THE NATURE OF THE MEDIA
Thirty years ago, Marshall McCluhan, the father of modern
Communications, wrote the immortal words: "The medium is the message."
Today, I would change that, "The medium is the media." Our civilization is
completely dominated by the power of the media. After our own families, no influence
holds greater power in shaping the text of our being, as the media,
Cloak us like an electronic membrane.
We all thinkus so unique, unlike any person, past and present.
Is in fact what human life its divine spark is the special quality of individual
Individual. But in many ways we are all equal. The role of the market
Analysts, pollsters and demographers is to identify those characteristics, we
Shares and the group ourselves accordingly. If you are in your early forties, male,
Caucasians, a father of two children earning $ 50,000 or more, and you hear a Top 40
Radio stations therecompletely alien out there who know a lot about
Them.
That is because it is understood a lot about your education. You know
She watched "The Mickey Mouse Club" in the Fifties, "The Man From
UNCLE "in the sixties," Saturday Night Live "in the seventies
environmentally conscious in the eighties, and probably tired of ABC
canceled "thirtysomething" in the nineties. You've got your number, because
theyunderstand what role the media have in your life from the moment played
It roared like a baby.
Today, in America, we agree on more than 9,000 commercial radio stations, 1100
Television stations, 11,000 magazines and more than 11,000 newspapers, with a
Total circulation of nearly seventy million. These are the sources of our
Opinions about everything from love to nuclear disarmament to Madonna's life.
No one likes himself says what they think, but all of us,every day, to be told
exactly what to think.
As Anthony Pratkanis and Elliot Aronson show in their insightful book, Age of
Propaganda, the mass media are most effective in relation to the conviction of the
Public mainly two reasons. First, teach them new behaviors, and secondly,
Let us know that certain behaviors are legitimate and appropriate. So, if
The media is encouraging some buying habits, fashion trends, modes of
Thinking is the unspoken message that we receive, "It's okay for me so
do feel, dass "In this way, developing our culture, accelerated, and
be disseminated.
As the transcontinental railroad of the last century, combining the different media
City, canyon, country, mountain peaks and in North America. Regionalism is
Fading. The American accent is more uniform, our preference for Migration
and mixing in the smoothing is like amajor national ceiling. We
fast.
A common grammatical error occurs when people said: "The Medium" and not
as "The media" ( "Media" is the plural of medium "). But I feel
People who say "the media" are on the right track. Take many
Part of the media-TV, newspapers, radio, etc. as part of the enormous
monolithic creature. The media are "one" too.
Consider 'Baby Jessica'McClure, my company donated to the public
Public relations services. Jessica was an infant of Midland, Texas, who fell down
a narrow tube in her garden in 1987. For thirty-six hours, America
hypnotized by press reports about saving them. As a concerned
Neighbors, the media conveys light Jessica to the nation. The private anguish
McClure family was the fears of the Americas.
Remember, the suffering is temporary"Insignificant" little girl stopped
most powerful country in the world dead in its tracks. (Then, at the canonization
Experience from the TV movie version of the story Jessica she goes to the small
Screen within a year.)
Without these cameras there to catch it, and the TV stations to broadcast
Baby Jessica ordeal it would have no impact at all
other than her family and those they saved. Through the media, all of
America the past two days has been a part of Jessica's family.
Contraction and expansion
Journalists and talk show hosts like to claim they are in the Information Society
Business or the news business. But you know and I know that they are in the
Money business like everyone else. Since virtually all media
privately-run profit companies, as much as any other act
Companies are looking for ways to increase appears on the bottom line.
To do thatthey must expand their consumers, that is, their audience.
You need the customer what he or she wants. So if your local news
Station runs a few too many five-part specials on illicit sex lives of nuns
during the "sweeps month", they need only try to please the audience.
