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PUBLIC RELATIONS &
MEDIA MANAGEMENT
Presented by
Hopeton S. Dunn, PhD
Director, Telecommunications Policy and Management Programme
Mona School of Business, UWI
Presented at the JTA Education Conference 2010
Introduction
Teaching – one of the most widely dispersed
and influential professions in Jamaica
It has a naturally receptive audience - all
members of society
The profession has been through significant
transition since independence
As such, the image and reputation of teachers
require renewal and thoughtful interventions
Objectives
This session seeks to help teachers develop a
better image for interactions with the media
and the wider public through:
Understanding the factors that go into building a
strong brand and
Understanding the media through which your
images are transmitted
Learn to Master Traditional Media
Radio
Television
Print
Emerging Technologies
Consider new tools and
the impact of emerging
technologies including:
The Internet
Websites
Blogging
Social and Citizen Media
Wikis
Understanding Communication
With all these means of conveying messages,
what is the process that brings all of these
outlets together?
Its Communication …
But what do we mean by Communication?
What is the process involved and how can we
understand it more deeply?
Linear Model of Communication
(Lasswell)
Message
Sender
Receiver
Channel
Cyclical Model of Communication
(Schramm)
Message
Encoder
Decoder
Interpreter
Interpreter
Decoder
Encoder
Message
The Communication Wheel
Source: Evans, D. - People, Communication and Organisations.
Other Factors in Communication
Non-Verbals
Noise
Relevance to your audience
Who am I communicating to?
What are their objectives?
What are my objectives?
Variables in the Perception
of Oral Messages
MESSAGE
CREATED
SPEAKER
VARIABLES
EXTERNAL
VARIABLES
LISTENER
VARIABLES
MESSAGE
RECEIVED
Message Types and Communication
Flow
Upward
Communication
Downward
communication
Horizontal Communication
Instructions, directives
Information
Higher levels of the organization
Lower levels of the organization
Coordination
Understanding Media
Issues of image, language
and self-presentation
The ‘sound byte’
Agenda-setting, priorities
and prominence
‘Spin’
Sensationalism
How do you ‘make it
matter’ to them
Methods of Interaction with Media
News Releases
Interviews
News Conferences
Media Briefings and Socials
Tours and Open Days
Public Lectures
Elements of the News Release
1.
2.
3.
4.
5.
Lead
Body
Attribution
Continuity
End
Interviews
Have a positive, pro-active strategy
Do not only answer questions but be prepared
to make key points of your own
Ensure that the best spokesperson on the topic
is the one who speaks to the media
Preparing for a News Conference
Multimedia in reach
Prepare a statement to be delivered orally don't distribute until spoken
Prepare lead speaker
Manage questioning through assigned
chairperson
Conclude before it drags out
About Email…
Remember that email can be considered an
official communication from an organization
Do you and all your colleagues understand
this?
Proof read and check all the facts before
hitting ‘send’
Avoid abbreviations
and SHOUTING
Preparing a Communication Plan
Communication Objectives – what and why are
we communicating
Target Audience – who do you want to
communicate with
Timing and Frequency – when and how often do
you want to communicate
Responsibilities – who is going to communicate?
Communication Quality – how will we ensure
effective communication?
Summing up (1)
Be clear on the message to be delivered
Keep message consistent and repeat creatively
if necessary
Know your target audience
Avoid noise
Engage from a position of preparation
Know some key media contacts
Summing up (2)
Discourage unethical behaviour
Consider the Verbal and Non verbal Impact
Be concise
Monitor both traditional and new media
Practice and remain active
Thank You!
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