Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006 Media relations as a practical tool in public participation Kristina Kurm PR specialist

Kristina Kurm, Peipsi Center for Kristina Kurm, Peipsi Center for Transboundary Cooperation, Transboundary Cooperation,

20062006

Media relations Media relations as a practical tool as a practical tool

in public participationin public participation

Kristina KurmKristina KurmPR specialistPR specialist

Peipsi Center for Transboundary CooperationPeipsi Center for Transboundary Cooperation


20062006

Media - “fourth estate of the realm”Media - “fourth estate of the realm”

MMedia aware, “mediatised” societyedia aware, “mediatised” society 439 million people buy everyday 439 million people buy everyday one of theone of the 7,700 dailies publishes in the world. 7,700 dailies publishes in the world. Readership is more than one billion Readership is more than one billion everyday. everyday. The audience for newspaper websites The audience for newspaper websites increased 200 percent over the past five years.increased 200 percent over the past five years. ((World Association of Newspapers (WAN)World Association of Newspapers (WAN), 2006), 2006)


20062006

What is communication?What is communication?

Communication is the transmission of ideas, Communication is the transmission of ideas, information and attitudes from one people to information and attitudes from one people to another, from one organization to another, another, from one organization to another, sometimes through the mass-media means.sometimes through the mass-media means.

Who says what to whom, through whichWho says what to whom, through which channel channel and with what effect?and with what effect?

Aims of communication: to inform, to persuade, Aims of communication: to inform, to persuade, to appeal to do or not to do sth.to appeal to do or not to do sth.


20062006

What is PR?What is PR? Public relationsPublic relations (PR) (PR) is constant and systematic is constant and systematic

process in order to create and sustain favourable process in order to create and sustain favourable bilateral relationship between organization and bilateral relationship between organization and public public (Black)(Black)

PR = PR = communication managementcommunication management.. Media relationsMedia relations is is aa part of public relations part of public relations Two-way symmetrical model of PR Two-way symmetrical model of PR (Grunig, Hunt; 1992)(Grunig, Hunt; 1992)


20062006

What is journalism?What is journalism? Journalism – paid writing (and audiovisual equivalent) for Journalism – paid writing (and audiovisual equivalent) for

public media with reference to actual and ongoing events of public media with reference to actual and ongoing events of public relevance.public relevance. (McQuail, 2000)(McQuail, 2000)

Ideal model of action in journalismIdeal model of action in journalism::1. 1. EventEvent 4. Postition4. Postition2. N2. Newsews 5. Public opinion5. Public opinion3. D3. Discussioniscussion (Ruussaar, 2004)(Ruussaar, 2004)


20062006

Pro-active and re-active media relationsPro-active and re-active media relations

Pro-activePro-active

Organization informs on its Organization informs on its own initiative (press-own initiative (press-release) release)

Re-activeRe-active

Media channel informs on Media channel informs on its own initiative (replying its own initiative (replying on query)on query)


20062006

CCharacterics of Estonian mediaharacterics of Estonian media

media-abundancemedia-abundance limited amount of consumerslimited amount of consumers limited market for quality-journalismlimited market for quality-journalism

(Ruussaar, 2004)(Ruussaar, 2004)

““Estonia is a media society. Mass media is moreEstonia is a media society. Mass media is more important source of information than personal important source of information than personal experience.experience.”” (Study “Me. World. Media II”(Study “Me. World. Media II” University of Tartu, University of Tartu, Department of Journalism and CommunicationDepartment of Journalism and Communication, , 20052005))


20062006

What makes a good communication?What makes a good communication?

60 % attitude60 % attitude 20 % techniques20 % techniques 20 % talent20 % talent

((MounterMounter, , 2002004)4)

+ + PLANNINGPLANNING


20062006

PR tePR tecchniqueshniques

PR techniques PR techniques make up only make up only a top of thea top of the iceberg in iceberg in everyday PReveryday PR..

TThe underwater part consists he underwater part consists of studies, planning of studies, planning process, evaluation of process, evaluation of campaigns and consulting campaigns and consulting leaders of theleaders of the organization.organization.


20062006

Strategy and tacticsStrategy and tactics

Strategy – where, why and Strategy – where, why and for who we are moving?for who we are moving?

Tactics – what are we doing Tactics – what are we doing for that, how we are for that, how we are moving (means and moving (means and resources), who moves, resources), who moves, what costs?what costs?


