第9章媒体（课件）-《公共关系实务（第14版）》同步教学（清华大学出版社）

Slides in this presentation contain hyperlinks. JAWS users should be able to get a list of links by using INSERT+F7 公共关系实务（第14版） 第9章 媒体 If this PowerPoint presentation contains mathematical equations, you may need to check that your computer has the following installed: 1) MathType Plugin 2) Math Player (free versions available) 3) NVDA Reader (free versions available) 1 9.1 公关工作中最基本的技巧的无与伦比的重要性。 9.2 探讨所有形式的媒体沟通——印刷、电子、互联网和社交媒体。 9.3 讨论宣传（比广告更强大、更可靠）的价值。 9.4 了解在组织宣传中与记者打交道的适当方式。 学习目标 2 开篇案例：告诉我你的真实想法 媒体对特朗普总统宣战 总统与对其进行报道的媒体剑拔弩张 客观的媒体选择反对特朗普 特朗普称媒体是“美国人民的敌人” Every time the President tweets, he makes the news. He is at war with media. 3 公关宣传发生了变化 传媒多种多样，无处不在 社交媒体实时更新 公关人员瞄准的媒体目标不断移动 传统媒体在美国及全球的新闻议程决定中仍然有着举足轻重的作用 Media in the 21st century have changed dramatically 4 学习目标 9.1 讨论媒体关系作为公关工作中最基本的技巧的无与伦比的重要性。 Public relations used to be about convincing a third part – usually a journalist – to report favorably on your client. 5 付费媒体、自有媒体与免费媒体报道 在社交媒体问世之前，公共关系的主要目标是说服记者对客户进行正面报道 赢得了记者的无偏见的肯定，你就获得了“第三方验证”，而这正是公共关系的终极目标 公关人员如今要面对的是付费媒体、自有媒体与免费媒体报道 When journalists reported positively on what you or your organization stood for, it was perceived as an unbiased affirmation of what you or your organization espoused. The view of your client or employer was expressed by an objective, outside reporter, which was more credible than expressing the view yourself. Today, the replacement of traditional media with tablets and mobile devices and the proliferation of social media has forced public relations to change. 6 付费媒体 付费媒体就是你花钱使用的媒体 付费媒体的主要形式是广告 如今出现了将广告和社论结合在一起的公关广告 有关组织优势、发展、社会责任感和慈善事业等方面的主题比以往更为常见了 Paid media was formerly the province of advertising and marketing departments. Now public relations uses paid media to communicate in editorial-style ads. 7 付费媒体的优缺点 优点 可以控制其内容（篇幅、放置位置及覆盖率”和“频率”） 可以“保证”上面的所有要素 缺点 远没第三方为你做宣传显得可信 很难确保人们看到你的广告，更不用说让其采取行动了 Paid media costs plenty. The fragmented media environment means it is hard to reach people, even if you pay for the exposure. Paid med