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| Media covering Pres. Obama - procommunicator.com |
Reference
Waters, R. D., Tindall, N. J., & Morton, T. S. (2010).
Media Catching and the Journalist-Public Relations Practitioner Relationship:
How Social Media are Changing the Practice of Media Relations. Journal Of
Public Relations Research, 22(3), 241-264. doi:10.1080/10627261003799202
Theme
PIOs and other public relations people need to be looking at the social media as a way to reach journalists.
PIOs and other public relations people need to be looking at the social media as a way to reach journalists.
Summary
Rather than waiting for the stories from public relations
practitioners journalists are now using social media to get story ideas.
By using technology and social media journalists get public
relations practitioners to compete with story ideas. This phenomenon is called
media catching. See more at: http://www.instituteforpr.org/scienceofsocialmedia/media-catching-and-the-journalist-public-relations-practitioner-relationship-how-social-media-are-changing-the-practice-of-media-relations/#sthash.hdEl4pL7.dpuf
Traditional media are using twitter, but new media outlets have
turned to online services like HARO (Help-a-Reporter-Out.com) and LISTSERV
technology to get story ideas
Application to the lesson
Media relations is the
idea of cultivating a relationship with journalists and editors before an
emergency. This is crucial in developing
an understanding of the role and needs of the media. When technology takes
over, like with media catching, it becomes more difficult to develop relations
with journalists, because as a PIO you may never see them. Thus, it becomes even more important as a PIO
to reach out and meet journalists.
Application to emergency services
In order to garner positive media attention, it is necessary
to actively engage journalists instead of waiting for the journalists to cover
you on their own.
