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AN OVERVIEW:

PR and media

People remember:

§ * US Bureau of Advertising

Make your messages

§ US Bureau of Advertising

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Viewers perceptions are

What percentage of each?!In other words: which is most important?

100%

ContentTone Body Language

0%

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100%

Content – 7%Tone – 38% Body Language – 50%

0%

• The attention span of the average viewer or listener is 20 seconds.!

• The average viewer, listener or reader recalls 7% of the interview.!

• More justification for proper spokesperson training!

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§YOU §THEM

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What  Editors  Want  

�News!

�To report story well and in a timely fashion!

�Access to background information, people, trends!

�Balanced resources!

What  You  Want  �Positive  news  coverage  about  your  advocacy,    constituency,    

�company  or    industry  �Fair  and  balanced  reporting  on  stories  of  controversy  

�To  be  viewed  as  a  resource

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�Media are one of the primary – and best – ways to deliver your key messages to your target audiences!

�The better way is to build and use pro-active media relations

It should be …

THE JOURNALIST: Practice & Realities

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!

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Philippine  Media    

9  national  broadsheets  

TV  networks    

8  VHF  Channels  

7  UHF  Channels  

694  FM    and  AM  radio  stations  

Online  publications  

You!(The Deliverer)!

and !Your Messages

Your Key!Target!

Audiences,!both!

Primary!and!

Secondary

Filipino journalists give importance to relationships/affinity with sources

!

Journalism  then      Journalism  now

� “Tell  me  about  it  over  a  drink”  � Typewriters  and  faxes  �Meeting  contacts  in  person  � Long  lunches  �More  time

!� “Can  we  do  an  e-­‐mail  interview?”  

�Digital  output  (websites,  blogs)  �High  information  turnover  � Even  less  time  and  more  pressure

Filipino journalists give importance to relationships/affinity with sources

!

Journalism  then      Journalism  now

� “Tell  me  about  it  over  a  drink”  � Typewriters  and  faxes  �Meeting  contacts  in  person  � Long  lunches  �More  time

!� “Can  we  do  an  e-­‐mail  interview?”  

�Digital  output  (websites,  blogs)  �High  information  turnover  � Even  less  time  and  more  pressure

Role of the journalist

What  they  want:  

�A story

�The facts

�Your cooperation

What  they  dislike:    !

�No  comment

�Stalling

�Late  or  no  call  backs

�Aggression

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Dealing with print media

� Understand they work in an understaffed environment!

Cover more than one beat!

Tighter deadlines/daily story quotas!

� Fast turnover of reporters!

Prestigious but low paying job!

Not enough time to become experts in certain fields!

� Certain beats are news cartels!

� Would not like to be corrected through editors, therefore requesting for erratum

CmE Public Relations

Dealing(with(TV(media(! Mobile'crew'get'their'assignment'beginning'of'the'day'and'on'the'spot'

! Most'TV'stations'are'undermanned'!  Crews'cover'4<5'different'events'everyday'

! Calamities,'scandals,'celebrities'and'the'President'of'the'Philippines'are'priority'–ALWAYS'

! Mature'media'! Unless'earth<shaking,'press'releases'rarely'get'picked'up'

!  Can'tell'the'difference'between'legitimate'news'and'“advertising'in'disguise”'

CmE Public Relations

Dealing(with(Radio(media(! Deal%with%radio%media%with%CAUTION%at%all%times%

!  Can%be%the%most%emotional%and%unprofessional%! Highly%biased%! Monitored%by%both%print%and%TV%for%news%leads%

! Topics%for%discussion%are%picked%up%from%papers%! Rarely%have%background%information%on%the%subject%being%discussed%

! Corrupt%practices%! Radio%news%programs%also%shown%on%TV%! Widest%coverage%for%%archipelago%%

SOCIAL MEDIA, the game changer

Journos and Social Media

Journos and Social Media

A third says social media is unreliable!BUT half uses it as main source of information

Half says consumer opinion are more! reliable than statement of organization. They check !

social media but do not verify reliability

20% check facts. Half publish ASAP, to correct later

Universal PR practice varies. Others focus on !sending out news, others prefer dialogue, !

direct contact with media !and consumers.

60% says they are less bound by rules in social media, !sharing personal insights that are not allowed !

in traditional media

*

p

Publish first, correct later (if necessary)

*2014 ING study: Impact of social media on news among int’l PR pros and journalists.

Media summary

�A good relationship with media is founded on mutual respect and understanding

�If treated properly, media can be the best ‘third party advocate’ for any company, product or service.

Focus on style of top 3 papers:

Philippine Daily Inquirer

Philippine Star

Manila Bulletin

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!

!

!

Manila Times!

Malaya!

Manila Standard Today!

Daily Tribune!

BUSINESS WORLD/ BUSINESS MIRROR

1. Interest� Is controversial, provocative: would cause

people to talk about it!

� Demonstrates drama, conflict, extreme conditions!

� Is unusual, entertaining!

� Has human interest!

� Arouses emotion!

2. Consequence

� Educates and informs!

� Is important to lifestyle or ability to cope!

� Has a moral or social importance!

� Is "should know" material!

� Is Topic-specific

3. Timeliness

� Material is current, is NEW!

� A new angle on people or events!

� A new trend, with relevance to many people

4. Proximity

� Local issues, trends or events relevancy!

� Local impact of regional or global news!

� Direct effect on the media audience

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5. Prominence

� Concerns famous or important people!

� Concerns famous events!

� Has received other media coverage, or is part of an ongoing story, issue or event

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Role of the journalistWhat  they  will  always  have  

� The last word!

� The power to distort or misinterpret information!

� Full control of the story!

!

But  they  also  …  

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Journalists’ expectations

They  want  …    

� Experts: Select from management!

� Sources: Draw from research!

� Networking: Establish connections!

� Consideration: Give access to spokespeople!

� Insight: Share your knowledge!

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Reporters’ Styles�False premise!

�Hypothetical question!

�Multiple questions!

�Leading Questions!

�Interruption!

�Hostility and Accusations

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The Reality� Market driven!

� Narrow news hole !

� Controversy makes for more interesting news.!

� Stories have to be simplified.!

� Tabloids love sensationalism!

� Media corruption!

� Trends dictate the news, so should be reported “ as it happens.”!

� Efforts to be objective dictate that a reporter must get as many sides of the story as possible.!

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What Makes News�Winners and Losers!

�Heroes and Villains!

�Criticism and controversy!

�Trend or change!

�New, unusual, different!

!

Dealing with print media

�Establish friendships on a professional level!

�Make their work easier by anticipating what they need!

�Identify one or two possible angles!

�Background information!

�Access to credible persons!

�Understand the pressures they deal with!

�Deadline!

SELECT YOUR OWN SCENARIO (for press conference topic)

A new positive development on the CCT!

Golden Rice now available!

Binay Batangas land to be under DAR coverage

Scenario 1!

Discussion (8 mins, by groups)

Benchmark, group 1 and 2