Discuss the below:
Marketing PR in the News
Marketing public relations (MPR) is no longer a simple one-way communication that serves to announce a product, event, or cause. With the advent of new technologies, MPR is part of a two-way communication that builds a brand relationship using traditional and new media channels.
Discussion
Select an issue or a story that is receiving a great deal of media attention. Concentrate on a major national news story, and complete the following:
• Identify the media sources that are carrying the story. Do not limit yourself to newspapers and TV; look for blogs, microblogs, or other types of media that cover the topic.
? Discuss how the messages differ among media sources
? Identify common threads across the media.
This post should be 3 paragraphs (300 words). Cite and reference your sources in APA format.
? Select 1 classmate's post, and trace the originator of this media buzz by finding a press release that was issued by a public relations agency or a stakeholder. If you are unable to find a press announcement, deduce who would be the most likely source of the story.
• Second interactive response
? Select another class member's post, and discern which one of the messages is meant for a target group that you represent. Explain why you feel that it speaks to you, and define your target status.
Each post should be one paragraph (75 words) and should be substantive in nature
Classmade1
There seems to be murder and mayhem at every corner, whether virtual or real. One cannot go one hour without hearing of a tragic, violent demise to an individual. There was recently a gruesome murder of a young lady by burning her alive in a small town in Northern Mississippi. The victim's name was Jessica Chambers, and this atrocity happened in a town less than twenty miles from where I live.
Courtland Mississippi was somewhat put on the map as this crime made national headlines. It was and still is being covered by all the local media stations, national news outlets, newspapers, as well as social media. The local coverage from the beginning seemed to favor the theory of race, since the victim was white and rumors swirled from the beginning that an African American boyfriend or former boyfriend may have been involved. A lot of this stipulation was due to an African American man being identified on the video obtained by a Memphis television station. The numerous rumors seemed to grow wings and spread even more due to the victim's past acquaintance with African Americans (Surveillance, 2014). The story from Fox Memphis also seemed to echo sentiments of the gas station video shedding some light, although there have been no leads from it (DA: Cell Phone, 2014). Locally and nationally, those reporting the news seemed to agree that this case had virtually no leads, no motive, but tons of speculations.
The various news outlets have reported that a Facebook campaign to seek justice for the murder of this young lady is necessary to provide answers. In fact, the Facebook campaign is called Justice for Jessica, and the same logo has appeared on the windshields of vehicles in Panola County. The rumors of a local gang and past or present boyfriends being the perpetrator may have been the theory of local media; however there are other websites and blogs that have managed to provide facts about bizarre circumstances surrounding this case (Joy, 2015). This story seemed to indicate a cover up of some sorts by the local law enforcement (Joy, 2015). There were claims of blatant lies by the DA, sloppy or non-existent processing of crime scene, and failure to preserve the burned out vechile as evidence are just a few of the bizarre incidents surrounding this case (Joy, 2015). There was another blog that wrote of other odd facts about the victim and some close to her. For instance, her father had a criminal record yet he worked for the sheriff's department, the victim herself had been arrested for assault, but there was never any record of adjudication (Sundance, 2015).
Unfortunately, this case along with countless others, demonstrates how members of this race places little value on the life of another. We must seek justice not only for Jessica, but for all people.
References
(2014, December 8) DA: Cell Phone Evidence Expected in Jessica Chambers Investigation [Video file].
(2014, December 9). Gas station surveillance video captures Jessica Chambers last hours [Video file].
Joy, D. (2015, January 4). Jessica Chambers Update: Bizarre Behavior by Authorities as Trail Begins to Grow Cold. [Web log message].
Sundance. (2015, January 1). A Mississippi Burning - Day #25 Jessica Lane Chambers Case - Open Discussion/Research Thread.[Web log message].
Classmade2
SeaWorld has come under intense scrutiny in the media following a 2013 documentary called "blackfish" was released at the Sundance Film Festival and aired on CNN and distributed via Netflix. In the documentary SeaWorld has been accused of inhumane treatment of killer whales and other sea animals. This documentary was prompted by increasing aggressive behavior of killer whales that led to the death of several trainers. The documentary uncovered that the attempt to keep the large whales submissive through abusive treatment was the reason for their violent behavior (Zakarin, 2014). The story of the documentary and SeaWorld's response can be found in just about every media outlet. I found related stories in many blogs, newspapers, magazine, social media such as Twitter and Facebook, television news channels and even business journals.
There has been far-reaching impact to SeaWorld due to the wide-spread media coverage. This has ultimately led to many corporations disassociating with SeaWorld such as Virgin and Southwest Airlines as well as entertainers cancelling their performances. It seems very few companies and individuals0 want to associate with an organization that demonstrates cruelty to animals. The messages that are being emphasized are vastly different depending on the media source. When reading this in blogs, there is intense compassion from individuals and groups such as PETA that only focus on the exploitation and cruelty to animals. SeaWorld is portrayed as villainous with only one goal and that was to make big profit at the expense of animals that are majestic, endangered and even compared to humans in terms of their behavior and emotions. The messages in business journals, however, focused on how negative media coverage can impact the bottom line and spoke to fluctuations in stock prices and decreased revenues that can impact other revenue streams for business partners and their employees (Jay, 2014). A few magazine articles and news stories tried to examine both sides and emphasized that SeaWorld had taken initiatives of their own to improve the conditions of the confined habitats of their marine animals even prior to the documentary and that much of their work was based on research and study by marine biologists in order to learn more about the animals and help preserve their existence in the wild.
The common thread across the media was the question of whether it is ethical to keep mammals that live in vast oceans in any type of confinement and that breeding the animals for pure entertainment is wrong.
References:
Jay, M. (2014) SeaWorld, Under Fire, Pledges to Improve Killer Whale Condition. Huffington Post, 08/15/2014. Retrieved at www.huffingtonpost.com
Zakarin, J. (2014) ‘Blackfish' Effect: SeaWorld Under Fire Again as CA Bill Proposes Ban on Whale Shows. The WRAP. Retrieved athttps://www.thewrap.com