How to use the media effectively in order to boost publicity
This course is intended to teach you how to work with the media and making them interested in your issues/stories/activities. You will learn to prepare useful background materials for journalists, avoid unnecessary lapses as well as formulate distinctly and select what is most important. This course is recommended particularly to government officials, representatives of businesses community and NGOs.
- Selecting type of media and audience
- Insight to work of the media
- Making information attractive and well timed
- Making press release and other materials intriguing
- Preparing press conference
- Analysing good and poor quality press materials
- Using multimedia
- Good and poor quality media teamwork
- Hidden advertising
- Legal framework for communication with the media
- How and where to seek media support
- Fundamentals of successful and effective communication
- Practice: Converting thoughts into messages, process of learning from its own and external experience
- Practice: writing, sorting and selection of information
Lectors
-
Matěj Hušek
husek@ppf.cz
+420 2241 74336 -
Jiří Závozda
zavozda@ppf.cz
+420 2241 74760 -
Daniel Drahanský
(Česká cesta)
Download
- Details Podrobne-informace.pdf | 1,12 MB
- Registration form.doc | 0,33 MB
option: print
web
Web (or “World Wide Web”) refers to HTTP
internet protocol applications. It refers to a system of interlinked hypertext documents.
Czech uses the English term “web” to refer to both “World Wide Web” and any given
singular structure of documents available under the same web server or domain (i.e.
“website”).
Technology refers to a branch of engineering
that deals with the creation, improvement and implementation of manufacturing processes
and procedures. technologies
Seminar is a form of educational event in which its participants
take active part. It is a form of a lecture that is intended to develop independent
work and thinking. Specialised rooms, computers and textbooks are used in seminars.
seminar
News reporting is one of the basic activities in journalism. It
consists in informing readers, viewers and listeners of events and information,
sorting and selecting newsworthy information and the basic interpretation thereof.
News reporting should be fast, accurate, unbiased, objective and fair in prioritisation.
News reporting offers diversified and valuable information that reflects the plurality
of attitudes in society, so that the general public may take a stand with respect
to the issues presented.
news (reporting)
Media communication is a form of communication that is realised dynamically
and on an ongoing basis, i.e. it is a continuous flow of information. The process
of media communication can be perceived as a chain of events, in which meaning is
created and accepted by audiences. Any media message has a significant impact on
the opinions and values of recipients.
media communication Journalism
is both a profession and a product of this profession, consisting of information
on current events in society and the provision of commentary, opinion and in-depth
look at issues. It includes the process of collection, sorting, processing and distributing
current events and facts via mass media. The development of journalism dates back
to the beginning of Modern Times, during the period of new overseas discoveries
when the significance of information rose significantly and “information” become
an article of sale.
journalism
Multimedia is a special type of information
and communication technology that encompasses audiovisual technical resources and
computers and similar technology. The term “multimedia system” refers to a complex
of technical resources (e.g. personal computer, sound card, graphics/video card,
camcorder, CD-ROM or DVD drive, or software necessary to run the devices, etc.)
that are suitable for interactive audiovisual presentations. multimedia
Blogging refers to keeping an online web-page-based journal (blog).
Blog authors record daily observations, thoughts and comments on current events;
they also often provide links to interesting websites. Anyone with access to the
Internet may become a blogger. Blog forms range from personal “diaries” to official
news servers operated by corporations, media or political parties; weblogs can be
written by one single author, a group of friends or a broad community.
blog
Wiki is an abbreviation for “Wikipedia” (combination of wiki and
encyclopaedia) – a multilingual open-content Internet encyclopaedia that has been
written collaboratively by volunteers from all over the world. Their goal is to
create publicly accessible encyclopaedic information and to distribute the information
world-wide. There are more than 250 language versions of Wikipedia of various sizes.
wiki
Publisher refers to a person or an institution in whose name a
printed document of various nature or significance is published, either periodical
or non-periodical.
publisher
Media is an instrument of communication, it “carries a message”,
which is to include propaganda and PR. The market economy produces and consumes
more and more information, thus creating conditions for the existence of a large
number of business entities for which information is an article of trade. Media
offers space to all entities (business and political) to divulge their own information.
Most media outlets provide paid space that anyone can use to promote their own products
and services at any time. Revenues from advertising are one of the sources of income
for media that contribute to their economic self-sufficiency and independence.
media market
Media education will help you understand
the way media information works. Communicating with the media involves numerous
risk factors; media education helps participants understand the basics of microphones,
phones and cameras with respect to the media, as well as the basic elements of argument
and polemics and the culture of discourse as such.
media education
The term conference usually refers to a bigger and somewhat more
significant gathering of scientists, professionals, politicians, association members,
etc. who meet to discuss and inform one another of a certain issue. A special form
of a conference is a meeting of a certain person or a group of persons with the
media, which is a called press conference.
conference
The term interactivity refers to mutual conduct and actions. Two-way
communication takes place among persons or groups, consisting of question-and-answer
sessions, mutual action, teamwork or conflict enabling the exchange of information
and reaction to this information in real time. Interaction between various technological
resources can also occur.
interactivity
RSS technology enables Internet users to
subscribe to news offered through an RSS feed (RSS channel). This source is usually
featured on websites that are edited and updated frequently (e.g. news servers).
