Noviembre 2016Impartido por Saul A. Hill

WORKSHOPCOMUNICATIONS

& JOURNALISM

Before we start…

https://www.buzzfeed.com/craigsilverman/viral-fake-election-news-outperformed-real-news-on-facebook?utm_term=.pnqzMYGYL#.ih51Xo6oj

Telling the story: Runnymede 50th anniversary in writing

"Advertising is saying you're good. PR is getting someone else to say you're good.” Jean-Louis Gassee, former head of Apple product development and worldwide marketing

Public Relations is the activity of supplying content that is favourable to your interests in the media. All organisations and many companies engage in this activity

Telling the story: Runnymede 50th anniversary in writingPublic relations (PR) is the practice of managing the spread

of information between an individual or an organization (such as a business, government agency, or a nonprofit organization) and the public. Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment.In other words: creating content that will interest the media and your audiences

Telling the story: Runnymede 50th anniversary in writing

Class discussion: what kind of organisations do PR? How do you think they spread their message? If you wanted to make a journalist write about you, what would you do?

Telling the story: Runnymede 50th anniversary in writing

PR TOOLS:1) Press release: journalists have little time, and may appreciate you giving them an

article to publish, if it is truthful and interesting2) Events: Sometimes, creating an event that interests people is a good way of

letting them know who you are and what you do. For example: 3) Association with other newsworthy events, tendencies or seasonal events to

interest the media in your content. Also called or “news jacking”4) Research that will interest news outlets

BUT REMEMBER!!!!:

Just like the news, your communication should be NEWSWORTHY. That is:Impactful, timely, novel, useful, interesting and/or relevant

Telling the story: Runnymede 50th anniversary in writing

Activity 1: spot the PR technique. You will be given news items from US and UK news outlets. Can you spot what type of PR technique was used to get the article published?

Telling the story: Runnymede 50th anniversary in writing

Discussion: what Runnymede could do to become newsworthy and appear in Madrid and Spain media?

Telling the story: Runnymede 50th anniversary in writing

Activity 2: Take your Runnymede Ws and your inverted pyramid: write a Runymede 50th anniversary press release.

Goodbye, future journalists!!!

My only advice is, follow your dream and do whatever you like to do the most. I chose

journalism because I wanted to be in the places where

history was being made. Jorge Ramos, Univision

A key purpose of journalism is to provide an adversarial check on those who wield the greatest power by shining a light on what they do in the dark, and informing the public about those acts. Glenn Greenwald, the Guardian and

others. Pullitzer prize 2014

I am grateful to journalism for waking me up to the realities of

the world. Eduardo Galeano

America is strong because its journalism is strong. That's how

democracies work. They're only as good as the quality of the

information that the public possesses. And that is where we come in. Scott Pelley, CBS Evening

News

And yet….We don't go into journalism to be popular. It is our job to

seek the truth and put constant pressure on our

leaders until we get answers. Helen Thomas, UPI

There's a lot of hand-wringing going on about the death of journalism and particularly the death of investigative journalism. What I see is that there is more need than ever to have experienced information processors - people who can look through this mass of data. Heather Brooke, Professor of Journalism at City University London

Workshop needs and materials- Planned Runnymede anniversary activities- Runnymede communication & marketing materials- List of relevant teachers (in charge of activities) to interview.

All sessions: tablet with internet access

HARDWARE: workshops 2 & 3-1 COMPUTER per student (or tablet with word processing capacity)

HARDWARE & SOFTWARE LESSON 4- ONE COMPUTER PER GROUP OF 4. MICROPHONES. AUDIO EDITING SOFTWARE (audacity, final cut…)