The New PR Toolkit: Strategies for Successful Media - download pdf or read online

By Deirdre K. Breakenridge, Thomas J. DeLoughry

Takes PR to the following point, delivering an entire blueprint for PR technique and execution that pulls on as much as the minute case reviews and cutting-edge such a lot artistic public kin paintings.

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Additional resources for The New PR Toolkit: Strategies for Successful Media Relations

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Meanwhile, a separate research study by the Pew Internet & American Life Project has found that young people between the ages of 12 and 17 engage in a wide variety of online activities, ranging from heavy use of entertainment sites to product research (see Table 2-6). Such trends should be of interest to anyone serving a client who is targeting young consumers, but there is also a lesson here for public relations professionals who want to anticipate some things about the young journalists they'll be dealing with in just a few years.

However, the rise of the Internet should cause us to re-evaluate what we think we know about the interests of all those names in our media databases. Is this particular magazine still interested in the same type of stories now that it has a Web site that is updated daily with breaking news? Is there a separate staff responsible for the Web site? If there is only one editorial staff for Web and print products, is it possible that reporters might be more open to pitches for short, focused stories that could be developed quickly for the Web site?

Economic factors: Income distribution, debt, credit availability, and so on. Technological factors: Pace of technology, opportunity for innovation, increased regulation for technological change. Political and legal environment: Legislation affecting businesses, protection from unfair competition, consumer protection and privacy issues, and so on. Social factors: Audience views of themselves, views of others, views of society, and so on. The micro environmental factors that shape your audience's needs are closely related to a person's general lifestyle and are gathered by using primary, firsthand research tools like online surveys of site visitors.

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The New PR Toolkit: Strategies for Successful Media Relations by Deirdre K. Breakenridge, Thomas J. DeLoughry

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