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  • 1. Media Relations: Journalists Are Our FriendsJane Tors, APR Executive Director Media Relations University of Nevada, Reno April 13, 2012 PRSSA Regional Conference

2. Public relations is a strategiccommunication process that buildsmutually beneficial relationshipsbetween organizations and their publics. - Public Relations Defined, March 2012 Public Relations Society of America initiative 3. The power ofcommunicationand earned media 4. University Media Relations: Our ChargeDevelop and support coverage that advances the Universitys Keys to the future Reputation, tied to positioning and along themes Constituent engagement and investment 5. University of Nevada: Quantity of Coverage Media placements:18841991 16571173 482 182146 March-May 2004 July-Sept 2005 uarterly averageQuarterly averageQuarterly averageQuarterly averageQuarterly average FY12 Q 2006 FY09 FY10 FY11 6. Our Principles and PracticesPrinciples: Strive to be proactive, authentic, responsive, accessible, appropriatelytransparent 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 representhigher education, teaching and research Teach, learn with and provide media relations counsel to our internalconstituents Focus on outcomes, not output 7. Our Principles and PracticesPrinciples: Strive to be proactive, authentic, responsive, accessible, appropriatelytransparent 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 representhigher education, teaching and research Teach, learn with and provide media relations counsel to our internalconstituents Focus on outcomes, not output 8. Our Principles and PracticesPrinciples: Strive to be proactive, authentic, responsive, accessible, appropriatelytransparent 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 representhigher education, teaching and research Teach, learn with and provide media relations counsel to our internalconstituents Focus on outcomes, not output 9. Our Principles and PracticesPrinciples: Strive to be proactive, authentic, responsive, accessible, appropriatelytransparent 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 representhigher education, teaching and research Teach, learn with and provide media relations counsel to our internalconstituents Focus on outcomes, not output 10. Our Principles and PracticesPrinciples: Strive to be proactive, authentic, responsive, accessible, appropriatelytransparent 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 representhigher education, teaching and research Teach, learn with and provide media relations counsel to our internalconstituents Focus on outcomes, not output 11. Practices: Achieve high news value by evaluating, vetting and timing stories A release is an invitation: establish visual and spokesperson for allreleases prior to distribution Employ subject experts as spokespeople whenever possible Respond to all media inquiries with a business day; clarify and respectreporters deadlines Dean or senior leader apprised of ALL news releases in advance Second internal review of ALL stories before publication Integrate with dont duplicate other internal resources or outsideresources 12. 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 respectreporters deadlines Dean or senior leader apprised of ALL news releases in advance Second internal review of ALL stories before publication Integrate with dont duplicate other internal resources or outsideresources 13. Practices: Achieve high news value by evaluating, vetting and timing stories Releases and pitches are invitations: establish visual and spokesperson inadvance Employ subject experts as spokespeople whenever possible Respond to all media inquiries with a business day; clarify and respectreporters deadlines Dean or senior leader apprised of ALL news releases in advance Second internal review of ALL stories before publication Integrate with dont duplicate other internal resources or outsideresources 14. 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 respectreporters deadlines Dean or senior leader apprised of ALL news releases in advance Second internal review of ALL stories before publication Integrate with dont duplicate other internal resources or outsideresources 15. I get dozens of pitches every week.Dont tell me your story is unique.Dont tell me how much a little publicity will help you.Know what Ive done recently.Know my interests.Forget hoping for a profile piece.The more you feel you need to say, the less you reallyhave to say.- Jeff Haden, Inc. 16. Effective story telling: Significant Conflict Contradiction Catchy quote Trend best if data supported Quirky Localized angle 17. How do journalists prefer to receive news from a company or organization?Email95.4%Tweet1.7%Text1.40%Email 95.4% Phone call1.2%Fax 0.3% Source: TEK Group, 2012 18. 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 19. 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 20. There is a terrific disadvantage in not having theabrasive quality of the press applied to you daily.Even though we never like it, and even though wewish they didnt write it, and even though wedisapprove, there isnt any doubt that we could notdo the job at all in a free society without a very, veryactive press. - John F. Kennedy 21. 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 22. PRSA Code of Ethics Protect and advance the free flow of accurate and truthfulinformation. 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 publics trustin the profession. 23. Dealing with the media is moredifficult than bathing a leper.- Mother Teresa 24. ###Contact: [email protected]