Creating a successful product means that the citizens can not always get
Information they need. A Harvard researchers found the average network
Sound byte fromPresidential campaigns dropped from 41.5 seconds per
Mission in 1968 to just under 10 seconds in 1988. This leads to
about sixteen words a night of make up our mind on the
should govern the country. We take more information to understand even less
than ever before.
This is a logical consequence of the major media. Their existence depends on
keep viewers tuned in. When TV channel "A" includes a candidate "B"
Rumble onon agricultural subsidies, most viewers are likely to change
Station "C" is running a story about the stray cat raised by a loving pig.
Station "A" would be well advised to ditch candidate "B" and send out a crew filming
Porky and Tabby.
Together with this contraction of information is a parallel extension of the media.
Because social scientists have become so well categorized outlets to be targeted
certain groups to thrive. Lear offersOlder women with high incomes.
Details appeals to middle-income, fast-tracker men. Essence targets for black
Women.
Peter Yarrow, Peter, Paul and Mary, tells a great story in his stage show
show tightly focused as we have become as a society. In the 1940s,
and 1950s, we had the all-embracing Life magazine. Then, we cropped our
Vision of down-to-People magazine in the seventies (the whole of life was not good
longer enough). Things tightened upeven more with us. Now we have self.
Somewhere, there's just gotta be a magazine just for you. I can imagine only
it: on sale now, "Fred Morgan Star Monthly."
Not only that we need more media, but the flow of information
also a dramatic increase in recent years. Fax, cell phone
Telephones, modems, fiber optic cable, low-power TV, satellite down-links, all
, as we have transformed our information when we have it,and what we
make it.
While China's "Goddess of Democracy" protests in 1989, the students
remained in contact with the outside world by fax. Buy China seemed to jump
further from the feudal kingdom to modern nation. Vietnam was the first, "we will
be right back after these messages "war." When napalm rained down on the jungle
we saw them live, how it happened. We had no time to process information or
Events to analyze how we were bombarded bythem. Because of improved
Communications, the Gulf War had the same effect, only with infinitely more
Drama.
The media may have accelerated the process of diffusion, but as we
In the days of the first supersonic jet, found breaking the sound barrier
not, as some scientists fear that cause decay planes. Similarly,
Instant messaging does not mean that we fall apart psychologically.
There is no way to judge what this means,Society. To carpet bomb
information must be far-reaching consequences for our civilization, but
that sort of future observers. Today, we are creating an intimidating media --
driven culture. Those who succeed in business on the lookout for is the first master
Basics of navigation, the media. To reach customers, donors or
Investors reach to the public, we must rely on the media as the most important
Intermediaries. The methodology for achieving this objective isknown as Public Relations.
THE NATURE OF THE PRESS
Half the world is full of people who have something to say together
and can not, and the other half who have nothing to say and keep, say.
- Robert Frost
I am often asked if public relations is a science or art. This is a
legitimate question. In science, which is two plus two make four. There will always be equal to four
whether from a Republican from Iowa, a shaman from New Guinea, or has an
Aliens from Planet X, but in public relations, two plus two can equal four.
It can equal five. There can be zero and fifty this morning.
Public relations is an art.
As an art, there are rules of form, proven techniques and standards
excellence. But overall it's a Mercury company, where instinct is as
legitimate as convention.
Public relations was used to provide the ability to maintain the answers before set
the public knowsprovide enough to the questions. Another PR expert once
said: "We do not convince people. We simply offer reasons for the
satisfy themselves. "I define what I do as a present wrapping. When a package
Tiffany bracelet in a box, it will be a higher value than if
presented in a K-Mart. Same bracelet, different perception.
The perception is REALITY
Don Burr, former CEO of People Express Airlines, once said: "In the airline
Industry, where the passengers can see coffee stains on the food tray, they take on the
Engine maintenance is not done properly. "That may be irrational, but in this
Game, perception, not objective truth, is most important.
How to understand the given information are all important in public relations.
