1. DA010 - Professional Diploma in Public Relations - COMM6024EP Media Relations and New Media Technology(2011/10)Lecture 1Definition and significance of media relationDeveloped and Presented byRoy Ying, Msc., B.Comm.Note: Pictures used in this power point fileis for academic Purpose only

2. Table of Content Course administration Why invest in media relations? Difference between media & public relations Benefits in building relationship with media Managing media in-house or via agency Developing your media strategy Resources needed in building media relations Tutorial case studies of a how media strategycan influence the way a business conducts itsbusiness 3. About me 4. Your Turn Its time for me to get to know you Whats your name? Whats your job? Have you managed PR activity before? If yes, what are they? 5. Course ScheduleSession / Course OutlineHoursDateLecture 1 Class introduction & administration 30 min8 Oct Definition and significance of media relation 2.5 hr1400-1700Lecture 2 Types of media and their characteristics; media organization in Hong Kong 3 hr9 Oct0930-1230Lecture 3 Knowing what the news media wants 3 hr9 Oct1330-1630Lecture 4 Building effective media relations with press and broadcast media 3 hr22 Oct1400-1700Lecture 5 Mid-term quiz 1.5 hr23 OctPress release is not a PR strategy1.5 hr0930-1230 6. Course ScheduleSession /Course Outline HoursDateLecture 6Managing media event 3 hr23 Oct1330-1630Lecture 7Media relations in event management and crisis communication 3 hr5 Nov1300-1600Lecture 8New media technology and their impact on PR3 hr5 Nov1600-1900Lecture 9Media law: ethics, privacy, and social responsibility3 hr6 Nov0930-1230Lecture 10 Project Presentation 2 hr6 NovReview Class 1 hr1330-163019 Nov Exam 2 hr 7. What is Media Relations? Definition working with various media for the purpose ofinforming the public of an organizationsmission, policies and practices in a positive,consistent and credible manner. Media is generally defined as means ofcommunications including print, electronic,online, and social.Class: Class:Can you give examples Can you give examplesof media? of media? 8. Is this what you have in mind? 9. Is that what other people think? General perception Often mixed up with public relations (and theyalso get PR wrong just as often), but anorganizations media relations does notextend to the general publicClass: Class:Is advertising an Is advertising an Class:Class:element of media element of media Is Media RelationsIs Media Relationsrelations? relations? part of the PRpart of the PR discipline? Why?discipline? Why? 10. Is that what other people think? In the eyes of PR practitioner Development and implementation of mediastrategy based on corporate objectives Media database with personal contacts Relationship with individual opinion formers Influencing editorial content on relevant mediaClass: Class:Any difference between Any difference betweenin-house communications in-house communicationsrole vis--vis PR agency? role vis--vis PR agency? 11. Is that what other people think? From the journalists perspective Industry contacts Timely information and market intelligence Ability to conduct last-minute interviews withexperts, spokespersons or public figures. Publish news based on credible sources thatmatch media consumers expectationsClass:Class:Would editors andWould editors andjournalists take sides whenjournalists take sides whenititcomes to sensitive issues? comes to sensitive issues? 12. Why invest in media relations? Improving the communication between the organizationand its stakeholders via media Building and maintaining positive relationships with thepublic Making the public aware of the organization, its valuesand latest news, Management of Crisis Communications, should theorganization experience an obstacle Understanding and communicating the publics attitudesand concerns to an organization 13. What is there to invest? Level of investment depends on mediastrategy. The following are common: An in-house corporate communications team PR retainer agency A media friendly company website Regular media events Training for in-house media spokespersons Class:Class: Is CSR considered a form ofIs CSR considered a form of media relations investment?media relations investment? 14. If you dont, this could happen 15. Invest in Market Intelligence 16. Media vs. public relations Media relations specifically involvesbuilding strong relationships with writers,producers, reporters, and editors who arein a position to cover your company. Quote from an agency boss during a job interview: Iwant someone who is trusted and respected by themedia folks. He can pick up the phone and always get ahearingand often get a story for our clients. 17. Media vs. public relations Public relations is really the bigger picture. It isabout how your organization is perceived by thecommunity at large. This would include thepress but also embraces all other stakeholders. Quote from a typical recruitment ad for a PR Officer: PRofficers build, maintain and manage the reputation ofclients. They communicate key messages, often usingthird party endorsements such as public bodies,businesses or charities, to a defined target audiences toestablish and maintain goodwill and understandingbetween the client and its stakeholders. 18. Benefiting from media relations Better and cheaper than placing advertisements How much cheaper? Common metrics tool:Advertising Value Equivalency (AVE) AVEs are calculated by measuring the column inches (in the case of print), or seconds (in the case of broadcast media) and multiplying these figures by the respective mediums advertising rates (per inch or per second). The resulting number is what it would have cost to place an advertisement of that size in that medium.Source: Institute for Public Relations 19. Example of AVE 20. Why Better? Editorial coverage gives betterstakeholder attention compared to paid ads 21. Benefiting from media relations Regular and effective news releases canmake your organization (or yourspokespersons) a "news media source" Writers and reporters are always lookingfor reliable and respected sources to quote Examples of organization and individual David Eldon 22. Managing media in-house or via PR agency Most major corporations employ PRagencies, but effective media relations canalso be established with in-houseresources if you have the right talent Class:Class:Class: Class:What are the prosWhat are the prosWhat are the pros What are the pros and cons in hiring aand cons in hiring aand cons in and cons in PR retainer?PR retainer?managing media managing mediarelations in-house? relations in-house? 