Print Media Management

Print Media is one of the traditional medium.

Anyone wanting to fully understand their media footprint, even in this Facebook/Twitter age,
should include print media monitoring in their PR measurement mix. Fact: Traditional media
generates more media exposure and larger audiences than all online media combined.

4 REASONS PRINT MEDIA IS KEY FOR PR-IT’S ELEMENTARY

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.

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. No batteries or wifi required.

4. Most community/business leaders and decision makers look to newspapers as the most
credible source of information. This isn’t simply a matter of #samerules vs #newtools.
Newspaper editors provide a real check-and-balance on news stories that most bloggers will
never have. Fact-checking and accuracy is a big deal.

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.

Electronic Media Management

Social Media Management

Overviews of the social media landscape and where and how social media fits into your
environment as well as some social media trends. We will then look at the relationship between
traditional and social media, in particular, the roles that engagement, interactivity and
participation play in public relations.

1. Using Social Media for Engagement and Relationship Management

Social Media allows harness this interactivity and propensity for participation for engagement
and relationship management. How to create and engage your audience, how to build
relationships and communities and how to take advantage of real time marketing.