For decades, baby harp seals are beaten to death by trappers, but
Until the public saw the cute little creatures up close and personal and
sawHunting as unacceptable, does not have the problem. Before that
was a question of hardy trappers protect their way of life. The seals
finally set, the better publicist.
This also works in a negative way. The conference check-bouncing scandal
was a case, have soared in which individual members of Congress visibility, while
its credibility diminished. The Tobacco Institute, a Washington-based
Lobbying and public relations outfit, spends his time and moneyEntitled Cigarettes
okay. Nothing will ever do or say that is true, but they can go a long
Way of changing the public perception of their product. Several years ago, they have
sponsored subliminally that there are no rules about smoking violated our fundamental
Freedoms. How's that for a PR line?
Ultimately, the goal of any PR campaign to target either new,
consolidate, or the perception of a product, customer, policy, or event. From there
Nature takes its course. If the public perceives the product as well, the movie
Star as sexy, the Pet Rock as indispensable, then the public about his fork
Money. As a brilliant businessman, said author Dr. Judith Bardwick to be "
is increasingly perceived as a means visible is perceived as successful. "
Some may charge stressed that the perception of reality is as synonymous with the
Sanctioning lie. I disagree. As the great historian Max Dimontargues
It did not matter if Moses really had a chat with the Lord on the mountain
Sinai or not. It is important that the Jewish people believed in it and carved
their unique place in the world of civilizations because of it. Perception was
Reality.
Even at a mundane level, it will be possible only in a PR campaign
if the perception really encouraged resonates with the public. I do not think
People are easily deceived. You can try everythingYour bag of tricks in order to
the public to see things, the way forward. You will succeed if the exercise you
try to mediate, fits the reality of the public, the reality of time. As
Pretkanis and Eronson argue that credibility is still made, and not
acquired.
PR or advertising?
Often the terms "public relations" and "public" are used interchangeably.
They do not, it should be. Advertising is only an expression ofPR-specific,
Achieve recognition through press cumulative exposure. A publicist knows
Newspapers, magazines and TV talk shows. Public relations is much more
than. The public relations specialist is well versed in human nature, as in
Editing and sound bytes.
PR can buy as a macro as a campaign to convince foreign governments about it, so
U.S. soybeans, or as micro-enterprises as a warm handshake. The idea that is PR
only a matter of mailing --Press is a spicy, as a squirrel
Breakfast. As the producer says, manager and publicist Jay Bernstein, "PR
always a front table on the right restaurant, you get invited to the right
Party and the entry into first class on a tourist ticket. "
A man who has greatly affected my thinking, the estimated Business Author
Tom Peters and lecturer, tells the story of a visit to a neighborhood
Convenience Store. "American Express has beenwith a little user-unfriendly "
Tom recalls, "and it took just over three minutes for my AMEX card delete them.
When it finally wrapped my purchase, the cashier, and when I turned to go
achieved in a vessel of two percent foil-wrapped mints. He pulled one out,
had him in my pocket and said: "The delay you experienced was inexcusable.
I apologize and hope that it will not happen again. Come back soon. "For two
Cents, he bought my loyalty forLife. "
This story is about a young entrepreneurs and only one customer, but it is
a perfect example of good PR But what is bad PR? I doubt that the
People on the scene, which has mastered that dubious craft better than
some billionaire Donald Trump. This is a man who has lost control
his golden boat. His gloomy infidelity, his lavish spending, his
steeper decline of fortune, and the worst was his attempt to use the
Mike Tyson rape tragedy to fight a price to be encouraged, together they paint a picture
a thoroughly vulgar mind.
The Donald does not care what you say about him, as long as you have your spelling
Name correctly. True, if he opens his mouth or makes a movement, the press
all over him. But his great fame it has only a famous fool. You
are not suitable to the level of fame, Mr. Trump has achieved, but given
his shameful picture, I wouldto congratulate you, dass
PR VS. MARKETING
With guerrilla PR (public relations and in general) can not tell the public that your
new digital fish-cleaner is the greatest invention since the dawn of time. You
could easily be done in an ad. Their goal is to get people to move to the same
Conclusion for themselves. Otherwise, you must participate in good old-fashioned --
or is it fashionable? marketing strategy.
