Print Media Versus Electronic Media Relations

Topics: Public relations, Advertising, Mass media Pages: 7 (2607 words) Published: April 15, 2008

Print media today is still considered to be the number one medium for public relations practitioners, despite the recent progress were seeing in electronic media and especially the Internet. Public relations practitioners channel any pertinent information through the media in order to send it to its target audiences or shareholders in the company. Public relations professionals mostly deal with print media. Print media is considered an important function for public relations professionals because many newspaper and magazine agencies use new releases.

Before the terrible attacks on the World Trade Center in New York City on September 11, 2001 newspaper readership had been steadily declining in the United States and the rest of the world. After September 11, 2001 newspapers readership had improved as well the media's image. Americans suddenly wanted to know to be informed about world affairs, specifically the war on terror and protecting our nation. From "The Practice of Public Relations" book: 49% considered the media "highly professional," compared to 73% after 9/11, 59% considered the media "politically biased," compared to 47% after 9/11, and 35% believed the news media "don't care" about the people they report on, while 47% found them compassionate.

Based on a study done by the U.S. Industry & Market Outlook there are 30,700 printing companies in the United States. As for magazines 17,321 are published in the United States according to the National Directory of Magazines. Furthermore magazine readership has seen an increase in its readership.

Now I will begin discussing publicity and its relevance. First, off publicity is known as the conscious attempt to manage the public's perception of a subject. Publicity is achieved by directly working with media. In addition, publicity is understood a more powerful method than advertising. Advertising cost a lot of money. Think about it a full-page ad in the New York Times or Wall Street Journal could cost a company or an individual thousands of dollars. Publicity cost compared to advertising are very low, it merely costs a company their time and effort to create. Publicity is considered to be more credible than advertising because it's similar to a third-party endorsement. Its thought of as "news" so most people will trust it.

There are six reasons why publicity works well for an organization. First one is when announcing a new product or service. Like I said earlier publicity is deemed as news so utilizing publicity before advertising is crucial. Second, publicity can be advantageous when recognizing an old product. Third reason is when explaining a complicated product. This means its tough to explain a multifaceted product in an advertisement because advertisements are limited. Companies cannot possibly fit everything they want into a brief advertisement so they devise a publicity stunt such as a staged event to discuss complex products or services. Fourth value of publicity for any organization is little or no budget. This suggests that companies with small budgets cannot afford to devote there time to advertising, so they turn to publicity, which is rather inexpensive and exceptionally effective. The fifth value of publicity is enhancing the organization's reputation. This in my opinion is very important job for public relations practitioners. The best way to promote or enhance an organization's reputation is through publicity and not through advertising because it is self-serving and very ineffective. The last reason why publicity makes good sense for any organization is during a crisis. According to our textbook publicity techniques are the fastest and most credible means of response during a crisis. This is also known as damage control, companies frequently choose this route when a crisis occurs.

Now I will discuss another form of public relations that's taken part of print media, propaganda. First off the...
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