26
!"#$% '"(%)*+, -.- /%0"+ 1234*,4$ 5"+$*0 633*2+7 89"32):"

How to Execute Effective Media Relations

Embed Size (px)

DESCRIPTION

Media relations is not sending out press releases and keeping your fingers crossed that it gets picked up. Nor is it calling a reporter when you need something. Media relations are continuous, proactive communications that builds relationships with reporters and bloggers.

Citation preview

Page 1: How to Execute Effective Media Relations

!"#$%&'"(%)*+,&-.-&/%0"+&1234*,4$&

5"+$*0&633*2+7&89"32):"&

Page 2: How to Execute Effective Media Relations

;<*&$,&'"#&5<*",&='>&

!  5$9&?"0,*+&?2@($3&0"(%)*+,&%A"+3B&!  C*2+#"#&$+&D2+"&E..F&

E&

G20&3*H?%+B&%??0*%3<&!   ;*04&<%0#&

!   I%:"&J2+&!   1"&7<"&@",7&&

KL<$("&L"%0$+A&0"#&,<*",&

Page 3: How to Execute Effective Media Relations

;<%7&L"&#* &&

!  5*3$%(&H"#$%&70%$+$+A&%+#&$H?("H"+7%)*+&

!  !"#$%&0"(%)*+,&M(*3%(N&0"A$*+%(&%+#&+%)*+%(O&!  P+7"0+%(&3*HH2+$3%)*+,&!  !"#$%&70%$+$+A&&

!  Q0$,$,&3*HH2+$3%)*+&H%+%A"H"+7&!  Q*+7"+7&#":"(*?H"+7&!  PH%A"&H%+%A"H"+7&

!  Q*HH2+$7B&0"(%)*+,&

R&

Page 4: How to Execute Effective Media Relations

P+#2,70$",&L"&,"0:"&

I"%(7<&3%0"&Q*+,7023)*+&

'",7%20%+7&

!%+2J%3720$+A&

1E1&&

'"7%$(&

C$+%+3$%(&

S&

Page 5: How to Execute Effective Media Relations

5

;<%7&$,&H"#$%&0"(%)*+,>&&

!  !"#$%&0"(%)*+,&$,&TGU&,"+#$+A&*27&%&+"L,&0"("%,"&%+#&4""?$+A&B*20&V+A"0,&30*,,"#&7<%7&$7&L$((&A"7&?$34"#&2?W&&&

!  !"#$%&0"(%)*+,&$,&TGU&3%(($+A&%&0"?*07"0&*+(B&L<"+&B*2&+""#&,*H"7<$+AW&&

!  !"#$%&0"(%)*+,&P5&3*+)+2*2,N&?0*%3):"&3*HH2+$3%)*+&:$%&?<*+"N&"XH%$(N&3*Y"",Z(2+3<",Z#$++"0,N&P!,N&,$7&#*L+,N&"73WN&7*&$+J*0H&7<"H&*J&B*20&3($"+7,Z3*H?%+B[,&<%??"+$+A,&M,?0"%#&7<"&A**#&+"L,N&@%\("&7<"&@%#OW&&&