Companies often banished to the Publictheir marketing departments.
This make sense from a business point of view, perhaps, but there is a clear
Difference between PR and marketing. Going back to the "science against art"
Analogy, while PR is the art, is the marketing of science.
Bob Serling, President of Stratford Marketing Group, an LA-based
Marketing firm, has written: "Marketing is everything you do to ensure
Your customers will find about yourself and buy your products andServices. "This is
a tall order, and on filling it go, marketing managers carry around one
strong grip in your bag of tricks.
To a large extent they are based on surveys, analysis and demographic
established sales and advertising methods to reach their goals. But
in public relations, intangible assets play a far greater role. How do you measure a
Feeling? It is not easy, but in the PR, we act in the realm of feelings every day.
We can use the mediaas a vehicle, but the scenery that we passed
contoured by human emotions.
Marketing often goes hand in hand with advertising. The undeniable
Advantage in advertising is that the vendor retains full control. He
knows exactly what his message is to say, and just when it is seen.
But remember this little fact of life: Most of the top advertising agencies to consider a 1-2
Percent response rate is a triumph. That's all you need to make them happy.
And like it or not, most people were not so serious, such as advertisements and advertisers
want. Everyone knows that they bought and paid for.
I prefer the probability that major media interest. While you lose a great
Degree of control, and one never knows for sure when and how your message
will be encouraged. But the audience is much more likely to accept what she gleans from
the media about what he sees in commercials. When Dan Rather says a new
Sport Shoea bold innovation that will give people more credit than
If company spokesman Bo Jackson says. The message, in fact the truth,
Dan Rather says what it is.
So whoever says Dan Rather, what news? The media like to boast of it to
newsgathering staff ace, but they in fact very much depend on public
Relationships between people. That does not mean the journalists of America plant juices.
They are just looking for good stories. A hungry reporters and asmart publicist
closed a game in the sky, and it's been so since the beginning of the
Communication Age.
FROM THE GUERRILLA PR FILE
In Amarillo, Texas, you will find the Big Texan Steak Ranch, where the owner
Questions of the following challenge:
When you eat a seventy-two-ounce steak in an hour, you get it for free. News
the business traveling far and wide, even in heaven, where I first read about it in
an airline magazine.
GLORYTAG: The founding of the PR industry
The PR industry flourished with the growth of the twentieth century
Mass media, although sensitivity to public opinion about the role of public
is nothing new. Even Abraham Lincoln had, in fact, once declared: "What
kills a skunk is the advertising is there. "Knew the fathers of modern PR
the value of simple pictures to convey, powerful messages from.
Edward Bernays, the founder of modernPR, defines its mission as
engineering of consent. He was a nephew of Sigmund Freud, and he proposes
me as to how astute about human nature than its estimated
Uncle. Bernays displayed a genius for concocting indelible images, something
require good PR campaigns. In a first triumph, he arranged for young
Debutantes to Lucky Strike to smoke while strolling in 1929 in New York at Easter
Parade. What Bernays, the press as soldbold political statement on
Women's rights was no more than a gimmick to sell cigarettes.
Pioneers such as producer AC Lyles, a publicist the pace for generations
followed by publicists. Another innovative company, Ivy Hill, is often credited with
Invention of the press release. Hill believes telling the "truth" in the journalistic
Fashion would contribute to public opinion. He felt that editors do not
Press release as an advertisement, but wouldplay their real news
Worth. He was right.
The writer is able to appeal to newspapers proved invaluable, the masters
the industry is looking to draw their pictures. Back in the 1920s, Hill
masterminded industrialist John D. Rockefeller 's much-ridiculed habit
Distributing pence for every child he met. Ridiculous, but effective in his time.
