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AgendaPublic Relations – The ScienceThe media climateTraditional mediaNew mediaTrends with journalismHow does the journalist thinkWho am I going to write for todayWhat makes newsPracticalThe importance of imagesYour toolsetFirst of allThen set your mindWhen ready to go – be preparedThe ways to contact a journalistPress ethnic rulesIf something goes wrong

Public Relations – The Science

The Media ClimateThe media landscape has changed…

• Higher competition between different media• Financial pressure• Faster• Technique changes the conditions

The Media Climate…which leads to

• Less resources• More production on less time• Pictures and ready printable material more important• Less time for research• More entertainment than information• General public more involved

Traditional Media•News papers•Trade press•Magazines•News agencies•Radio•TV

New MediaWeb magazinesWeb TV and radioBlogsForumsVirtual worldsPodcastingVideo sites

Trends With Journalism• More individuals in focus• More shallow, less in-depth• Progress towards fiction and entertainment• Pictures increasingly important, still and moving• Technique creates direct and huge information flow• Increased transparency• More commenting, reasoning journalism, i.e. blogs

How Does The Journalist Think?

My listener, My reader. My watcher.

Photographers, editors, web editors, advertisers or other media…

”Who am I going to write for today?”• Printed media, Internet media, TV or radio?• Weekly, Daily or Trade press?• Editorial, feature story, chronicle, news item?• Society, Science, culture or easy news?• One time piece or a series of articles?

What makes news?

My listener, My reader. My watcher.

Photographers, editors, web editors, advertisers or other media…

Practical• Headline• Picture• Negative often beats positive• Straight on target• Simplified• Trends• Who can back hypothesis?• Embodiment of the news

The importance of images•Indispensable for TV, important to printed media, irrelevant for radio.•Strengthens the message•Often reflects the target audience•Caption often read after headline

Your Tool Set

First of all…• Exist online– Media contact– Your offer– Your images and event calendar

• Decide on the PR strategy– Goals– Level of ambition– A few communication directives– Target media– Your key message

Then, set your mind• Know your target group– What gap can you fill?– What is the interest?– Decide on action

• Learn to think, and act, as media– Images– Newsworthiness– Spokes persons– Background information– Allies

When ready to go – be prepared• Adapt your personal messages– Act as journalist for the publicationIf you was the journalist, what would you like to hear?

• Find spokespersons and allies– Act as journalist for the publication:If you was the journalist, who would you want to talk to?

• Think widely - Background material– Act as journalist for the publicationIf you was the journalist, what material would you need for a fullarticle?

The ways to contact a journalist•Press information•Press release•Press invitation•Phone call•Personal e-mail

Who?What?When?Where?Why?How?

Be clearBe short

Adapt your message

Ethics, and if something goes wrong•Press information•Press release•Press invitation•Phone call•Personal e-mail

The Press Ethic Rules• Supplying correct news• Room for answer• Respect for personal integrity• Careful when publishing pictures/names• Journalist integrity – does not reveal sources• Ways to find information – not deceive or bribe

If something goes wrong

•Speak to the journalist•Speak to the editors in chief•No reaction•Demand correction or reply•Report

Choose your battlefields. Fighting media is like fighting a skunk.It doesn’t matter if you win, you will have a bad smell anyway.

Questions?

Stephen Urmston, Initiative Public Relations

Telephone: +86 150 1060 2383E-mail: initiativebeijingpr@gmail.com

www.initiativepublicrelations.sm4.biz

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