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PUBLIC RELATIONS & MEDIA MANAGEMENT

PUBLIC RELATIONS & MEDIA MANAGEMENT. Presented by Hopeton S. Dunn, PhD Director, Telecommunications Policy and Management Programme Mona School of Business, UWI. Presented at the JTA Education Conference 2010. Introduction.

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PUBLIC RELATIONS & MEDIA MANAGEMENT

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  1. PUBLIC RELATIONS & MEDIA MANAGEMENT Presented by Hopeton S. Dunn, PhD Director, Telecommunications Policy and Management Programme Mona School of Business, UWI Presented at the JTA Education Conference 2010

  2. Introduction • Teaching – one of the most widely dispersed and influential professions in Jamaica • It has a naturally receptive audience - all members of society • The profession has been through significant transition since independence • As such, the image and reputation of teachers require renewal and thoughtful interventions

  3. Objectives • This session seeks to help teachers develop a better image for interactions with the media and the wider public through: • Understanding the factors that go into building a strong brand and • Understanding the media through which your images are transmitted

  4. Learn to Master Traditional Media • Radio • Television • Print

  5. Emerging Technologies • Consider new tools and the impact of emerging technologies including: • The Internet • Websites • Blogging • Social and Citizen Media • Wikis

  6. Understanding Communication • With all these means of conveying messages, what is the process that brings all of these outlets together? • Its Communication … • But what do we mean by Communication? • What is the process involved and how can we understand it more deeply?

  7. Linear Model of Communication (Lasswell) Message Sender Receiver Channel

  8. Cyclical Model of Communication (Schramm) Message Encoder Decoder Interpreter Interpreter Decoder Encoder Message

  9. The Communication Wheel Source: Evans, D. - People, Communication and Organisations.

  10. Other Factors in Communication • Non-Verbals • Noise • Relevance to your audience • Who am I communicating to? • What are their objectives? • What are my objectives?

  11. Variables in the Perception of Oral Messages LISTENER VARIABLES MESSAGECREATED SPEAKERVARIABLES EXTERNAL VARIABLES MESSAGERECEIVED

  12. Message Types and Communication Flow Upward Communication Downward communication Horizontal Communication Higher levels of the organization Instructions, directives Coordination Information Lower levels of the organization

  13. Understanding Media • Issues of image, language and self-presentation • The ‘sound byte’ • Agenda-setting, priorities and prominence • ‘Spin’ • Sensationalism • How do you ‘make it matter’ to them

  14. Methods of Interaction with Media • News Releases • Interviews • News Conferences • Media Briefings and Socials • Tours and Open Days • Public Lectures

  15. Elements of the News Release • Lead • Body • Attribution • Continuity • End

  16. Interviews • Have a positive, pro-active strategy • Do not only answer questions but be prepared to make key points of your own • Ensure that the best spokesperson on the topic is the one who speaks to the media

  17. Preparing for a News Conference Multimedia in reach Prepare a statement to be delivered orally - don't distribute until spoken Prepare lead speaker Manage questioning through assigned chairperson Conclude before it drags out

  18. About Email… • Remember that email can be considered an official communication from an organization • Do you and all your colleagues understand this? • Proof read and check all the facts before hitting ‘send’ • Avoid abbreviations and SHOUTING

  19. Preparing a Communication Plan • Communication Objectives – what and why are we communicating • Target Audience – who do you want to communicate with • Timing and Frequency – when and how often do you want to communicate • Responsibilities – who is going to communicate? • Communication Quality – how will we ensure effective communication?

  20. Summing up (1) • Be clear on the message to be delivered • Keep message consistent and repeat creatively if necessary • Know your target audience • Avoid noise • Engage from a position of preparation • Know some key media contacts

  21. Summing up (2) • Discourage unethical behaviour • Consider the Verbal and Non verbal Impact • Be concise • Monitor both traditional and new media • Practice and remain active

  22. Thank You!hopetondunn@gmail.com

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