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MEDIA RELATIONS
Dick Kane
2006 HRM ConferenceTallahassee
Who am I?Who am I?
Young, ambitious & greenNot trained in journalismDon’t know how agency worksSkeptical of any PR effortDon’t like being manipulated
Young, ambitious & greenNot trained in journalismDon’t know how agency worksSkeptical of any PR effortDon’t like being manipulated
TONIGHT’S TOP STORYTONIGHT’S TOP STORY
N-E-W-SRecent eventsUnusual or notableNegative
N-E-W-SRecent eventsUnusual or notableNegative
Mike McCurry’s “5Cs”Mike McCurry’s “5Cs”
CredibilityCandorClarityCompassionCommitment
CredibilityCandorClarityCompassionCommitment
HURRICANE IVANHURRICANE IVAN
Top Five ListTop Five List
Under promise, over deliverBe optimisticNo surprisesCYA – Cover Your AssetsCelebrate your successes
Under promise, over deliverBe optimisticNo surprisesCYA – Cover Your AssetsCelebrate your successes
THE REEL/REAL WORLDTHE REEL/REAL WORLD
Jack HiltonJack Hilton
Be openBe honestBe newsyBe awareBe cooperative
Be openBe honestBe newsyBe awareBe cooperative
“How to Meet the Press”“How to Meet the Press”
Jay Rayburn, Ph. DJay Rayburn, Ph. D
Courteous treatmentNot to be hurriedKnow major topics in advancePR counselMake your own recording
Courteous treatmentNot to be hurriedKnow major topics in advancePR counselMake your own recording
“Your Rights”“Your Rights”
YOU’RE ON!...3…2…1YOU’RE ON!...3…2…1
60 – 30 – 10 - rule60 – 30 – 10 - rule
60 percent – visual30 percent – verbal10 percent - message
60 percent – visual30 percent – verbal10 percent - message
THAT’S THE WAY IT ISTHAT’S THE WAY IT IS
ALWAYSALWAYS
Be honestBe candidBe factualBe preparedBe responsiveBe sensitive to deadlines
Be honestBe candidBe factualBe preparedBe responsiveBe sensitive to deadlines
NEVERNEVER
LieGuessGet hostileGive opinionsSay “no comment”Go “off the record”
LieGuessGet hostileGive opinionsSay “no comment”Go “off the record”
A whale of a taleA whale of a tale