How organizations want to be viewed Public relations photographs in online wire services.pdfVIP

下载本文档

7
0
约1.05万字
约 3页
2017-03-16 发布于天津
举报
版权申诉

How organizations want to be viewed Public relations photographs in online wire services.pdf

1、本文档共3页，可阅读全部内容。
2、原创力文档（book118）网站文档一经付费（服务费），不意味着购买了该文档的版权，仅供个人/单位学习、研究之用，不得用于商业用途，未经授权，严禁复制、发行、汇编、翻译或者网络传播等，侵权必究。
3、本站所有内容均由合作方或网友上传，本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺！文档内容仅供研究参考，付费前请自行鉴别。如您付费，意味着您自己接受本站规则且自行承担风险，本站不退款、不进行额外附加服务；查看《如何避免下载的几个坑》。如果您已付费下载过本站文档，您可以点击这里二次下载。
4、如文档侵犯商业秘密、侵犯著作权、侵犯人身权等，请点击“版权申诉”（推荐），也可以打举报电话：400-050-0827(电话支持时间：9:00-18:30)。
5、该文档为VIP文档，如果想要下载，成为VIP会员后，下载免费。
6、成为VIP后，下载本文档将扣除1次下载权益。下载后，不支持退款、换文档。如有疑问请联系我们。
7、成为VIP后，您将拥有八大权益，权益包括：VIP文档下载权益、阅读免打扰、文档格式转换、高级专利检索、专属身份标志、高级客服、多端互通、版权登记。
8、VIP文档为合作方或网友上传，每下载1次，网站将根据用户上传文档的质量评分、类型等，对文档贡献者给予高额补贴、流量扶持。如果你也想贡献VIP文档。上传文档

How organizations want to be viewed Public relations photographs in online wire services.pdf

Available online at Public Relations Review 34 (2008) 74–76 Short communication How organizations want to be viewed: Public relations photographs in online wire services Samsup Jo ? Department of Public Relations Advertising, Sookmyung Women’s University, Seoul, Republic of Korea Received 27 March 2007; received in revised form 21 August 2007; accepted 24 August 2007 Abstract The study explored the characteristics of photos in online news wire services. Nearly 70% of the photos represented product, CEO and events when examining photo content. The most distinguished purpose of the public relations photos were publicity and public announcements, followed by image building. Almost all of the publicity photographs were provided by business/industry organizations. Supporting arguments for the independence of public relations do not seem to be voiced by public relations practitioners in the analysis of photos. ? 2007 Elsevier Inc. All rights reserved. Keywords: Publicity photos; Public relations photos; Online news wire; Image building 1. Introduction One of the biggest advantages of a press release is that it allows for free publicity whereas an advertisement requires the purchasing of media to place the message. Public relations practitioners utilize publicity techniques such as press releases, press conferences, and staged events. These are all designed to draw media attention. It has been known that publicity has two major advantages over advertising: enhanced credibility and reduced costs compared to advertising. Thus public relations practitioners believe that third party endorsement is an essential theoretical assumption to practice media relations. Limited research exists on the public relations photos in spite of their enormous usage in public relations practice. The present study attempts to examine the contents of public relations photos and its impact on media agenda. Public relations practitioners value news releases, which provide news materials and additi