(Imagine trying to T. Boone Pickens, today.)
Occasionally, people got less than they expectedfor. In the late 1950s, the
Ford Motor Company is committed to overcome PR pioneer Ben Sonnenberg
the negative consequences of the Edsel fiasco. He was responsible for Ford of $ 50,000 for a
PR foolproof plan, and after three days she lay in person. Sonnenberg
executives saw the breathless into his eyes and intoned, Thu: "Nothing." With
that the dapper journalist, put his check and went, much to the
snappish shock of Ford braintrust.
Even nations need some help. In the 1970s, there developed a Argentina
little PR problem when his government abducted and murdered thousands
its own citizens. Buenos Aires hired high-powered U.S. firm Burson --
Marsteller arrange things. For a cool $ 1,000,000, started the company a
extensive campaign with opinion leaders from around the world:
Stream of press releases emphasized, among other things, the Argentine
Regime's record in the fight against terrorism. Sometimes the truth can be stretched
until he tears himself in half.
I would not think that necessarily give you a polite version of PR
lie. This is not the case. As I said earlier, is PR gift packaging. Whether delivered
in fancy or plain, truth is the truth, and understands the audience finally
it. The trick is packaging the truth on your own terms.
How often have you read about a great movieStars storm the set of a movie
because of "creative differences" with the director? We all know the two
Egomaniacs probably hate each other courage. But if the newspapers that
we would perceive the situation quite differently. Through our soft entry of the row with
Words such as "creative differences", said the film star reputation remains intact,
Although intuition tells us it is "difficult."
More than one public
So far,when it comes to the public, I have generalized to the mean
Total population: We the People. The sophisticated modern art of PR
yet there is much more "public" as. In fact, a selective targeting is
primary tactic in the sound PR strategies. As you will see bigger is not always
better.
Depending on the goal of every journalist to one of several companies,
Consumers, government and communities. An investor seeking financial support
Objectives for the business press and relevant journals. A rock musician
Zeros on the local music rags. A lobbyist may not have more than one
friendly articles in the Washington Post, a retailer only the inhabitants of his
immediate neighborhood.
Although I've found a couple of customers easily dazzled crowd in PR Quality
what really counts. A seven-inch stack of newspaper clippings means nothing, unless
the objectives of theCampaign have been achieved. The guestbook is a great
Mother's Day gift, but I'd rather see my clients' careers in the enlarged
right direction.
Figuring out what audiences can be reached on one of the most important decisions a
Publicist makes. My-orientation, and I hope your direction is aligned
main audience vis-à-vis your goals, not necessarily
furthest. You can buy from the people you target the people you
Hoping to sell to the people for whom you work, the people who work for you, and so
on. It's a big world full of little worlds, if you look closely.
In most cases, I spell out precisely who and what I am after, and then
be aggressive. Do not go for the moon at once. Set to reach a goal,
Then build on this basis. Any good planner knows the benefits of
Thinking three steps ahead, while a process step by step.
FROMGUERRILLA PR FILE
The history-making revolution in August 1991 the former Soviet Union
began when the then President Mikhail Gorbachev left Moscow for a vacation on
the Crimean Sea. Since the whole affair had a happy ending, all
if so, then laughed a few days, the president of the outdoor billboard
Company in Detroit, ran a series of large advertisements in the city Read more: Welcome "
Back, Gorby! Next Time Vacation in Michigan. "
MICHAELLevine Ten Commandments for dealing with the media
Never be boring. Never!
Do you know your topic thoroughly.
Do you know the media in touch with you. Read the paper, watch the news.
Cover your bases.
Don''t just take "yes" for an answer. Follow-up, you follow through.
Never be satisfied.
Always maintain your collection.
Believe that some trains require.
Persistent, but move when you are convinced you're getting nowhere.
Remember thisis not brain surgery. Do not take (take it too seriously as well
Many writers I know). Have fun.
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