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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