Now Is Too Late: Survival in an Era of Instant News

Now Is Too Late: Survival in an Era of Instant News......Page 2
Copyright 2003 Pearson Education, Inc.......Page 3
Contents......Page 14
Introduction......Page 22
CHAPTER 1	Discovering the New World of Instant News......Page 26
Information Response......Page 33
A Noninstant News Response......Page 36
A New Approach Needed......Page 49
CHAPTER 2	 Toward a Postmedia World......Page 52
Traditional Media and the Global Experience......Page 54
Use of the Internet on September 11......Page 55
The Personalization of Media......Page 59
A Multitude of Broadcasters and Publishers......Page 63
Endnotes......Page 66
CHAPTER 3	 The New Audience......Page 68
Relevance and Demand......Page 71
Instant News Case Studies......Page 76
The Role of the Internet in Changing Expectations......Page 79
Characteristics of the New Audience......Page 81
The News at My Hip......Page 86
Endnotes......Page 87
CHAPTER 	4 How News Is Changing......Page 88
Understanding the News Business......Page 92
Infotainment......Page 100
Endnotes......Page 111
CHAPTER 	5 When Opponents Grab the Microphone......Page 112
A Time of Cynicism......Page 114
Media Infotainment......Page 117
Activists and Other Opponents......Page 119
Now They Have the Microphone......Page 133
When the Politicians Get Involved......Page 139
Endnotes......Page 142
CHAPTER 	6 How the Rules Have Changed......Page 144
Rule 1......Page 146
Rule 2......Page 147
Rule 3......Page 148
Rule 4......Page 149
Rule 5......Page 152
Rule 6......Page 153
Rule 7......Page 155
Rule 8......Page 157
Rule 9......Page 159
Endnotes......Page 161
CHAPTER 7 Communication Strategies for the Instant News World......Page 162
Audience: Whom Do We Need to Talk to?......Page 166
Message: What Message Do We Need to Convey?......Page 177
Listening: What Do We Need to Hear From Them?......Page 179
Voice: Who Needs to Deliver the Message?......Page 183
Media: How Should We Communicate?......Page 185
Endnotes......Page 188
CHAPTER 8 Preparing the Organization and Team......Page 190
Policies......Page 193
People......Page 207
Platform......Page 213
Endnotes......Page 220
CHAPTER 9 The Role of Technology......Page 222
Information Development......Page 227
Information Distribution......Page 230
Interactivity and Response......Page 232
Inquiry Management......Page 235
Web Site Control......Page 237
Group Communication......Page 241
Internal Communication......Page 242
Hosting......Page 244
CHAPTER 10 Crisis Preparation: What to Do Before It Happens......Page 248
It’s All About Relationships......Page 251
Building Reputation Equity......Page 255
Flying Under the Radar......Page 257
Goal Setting......Page 258
Strategic Relationship Development......Page 260
Reporter Relationship Development......Page 264
Responding to Minor Events......Page 266
Use of Technology......Page 268
Reputation Equity Summary......Page 270
Endnotes......Page 271
CHAPTER 11	 Crisis Management: What to Do While It Is Happening......Page 272
Notification......Page 273
Preparing the Clinic’s Response......Page 276
The Refinery Incident Evolves......Page 277
Organization and Personalities......Page 278
Prioritization......Page 282
Broadening the Clinic’s Message......Page 284
Inquiry Management......Page 286
Rumor Management......Page 289
Negative Reporting......Page 292
Ahead of the Curve......Page 297
CHAPTER 12 Reputation Recovery: What to Do After It Happens......Page 300
Getting Out of the Bunker......Page 301
Restoring Credibility......Page 306
Returning to Normalcy......Page 318
Endnotes......Page 320
CHAPTER 13 A Glimpse Into the Future......Page 322
Media Splintering......Page 323
The Ubiquitous Internet......Page 324
Wireless Connectivity......Page 325
Replication of Experience......Page 326
Everyone Is a Writer, Producer, Publisher, and Broadcaster......Page 327
What It Means for Tomorrow’s Communicators......Page 328
Thinking Like a Broadcaster......Page 329
Audience Control......Page 337
The Battlefront of the Future: Being a Credible Source......Page 339
Information Pointers......Page 341
Truth Filters......Page 343
The Sum of All Parts: Tell the Truth......Page 345
Endnotes......Page 346
Index......Page 348