PR Through Print Media

2014

International Islamic University, Islamabad Faculty of Social Sciences Department of Media & Communication Studies

PR Through Print Media

Submitted To: Sir, Shafayat Ali Malik

Submitted By: Kamalludin Kamal

INTERNATIONAL ISLAMIC UNIVERSITY, ISLAMABAD |

Table Of Contents INTRODUCTION

1

PUBLIC RELATION DEFINITION

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PRINT MEDIA DEFINITION

2

PR IN THE LIGHT OF PRINT MEDIA’S HISTORY

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PUBLIC RELATIONS TOOLS

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PRESS RELEASE TELLING THE STORY NEWSPAPER MAGAZINE HOSE ORGANS BOOKS RADIO: TV FILM BROACHERS SOCIAL MEDIA

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PRINT MEDIA AS A TOOL IN PR

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PRINT MEDIA IS KEY FOR PR ACCELERATION

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CONCLUSION

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BIBLIOGRAPHY

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Public Relations Through Print Media Introduction The term public relation has been in practice since immemorial time, thousands of years ago wall paintings in the caves of primitive people, writings on tablets of stone, ancient buildings, pyramids, early temples, mosques and cave paintings. Even we have in the Holy Quran that Adam (AS) had relations (in the sense of Public Relations) with BiBi Hawa, So, it will be appropriate to say that public relations are as old as human being. Fortunately this phenomenon further developed in each era on this planet and human being developed Public Relations as they developed their own life, Till 1807 that Thomas Jefferson for the first time used the exact word PR in his speech once in a conference. And every organization and individual get interested to publicize his/her self and their organizations, They feel the need of a medium for dissemination of their materials, while in that time Press was existing and people started to publish their materials to Newspapers and magazines, this was the time that Public Relations and Print Media has joined and started a pally life.

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Public Relation Definition Since the usage of word PR by Thomas Jefferson in eightieth century (1807) it has bed defined many times by hundreds of scholars. The earlier definition of PR which the World Assembly of Public Relations Associations, has defined in Mexico City (Aug-1978) was; The art and social science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action, which will serve both the organization and the public interest. PRSA (Public Relations Society of America) has announced the latest definition of PR as: A strategic communication process that builds mutually beneficial relationship between organization or (individual) and its (or their) publics. In another definition of PR we have that Public Relations is a strategic communications process that helps manage, protect, and enhance the reputation of an organization, its members, and its services.

Print Media Definition The term Print Media is combination of two words the firs is Print which means; Production of (books, newspapers, etc.), especially in large quantities, by a mechanical process involving the transfer of text or designs to paper. And the word Media means; any medium of Mass Communication such TV, Radio, Newspaper, Internet etc. Thus we can define Print media as; the medium that disseminates/distributes printed information to the Mass through its mediums of Newspapers, Magazines, and Brochures etc.

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PR in the light of Print Media’s History As the Print Media started in A.D. 105. By; Ts’ai Lun, a Chinese official, who is attributed with the invention of paper. Forty years later, Pi Sheng had invent the first movable type. It would take literally hundreds of years later, in 1276, for printing to reach Europe in the form of a paper mill in Italy, and another two hundred years until Johannes Gutenberg refined a method to efficiently print books and pamphlets on his Gutenberg press. While in early 1910s, several printers experimenting with photo-reactive chemicals used the well-known actinic light–activated cross linking or hardening traits of potassium, sodium or ammonium chromate and dichromate chemicals with glues and gelatin compounds. Roy Beck, Charles Peter and Edward Owens studied and experimented with chromic acid salt sensitized emulsions for photo-reactive stencils. This trio of developers would prove to revolutionize the commercial screen printing industry by introducing photo-imaged stencils to the industry, though the acceptance of this method would take many years. Commercial screen printing now uses sensitizers far safer and less toxic than bichromates. Currently there are large selections of presensitized and "user mixed" sensitized emulsion chemicals for creating photo-reactive stencils. Absolutely thirteen years later Basil Clark establishment Editorial Services in 1924, and according to the Academic Noel Turnball; PR was founded in Britain first. The second half of the 19th century is considered the professional development building era of Public Relations, while trade associations, PR news magazines, international PR agencies, and academic principles for the profession were established.

