Collect Your PR "Fringe" Benefits: Look Again at the Media You're Not Using

Weiner, Richard
September 1985
Public Relations Quarterly;Fall85, Vol. 30 Issue 3, p20
Academic Journal
Sophisticated public relations practitioners generally concentrate on national print and broadcast media in major markets. It's difficult to obtain significant, favorable publicity in The Wall Street Journal, New York Times and other top circulation newspapers but it's done every day. It's even harder to get your message on network TV news programs, but of course it's worth the effort. Mass mailings of conventional news releases rarely are successful and mailing costs now are higher than ever before. One solution is via wire services, Sunday newspaper supplements, syndicated columns and syndicated programs. These jackpot placements are important but they are not the only opportunities. A succession of pleasant surprises often greets the public relations executive who has the initiative to explore the journalistic market place for additional opportunities. Among the best-pulling releases are those which offer tips: how to get better results, lower-cost results, or both. The "then and now" approach also pulls well. So do features such as fashion forecasts that help readers choose wisely.


Related Articles

  • Pioneering E-Sport: The Experience Economy and the Marketing of Early 1980s Arcade Gaming Contests. BOROWY, MICHAEL; DAL YONG JIN // International Journal of Communication (19328036);2013, Vol. 7, p2254 

    This article sets out to historicize the development of e-sport (organized competitive digital gaming) in the early 1980s using three new conceptual frameworks. We identify e-sport as an accompaniment of the broader embryonic gamer culture, a hallmark of the "experience economy" concept, and as...

  • Florida News Networks Turn 10. Malone, Michael // Broadcasting & Cable;10/1/2007, Vol. 137 Issue 39, p10 

    The article examines the Florida cable news networks Bay News 9, based in Tampa, and Central Florida News 13, based in Orlando. The two networks, both owned by Bright House Network, celebrated their 10th anniversaries in October, 2007. Both networks enjoy particularly strong ratings in the 5...

  • Miscomprehension of Public Affairs Programming. Hoyer, Wayne D.; Jacoby, Jacob // Journal of Broadcasting & Electronic Media;Fall85, Vol. 29 Issue 4, p437 

    The ability of individuals to comprehend accurately nine televised public affairs messages was examined. A national sample of subjects was quizzed about material contained in a message immediately following exposure to one of the nine stimuli. Results indicated a high rate of miscomprehension....

  • Unlike print, it's sunny in TV land. Lowry, Brian // Variety;5/18/2009, Vol. 415 Issue 1, p10 

    The article discusses how television news broadcasts and newspapers report on their own businesses. Ratings for television news programs and their advertising revenues have declined in the 2000s as have newspaper circulation and advertising, but research by the Annenberg School of Communications...

  • Public Affairs and Sensationalism in Local TV News Programs. Ryu, Jung S. // Journalism Quarterly;Spring82, Vol. 59 Issue 1, p74 

    Analyzes the time devoted to public affairs and sensationalism in local television news. Contention that sensationalism serve as reserves to maintain high rating; Considerations in selecting news stories as to whether they belong to the public affairs or sensationalism; Time when sensationalism...

  • Minneapolis-St. Paul. Hudson, Eileen Davis // MediaWeek;2/28/2005, Vol. 15 Issue 9, p9 

    Details the market for mass media in Minneapolis and Saint Paul, Minnesota. Advertisement spending by media; Circulation of the "Star Tribune" and "Pioneer Press" newspapers; Television program rating of evening and late news; Main outdoor advertising companies in the market.

  • What's 'Public' About Public TV's News Flagship? Jackson, Janine // Extra!;Nov2010, Vol. 23 Issue 11, p11 

    The article reports on the new ownership of the news program "NewsHour." It mentions that the program commonly known as the nightly newscast of public television is owned by a private and for-profit conglomerate Liberty Media Corp. It also states that private ownership of the program elicits...

  • PR Job Outlook in 2011; Americans' Giving Spirit; Local TV News Grabs Viewers; Cisco Tops IT Enviro List.  // PR News;12/13/2010, Vol. 66 Issue 47, p3 

    The article presents U.S. news briefs. According to a study conducted by The Creative Group, account services, public relations and social media are the areas in strongest demand among hiring managers. A study by Hearst Television claims that local television news is the most effective...

  • Which Ticker Format Works Best? Effects of Updating and Scrolling News Content on Viewer Memory and Program Engagement. Brechman, Jean M.; Bellman, Steven; Robinson, Jennifer A.; Treleaven-Hassard, Shiree; Varan, Duane // Journalism & Mass Communication Quarterly;Winter2015, Vol. 92 Issue 4, p970 

    This study considers two news ticker formats—the update ticker and the scrolling ticker—to determine the impact of ticker format on memory for news items in the tickers as well as for news program content presented in the background. Post-viewing responses between two treatment...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics