CNN company analysis

Cable News Network (CNN), operating as a division of Turner Broadcasting which is a subsidiary of Time Warner, is headquartered in Atlanta, GA. Currently, CNN has 45 bureaus worldwide and employ 4000 people. The go-to-network for breaking news coverage reaches audiences across the globe; 100 million U.S. households and 200+ million international households. CNN is rated third after competitors Fox News and MSNBC, respectively. Despite low ratings the company continues to make a profit thru advertising and carriage fees. Their brand of “non-partisan” news coverage is very attractive to advertisers. With the availability of multiple news sources, CNN is branching out from 24-hour news. These changes include programming featuring documentaries and unscripted series; hoping to attract a broader audience. Although necessary, the new direction has critics commenting negatively as summed up by Rachel Maddow that “CNN today is not what it used to be. But once upon a time CNN really was the only cable news network and they really did have a singular role in keeping people informed about what is going on, not only around the country but around the world.”

According to a January 15, 2014 CNN press release, CNN Digital averaged “2.4 billion total global page views per month and more than 150 million monthly video starts for 2013, their best year to date. Their online newsroom (CNN.com) is their primary source of communication along with their social media sites on Twitter and Facebook. Both Facebook and Twitter have content that create interest and dialogue among visitors/ followers. Anchors and hosts both utilize Facebook and/ or Twitter. Their key audiences are the public, employees, advertisers, local stations, cable co...

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...I am proposing objectives and strategies to improve both traditional and non-traditional media relations and have included specific tactics to promote CNN’s brand and vision for the future. This plan specifically addresses these issues and provides strategies to initiate and build relevant responses as well as to establish a presence that will allow more proactive communication in traditional and non-traditional media.

Works Cited

Egelko, Bob. “Closed Caption Win for CNN in Lawsuit.” SF Gate. 5, Feb. 2014. Web. 15, Feb. 2014 .

Swann, Patricia. Cases in Public Relations Management. New York: Routeledge, 2010 http://www.cnn.com/ http://cnnpressroom.blogs.cnn.com/

http://cnnpressroom.blogs.cnn.com/2014/01/15/2013-cnn-digital-posts-best-year-ever-dominates-mobile/