1. DA010 - Professional Diploma in Public Relations - COMM6024EP
Media Relations and New Media Technology
(2011/10)
Lecture 2
Types of media and their characteristics; media
organization in Hong Kong
Developed and Presented by
Roy Ying, Msc., B.Comm.
Note: Pictures used in this power point file
is for academic Purpose only

2. Table of Content
• Print vs. electronic vs social media
• Identifying target audience and deciding the
medium of communication
• The media landscape in Hong Kong
• Differentiation between dailies, radio, online, TV,
newswire, journals, column and features
• Tutorial – Group discussion of current news

3. Evolution of Media

4. Print media
• Print media refers to publications that are distributed in a
printed form on paper, such as newspapers, which must
be delivered to customers in physical form either through
hand delivery or physical purchase.
•
Class:
Class:
Can you give examples
Can you give examples
of print media in HK?
of print media in HK?

5. Various Types of Print media
• Newspapers: Newspapers are the most popular forms of print
media.
• Magazines: Magazines are one such form of print media that give a
more specific target group.
• Newsletters: Newsletters also form an important part of print media.
These target a specific group of audience and give very targeted
information relevant to the group.
• Brochures: Brochures give detailed information about the subject.
These are mainly distributed at events or in a form of direct mail.
• Books: Books are an effective form of communication provided that
they are properly marketed and distributed.
• Apart from these media, direct mail, flyers, handbills/leaflets, banner,
billboard, press releases etc are all the various types of print media
Class:
Class:
Identify which is a push, and
Identify which is a push, and
which is a pull media tool?
which is a pull media tool?

6. Electronic Media
• Media that use electronics energy for the
end-user to access the content. This is in
contrast to print media.
Class:
Class:
Under this
Under this
definition, what
definition, what
examples of
examples of
electronic media
electronic media
can you think of?
can you think of?

7. Media that fits the definition

8. Social Media
Full lecture on new media on 5 Nov

9. Identification of audience &
communications medium
Old school in marketing – based on the “5W
Concept”
• Who
• What
• When
• Where
• Why (sometimes referred to “How”)

10. Who
• Identification of your target audience
determines your communication medium

11. Who
• Group Discussion
– Post 80s young people
– Mainland consumers
– Wedding couples
– Pregnant Mothers
– Chairmen and CEOs

12. When
• Timing is everything. The time of day, the day of
week and the season of the year are all relevant.
• What are the elements to be considered?
– Your targeted journalists’ schedule
– Are there major events they must attend during the
year so your releases are less likely to be picked up?
– What are their deadlines? You should work towards
setting a deadline for yourself so you can deliver your
stories before their deadlines
– Do they have desk research habits? What time of the
day are they likely to be behind their desks and willing
to answer telephone calls?

13. When
• Know your journalists’ ethnic, and religious
religious background
– Christmas
– Chinese New Year
– Happy Diwali (Indian)
– Ramadan (Islamic)
– Thanks giving & 4th July (America)
– Siesta (Spanish speaking countries)
– Sometimes, FIFA World Cup can be just as a festival
• Very difficult to get journalists to answer

14. When 1
• Quiz
3 4
2
5 6 7

15. When
• Major Events
– World Expo
– World Cup
– Olympics

16. Where (for PC)
• Venue’s class
• Location
• Accessibility
– Public transport
– Loading and unloading area
Class:
Class:
Will the attractiveness
Will the attractiveness
of venue affect the
of venue affect the
turn out rate of
turn out rate of
targeted media?
targeted media?

17. Where - Accessibility

18. What
• The content of your release or PC
– What is the purpose of releasing the news?
– What are your consideration in deciding how
to communicate with media?
– What’s in it for the press?
– What’s in it for you?
Remember, you are in competition with other sources of news for
press’ time. Do not proceed to plan for a PC unless you are
convinced that you have a good story to tell

19. Why (or How)
• Sometimes, this is not a relevant question.
You just know that you have to do a
release or a press conference.
Class:
Class:
Think of occasions
Think of occasions
• Other times, you need where you must
where you must
hold a press
to think of why journalists hold a press
conference?
conference?
will carry your story, and
quite often, you have to think of “how” to
get media’s interest

20. The media landscape in HK
Class:
Class:
• Television (2 free, 1 paid)Is Now TV
Is Now TV
considered a
considered a
• Radio TV station?
TV station?
• Newspaper (more and more free papers)
• Magazine
• Internet radio (some may not even be
properly licensed)
• Public space media (apart from outdoor
billboards, what else?)

21. The media landscape in HK
• Relevant authorities
– Hong Kong Broadcasting Authority (BA) regulates
broadcasters in Hong Kong by licensing and penalties
according to the Broadcasting Regulation.
– Television and Entertainment Licensing Authority
(TELA) is responsible for monitoring television and
radio broadcasting to secure proper standards.
– Radio Television Hong Kong, operates as an
independent government department.
Class:
Class:
Can you think of one piece of
Can you think of one piece of
news related to each one of the
news related to each one of the
3 authorities?
3 authorities?

22. The media landscape in HK
Relevant Ordinance
• Registration of Local Newspapers Ordinance (Cap. 268), provides for the
registration of local newspapers and news agencies and the licensing of
newspaper distributors.
• Books Registration Ordinance (Cap. 142) (Cap. 106), provides for the
registration and preservation of copies of books first printed, produced or
published in Hong Kong.
• Telecommunications Ordinance (Cap. 106), makes better provision for the
licensing and control of telecommunications, telecommunications services
and telecommunications apparatus and equipment.
• Control of Obscene and Indecent Articles Ordinance (Cap. 390) controls
and classifies articles which consist of or contain material that is obscene or
indecent. Obscene Articles Tribunals are established to determine whether
an article is obscene or indecent.
• Broadcasting Authority Ordinance (Cap. 391), provides for the
establishment and functions of a Broadcasting Authority.
• Broadcasting Ordinance (Cap. 562), licenses companies to provide
broadcasting services and regulate the provision of broadcasting services
by licensees

23. The media landscape in HK
• Press Council was established in July
2000. The objective of the Council is to
promote the professional and ethical
standards of the newspaper industry,
defend press freedom, and deal with
public complaints against local
newspapers. It is an independent
organization

24. How does a news room look like?
Print
Media

25. What do they do?
Typical set up of a newsroom
• Reporters sit at desks, gather
information, and write articles or stories
• These stories are submitted to editors,
who usually sit together at one large
desk, where the stories are reviewed and possibly
rewritten.
• Once finished, editors write a headline for the story and
lay it out on a newspaper or magazine page with maps,
charts, images or graphics
• Copy editors who review stories for publication work
together at the copy desk, supervised by the news editor.
Assignment desk editor, who supervise reporters' work,
may work with the copy desk.

26. How does a news room look like?
(electronic media)

27. Differentiation
• Dailies
• Radio
• Online
• TV
• Newswire

28. Dailies
• Apart from A-1, what else is in a
newspaper that your news may belong?

29. Radio
• Radio stations have become multi-media
platforms

30. Online media

31. TV
• News on TV is precious
• But like any other media, they want stories
• TV stations in HK generally have higher
professional standards (but not always)

32. That’s what happen if your have
poor media relations

33. Newswire
• A wire service that transmits up-to-the-
minute news, usually electronically, to the
media and often the public (a subscription
service)

34. Tutorial – Different media’s
approach on the same news
新界原居民僭建特權 - TVB

35. Tutorial – Different media’s
approach on the same news