Media

The Milwaukee Journal-Sentinal is developing a campaign to bring more retailers to Milwaukee. PR Week reports that as a result of declining ad revenue, the daily newspaper has created a business development director position to promote the city and to convince new retailers and potential advertisers to move there. Initially the paper will work with local public and private economic development and real estate organizations to determine what resources it can provide them such as demographic and purchasing-power data.

The controversial Channel One Network, which broadcasts programming directly into 400,000 secondary school classrooms, is partnering with Mothers Against Drunk Driving, Partnership for a Drug Free America, National Association of Secondary Principals, and the National Mental Health Awareness Campaign to form the "Coalition to Empower Teens" campaign. Channel One pledged to donate ten percent of its advertising time to public service announcements that "address the issues of underage drinking, prevention of school violence, illegal substance abuse, and mental health awareness."

The Bulldog Reporter, a publication that specializes in compiling dossiers on journalists for corporate PR use, has given its "gold award" in "crisis communications" to Michael Fineman of Fineman Associates Public Relations for his work on behalf of the Pacifica radio network. Fineman was hired to help contain the image problems that arose when the Pacifica's management used armed guards to forcibly expel veteran broadcasters, arrested demonstrators, and shut down station KPFA in Berkeley, CA.

By understanding the interaction between news coverage and advertising on consumer perceptions, large companies hope to develop more effective and less costly communications plans. This report takes some first steps toward understanding that relationship. This paper is based upon research conducted in the late 1990's by AT&T's Public Relations research department.