CM441 Media Relations Midterm Exam Questions with Complete Solutions

Media Relations - ANSWER-is the planned, purposeful, and strategic relationship between a practitioner working on behalf of an organization and a journalist working on behalf of a media outlet 3 steps to garner journalists' attention - ANSWER-1. find the story 2. find an audience 3. tell the story to the audience (this part of media relations is generally considered the actual media relations part Two-Step Flow Theory - ANSWER-ideas flow from mass media to opinion leaders and then onto others. the idea that media's influence on people's behavior is limited by opinion leaders—people who initially consume media content, interpret it in light of their own values and beliefs, and then pass it on to opinion followers, who have less frequent contact with media Two-Way Relationship - ANSWER-you as the media relations agency, you've got an agenda, you want something from that reporter The journalist, they've got their own audience and their reputation has to have something in it for them as well, needs to be valuable for the relationship, not doing something just to check off a box Media relations is all about establishing relationships between a PR practitioner and a journalist Those relationships really are the foundation for the benefits that are the result of media relations to an organization Difference between publicity and media relations - ANSWER-Publicity is designed to gain attention once; media relations is a sustained effort to form a relationship. Publicity is generally one-way communication, whereas media relations relies on two-way communication Publicity relies on emotional appeals, whereas media relations often involves a more cognitive approach You should not look to publicity for a long-term, strategic campaign or effort Effective media relations - ANSWER-1. Effective media relations is planned - The PLANNED aspect of media relations refers to being prepared to address journalists' inquiries - Planning is an integral part of an effective media relations program, no matter what type of program an organization decides to pursue