April 27370 media knowledge 1Presentation Transcript
Media relations370 Dealing with journalists
Reaching the media
Identifying the correct medium is essential
Be sure information is relevant to the medium and its audience
Send it to the correct, current contact person (i.e., editor or reporter)
Media organization name
Telephone and fax number
Names of key editors and reporters
Twitter handles or Facebook
Provide information about what will be covered in certain issues of a publication
Often set a year in advance
Many keep same special issues from year to year
Weekly newsletters that report on
Changes in news personnel and their assignments
How to contact them
What kinds of material they’re looking for
How do you contact folks?
83% of journalists prefer e-mail as a way to receive information
No kidding, it’s easy to not open an email
Makes information readily available to journalists, but is passive
Electronic wire services
Often used by corporations to fulfill SEC regulations
Sent simultaneously to the database of reporters
Why is this important?
Surveys show that media relations is the primary responsibility of most PR pros
PR practitioners are the main contact between organizations and the media
PR pros and journalists have a love/hate relationship
There’s low trust, but each knows they need the other
The media needs pr
The Media’s Dependence on Public Relations
Most of what appears in the media is linked to PR in some way
Studies found that 60% to 90% of news comes from news releases, tips, interviews set up by PR pros, etc. Press releases are “information subsidies”
They save media time, money, and effort
PR pros are media’s “unpaid reporters”
Prneesd the media
Media are a cost-efficient channel to reach diverse publics
Media gatekeepers are perceived as more objective than PR people
Journalists serve as third-party endorsers
Media provide credibility to PR messages
Why can’t we get along? Hype and news release spam Journalists complain of poorly written releases Excessive unsolicited contacts PR pros who don’t know their product/service Repeated calls Unavailable spokespeople Unmet deadlines the news is appropriate to the medium/reporter there’s a news hook send gimmicky promotional items calling Flacks and hacks e. Sloppy/biased reporting i. Executives believe journalists are biased ii. They argue that reporters lack understanding of the industry they’re covering iii. PR pros say sloppy reporting leads to inaccuracies f. Tabloid journalism g. Advertising influence i. Some publications let advertisers influence news content, leading to skeptical media consumers
Why can’t we get along?
Is the news is appropriate to the medium/reporter
Executives believe journalists are biased
They argue that reporters lack understanding of the industry they’re covering
PR pros say sloppy reporting leads to inaccuracies
Advertising influence: Some publications let advertisers influence news content, leading to skeptical media consumers
How can we play nice?
When reporters call, interview them first
Know the purpose of the interview
Be prepared for questions, know your facts
Don’t be combative, arrogant, evasive. If you don’t know the answer, it’s OK. Just explain when and how you can find the answer.
Get your message/talking points across
The best PR pros think like reporters….
How can we play nice? The news conference
Don’t use reporters for routine announcements
Allow all media information simultaneously
Allow follow-up questions
Schedule at a good time for reporters
Select a location that accommodates reporters’ technical needs
How to play nice:news conference
Invite reporters 10 to 14 days in advance, if possible
This can be done via satellite and through radio as well.
How to play niceother ideas
Previews and parties
Opening of facility
Launch of a product
Announce a new promotional campaign
Ethics of free trips
Must be legitimate news angle
With bloggers, all bets can be off
How to play niceother ideas
Editorial board meetings
Contact editor to request a meeting
Great way to build relationship with gatekeepers
Great way to build third party endorsments
People don’t use this enough
Use to garner support
Use to state a case,
Use to introduce something
Great for media and your target audience
Media relations checklist
Know your media
Be honest and fair
Be sensitive to deadlines
Be persistent, not annoying
Be wary of offering free stuff
Stuff the book doesn’t tell you
CRISIS COMMUNICATION EMERGENCY CHECKLIST PR Emergency Headquarters created. The PR Director stays here and supervises designated staff. A.Notificationand liason. A. Internal: Notify CEO and other top officials on a need to know basis. B. External: Notify the media, law enforcment, government agnecies, next of kin (announce names to public after notification or within 24 hours.
CRISIS COMMUNICATION Prepare Media Materials 1. Have company backgrounder, fact sheet and bios of officers already preapred on the company website. Prepare basic news release on crisis as soon as possible (one-hour rule)
Include all known facts (who, what, where when, NOT NOT NOT NOT NOT why...avoid fault)
Be certain information is accurate
Clear release with senior management, legal department and peresonneldepartment.
Issue release to media, employees, community leaders, insurance company and government agencies. Get it on the website. Use fax and email.
CRISIS COMMUNICATION 3. Issue timley statements in an ongoing crisis. 4. Use one-voice principle-information only from official organizational statements. 5. Use full disclosure, but don’t admit fault. Let investigators investigate. Cooperate with those invesgitators.
CRISIS COMMUNICATION PUBLIC INFORMATION CENTER 1. Establish a public information center somewhere within the PR HQ 2. Respond to phone, email and social media inquiries. 3. If you don’t know the answer, it’s OK. Explain how you will get the info and release it to the public. 4. Hold meetings with groups as needed to clarify misinformation. 5. Have a call center if needed. 6. Direct company employees to make no unauthorized statements.
CRISIS COMMUNICATION MEDIA INFORMATION CENTER 1. Designate a place where the media can gather. Know they’ll be all over the place anyway. Know they will try and bypass the one-voice principle 2. Try and create some distance from the PR HQ. You’ll need the space. Close, but not too close. 3. Have a sole spokesperson on duty day and night.
CRISIS COMMUNICATION THINGS I WISH I KNEW 1. You have never appreciate the chaos. 2. You can never underestimate how important seperation is of the media center and PR HQ. 3. The more you plan, the better it goes. 4. Consider set press conferences every few hours. 1. 2. 3. This helps dispel rumors the media will uncover. This symbolizes you’re working. This gives a chance to get various stakeholders in front of the camera to present one voice.