2 Palmetto AvenueKingston 6,Jamaica, West IndiesTel: (876)
977-2393Mobile: (876) 381-5700Email: [email protected]
or [email protected]
Jamaica has a very diverse media landscapeFree to air stations
TVJ and CVMCable TV stations RE TV, SportsMax, CNISNewspapers
National Observer, Gleaner, StarRegional Western Mirror, Mandeville
Weekly, North Coast Times MagazinesRadio stations RJR, HITZ, IRIE,
FAME, Nationwide, etc Magazines Buzzzz, Youth Childrens Own,
YouthLink, TeenAge
Its important to know the media and the audience they reach
Its important to read, listen and watch all media outlets get to
know them the format, the kind of stories they run, their content
target your communications based on their standard content
Its important to know the journalists and their beat what do
they cover *Know your audience who are you trying to reach with
your key message? The way you communicate with an audience in
Central Kingston will be quite different from an audience in Upper
St. AndrewPromoting a new beverage - Grassroots The Star; Upper
Income The Style ObserverKnowing the audience not only impacts the
placement of the message but how you communicate it.Might decide to
do a publicity campaign to promote this new beverage which might
mean doing a giveaway on IRIE FM or for Star Readers, but you might
sponsor an exclusive party event that Upper St Andrew persons
attend and get publicity via photo stories that integrate persons
consuming or holding the product.
A story about the opening of a new basic school in Jamaica
sponsored by a bank e.g. RBC is great for the Gleaner, but where
might it have most impact Western Mirror, Observer West (A regional
newspaper)
*Is it news? The media is interested in NEWS and not interested
in promoting your clientTell them whats new and news Its not about
the fact that a client has a new product rather, what is the unique
benefits that the product offers.The media will not help you
promote your product unless you pay for them to do that.Example
Listerine launches a new mouthwash for kids mild with a great taste
wthout the harsh effect. Whats the news in that? None really. But
as a Publicist your job is to create an opportunity to get that
story told. Listerine goes into inner city primary schools and
donates teaching materials for an integrated science content area
on the mouth.
Flow introduces a new product HD PVR allows you to record TV
programmes. The news is not about the product, but that Flow once
again ensures that Jamaicans have access to the latest
technology
Find news angles to the articles rather than writing straight PR
pieces. Sure trip to File 13 is overly PR ish artices that are not
considered news worthy
*Write a good press release FormatHeadline ContentBackground
infoContact
Press releases often trigger story ideas for the media, however,
in Jamaica a well written press release (form, content) can get
published
Proof read
Feature Story vs Press Release - For the public relations
professional, feature stories are a great way to get your client or
employer exposure in the media even when theres no breaking news to
report. Or better yet, a PR professional can get extra mileage out
of a newsworthy event by promoting it twice as a news story and as
a feature story*Can you help the media to create content for their
newspaper/TV/Radio station?Images
Dont send the same story to every newspaper or media houseBe
careful when you send to newspapers vs radio vs TV. Newspapers do
not like to get a story after it has already been on TV of
radio
*Media works on deadlines and these deadlines are not fluid. To
build a successful relationship with the media you need to know
their deadlines these deadlines become important when submitting
stories you hope to get published.Sending a press release to the
newspaper at 3pm in the afternoon is unlikely to be published in
the next days edition unless it is breaking newsSports should get
in by 12 noonSome special sections are printed days in advance long
lead timeWhen the media call you for comment or information for a
story, they anticipate your prompt response. Acknowledge or reply
to phone calls and emails within the hour.If you dont have the
information, let the reporter know when they can expect to hear
from you, and keep that commitment OR if something happens that
precludes you from getting back to them in the promised time, let
them know early. Timing is also important when you are doing your
follow up or calling the media do not call when they are on
deadline. For example, unless you have breaking news, you are not
likely to get a positive response from an editor or reporter at TVJ
or CVM if you call after 5 or 6 since they are preparing for that
evenings news broadcast*Its important to follow up with the
mediabut you have to do so carefully Remember:Media receive
hundreds of press releases Dont ask Did you get my release.Editor
from Gleaner Dont constantly harass Editors/News Editors/Reporters
about when articles will be published and in what publicationDont
send the same thing to multiple persons in the same newspaper
Be conscious of the time you call. Promoting a sport event TUFF
WARRIOR An approach that I have used successfully call BEFORE
sending the release I am sending you a story about an exciting new
sporting event that has never happened in Jamaica before. You and
your readers might be interested in hearing about this. THEN I sent
the press release via email. The next day I called back Calling to
follw up on the story I sent you yesterday to see if I can provide
any other informationBoth times I used the approach of being
helpful to the journalist tried to demonstrate that I am looking
out for their interests and not just my own
*Always say thank you when your story, picture, whatever is used
say THANK YOU.The media dont want flowers and any big production a
call to say thank you. Or a Thank you Card with a note.
***. Long is now shorter.Rand Morrisoncommented that Long is
shorter than it used to be, at theBulldog Reporter 2010 Media
Relations Summit.PR Takeaway: Be succinct. Understand your message
and be able to share it in a compelling manner with a few key
bullet points. 2. Slow is now faster.Stories break on Twitter live
as events unfold. Getting a story right is challenged by an
increase pressure to get it out.PR Takeaway:Anticipate journalists
needs and serve as a valuable resource. Maintain an accurate,
up-to-date, and comprehensiveonline newsroom or press center. A
quick responses and immediate follow up is essential. 3. There is a
need to be more resourceful with resources.Cuts in newsroom
operations means that journalists are working longer hours, with
heavier workloads and a heightened sense of concern regarding job
security.PR Takeaway:Passing along tips and information that will
benefit the journalist (publication and readers), whether or not it
is for a specific client, will be appreciated and help to build a
strong relationship. Likewise, those who are able to help
journalists save time by bringing together multiple resources have
a distinct advantage. For this reason I am very intrigued with the
concept behindHeather WhalingsPitch with me!4. The brand of a
journalist is not always limited to the publication.Many
journalists now have Twitter handles, Facebook pages, and personal
blogs.PR Takeaway:There are now numerous opportunities to listen,
engage, and build stronger relationships with influential
journalists. 5. Competition is more competitive.Social media has
also increased the challenge of being the first to break a story or
add a new and unique angle.PR Takeaway: Exclusives are more
valuable than ever. When you cant offer an exclusive, consider
whether you have a special angle or resource to pitch. What value
can you offer the journalist to help him or her provide unique
value to readers?- See more at:
http://www.burrellesluce.com/freshideas/2010/07/5-changes-in-journalism-and-what-they-mean-for-public-relations/#sthash.IQJ9ds3I.dpuf