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Public Relations Tools Tools in PR, are the vehicles through which the PRO curries-on the Relations of its organization or individual with the masses, in PR there are some specific tools which can promote positive attitudes and behaviors towards PROs activities that will help convert interested consumers into customers. Good to know that PR tools are very cost-effective, and often give us a greater degree of control than more broadly targeted advertising campaigns. Following are some PR Tools;

Press release: The most common material provided to media outlets. A press release is the most important form of written communication used by a public relations professional to announce something to the media. It is mailed, faxed or e-mailed to the media.

Telling the story: If a publicity man’s stories and pictures are in tone with the interest of the newspapers there will be little need for rewriting, as the company is wishing to reach people through newspaper and radio will fashion its newspaper messages as they would be done by newspaper writers and photographers.

Newspaper: Are all the media, the newspaper are and always have been the most used publicity medium because they are read by virtually every literate person. Newspaper publicity is the backbone of any informational program because newspapers are published more frequently reach more people and more different publics.

Magazine: It is another medium of publicity by the printed word, having broad space to campaign.

Hose organs: Also known as In-House-Publication, is a useful tool to reach the most important audience specially the employees of large companies, to campaign in the specific area. Given great imputes during WWII as an effort to heighten morale and increase production of war goods the house organ has proven a valuable public relations tool for informing workers of their own company’s plans and policies in USA and European countries.

Books: Involving all the techniques of printing books, might include annual report of a company to its stockholders, technical reports to other manufacturers or scientists,

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histories of businesses on the occasion of their anniversaries and a wide range of informative and instructional booklets for employees, visitors, editors in need of background data, etc.

Radio: Reaching large audiences with widespread interests, radio reaches into places beyond the scope of the newspapers; almost all cars are equipped with radio set, also radio transmission reach in the remote areas of our countries, where newspapers cannot.

TV: The PR tool which has tremendous force and effectiveness is Television. It promises to become the most potent of all mass communication media, which combines the printed word, the spoken word, pictures in motion, color, and sound into one. Amazing results from advertising via Television have become everyday occurrences.

Film: Telling the public relations story by means of motion pictures, film slides, tape recordings, and closed-circuit television is a familiar technique in most of the advanced nations’ large sales and manufacturing organizations.

Broachers: When the message to be conveyed must last longer in the minds of the audience, then one sheet of information, as in a flier, may not be sufficient. In such a case, a multi-page publication or in other words, more than one page of printed matter, is produced as a PR tool.

Social Media: Social media lets you bypass the media and go straight to your customers. Using social networking sites such as Facebook and Twitter allows you to follow and be followed by journalists, drive web traffic, manage issues by responding quickly to criticisms or negative perceptions, and increase exposure for your business

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Print Media as a Tool in PR Print Media PR is the most frequently used and popular form of public relations, which builds the solid foundation for PR campaigns. Have you imagined the Public Relations? Mostly, when people think of public relations, at some points Newspaper will flash in their mind. That’s because for most people two things are true: newspapers are a thing that exists, and written press releases designed for print media are a big way in which companies spread news regarding their recent developments. You may seen several advertisements appearing in newspapers and magazines. What do they consist of? Absolutely they consist of textual messages as well as some visuals or pictures. These advertisements are examples of PR tools used in the print media. They are worked out effectively to attract the reader’s attention away from other competing advertisements. As a fact most of the scholars are agree that; Traditional media generates more media exposure and larger audiences than all online media combined.

Print Media is key for PR Acceleration Although our oldest news medium, nearly every community has a “paper of record” that still has the ability to inform a wide audience and provide great depth of coverage. Anyone who wants to fully understand their media footprint, even in this Facebook/Twitter age, should include print media monitoring in their PR measurement mix. While we at Universal fully recognize with the business challenges many newspapers have faced in recent years, this “traditional” form of media still does amazing work. Newspapers just can’t be matched as a convenient, low-cost, thorough news information source. And that’s true in both big cities--like Karachi or Lahore and in smaller communities like Islamabad, Peshawar or Kabul. Followings are four key terms that strengths the Print Media usage in PR: 1. In most towns and cities, the local newspaper still has the biggest staff of journalists. Hand-in-hand with a good bullpen is the idea of specialization. A beat reporter (health, business, education, government, etc.) can be a big help to an organization looking to promote, publicize or influence behavior.