Page 6: How to Execute Effective Media Relations

5<%0$+A&%&,7*0B&7<0*2A<K&

!"#$%&'(#)*+,$%#*!   =$73<",&!   !"#$%&%("07,&!   T"L,&0"("%,",&!   P+7"0+%(&3*HH2+$3%)*+,&!   8#$7*0$%(&?(%3"H"+7,&

-'.%#)*+,$%#*!   1(*A,&!   5*3$%(&+"7L*04$+A]&

C%3"@**4N&^$+4"#P+&

!   !$30*@(*A,]&UL$\"0&

!   =<*7*&,<%0$+A]&C($340&!   _$#"*&,<%0$+A]&`*2U2@"&!   5*3$%(&H"#$%&+"L,&0"("%,",&!   1(*AA"0&0"(%)*+,&

a&

Page 7: How to Execute Effective Media Relations

5<%0$+A&7<%7&,7*0B&L$7<K&

!"#$%& Q2,7*H"0,&

=2@($3& 1(*AA"0,&

5*3$%(&!"#$%&

P+b2"+3"0&

`*20&8H?(*B"",&

c&

Page 8: How to Execute Effective Media Relations

U*&A%$+&0",2(7,K&

F&

Page 9: How to Execute Effective Media Relations

I*L&#*&B*2&A"7&0",2(7,>&&

!  !%,7"0&7<"&12$(#$+A&1(*34,&&

!  T"L,&0"("%,",Z!"#$%&%("07,&

!  =$73<",&d K%+#&7<"+&@"&?"0,$,7"+7&

Page 10: How to Execute Effective Media Relations

T"L,&0"("%,",Z!"#$%&%("07,&

/,01*2,),#1,1* +,$%#*3),"41*

Q*H?0"<"+,$:"N&#"7%$("#& 10$"JN&A%0+"0,&%\"+)*+N&:$,2%(&

e,",&J2((&,"+7"+3",& 12(("7"#&,7%7"H"+7,&

Q*2(#&@"&0"?0*#23"#&%,&%&,7*0B& 5"0:",&%,&%+&$+:$7"&7*&H"#$%&7*&3*:"0&%+&":"+7&

P+:"07"#&?B0%H$#&L0$)+A&,7B("& D2,7&7<"&@%,$3,&

What’s the difference?

Page 11: How to Execute Effective Media Relations

T"L,&'"("%,",Z!"#$%&6("07,&

Page 12: How to Execute Effective Media Relations

T"L,&0"("%,"&

!   6=&57B("f&&!   e,"&7<"&C%37,]&6:*$#&$+#2,70B&g%0A*+ZJ%+3B&(%+A2%A"&!   6(L%B,&$+3(2#"]&

