Successful media strategies for business: how Franklin Delano Roosevelt and John Curtin won journalists' support

Coatney, Caryn (2012) Successful media strategies for business: how Franklin Delano Roosevelt and John Curtin won journalists' support. Review of Business and Finance Studies, 3 (2). pp. 55-67. ISSN 2150-3338

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At the height of the Pacific war, the American and Australian leaders communicated successfully with journalists, providing valuable business strategies on how to develop positive media relations in crises. After the bombing of Pearl Harbor, Hawaii, in December 1941, the United States President, Franklin D. Roosevelt, and Australian Prime Minister, John Curtin, generated favorable news coverage about their leadership. Yet there is a lack of information on their media strategies to win journalists' support in a time of crisis. This paper shows how Roosevelt and Curtin managed to influence and persuade the news media. First, they frequently communicated to journalists in an honest, egalitarian and friendly way, increasing the number of regular news briefings between the press and the national leader. Secondly, they advanced the relatively new medium of radio to broadcast appealing, inclusive and accessible messages. Journalists repeated and amplified their radio talks in the news. Thirdly, they used practiced, forceful rhetoric and hand gestures in filmed newsreel scenes to convey their resolve and create the appearance of a direct, friendly relationship with their target audiences. These media strategies are still useful to business leaders when managing information needs in today's 24-hour news cycle.

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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: This publication is copyright. It may be reproduced in whole or in part for the purposes of study, research, or review, but is subject to the inclusion of an acknowledgment of the source.
Faculty / Department / School: Historic - Faculty of Arts - School of Humanities and Communication
Date Deposited: 13 Jun 2013 03:13
Last Modified: 24 Sep 2014 04:12
Uncontrolled Keywords: Franklin D. Roosevelt; John Curtin; business communication; media strategies
Fields of Research : 19 Studies in Creative Arts and Writing > 1903 Journalism and Professional Writing > 190301 Journalism Studies
17 Psychology and Cognitive Sciences > 1701 Psychology > 170113 Social and Community Psychology
20 Language, Communication and Culture > 2001 Communication and Media Studies > 200105 Organisational, Interpersonal and Intercultural Communication
Socio-Economic Objective: E Expanding Knowledge > 97 Expanding Knowledge > 970120 Expanding Knowledge in Language, Communication and Culture

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