7 - Press Releases and Their Visibility in the Media - Martin de la Cruz

Reference:

Alcoceba-Hernando, J. (2010). Analysis of Institutional Press Releases and Its Visibility in the Press. Revista Latina De Communicacion Social, 13(55), 1-13. Doi:10.4185/RCLS-65-2010-904-354-367-EN. Retrieved from http://ehis.ebscohost.com.ezproxy.uvu.edu/eds/pdfviewer/pdfviewer?sid=77d345ec-a889-4d9a-bacf-906738c78863%40sessionmgr10&vid=3&hid=6 on October 24, 2013.

Theme:

The theme of this article was an analysis of the relationship between public perception of issues was influenced by institutional press releases and the visibility given to those press releases by the media.

Summary:

·         The communication between organizations and the media affects the public perception of public issues.

·         Organizations need to publicize their activities to the public.

·         Messages from organizations seek to inform the public about the organization and its activities through the media.

·         Public perception of the organization is largely dependent on the relationship between the organization and the media.

·         The balance between garnering media attention and giving the public useful information requires knowledge of the organization and knowledge of the media and how it operates.

Application to Lesson Topic:

This article highlights the relationship between public perception of orgnaizations as influenced by the media. The media receive information from press releases from the organization. What sort of  media attention is given to an organization’s press releases depends on the relationship between the media and that organization.

Application to Emergency Services:

In order to maintain a positive public image and be effective in disseminating information to the public through press releases to the media, it is necessary to develop a good relationship with the media and know what will gain their attention.