GROUP TUTORIAL

1) MARDIANIE BINTI DANIL

2) SHAIERAH BINTI GULABDIN

Question 1 : Explain the term media relations.

The English word media is a Latin derivative of medius, meaning middle.

According to Websters New World College Dictionary, all the means of
communication, as newspapers, radio, and TV, that provide the public with news,
entertainment, etc., usually along with advertising. The term of media relations
defines as the activities intended to build open channels of communication between
an organization and the media, as a way of sharing news and features of potential
interest to media audiences (Mc Graw, 2012).

Question 2 : What are the roles of technology in todays society in PR

context?

Technology improved transportation. Transportation is one of the basic areas

of technological activity. Both society and businesses have benefited from the new
transpiration methods. Transportation provides mobility for people and goods.
Transportation, like all other technologies can be viewed as a system. It is a series
of parts that are interrelated. These parts all work together to meet a certain goal.
Transportation uses vehicles, trains, airplanes, motorbikes, people, roads, energy,
information, materials, finance and time. All these parts i have mentioned work
together to move and relocate people and goods.

Technology improved communication: Communication is used for a number of

purposes. Both society and organizations depend on communication to transfer
information. People use technology to communicate with each other. Electronic
media like radios, televisions, internet, and social media have improved the way we
exchange ideas which can develop our societies. In many countries, radios and
televisions are used to voice the concerns of the society; they organize live forums
where the community can contribute through mobile phones or text service systems
like tweeter. During political elections, leaders use radio, television and internet
media to reach the people they want to serve.

Technology improved education and learning process. Education is the

backbone of every economy. People need well and organized educational
infrastructures so that they can learn how to interpret information. Many schools
have started integrating educational technologies in their schools with a great aim
of improving the way students learn. Technologies like smart whiteboards,
computers, mobile phones, iPods, projectors and internet are being used in
classrooms to boost student moral to learn. Visual education is becoming more
popular and it has proved to be the best method of learning in many subjects like
mathematics, physics, biology, geography, economics and much more. The
business community has invested money in various educational technologies which
can be used by both teachers and their students. For example, on iTunes, you will
find many educational applications which can allow students and teachers exchange
academic information at any time, this has made learning mobile. Also programs
like Long distance learning have opened boundaries to so many scholars around
round the world.

Question 3 : Explain mass media roles to society.

We know that mass communication is a process of disseminating messages

to the large number of audiences through some forms of technology. Some forms of
technology, here refers, to the mass media. Mass media are the means of public
communication reaching to the large, scattered, heterogeneous and anonymous
audience at the same time. Mass media have been proved a boon to human society.
Nothing has influenced the lives of modern men as the mass media have.

Firstly, educations function. Media provide education and information side

by side. It provides education in different subjects to people of all levels. They try to
educate people directly or indirectly using different forms of content. Distance
education program, for example, is a direct approach. Dramas, documentaries,
interviews, feature stories and many other programs are prepared to educate
people indirectly. Especially in the developing country, mass media is used as
effective tools for mass awareness. In context of Nepal, media have been successful
in eradicating various traditional and evil superstitious practices from society
through continuous advocacy.

Secondly, entertainments function. The other important function of

mass media is the entertainment. It is also views as the most obvious function of
media. Actually, entertainment is a kind of performance that provides pleasure to
people. Mass media fulfill this function by providing amusement and assist in
reducing tension to large degree. Newspaper and magazines, radio, television and
online medium offer stories, films, serials, and comics to entertain their audience.
Sports, news, film review, columns on art and fashion are other instances. It makes
audience recreational and leisure time more enjoyable. But these days, media have
comprised information and education in the entertaining programs. The fusion of
entertainment and information is called infotainment. Similarly, the inclusion of
education in entertaining programs is regarded as edutainment.

Thirdly, socializations function. Socialization is the transmission of culture.

Media are the reflectors of society. They socialize people, especially children and
new-comers. Socialization is a process by which, people are made to behave in
ways that are acceptable in their culture or society. Though this process, we learn
how to become a member of our society or human society in greater sense.
Whenever a person reads newspaper or watches television, individual knows how
people react on matters and what types of norms and values they perceive on
particular event, issue or situation. Though the process of socialization media help
to shape our behaviors, conducts, attitudes and beliefs. The process of socialization
brings people close and ties them into single unity.

Lastly, linkages function. The function of mass media is to join together

different elements of society that are not directly connected. For instance: mass
advertising attempts to link the needs of buyers with the products of sellers.
Similarly, by broadcasting news of those suffered from the disease or natural
disasters, media can help in collecting aids and provide the collected amount to the
victims. In this way, media become bridge between different groups who may or
may not have direct connection.

Question 4 : What is crisis communication.

Crisis refers to a situation, issue, or event that attracts public scrutiny

through mass media and disrupts and organizations working environment. Crisis
communication can be viewed as a special application for media relations. Prior to
1980, crisis communication was believed to be part of the process of organizational
reputation recovery after the crisis (Gottschalk, 1993); however, according to Fearn-
Banks, (2006) contemporary crisis communication is viewed as an ongoing process
rather than a one-time strategic response. Public relations practitioners have
echoed this more expansive view of crisis communication by including stages of a
crisis including crisis planning, development of contingencies, risk identification,
and crisis avoidance (Gudykunst, 2002).

Question 5 : Identify any 4 measures taken when crisis happen.

Public relations practitioners deal with crisis communication by starting with a

crisis plan that spells out how the entire organization will respond. When a crisis
occurs, a written and rehearsed communication plan will speed up response time
speed up response time by having all the background information available and by
having all crisis response duties preassigned. Two keys to crisis or disaster public
relations are having an up-to-date, workable crisis plan, and taking responsibilities
for the crisis and moving to positive action immediately to get off the defensive and
onto the offensive. Social media can offer organizations and businesses a unique
opportunity during a crisis to connect immediately with stakeholders, letting them
know what has happened and what steps are being taken to respond.

Here are the measures taken when crisis happen (1) putting the public
interest first and especially the needs of all people directly concerned, including
accident victims and their families and employees and their families. This means
resolving the emergency and protecting the people affected until it completely
resolved. (2) Responding to all media inquiries according to predetermined
guidelines. Do respond to all media inquiries, but if you do not know the answer, say
so. Then promise to get back as soon as possible with the answer. Do not release
the names of the dead or injured until relatives have been notified by appropriate
police or public safety officials. (3) Being as open as possible with all
stakeholder groups, including governmental agencies, investors, employees and
their families, victims and their families, customers, neighboring businesses,
residences, and communities affected by the crisis. (4) Using social media to
give perspective and response plan directly to your stakeholders. If you are
using social media correctly, this will be one of the first places your clients,
investors, and media representatives will go to find out what is happening and what
is being done.