There are 2 messages in this issue.
Topics in this digest:
1. Gannett To Change Its Papers' Approach
From: George Lessard
2. The 100th Birthday of the Press Release
From: George Lessard
Messages
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1. Gannett To Change Its Papers' Approach
Posted by: "George Lessard" [EMAIL PROTECTED] themediamentor
Date: Tue Nov 7, 2006 7:09 am (PST)
Gannett To Change Its Papers' Approach
By Frank Ahrens
Washington Post Staff Writer
Tuesday, November 7, 2006; Page D01
[full story]
<http://www.washingtonpost.com/wp-dyn/content/article/2006/11/06/AR2006110601142.html>
Gannett Co., the nation's largest newspaper chain, is radically
changing the way its papers gather and present news by incorporating
elements of reader-created "citizen journalism," mining online
community discussions for stories and creating Internet databases of
calendar listings and other non-news utilities.
The McLean company has 90 newspapers, including USA Today, the
nation's largest. Like all major newspaper firms, Gannett has watched
circulation and advertising revenue slide over the past decade, as
readers turn to television and the Internet for news and information.
Gannett is attempting to grab some of the Internet mojo of blogs,
community e-mail groups and other ground-up news sources to bring
back readers and fundamentally change the idea of what newspapers
have been for more than a century. The attempt to involve readers in
news-gathering is part of a larger plan that also calls for Gannett
to merge its newspaper and online operations into single units to
speed delivery of news and improve its offerings to advertisers.
Messages in this topic (1)
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2. The 100th Birthday of the Press Release
Posted by: "George Lessard" [EMAIL PROTECTED] themediamentor
Date: Tue Nov 7, 2006 9:59 pm (PST)
The 100th Birthday of the Press Release
By Greg Jarboe
October 30, 2006
http://searchenginewatch.com/showPage.html?page=3623806
[excerpt]
The press release turned 100-years-old over the weekend. As search
marketers debate over the future of the online press release, we can
learn some important lessons from the early history of public
relations.
On October 28, 1906, at least 50 people lost their lives when a
three-car train of the Pennsylvania Railroad's newly equipped
electric service jumped a trestle at Atlantic City, NJ, and plunged
into the Thoroughfare creek.
That afternoon, Ivy Lee, who some consider to be the father of modern
PR, created the first press release. The Pennsylvania Railroad was
one of his clients. Following the accident, Lee not only convinced
the railroad to distribute a public statement, he also convinced them
to provide a special train to get reporters to the scene of the
accident.
The New York Times was so impressed with this innovative approach to
corporate communications that it printed the first press
release-verbatim-on Oct. 30, 1906 as a "Statement from the Road." In
the weeks that followed, both newspapers and public officials
effusively praised Pennsylvania Railroad for its openness and honesty.
The following spring, some anthracite coal operators hired Lee to
represent them during a strike. When he mailed out the second press
release, journalists started expressing hostility, calling it an ad
disguised as a story sent to manipulate news coverage.
In response, Lee issued a "Declaration of Principles" that stated,
"This is not a secret press bureau. All our work is done in the open.
We aim to supply news. If you think any of our matter ought properly
to go to your business office, do not use it."
His Declaration of Principles added, "Our matter is accurate. Further
details on any subject treated will be supplied promptly, and any
editor will be assisted most cheerfully in verifying directly any
statement of fact. In brief, our plan is, frankly and openly, on
behalf of business concerns and public institutions, to supply to the
press and public of the United States prompt and accurate information
concerning subjects which it is of value and interest to the public
to know about."
Messages in this topic (1)
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