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How to Conduct a good
Media Relations
Tips for Public Relations Practitioner
Rachmat Kriyantono, Ph.D Materi ini sudah sy tulis di buku PR Writing (2012, 2009, 2008)
.
Basic PR/FIS UB by Rachmat Kriyantono
What is Media/Press Relations?
The activity to build a good interaction
between organization and media in order
to gain maximum publicity of PR
messages in creating public’s knowledge
and understanding.
Getting maximum publicities requires:
1. writing skills
2. a good media relations
Basic PR/FIS UB by Rachmat
Kriyantono
Why it is so essential?
Media is the most important public because of its power
Gaining public’s support through media Long term investment
Reaching public effectively & efficiently
PR & Media are dependent each other
Basic PR/FIS UB by
Rachmat Kriyantono
Media has a power
• Gatekeeper/filter
• Third party endorser
• Uncontrolled media
Basic PR/FIS UB by Rachmat Kriyantono
The Barriers
•Misperception about
the nature of PR & Media
•Bad news is Good News
•Hidden Advertising
Basic PR/FIS UB by Rachmat
Kriyantono
Misperception:
Media
Focuses on:
•Rumours
•News-values
•Sensations
•Negative news
PR
Focusses on:
•Publicity
•Superlative puff
•Promotion
•Positive news
VS
NEWS IMAGE
Basic PR/FIS UB by Rachmat
Kriyantono
Why does “Bad News is Good news”
Occur?
Bad Integrity of Media
a. Sensational
b. Lack of knowledge
about Freedom of the
press
Bad Works of PR
a. Closed
Communication
channel
b. PR is not as
Dominant Coalition
c. Bad media relations
Basic PR/FIS UB by Rachmat
Kriyantono
HIDDEN ADVERTISING
Reducing the Media’s sensibility of
critic
Reducing public right to know
Less creativity
Basic PR/FIS UB by Rachmat
Kriyantono
Develop Media Relations
Successful
Media Relations
Communicate
Effectively
Understanding
media
Media
Needs
Media
Characters
Basic PR/FIS UB by
Rachmat Kriyantono
Media Characters
• Types of Media
- printed, electronic, CMC
• Media’s owns regulation
- cut of times, typography, pattern of news,etc
• Distribution system
- local, national, weekly, daily, monthly, etc
• Types of Reporters
- High critical & curiosity
- Prefer to making news comprehensively &
exclusively
- Non-protocol
- busy but free time
- tend to advocate marginal group
Basic PR/FIS UB by Rachmat Kriyantono
Understanding of media Needs
Giving information truthfully
Keep your promise
No “no-comment”
Media empowerment
Best service to Media works:
- Do not wait for media contact
- Information available on 24 hours
- Fairness to every media
- provide media access to Top Management
- Giving details information
Basic PR/FIS UB by Rachmat Kriyantono
Understanding Media Needs
Be professional
- tempting, money
- complain
- asking the media not to publish
- public interest
- understanding code of ethics
• Develop comm. Continuity & personal
Basic PR/FIS UB by Rachmat Kriyantono
The End
Further Reading:
- Rachmat Kriyantono, Public Relations
Writing (2012)
- Otto Baskin, The profession and the
practice of Public Relations (1997)
- Cuttlip & center, Effective PR (2005)
Thank You
Rachmat Kriyantono, Ph.D
HAPPY STUDYING
Basic PR/FIS UB by Rachmat Kriyantono