Class 14 – Lecture Notes

Introduction of Guest Speaker – Deborah Knapp

Deborah Knapp is an Emmy award-winning anchor. She knew at the age of 14 she wanted to be a reporter when she took a creative writing class at MacArthur High School here in San Antonio. After getting her degree in journalism at the University of Texas in Austin, Deborah began her broadcasting career in San Antonio. In 1980 she was hired by the CBS owned and operated station in Philadelphia, WCAU-TV. While there, she was awarded an Emmy as Best Television News Anchor. After the birth of her daughter, Deborah decided to return home to San Antonio. She has been back with KENS 5 since 1987.

Deborah currently co-anchors KENS 5 Eyewitness News at 5 p.m. She regularly covers religion in special reports. In 1999 she helped launch the KENS 5 Excel Award. Every other week during the school year Deborah recognizes and profiles an outstanding public school teacher.

Deborah is active in the community, serving on the boards of Any Baby Can,  the Boy Scouts of America and Prevent Blindness.  As a leader in the community she has been selected to serve on the Las Misiones Capital Campaign Committee, raising money to restore the historic churches at the four Old Spanish Missions. Deborah is the mother of two children, Alicia and Austin. She loves her job today as much as when she began.

Lecture Notes

  • Demise of print media; there has been a dramatic contraction, in the last year, in network news.
  • Advertising on the internet is expected to pass advertising on television.
  • Time Magazine has blog priority.
  • Supplying new organizations with a link is a way to get your message into the media.
  • There is a demand for video on-line; this is a likely way to get traction.
  • There is no reduction in news casts; there is a reduction on staff.
  • How to earn media?  Earned media carries credibility; it is important to carry one message; it is important to supply real people; identify real value to the individual.
  • U-Tube is a current source of video for many stories.
  • Topics/Course Outline and Readings –
  • Advocacy and access to corporate structures
  • Lobbying at the local level (Chapter 7 Keith and Haag)

**Final Exam: Thursday, December 11, 2008  5:00 pm – 7:30 pm


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