Media Relations: Journalists Are Our Friends
Jane Tors, APRExecutive Director Media Relations ◦ University of Nevada, Reno
April 13, 2012 ◦ PRSSA Regional Conference
“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
- Public Relations Defined, March 2012
Public Relations Society of America initiative
The power of communication and earned media…
University Media Relations: Our ChargeDevelop and support coverage that advances the University’s…
– “Keys to the future”– Reputation, tied to positioning and along themes– Constituent engagement and investment
University of Nevada: Quantity of Coverage
182 146482
1173
16571884 1991
March-May 2004 July-Sept 2005Quarterly average 2006Quarterly average FY09Quarterly average FY10Quarterly average FY11Quarterly average FY12
Media placements:
Our Principles and PracticesPrinciples:• Strive to be proactive, authentic, responsive, accessible, appropriately
transparent
• Facilitate communication rather than control
• Strive to engender trust
• Strive to share news and decisions first with those most directly effected
• Strive to be known for quality work and quality news: we represent higher education, teaching and research
• Teach, learn with and provide media relations counsel to our internal constituents
• Focus on outcomes, not output
Our Principles and PracticesPrinciples:• Strive to be proactive, authentic, responsive, accessible, appropriately
transparent
• Facilitate communication rather than control
• Strive to engender trust
• Strive to share news and decisions first with those most directly effected
• Strive to be known for quality work and quality news: we represent higher education, teaching and research
• Teach, learn with and provide media relations counsel to our internal constituents
• Focus on outcomes, not output
Our Principles and PracticesPrinciples:• Strive to be proactive, authentic, responsive, accessible, appropriately
transparent
• Facilitate communication rather than control
• Strive to engender trust
• Strive to share news and decisions first with those most directly effected
• Strive to be known for quality work and quality news: we represent higher education, teaching and research
• Teach, learn with and provide media relations counsel to our internal constituents
• Focus on outcomes, not output
Our Principles and PracticesPrinciples:• Strive to be proactive, authentic, responsive, accessible, appropriately
transparent
• Facilitate communication rather than control
• Strive to engender trust
• Strive to share news and decisions first with those most directly effected
• Strive to be known for quality work and quality news: we represent higher education, teaching and research
• Teach, learn with and provide media relations counsel to our internal constituents
• Focus on outcomes, not output
Our Principles and PracticesPrinciples:• Strive to be proactive, authentic, responsive, accessible, appropriately
transparent
• Facilitate communication rather than control
• Strive to engender trust
• Strive to share news and decisions first with those most directly effected
• Strive to be known for quality work and quality news: we represent higher education, teaching and research
• Teach, learn with and provide media relations counsel to our internal constituents
• Focus on outcomes, not output
Practices:• Achieve high news value by evaluating, vetting and timing stories• A release is an invitation: establish visual and spokesperson for all
releases prior to distribution• Employ subject experts as spokespeople whenever possible• Respond to all media inquiries with a business day; clarify and respect
reporters’ deadlines• Dean or senior leader apprised of ALL news releases in advance• Second internal review of ALL stories before publication• Integrate with – don’t duplicate – other internal resources or outside
resources
Practices:• Achieve high news value by evaluating, vetting and timing stories• A release is an invitation: establish visual and spokesperson in advance• Employ subject experts as spokespeople whenever possible• Respond to all media inquiries with a business day; clarify and respect
reporters’ deadlines• Dean or senior leader apprised of ALL news releases in advance• Second internal review of ALL stories before publication• Integrate with – don’t duplicate – other internal resources or outside
resources
Practices:• Achieve high news value by evaluating, vetting and timing stories• Releases and pitches are invitations: establish visual and spokesperson in
advance• Employ subject experts as spokespeople whenever possible• Respond to all media inquiries with a business day; clarify and respect
reporters’ deadlines• Dean or senior leader apprised of ALL news releases in advance• Second internal review of ALL stories before publication• Integrate with – don’t duplicate – other internal resources or outside
resources
Practices:• Achieve high news value by evaluating, vetting and timing stories• A release is an invitation: establish visual and spokesperson in advance• Employ subject experts as spokespeople whenever possible• Respond to all media inquiries with a business day; clarify and respect
reporters’ deadlines• Dean or senior leader apprised of ALL news releases in advance• Second internal review of ALL stories before publication• Integrate with – don’t duplicate – other internal resources or outside
resources
“I get dozens of pitches every week.”“Don’t tell me your story is unique.”“Don’t tell me how much a little publicity will help you.”“Know what I’ve done recently.”“Know my interests.” “Forget hoping for a profile piece.”“The more you feel you need to say, the less you really have to say.”
- Jeff Haden, Inc.
• Significant
• Conflict
• Contradiction
• Catchy quote
• Trend … best if data supported
• Quirky
• Localized angle
Effective story telling:
How do journalists prefer to receive news from a company or organization?
95.4%
1.7%
1.40%
1.2%
0.3%
Tweet
Text
Phone call
Fax
Email 95.4%
Source: TEK Group, 2012
Top 10 online elements: 1. Searchable Archives2. PR Contacts3. News Releases4. Background Information5. Product Info/Press Kits6. Photographs7. Help/FAQ8. Crisis Communications9. Events Calendar10. Executive Biographies
Our work Strategic counseling
Proactive promotion of stories• Releases, pitches
• Events, briefings, news conferences
Reactive facilitation, response
Subject expert development
Recurring opportunities
Issue management
Crisis communication
Monitor and track
“There is a terrific disadvantage in not having the abrasive quality of the press applied to you daily. Even though we never like it, and even though we wish they didn’t write it, and even though we disapprove, there isn’t any doubt that we could not do the job at all in a free society without a very, very active press.”
- John F. Kennedy
Right to know vs. privacy
● Confidentiality Personnel files/records Student information beyond “directory
information” Patient information Attorney-client privilege
● Public record FOIA – federal requirement, not state NRS 239.010
PRSA Code of Ethics• Protect and advance the free flow of accurate and truthful
information.
• Foster informed decision making through open communication.
• Protect confidential and private information.
• Promote healthy and fair competition among professionals.
• Avoid conflicts of interest.
• Work to strengthen the public’s trust in the profession.
“Dealing with the media is more difficult than bathing a leper.”
- Mother Teresa
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