Media and Public Relations I

1. Media and Public Relations I Introduction to Public Relations School of Communication Studies James Madison University Dr. Michael Smilowitz

2. What to expect? • A discussion of three views regarding “media effects.” • A description of “Post’s Model for Anticipating an Organization’s Response to Criticism.” • A brief examination of news media credibility.

3. Orson Well’s broadcasted a radio rendition of the story on October 30, 1938 -- Halloween Night! A lot of people claim that of the estimated six to twelve million people who heard the broadcast, nearly one million people panicked. Recent research, however, suggests that the number of people who actually believed an invasion was occurring was much, much lower. In fact, the idea that the broadcast caused even hundreds of thousands of people to call the police, hide in cellars, or otherwise prepare for a “Martian invasion” is more of a “put-on” than the broadcast itself.

4. What are the effects of mass media? HIGH MIDDLE • LOW • Magic Bullet • Theories • Effects are immediate, direct, and powerful. • Effects are the same for everyone. • Limited Effects • Theories • Lazerfield’s Two-step flow model. • Effects are greater on some people (children) – lesser on others. • Minimal Effect Theories • Media is only a reflection of culture. • Effects are limited as audiences are active information processors. Lazerfield’s two step model: Source > Message > Mass Media > Opinion Leaders > General Public

5. What are the effects of media? Seems to depend on who you ask! No negative effects -- media only conveys news, information, and sought after entertainment. Media industry Media Critics The media are a detriment to culture -- providing only to the lowest common denominator. Media Researchers The media has some effects on some people under some conditions.

6. Post’s Model of an Organization’s Response to Criticism Refers to the organization’s desire to “keep things as they are” (high stake) or willingness to change its practices (low stake) Refers to whether the organization believes relevant publics to regard the critics as credible (high) or newsworthy (high) or the complaints will not be taken seriously by anyone (low). Relative stake in the status quo Perceived legitimacy of critics’ complaints

7. Post’s Model of an Organization’s Response to Criticism High Stonewalling Collaboration Work with critics to find mutual satisfactory solution. Includes cover-ups and distortions. Relative stake in the status quo Say nothing, do nothing, wait for it to go away. Accept criticisms and make changes. Avoidance Accommodation Low High Perceived legitimacy of critics’ complaints

8. Post’s Model of an Organization’s Response to Criticism High But wait a minute … Sometimes organizations do something else … They actively respond to what others may consider to be legitimate complaints, in an attempt to generate support for their own positions. Stonewalling Collaboration Work with critics to find mutual satisfactory solution. Includes cover-ups and distortions. Relative stake in the status quo Say nothing, do nothing, wait for it to go away. Accept criticisms and make changes. Avoidance Accommodation Low High Perceived legitimacy of critics’ complaints

9. Post’s Model of an Organization’s Response to Criticism Consider for example: • Mobil’s response to its critics • Filed formal complaint with news organizations regarding unfair news coverage. • Took out full page ads in major newspapers to present its own views. • Food Lion • Took ABC to court. • Refused media contacts. • Redesigned its television commercials.

10. Post’s Model of an Organization’s Response to Criticism What accounts for the increased willingness of organizations to confront the media? The answer may be relevant to changing perceptions of the media’s credibility.

11. Perceptions of the Media Source: Urban, C.D. (1997). American Society of News Editor’s Journalism Credibility Project: Examining Our Credibility. Data gathered through twenty-three minute telephone interviews with a representative sample of 3,000 Americans.

13. "Which of the news media do you, personally, find to be the most biased -- television, radio, newspapers or magazines?" Television 42% Newspapers 23% Magazines 17% Radio 5% All of them 8% None <% It depends/Don't know 5%

15. Post’s Model of an Organization’s Response to Criticism 1. Post’s model may have provided an accurate representation of organizational responses in 1978. Since then, organizations are more likely to respond to criticism with an eye towards affecting public opinion. So what’s the point? 2. It remains good practice, however, to avoid adversarial relationships with the media.