!  Q*+7%37&$+J*&J*0&7<"&H"#$%ZJ*0&H*0"&$+J*&3*+7%37&

!  '"("%,"&#%7"Z#%7"($+"&!  Q%73<B&<"%#($+"&ML<%7[,&B*20&<**4O&&!  ;<*N&;<%7N&;<"0"N&;<"+N&;<B&M%+#&I*LO&

!  1*$("0?(%7"&

Page 13: How to Execute Effective Media Relations

T"L,&0"("%,"&

!  ;0$)+A&7<"&("%#&!   T""#,&7*&A0%@&%\"+)*+N&<**4&0"%#"0&!   !*,7&$H?*07%+7&$+J*0H%)*+&V0,7&

!   P+3*0?*0%7"&+%H",&*J&*0A%+$h%)*+,Z?"*?("&$+:*(:"#&

!  U<"&#"7%$(,&!   P+:"07"#&?B0%H$#&,7B("&

!   e,"&i2*7",&!   6+,L"0&%((&i2",)*+,&%&0"%#"0&H$A<7&<%:"&

!  j$,70$@2)*+&7*&7<"&H%,,",&&!   Q<**,"&7<"&0$A<7&H"#$2HN&0"?*07"0,&

!   8XH%$(&$,&?0"J"00"#&

!   6:*$#&%\%3<H"+7,&

Page 14: How to Execute Effective Media Relations

Q*HH*+&H$,7%4",&

!  k0%HH%0N&,?"(($+A&

!  ;0$)+A&$+&7<"&V0,7&?"0,*+&

!  !$,,$+A&3*+7%37&$+J*0H%)*+&

!  U**&H23<Z7**&($\("&3*+7"+7&

!  e,$+A&$+#2,70B&g%0A*+&!  T*7&($+4$+A&7*&*7<"0&0",*203",&

!  j$,70$@2)*+&ML%73<&#"%#($+",N&)H"($+",,O&&

Page 15: How to Execute Effective Media Relations

=$73<",&

!  6&+"L,&0"("%,"&$,&TGU&%&?$73<f&&

!  U<"&R&l&=$73<&!  ;<%7[,&7<"&,7*0B&!  =0*:"&$7&!  Q%((&7*&%3)*+&

!  6&?$3720"&$,&L*07<&%&-N...&L*0#,f&MP7[,&%((&%@*27&7<"&:$,2%(,O&&

Page 16: How to Execute Effective Media Relations

=$73<",&

!  U<"&A**#&!   U$H"(BN&3*+3$,"N&:$,2%(&M(",,&$,&H*0"O&&

!   '","%03<&L<*&B*2&%0"&?$73<$+A&M"#$7*0$%(&3%("+#%0,N&0"%#&?%,7&,7*0$",O&&

!  U<"&@%#&!   j*+[7&J*((*L&2?&":"0B&#%BZ%7&#"%#($+"&!   j*+[7&A"7&3%2A<7&+*7&4+*L$+A&B*20&&&,7*0B&$+&%+#&*27&

!  U<"&2A(B&!   =$73<$+A&H"#$%&*Y&@"%7&!   QQ[$+A&H2()?("&H"#$%&*+&7<"&,%H"&?$73<&

!   800*0,&$+&?$73<N&+*7&@"$+A&%@("&7*&#"($:"0&

Badpitch.blogspot.com

Page 17: How to Execute Effective Media Relations

=$73<",&X&"9%H?("&

HARO (Help A Reporter Out) www.helpareporter.com

Page 18: How to Execute Effective Media Relations

6(*+A&3*H",&,*3$%(&H"#$%K&

-F&…and you have PR 2.0

Page 19: How to Execute Effective Media Relations

5'667(%.#&'(1*.8#((,)1*#",*%(.",#1%(9:*6,$%#*%1*;"#96,(&(9:*(,01*%1*.8#(9%(9*$"#6#&.#))<**

Page 20: How to Execute Effective Media Relations

='&-W.&!   D*20+%($,7,&%0"&7<"&H$##("H%+&

E.&

!   ="*?("&+*&(*+A"0&#"?"+#&*+&7<"&H"#$%&J*0&$+J*0H%)*+&

!   Q*HH2+$7B&@2$(#$+A&*+($+"&!   58G&

!   G0A%+$3&A0*L7<&!   U0%+,?%0"+7&3*HH2+$3%)*+Z*0A%+$h%)*+,&

!   Q<%+A$+A&7<"&L%B&L"&7<$+4&%@*27&?0*#237,&%+#&,"0:$3",&&

='&EW.&!   8($H$+%7",&7<"&H$##("H%+&

Page 21: How to Execute Effective Media Relations

E-&

Page 22: How to Execute Effective Media Relations

P+7"A0%)*+&*J&,*3$%(Z70%#$)*+%(&H"#$%&

Page 23: How to Execute Effective Media Relations

ER&

Page 24: How to Execute Effective Media Relations

ES&

Is PR right for you?

!   54$((,&7*&L*04&*+K&•  & 6\"+)*+&7*&#"7%$(&•  & 6@("&7*&L0$7"&m&%+#&"#$7&•  & !"")+A&#"%#($+",&

•  & ="0,$,7"+7&&•  &&1"$+A&A**#&$,&+":"0&A**#&"+*2A<&

!   !%B@"&B*2&#*+[7&@"(*+A&$JK&

•  & `*2&7<$+4&$7[,&%&@0""h"&*0&B*2[0"&%&n?"*?("o&?"0,*+&•  & `*2&%0"&(**4$+A&J*0&%&pXq&g*@&•  & PJ&B*2&%0"&7<$+X,4$++"#&&

Page 25: How to Execute Effective Media Relations

'"3*HH"+#"#&'"%#$+A&!%7"0$%(K&

!  1**4,&!  !"#$%#&$'()#*$+,$-./0#123$.24$5'$$

d 1B&j%:$#&!""0H%+&53*\&

!  5(623$7"#$5(8)9:$;.:0$92$5(8)9:$'#).1+2*$d 1B&10$%+&5*($,&r&j"$0#0"&10"%#4"+0$#A"&

!  1(*A,&!  ='&EW.&MLLLW@0$%+,*($,W3*HO&&

!  ='X5i2%0"#&MLLLW?0X,i2%0"#W3*HO&!  I6'G&MLLLW<"(?%0"?*07"0W3*HO&&

Page 26: How to Execute Effective Media Relations

s2",)*+,>&&

5'((,.4*0%48*6,=*&

>#",(*?7.@'1@%*4%0"+t0"#,<*",?0W3*H&Q"((]&pE.WSE.Wc.cF&C%3"@**4W3*HZ4%0"+,3<($":"&UL$\"0W3*HZ4%0"+0"#,<*",?0&^$+4"#$+W3*HZ$+Z4%0"+@234*,4$&&

2,$*-8',1*A2:*B(.C*

DEFFG*3,"'4,.8*H"%I,*3JJ),4'(:*DB*KLMFL*

pE.WqcSWREqR&

LLLW0"#,<*",?0W3*H&

C%3"@**4W3*HZ0"#,<*",?0&

UL$\"0W3*HZ0"#,<*",?0&