Formerly, this format only served the servers themselves in the process of mutual
exchange of updates, so that the servers could easily link to new articles published
on other servers.
RSS
Streaming is a
technology consisting of continuous audiovisual message broadcasting between the
source and audiences. At present, streaming technology is primarily being used for
internet broadcasting of audiovisual materials. It can be either live (Internet
TV or radio) or via Video-On-Demand.
streaming
A TV studio is a room equipped with technology
that enables the creation of full-fledged audiovisual projects. TV studio staff
consists of directors, cameramen, editors, sound engineers, reporters, photographers
and lighting technicians.
TV studio
Typography is a technique of type setting and layout. In the age of computers there
are various DTP programmes anybody can work with. Prior to the introduction of computers
typography was a specialised craft.
typography
IPTV refers to Internet Protocol Television.
It is a system in which digital TV services are broadcast via IP protocol within
a computer network, which can be a part of broadband connection service. The use
of technologies for computer networks is the main difference between IPTV and terrestrial
or cable broadcasting.
IPTV
Workshop is a form of educational activity
for which the lecturer prepares the curriculum using various techniques (brainstorming,
prioritisation, mental maps, feedback etc.). If the participants combine these techniques
with their own experience and knowledge, they should arrive at conclusions that
are useful and applicable in their further work. Usually the lecturer’s role in
a workshop is that of a moderator. Thanks to the interactive cooperation techniques
among the participants involved people receive more stimuli for practical implementation.
workshop
Experience refers to personal proficiency, mastery, skills, knowledge.
The purpose of experience is to test theoretical knowledge.
experience
During an educational course its participants learn new things
from their lecturer or they can acquire new skills in a practical way.
course
Corporate newsletter is a way to contact particular target groups
and to establish a communication platform with employees (third-party co-workers,
suppliers or partners). The objectives of a newsletter should be based on the objectives
of the company as such. It should provide easy-to-read information about the company’s
current events.
corporate newsletter
New media refers to the interactive quality of media, i.e. media
that enables an immediate reaction, or media that can influence its contents directly.
New media enables customisation, so the contents are adjusted to suit the needs
of individual consumers. The term “new media” refers to technologies used, based
on digital (numerical) data processing. Unlike the traditional form of media, new
media is related to computer technologies and their culture. new media
Reportage is a piece of writing that is mostly used in journalism:
a reportage describes and depicts the reality based on particular facts, usually
gained by personal involvement of the author or via observation. Reportage authors’
styles border both news reporting and opinionated writing: the author describes
the particular event but he or she also provides their clearly biased standpoint
that structures the composition. Significant aspects of a reportage include “sticking
to facts” and focusing on detail (which requires the reporter be observant). Reportages
are to be found in print (text + photos) and audiovisual (radio, TV) media.
reportage
The Editor-In-Chief is a manager of a news department, who is responsible
for the content and form of all activities of the particular media outlet. The Editor-In-Chief
assigns tasks to sub-editors, desk editors and reporters. The Editor-in-Chief represents
his/her media outlet in public.
editor-in-chief Publishing
is a process of creation and distribution of information among the general public.
Traditionally, this concerns the process of distribution of print media, i.e. books
or newspapers.
publishing
Citizen journalism is proof that even people
without professional journalism education can make use of the instruments of modern
technologies, thus creating their own information, or they can cooperate with the
media. The future lays primarily in the use of social networking on the Internet.
citizen journalism
It is a field of education that is specific
to distance learning and is realised by a tutor. Quite often it consists of voluntary
meetings of students and their tutor the purpose of which is to assess the requirements
for one’s studies, the nature and requirements with respect to independent work,
examinations and their binding terms, to answer individual questions with respect
to the course of one’s studies and grades, some aspects of the curriculum etc. Briefly
speaking, it is an opportunity for students to come up with their own ideas and
acquired skills and to get some feedback from their tutors and fellow students with
respect to the study results achieved. A workshop is a special form of tutorial.
tutorials
Hyperlocal news refers to the coverage of
small community-level events (i.e. events specific to small towns and villages).
It attempts to process and deliver practical information that is important to local
people. It focuses on everyday events that surround them, ignoring “big” nationwide
and global news. Hyperlocal news is also based on strong reader participation.
hyperlocal news
Newsroom is a room in a media outlet where news contents are created.
The room concentrates news information flows; information obtained from news agencies,
other media, reporters etc. is processed in a fast and efficient way in order to
be fit to print.
newsroom
E-learning is an education process that utilises
information and communication technologies in order to set up courses, to distribute
curriculum materials and contents, to facilitate communication between educators
and students and to manage the studies. E-learning encompasses numerous singular
activities that can (but do not have to) be interconnected to form an integrated
system. Examples include comprehensive home-study courses and very sophisticated
instruments of collaborative learning, but it can also be a mere addition to regular
daily studies.
e-learning
The multimedia department is a news desk
in a media outlet that concentrates more forms of media known to date: i.e. print
media, radio, TV, film. Hence it is possible to create and distribute visual messages
(texts, graphics, static and moving images) as well as audio messages (sounds, spoken
word, music).
Multimedia news department
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