There are several factors that make information newsworthy timing, proximity, significance, prominence, and human interest. All these elements make a story newsworthy and attractive to readers. The main goal of those covering news stories are to find stories that will interest readers. I had a teacher who said, “Nobody wants to read a story where a dog bites a man, but man bites dog that’s a news story!” Finding stories that are bizarre and unconventional are also considered newsworthy. The elements are used to select news stories, because there is so much news and the journalist cannot cover every story. The editor essentially makes the final call as to what will be covered.
As seen in this political cartoon “Look at this no trouble anywhere. I want my money back!” This defines the exact goal of newsworthiness it has to be news readers want to read!
The use of direct mail in PR is quite powerful, because it is something tangible that the consumer can have. With direct mail the company has the ability to try different formats and designs for the nest possible look for their company. Also, it is easy to track how much the company spent as well as judging the costs and benefits of using direct mail. It is a great way to gain attention as well as move people to action. Also, specifically if using direct mail as PR for political campaigns this could seem more personal that a voice recording or email. According to http://www.adspublicrelations.com/PRTipsIssue3.asp “ Think of the many kinds of direct mailing pieces which should advance your company’s message each time they are sent: appointment confirmations, thank you notes, information/facts sheets, newsletters, brochures, invoices, holiday greetings, marketing letters, flyers, article reprints, invitations, new product/service announcements, fax cover sheets, e-mail signature…. And these are not all of the so many opportunities to present your clear and consistent message”.
Modern communication tools in the world of PR would include the huge factor of technology. Due to technology PR Practitioners can use things such as social media, Skype, and a range of other possibilities because of technology. These new forms of communication tools allow practitioners to reach a much larger range of public’s. Also an advantage to modern communication tools is its ability to reach the younger generation. Nowadays younger people want pr that specifically caters to their needs and takes into account the world in which they live. Whereas traditional communication tools such as just news releases, flyers, and brochures do not seem to reach the audiences of today as quickly and efficiently as modern tools. Both modern and traditional tools have the ability to reach many audiences as well as get messages out to the public. In terms of best suiting for today’s world modern tools are engaging, interactive, and exciting. The main difference in my opinion between the two is that modern tools give the audience more say in how they interpret media and respond. Whereas traditional media doesn’t have much room for audience engagement and feedback.
I feel that the main reason a relationship exists between PR Practitioners and Journalism is because they are very similar. In Public Relations effective writing skills are key to success as well as with journalism. Both field involve effective communication skills whether directly in PR or indirectly through newspapers in Journalism. I believe this relationship has become more evident, because of the use of newspapers as a medium for PR professionals. I conclude that both fields are beginning to embrace one another as a means to success, and this obvious need from both parties must be met. Even though a lot of PR professionals started out in journalism I believe today the need for both to work together is quite clear.
The relationship with PR professionals and the media is very important. Proper communication with the media could mean success or failure in the world of PR. PR professionals work with the media in a variety of ways for getting out information through the media. For example, PR would use the newspaper, television, social media, and radio as a means to inform the public. This relationship has to very strong in order for both parties to work together in the best interest of the company as well as the media outlet.For example, the coverage of the Tiger Woods events from a PR standpoint needed to include a good media outlet to show Tiger in the best light. Also, good coverage of PR by a specific media outlet could provide a good form of publicity for that particular media. PR professionals need to understand that success with the media could mean a success, and bad media coverage could lead to familiar.
The field of PR has grown rapidly over the past years. I believe there are several reasons for this rapid growth. The first reason is more education in regards to what Public Relations is and what the career entails. Also, more research going into the importance of PR in today’s society, therefore causing more individuals to be interested in the field. According to prsa.org, Spending on traditional and digital (word-of-mouth marketing) public relations services in the U.S. totaled $5.7 billion in 2010, a 12.8-percent year-over-year increase. This shows how the industry is continuing to grow.
Also, I believe the field is growing because many skills required to be successful in PR are necessary in many aspects of life. For example, effective communication skills, good writing skills, ability to work through crisis, and take initiative as a worker. According to this website http://cometbranding.com/general/tomorrows-pr-skills-are-needed-today/ there are ten PR skills of tomorrow needed today. The skills stated are relationship development, strong journalistic writing and storytelling, and programming and design. All these skills are taken for granted in everyday situations, but these “little” things are what makes the field so successful.
As a student I also realized that Public Relations is used in so many aspects of our society. For example,anything from small businesses to large firms have some type of PR. Without PR a business would not be able to effectively communicate with the public. Even though it may seem like PR is not important more people are realizing its benefits therefore allowing for such a rapid growth.
This statement is the sheer essence of the role of Public Relations. Communication is key; being able to communicate effectively plays an important role in being able to reach your audience. Exceptional communicators are able to identify with the audience in order to persuade or inform. Being able to communicate with others is a powerful act that has the ability to change attitudes or behaviors. In the field of PR communication skills could either produce success or failure depending on how effective communication is. Communicating can be expressed in numerous ways from symbols, language, pictures, facial expressions etc.
For example, some of the greatest speakers are able to engage their audiences. Take a look at Barack Obama during his presidential campaign he was able to change a whole countries attitude and win the election. All using one word “change”.
The following chart shows how that most communication is nonverbal and tone while the actual words account for the smallest part of communication. Being able to deliver a message by having the appropriate factors to arouse an audience in my opinion provides for the best grounds for communication. Therefore, communication is truly powerful, because it has the ability to create images, change attitude, persuade, and inform all at the same time.
Take advantage of every opportunity to practice your communication skills so that when important occasions arise, you will have the gift, the style, the sharpness, the clarity, and the emotions to affect other people Jim Rohn