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Media Relations

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Media Relations

Targeting ‘gatekeepers’ of specialized and mass media

Intermediate market

Consumers end market

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Walking the tightrope with the media on one side and the client on the other is one of the major problems that the

public relations man (woman) faces every day.

(Henry C. Rogers)

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Good Press Relations:

Improve public imageHelp build salesView media as resourceHold down costsIs an opportunity to get viewpoint

across

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Media

Mass Media Local Media

PrintTV, Radio

NationalPrintBroadcast networksWire services

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MediaSpecialized

LocalTrade, Industry and AssociationsOrganization house and membershipEthnic publicationsSpecial groupsSpecialized broadcast programs and stations

NationalGeneral businessNational trade, industry and associationNational organization house and membership

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Objectives

Increase knowledge of news about organization among community media representatives

Enhance organization’s credibility among media

Reinforce favorable attitudes toward organization on the part of media

Increase favorable news coverage

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Objectives

Be of service to media - proactively and reactively Provide newsworthy stories

Available for responses

Interviews with officers and personnel

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Two Kinds of NewsSpot news

Time is important Hard or Soft

Feature material Not time bound Often used as ‘filler’

profilesinterviewshuman interest eventsfeatures accompanying spot news

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Uncontrolled Media

News Releases - print and video

Photographs and Photo Opportunities

News ConferencesMedia Interviews

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Controlled Media

Information given out by organization

May or may not be used by media

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Communicating Effectively

Source credibility

Verbal and nonverbal cues

Newsworthy information

Participation

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Evaluating Media Efforts

Message exposure national and local clipping

services

circulation figures, audience size

Content analysis

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Relationships with media often adversarial: Lawyers and corporate disclosure Critical way reporters look at things Protective or defensive way

organizations handle themselves with press

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“It’s a lot tougher now, getting a journalist interested

in a story, you really have to sell it, be ready with answers,and have a

clear knowledge as to what button to pushto excite a particular newsperson.

And you better makedamn sure it’s a good visual.”

Marilyn Barnett, 72-year-old PR director of New OrleansHilton Riverside

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What is News?

Is it essential?Is it timely?Is it controversial?Is it unusual?Is it dramatic?Is there an identification

possibility?

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How to Make Media Mad

Develop two lists - not talking to anyone not on priority list

Returning phones calls at your convenience - ignoring deadlines

Insisting that everything be cleared through PR or legal departments

Demanding a retraction when story not 100% positive

Giving multiple exclusives

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How to Make Media Mad

Talking down to reportersTying weak stories to advertisingReminding reporters or editors to

send clippings of articlesAsking to see story before going to

press

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Helpful Hints

Understand interests of mediaKnow the most effective way to

transmit materialUnderstand the problems of deadlinesRespond quickly to inquiriesBe honest, increase credibility by

presenting straightforward material

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Helpful Hints

Never respond with ‘no comment’Do not try to fool the pressBehave with dignityGuide the business or firm toward

gaining a reputation of good community citizen

Be scrupulously fair in dealings and material

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Helpful Hints

Choose one qualified spokesperson - prepare them

Do not respond off the cuffBecome acquainted with the media -

develop relationships with key journalists

Take the initiativeDo not overreact

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Helpful Hints

Do not avoid involvementDevelop a fact kit on organizationBe friendly and helpfulDetermine reporter’s main interest in

advance and be prepared to accomodate those interests

Develop standard responses for questions you will not answer

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When You Do Not Want to Release News

Never say ‘no comment’ - reporters will keep trying and public will think you’re hiding something

Never lieTell why can not be discussed‘Off the record’ is not safe - could be

used anywayCheck with editor in charge

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Negative Stories

Be candidDo not give incorrect understanding

of situationLearn how local media worksRegard interviews as opportunitiesMake experts available to pressUse experienced PR people

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Some ‘Misses’

Deal with what they want, not what editors need

Ignore opportunities given by editors - ex. exhibition preview, editorial surveys

Send information to ‘big name’ journals instead of specialized publications

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Do-it-yourself Newsletters

Uses desktop publishing - InternetStrong demand for specialized, up-

to-date informationTarget value seekers looking for

special packagesDevelop own or tap into others

covering niche marketsSaves money and better targeted

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CEOs Not Equipped to Deal with Media

Over-rationalize the irrationalComplicate the simpleFall into ‘out of context’ trapOverestimate importance of storyUnderestimate technique in newsOver delegate communications

responsibilityUnderestimate the oddsMismarket the news

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CEOs Specifically Must:

Speak out on the issuesEliminate press paranoiaHave Communications people

attend management forumsPut a Communications person on

board of directors

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Getting Your CEO to Listen

Executive PrimersConference SynopsesOp-Ed ArticlesNews ServicesExecutive Endorsement