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The electronic corporate news release: A new format for a new medium.

机译:企业电子新闻稿:新媒体的新格式。

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摘要

Since the 1850s the news release has served as the foundation for public relations programs and has generally been considered as the most effective tactic used in public relations to get information and messages to the public. Today, through Internet and World Wide Web distribution, the news release has become a direct-to-consumer model of communications for public relations without the traditional gatekeeper function. The two key aspects of the news release are content, the information contained in the release, and release format, how the information is presented in the release. Over the years specific news release formats have been developed for various mass media to ensure that the news release was formatted for the medium receiving the information and remained as an effective and efficient tool to generate positive publicity. However, the newest mass media, the Internet and World Wide Web, have changed mass communication from a sender-based model to a receiver-based model which requires a different approach for public relations writing that includes the formatting and distribution of electronic news releases. A content analysis of 100 corporate electronic news releases examined current news release format and found that the current corporate electronic news release format is underutilizing the capabilities of new Internet, World Wide Web, and computer technology. The study shows that corporate electronic news releases posted on corporate World Wide Web pages are an electronic version of traditional print public relations material and are not being formatted and structured to fit the qualities and advantages of the electronic medium.
机译:自1850年代以来,新闻发布一直是公共关系计划的基础,并且通常被认为是公共关系中向公众获取信息和消息的最有效策略。如今,通过Internet和World Wide Web分发,新闻发布已成为没有传统网守功能的直接面向消费者的公共关系通信模型。新闻发布的两个关键方面是内容,发布中包含的信息以及发布格式以及发布中信息的显示方式。多年来,已经为各种大众媒体开发了特定的新闻发布格式,以确保新闻发布是针对接收信息的媒体进行格式化的,并且仍然是一种有效的工具,可以引起积极的宣传。但是,最新的大众媒体,即Internet和万维网已经将大众传播从基于发送者的模型更改为基于接收者的模型,这需要一种不同的公共关系撰写方法,包括电子新闻稿的格式和分发。对100个公司电子新闻发布的内容分析检查了当前新闻发布的格式,发现当前公司电子新闻发布格式未充分利用新的Internet,万维网和计算机技术的功能。该研究表明,发布在公司万维网页面上的公司电子新闻稿是传统印刷公共关系材料的电子版本,其格式和结构并未符合电子媒体的质量和优势。

著录项

  • 作者

    Klipstine, Thomas.;

  • 作者单位

    Bowling Green State University.;

  • 授予单位 Bowling Green State University.;
  • 学科 Mass Communications.; Journalism.
  • 学位 Ph.D.
  • 年度 2004
  • 页码 155 p.
  • 总页数 155
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 传播理论;新闻学、新闻事业;
  • 关键词

  • 入库时间 2022-08-17 11:44:26

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