The
press can be your ally and your foe. They can help you promote your
state project, generate public and private support, and rally community
opinion behind you. Or, they can be overly critical of your efforts
and make it challenging to generate public support. The press communicates
via print (including newspapers and magazines) and broadcasting (including
television, cable, and radio); it's referred to collectively as the
media. The most important thing to remember about the media is that
each news organization has its own style and ideas on what to report.
The folks charged with the responsibility of maintaining this editorial
focus are called editors. It's the editor's job to monitor and control
the content and subject matter of all the stories. In smaller organizations,
one person may split the task of editor and reporter. Larger ones
can afford a full staff complete with a flurry of titles, subtitles,
and more. You can get a sense of where a journalist is on the organizational
ladder by paying attention to his or her title. Here are some generalized
descriptions for titles you may come across that deal specifically
with print.
- The publisher is the financial and organizational
center. Usually he or she has no direct newsroom responsibility;
however,
publishers can be terrific allies once you establish a good
relationship.
- The title editor-in-chief or simply editor connotes a person
in charge of all aspects of reporting the news. He or she usually
oversees newsroom operations and editorial schedules.
- The title senior editor or editor may indicate the manager of
a section, like the Lifestyles and Business sections of your
local newspaper.
- An associate editor is often a reporter assigned to cover certain
topics or events. If a publication does not use senior editors,
then the associate editor may be the person entrusted with
senior editor-like tasks.
- The gofer of the newsroom is the assistant editor, who reports
directly to his or her senior editor, editor, or editor-in-chief.
Assistant editors may help others sort through all the press
releases and flag those that meet certain criteria.
In broadcasting, some titles stay the same, but others change.
Here are some generalized descriptions for individuals who work
in broadcast media.
- A producer is like an editor-in-chief and may
also have the responsibilities of a publisher.
- The assignment editor, especially in television, is likely your
key contact. The assignment editor has control over the flow
of all information and assignments. If you are holding a timed
event,
you may contact the assignment editor as little as hours before
your event and, if you can get him or her interested enough,
the assignment editor may send out a crew.
- Associate producer and associate editor are titles used liberally
to describe a person who helps the producer or assignment editor.
Sometimes this person is a specialist in a particular topic
(such as education or technology). This is a good person to contact
for
general coverage of your organization
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