20062006

Components of communication strategyComponents of communication strategy

IntroductionIntroduction Description of an Description of an

organisationorganisation Analysis of the external Analysis of the external

environmentenvironment Analysis of the internal Analysis of the internal

environmentenvironment The aims of the The aims of the

communicationcommunication

Key messagesKey messages Priorities of the Priorities of the

communicative activitiescommunicative activities Expected results, criterias Expected results, criterias

and methods of evaluationand methods of evaluation Resources neededResources needed


20062006

Tactical media planTactical media plan

For each activity or event: For each activity or event: Time Time Target group Target group MessageMessage Form of the message / genreForm of the message / genre ChannelChannel SpokespersonSpokesperson


20062006

Golden rules of communicationGolden rules of communication

Identify few key messagesIdentify few key messages Find the right language for each audience which Find the right language for each audience which

makes sense of day-to-day experience.makes sense of day-to-day experience. Don`t lie! Don`t lie!


20062006

Key messagesKey messages

Key messages originate from target group analysis Key messages originate from target group analysis and organisation goalsand organisation goals

Every key message Every key message comes fromcomes from overall key overall key message of an organisation, whmessage of an organisation, which bases on it`sich bases on it`s mission,mission, vision and ground valuesvision and ground values..

Key message is modified to different target groups.Key message is modified to different target groups.


20062006

How to benefit from media?How to benefit from media?

KKnow everyday procedures/mechanisms now everyday procedures/mechanisms in media organizations. in media organizations. The power of journalismThe power of journalismis in choosing the news is in choosing the news and in changing the meaning. and in changing the meaning. (Rebane 2001)(Rebane 2001)


20062006

Integrated communicationIntegrated communication

IIntegrated communicative activities ntegrated communicative activities Involving partnersInvolving partners inside and outside the inside and outside the

organisationorganisationTwo-step flow of communication Two-step flow of communication


20062006

How to communicate with the media ?How to communicate with the media ?

Agreements should be made before interviewAgreements should be made before interview Prepare properly for the interview. If necessary and possible, take extra time for Prepare properly for the interview. If necessary and possible, take extra time for

preparation.preparation. In case the question was not understood, ask for repetition and specificationIn case the question was not understood, ask for repetition and specification Answer honestly and precisely. If you do not know the answer, admit it. Answer honestly and precisely. If you do not know the answer, admit it. Be outspoken, polite, calm and natural.Be outspoken, polite, calm and natural. Be in control of your thoughts and expressions. (I know what I am talking about, not Be in control of your thoughts and expressions. (I know what I am talking about, not

I speak as much as I know)I speak as much as I know) Speak of the things you know, what you believe in and what you are convinced of.Speak of the things you know, what you believe in and what you are convinced of. Try not to get upset when the questions are unpleasantTry not to get upset when the questions are unpleasant..


20062006

Things to remember!Things to remember!

It is the journalist`s job to get information. In helping him It is the journalist`s job to get information. In helping him you will create positive preconditions for cooperation with you will create positive preconditions for cooperation with the press.the press.

Don`t use the phrase “I don`t comment!” easily! You must Don`t use the phrase “I don`t comment!” easily! You must always give reasons for your decision. You can`t forbid always give reasons for your decision. You can`t forbid journalist to write an article!journalist to write an article!

Journalist isn`t usually as good specialist in your area as Journalist isn`t usually as good specialist in your area as you are – he must write about different thematics.you are – he must write about different thematics.


20062006

NewsNews““News” is the key word in media relationsNews” is the key word in media relations TopicalTopical Influential, significant, beneficialInfluential, significant, beneficial Extraordinary Extraordinary Geographically and emotionally relatedGeographically and emotionally related Containing conflictContaining conflict EntertainingEntertaining Celebrity-relatedCelebrity-related FreshFresh


20062006

Press-release must answer 6 basic Press-release must answer 6 basic questionsquestions

WhoWho?? Is doing Is doing whatwhat?? WhereWhere?? WhenWhen?? WhyWhy (this is important)? (this is important)? HowHow??


20062006

Structure of the press-releaseStructure of the press-release

Press-release has to correspond to a standard. Press-release has to correspond to a standard. Logo or data of organizationLogo or data of organization DateDate HeadingHeading LeadLead Amplifying paragraphsAmplifying paragraphs Contact informationContact information


20062006

Writing a press release…Writing a press release…

It should be precise, concise, clear, full of It should be precise, concise, clear, full of substance (no more than one page)substance (no more than one page)

Fact and comment should be kept apartFact and comment should be kept apart Objectivity is relevantObjectivity is relevant Language and style should be accurateLanguage and style should be accurate


20062006

Thank You!Thank You!

Documents

Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006 Media relations as a practical tool in public participation Kristina Kurm PR specialist