23. Developing your media strategy Four major elements: What do you want to accomplish? Who do you want to reach (or who are yourstakeholders)? What message do you want to convey? What kind of information from yourorganization is newsworthy? 24. What do you want to accomplish? A list of goals you want to achieve, andthose have to be measurable Examples: An updated media database in the region Number of media coverage Number of interviews Number of columns Number of invited commentaries Air time on TV / Radio 25. Who are your stakeholders? Media is obvious, but it is the finance pageeditor or property page editor or theassignment desk supervisor you want todevelop relationship with? Apart from traditional media, you shouldconsider opinion leaders, bloggers,columnists and multipliers 26. What message do you want toconvey? This message should be derived from thecorporate Vision, Mission & Values The key is to be consistent Examples from the jobs Ive had: Mission Hills: Worlds No. 1 Golf course RICS: Mark of Property Professionalism HKTDC: Largest Exhibitions in Asia 27. CPA vs. SIA Class:Class: Which oneWhich one would you Slogan: would you remember?remember?Great ServiceSingapore Girls: AGreat PeopleGreat Way to FlyGreat Fare 28. What kind of information from yourorganization is newsworthy? You can find news in almost any event. Think ofnews angles. It is your job to ensure that your organizationbecomes known and respected by editors,journalists, educators, and other stakeholderswith whom you are communicating. The more respected your organization is, themore (and better) coverage you are likely toreceive. 29. Examples Locations and launches Industry developments and human interest Numerical data and trends Organizational announcements Celebrations and RecognitionsClass: Class:Try to come up with one Try to come up with oneexample from each of the example from each of theabove announcements above announcements 30. Resources needed in building media relations1. Creating and maintaining media database Broadcasting companies Newspaper feature syndicates Newspapers Columnists Publishers - periodicals and magazines Radio stations Television stations Bloggers 31. Resources needed in buildingmedia relations2. Drafting a letter of introduction to alleditors with an invitation to event ormeeting Must follow up by telephone calls Talk about what? Seek his help in identifying the right people who may be interested in either publishing, covering or writing news from your industry You should think of who in your company oryour PR firm should do this job 32. Resources needed in building media relations3. Making the Pitch This is an area where most PR companiesclaim that they provide the greatest values Yes and no. Your story has to have news angle or it willnever make it to the newspaper even if yourPR firm has the best media contacts But they can be helpful if they know alreadywhich editor is more interested in knowing thestory that you are trying to pitch 33. Resources needed in building media relations3. Making the Pitch (contd) The media database should also containspreferences of individual journalists,especially those from tier-1 media. You have to know how they would like toreceive news, when they will check theiremails or turn on their phones, and thedeadlines they are facing. 34. Resources needed in building media relations4. When the media shows interest Most media will not publish everything on yourelease. They may have questions. The person listed as media contact must havethe Q&A sheet in front of his / her desk as wellas mobile numbers of the bosses and relevantspokespersons Photo database (preferably online) isimportant as the media may want not only theimage related to the current news, but alsopossibly your archives. 35. Resources needed in buildingmedia relations4. When the media shows interest TV media is quite unpredictable. Sometimes, theywill want to do a special feature on a certain issue.You have got to have a number of spokespersonsavailable. Train your spokespersons as there is nothing moredamaging than someone carrying your corporatebranding looking stupid on national television. If you have multiple spokespersons, make sure theyare following your lines to take. 36. Resources needed in building media relations5. Maximizing press coverage If your news is big enough, it may be worthyof hosting a press conference, which has tobe properly managed and delivered. Most PR agencies can provide this service,but it is your job to provide executive brief toyour spokespersons Timing of your PC is important as you shouldhave the market intelligence to know whetherthere are any other competing events 37. Resources needed in building media relations5. Maximizing press coverage Manpower requirement Pitching to non-traditional media Submitting articles to editors Press clipping Analysis of media coverage Review why target media did not cover your story Fact finding, and recovery action or secondarypitch on a different aspect of your story 38. Tutorial: Media Strategy 39. Mission Hills Golf Club Prides itself as the No. 1 Golf Club in theworld Corporate Strategy To be the leading golf club in the world Create and maintain a world class golf &family resort image The number one golf destination forbusinessmen in this region 40. Mission Hills Golf Club Media Strategy Aim to achieve the top 100 golf, destination andbusiness magazine covering stories on Mission Hillsevery month The Mission Hills brand is broadcasted or talkedabout every hour of the day on different types ofmedia At least one tier 1 golf magazine using Mission Hillsas front cover every month TV crew to shoot different parts of Mission Hills on aweekly basis 41. Mission Hills Golf Club Class questions What resources would you prepare? What company policy would you set for yourmedia relations team? What sort of media plan would you puttogether in achieving these objectives?