Media Relations
Effectively working with your target news
sources
What’s being covered today?
• How media relations fits into PR program
• Establishing the relationship• Media tactics• Media relations
measurement
PR: A formal definition
A management function to establish mutually beneficial
relationships between an organization and
its publics.
PR: A simple definition
The practice of doing the right thing—of
performing—and communicating the substance of that
performance.
How media relations “fits”
• Media comprise a “public”• Media key in communicating
“substance of our performance”
• Every organization can benefit
Value of media relations
• Communications for the budget-challenged
• Reputation enhancement• Crisis response• Product announcement or
re-introduction
Media policy
•Written policy** Who receives media calls** Who is spokesperson** Interview procedures** Written material for media** Media kit
Establishing the relationship
•Research** ID media, contact people, current information** ID preferred methods of receiving information
Establishing the relationship
•Target key media** Geography** Specialized departments & “beat” reporters** Your message:
“We are the expertresource!”
What do media want?
•Newspaper – Dailies** Local angles** Interview arrangements
What do media want?
•Newspapers – Weeklies** Make their job easy
What do media want?
•Television** Concise information** No pictures, no coverage** Topics that fit with programming
What do media want?
•Radio** Concise information** Topics that fit format** Entertainment medium
Be prepared!
Media relations tactics
•Media visits** Establishes rapport** Learn their priorities** Pitch specific topics
Media relations tactics
•Power of the news release** Regular distribution (“News Release of the Month”)** Employee announcements
Media relations tactics
• Letters to the editor• Visits to editorial board
Special tactics
• Special programs, sponsorships, personalities
• Unique twist on an on-going program
• Be prepared with information
Tactics to use sparingly
• News conferences• “Exclusives”
Media measurement
•Why measure?** Quantify PR efforts in meaningful ways** Gauge message frequency, location ** Use as benchmark
Measurement tools
• Advertising equivalency• Impressions• Content analysis
Measurement example
• “Quilt memorializes tissue donor” – Rockford Register Star** 33 inches** $91.83/inch advertising cost** $3,030 advertising equivalency** 71,562 impressions** Positive!
In conclusion…
•Media relations:** Part of ongoing relationship building** Communicates the substance of your performance** Quantifies your efforts to your company’s management