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2. Especially in smaller communities, people read their hometown newspaper from front to back. Most weeklies operate without any local media competition, and are open to story ideas and submitted news releases. 3. Newspapers are easy to use and are everywhere. They can be dropped at your doorstep, left out (for free) at businesses for customers, and everyone knows how to use them. And as long as a newspaper isn’t in a trash can, the information it provides is ready for the taking by anyone of any age. 4. Most community/business leaders and decision makers look to newspapers as the most credible source of information. Newspaper editors provide a real checkand-balance on news stories that most bloggers will never have. Fact-checking and accuracy is a big deal in Print Media. A business or organization that monitors print news clips is also guaranteeing that they are capturing all of their media relations efforts. While many think surfing the internet is the best way to track coverage, the reality is that Web monitoring alone can’t grab everything. In fact, recent studies show less than 30% of earned media content is available for free and online. Arthur Conan Doyle’s Sherlock Holmes a fictional character in London said this about the Newspapers of London Circa 1900: “The Press, Watson, is a most valuable institution, if you only know how to use it.” The media landscape has changed radically in recent years and it will continue to change, but newspapers remain valuable. Earned media is immensely more valuable than advertising. Maximizing the impressions and impact of a news story, regardless of the medium, is how one changes behavior through PR.

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Conclusion While we talk about the Media and PR, specially Print Media and PR, from the beginning of public relations it comes to publish in print media such; newspaper, magazine, brochures, As the PRAS of America done a research on changes in the relation of Media and PR, one of the biggest and most pertinent concerns that many have regarding the changes in media and public relations is the changes that are undoubtedly coming with print media. With the digital age already making some significant changes to the way that traditional newspapers operate, there are many who are wondering if in the next ten years if print newspapers will be obsolete and if that will impact the relationship between media and PR. As I mentioned that the relationship between public relations and the media has always been a symbiotic one, with both parties receiving help from the other in various ways. While it doesn’t always seem equal if you’re Media students or pro-PR trying to explain it in a major media outlet, we would without a doubt be worse off without access to the various forms of media. We must remember; the more things change, the more they stay the same. While traditional media outlets like newspapers are slowly going by the wayside, the role of media in public relations will stay the same. PROs will still have to talk to reporters and butter them up and they will suffer for hours trying to figure out the best way to phrase their press release. Because journalist, the member of the fourth pillar of estate, is an esteemed necessary part of a free country. Journalists have a saying “write about what they’re NOT telling you.” We (journalists) consider it our job to speak truth to power and find out the real story. Even if their company is never part of a major trend or news story, there is still simply too much information flying past their face every single day to process everything going on. So even if newspapers made of actual paper don’t exist in 2020 and beyond PROs will still have to send press releases and talk to reporters for their favorite websites (or whatever new thing is out then). As objectivity is one of the characteristics of Journalist then I want to clarify that; On the other hand, the ability for every person to have their own “story” online becomes easier and easier by the day. Even regular, untrained citizens are doing the work we mentioned above of speaking truth to power, some would say that’s a good thing, others would say that’s dangerous. If a PRO want to publish a great story and send it around

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the Internet all it takes is a little know-how and creativity. Suddenly the whole world is abuzz with talk about his company. Think of how simple it is in today’s world to write something up and send it around to anyone interested. Now imagine a world with a decade or more of innovation in technology. Why would traditional “gatekeepers” still be around in that scenario? The Internet is a constantly evolving thing and it won’t slow down anytime soon. Reporters and the like will be outdated in the future as the trend will continue towards community based promotions like blogs, social media, and even smartphone technologies previously unseen. The role of traditional reporters will be reduced to making sense of the constant feed of information coming in from around the world. However, there will be no need for PR pros to submit anything to them as there will be just too many avenues for submitting a story to the public. In that time, life will became most complex and the value of time will be ten time more than these day, and this is the point of pointer that again organizations, individuals need to hire PROs and as the world is too complex and a PRO is not an investigator, then they need to contact Journalist.

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Bibliography 1. Muhammad Imtiaz Shahid, (2011) Book; Advanced Mass Communication 2. AIOU, (2009) Book; MA-Study Guide, Public Relations 3. AIOU, (2008) Book; BA-Study Guide, "‫ت عـــــامـه "اردو کتاب‬ ِ ‫تعلقا‬ 4. Yiunus Shakar Khowah, (2007=1386 Hijri) Book; "‫واژه نامه ارتباطات "کتاب فارسی‬ 5. PRSA: Publics Relations Society of America | http://www.prsa.org 6. PRINCETORN UNIVERSIYT, USA | http://www.princeton.edu 7. OXFORD DICTIONARY | http://www.oxforddictionaries.com

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