Page 92 - Ekonomija i Biznis_oktomvri 2016.indd

CORPORATE COMMUNICATIONS

John King, CNN’s chief national correspondent announced, allowed presence only of
“We were just played by Trump’s campaign, something they do constantly. He got a reporters and cameramen, without
live broadcast of approximately 20 minutes, promising a key turnaround on the ‘birther’ the presence of journalists who could
issue”. ask questions. This caused huge anger
among the media who understood that
photo: (https://pmcvariety.files.wordpress.com) they were tricked, and in return, they
refused to broadcast photographs,
Ashley Parker, chief political correspondent of the New York Times in Washington videos or information about the tour
“Nothing will change until the cameras on television stop to blindly cover Trump and through the new hotel. Then the me-
until they protect their mutual solidarity”. dia analyzed and pointed out Trump’s
unfair behavior which created a new
photo: (http://i2.cdn.turner.com) pseudo-event which generates new
free time. Definitively the media swal-
Robert Costa, chief political correspondent of the Washington Post lowed the bait of attractiveness and
“At this moment, Trump won everything. He promoted the new hotel, he is present on they were tricked into providing vast
all national networks. He is certainly in the center of attention again.” free time for promotion of the Repub-
lican candidate.
photo: (http://newshour-tc.pbs.org)
In the communication approach,
particularly in the political PR, how-
ever in general in corporate communi-
cations, one of the most important
rules is that media are friends and
they should be treated as partners.
The treatment of the media is one of
the basic parameters of success when
running an organized PR. These rela-
tions do not imply poltroonery or an
imposed apologetic attitude to the
representatives of the media, however
their affection has always represented
the basic challenge for the PR profes-
sionals. Making war with the media
and with their representatives is
something that happened before as
well, however almost with no excep-
tions this was shown to be non-pru-
dent and the war, sooner or later, was
always won by the media. These is ex-
actly what the stipulations for the
success of the PR doctrine of Donald
trump look like, however still his au-
thenticity, gives results so far, and the
election day will be in less than two
months. Although the elections in the
United States are interesting by them-
selves, they attract special attention
of the ones who follow the PR trends
and the development of the media
sphere. As never before the science of
public relations and the development
of media will go through changes, and
it is probable that new theories and
practices will be developed.

92 October 2016