audience

determines your communication medium

Who

• Group Discussion

– Post 80s young people

– Mainland consumers

– Wedding couples

– Pregnant Mothers

– Chairmen and CEOs

When

• Timing is everything. The time of day, the day of week and the season of the year are all relevant.

• What are the elements to be considered?– Your targeted journalists’ schedule

– Are there major events they must attend during the year so your releases are less likely to be picked up?

– What are their deadlines? You should work towards setting a deadline for yourself so you can deliver your stories before their deadlines

– Do they have desk research habits? What time of the day are they likely to be behind their desks and willing to answer telephone calls?

When

• Know your journalists’ ethnic, and religious

religious background

– Christmas

– Chinese New Year

– Happy Diwali (Indian)

– Ramadan (Islamic)

– Thanks giving & 4th July (America)

– Siesta (Spanish speaking countries)

– Sometimes, FIFA World Cup can be just as a festival

• Very difficult to get journalists to answer

When

• Quiz

1

23 4

5 6 7

When

• Major Events

– World Expo

– World Cup

– Olympics

Where (for PC)• Venue’s class

• Location

• Accessibility

– Public transport

– Loading and unloading area

Class:

Will the attractiveness

of venue affect the

turn out rate of

targeted media?

Class:

Will the attractiveness

of venue affect the

turn out rate of

targeted media?

Where - Accessibility

What

• The content of your release or PC

– What is the purpose of releasing the news?

– What are your consideration in deciding how

to communicate with media?

– What’s in it for the press?

– What’s in it for you?

Remember, you are in competition with other sources of news for press’ time. Do not proceed to plan for a PC unless you are

convinced that you have a good story to tell

Why (or How)

• Sometimes, this is not a relevant question. You just know that you have to do a release or a press conference.

• Other times, you needto think of why journalistswill carry your story, andquite often, you have to think of “how” to get media’s interest

Class:

Think of occasions

where you must

hold a press

conference?

Class:

Think of occasions

where you must

hold a press

conference?

The media landscape in HK

• Television (2 free, 1 paid)

• Radio

• Newspaper (more and more free papers)

• Magazine

• Internet radio (some may not even be properly licensed)

• Public space media (apart from outdoor billboards, what else?)

Class:

Is Now TV

considered a

TV station?

Class:

Is Now TV

considered a

TV station?

The media landscape in HK

• Relevant authorities

– Hong Kong Broadcasting Authority (BA) regulates

broadcasters in Hong Kong by licensing and penalties according to the Broadcasting Regulation.

– Television and Entertainment Licensing Authority(TELA) is responsible for monitoring television and

radio broadcasting to secure proper standards.

– Radio Television Hong Kong, operates as an

independent government department.

Class:

Can you think of one piece of

news related to each one of the

3 authorities?

Class:

Can you think of one piece of

news related to each one of the

3 authorities?

The media landscape in HKRelevant Ordinance

• Registration of Local Newspapers Ordinance (Cap. 268), provides for the registration of local newspapers and news agencies and the licensing of newspaper distributors.

• Books Registration Ordinance (Cap. 142) (Cap. 106), provides for the registration and preservation of copies of books first printed, produced or published in Hong Kong.

• Telecommunications Ordinance (Cap. 106), makes better provision for the licensing and control of telecommunications, telecommunications services and telecommunications apparatus and equipment.

• Control of Obscene and Indecent Articles Ordinance (Cap. 390) controls and classifies articles which consist of or contain material that is obscene or indecent. Obscene Articles Tribunals are established to determine whether an article is obscene or indecent.

• Broadcasting Authority Ordinance (Cap. 391), provides for the establishment and functions of a Broadcasting Authority.

• Broadcasting Ordinance (Cap. 562), licenses companies to provide broadcasting services and regulate the provision of broadcasting services by licensees

The media landscape in HK

• Press Council was established in July 2000. The objective of the Council is to promote the professional and ethical standards of the newspaper industry, defend press freedom, and deal with public complaints against local newspapers. It is an independent organization

How does a news room look like?

Print

Media

What do they do?

Typical set up of a newsroom• Reporters sit at desks, gather

information, and write articles or stories

• These stories are submitted to editors, who usually sit together at one large desk, where the stories are reviewed and possibly rewritten.

• Once finished, editors write a headline for the story and lay it out on a newspaper or magazine page with maps, charts, images or graphics

• Copy editors who review stories for publication work together at the copy desk, supervised by the news editor. Assignment desk editor, who supervise reporters' work, may work with the copy desk.

How does a news room look like?

(electronic media)

Differentiation

• Dailies

• Radio

• Online

• TV

• Newswire

Dailies

• Apart from A-1, what else is in a newspaper that your news may belong?

Radio

• Radio stations have become multi-media platforms

Online media

TV

• News on TV is precious

• But like any other media, they want stories

• TV stations in HK generally have higher professional standards (but not always)

That’s what happen if your have

poor media relations

Newswire

• A wire service that transmits up-to-the-minute news, usually electronically, to the media and often the public (a subscription service)

Tutorial – Different media’s

approach on the same news

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Tutorial – Different media’s

approach on the same news