Pr 101 creating change


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  • Welcome again! I’m Michelle Russo with the Corporate Communications team, which includes Media Relations, Internal Communications and Corporate Social Responsibility, the group who created and planned today’s marathon! My team helped me create some slides to take you through, but my goal is to make this a dialogue – an interactive workshop, not a speech. So, I will go through the slides quickly to highlight some tips, and then I will take all of your questions. First, a little about me. I’ve been at Discovery for 6 ½ years. Before Discovery, I was the spokesperson on Media Regulation at the Federal Communications Commission for 5 years. I have also served as a media consultant on two Presidential campaigns and I’ve held leadership positions on several non-profit boards. And with all that experience, I’m here to tell you that Public Relations is an art, not a science. Which means I can think I’ve done everything right, and then I cross my fingers and my toes that the article will turn out well.  So, Let’s get started.
  • REPORTER’S DEADLINE: East Coast vs. West Coast Monthies vs. dailies
  • Pr 101 creating change

    1. 1. PR 101 Getting Your Story Told Michelle Russo Senior Vice President Corporate Affairs and Communications
    2. 2. What is public relations? <ul><li>Representing your organization </li></ul><ul><li>Creating trust in your brand </li></ul><ul><li>Defining perception of your services </li></ul><ul><li>Building relationships </li></ul><ul><li>Understanding the needs and interests of others </li></ul>
    3. 3. Strategic Public Relations More valuable than ever before
    4. 4. Strategic Public Relations … But with more challenges <ul><li>Economic pressures – on us, on them </li></ul><ul><li>Competitive marketplace </li></ul><ul><li>More noise – voracious news cycle </li></ul><ul><li>Social media – losing message control </li></ul><ul><li>Traditional outlets shrinking </li></ul>
    5. 5. Key Steps <ul><li>Designate one point of contact for media </li></ul><ul><li>Set achievable goals </li></ul><ul><ul><li>Align PR goals with Organizational goals </li></ul></ul><ul><li>Select key targets </li></ul><ul><li>Refine your message </li></ul><ul><li>Identify surrogates </li></ul><ul><li>Start building relationships before you pitch a story </li></ul>
    6. 6. Developing Your Message <ul><li>Tie to mission </li></ul><ul><li>Concise: Less is More </li></ul><ul><li>Answer: Why should they care? </li></ul><ul><li>The KISS Rule </li></ul>
    7. 7. <ul><li>Contextualize and paint the picture </li></ul><ul><li>Make it Newsworthy -- Use Data </li></ul><ul><li>Look for a hook: recent trend, new angle? </li></ul><ul><ul><li>Create relevance </li></ul></ul><ul><ul><li>Draw connections to current events </li></ul></ul><ul><li>Don’t wait until the last minute </li></ul><ul><li>Respect the reporter’s deadlines </li></ul><ul><ul><li>Morning calls are best </li></ul></ul>Pitching Creating Your Elevator Speech
    8. 8. <ul><li>Build them before you need them </li></ul><ul><li>Know their beats and coverage areas </li></ul><ul><li>Read their recent stories </li></ul><ul><li>Know the publication and its audience </li></ul><ul><li>Become a resource for them </li></ul>Reporter Relationships
    9. 9. Preparing for an Interview DO: <ul><li>Have three positive message points </li></ul><ul><li>Research the reporter and publication </li></ul><ul><li>Speak with authority </li></ul><ul><li>Mention your organization’s name frequently </li></ul><ul><li>Use stories, analogies and examples </li></ul><ul><li>Accept live interviews – You can’t be edited </li></ul><ul><li>Dress for success if going on TV </li></ul><ul><li>Be enthusiastic! </li></ul>
    10. 10. Preparing for an Interview DON’T: <ul><li>Answer hypothetical, irrelevant questions </li></ul><ul><li>Say “no comment” </li></ul><ul><li>Go “off the record” </li></ul><ul><li>Say anything you would regret </li></ul><ul><li>Feel rushed – Pause, think… then answer </li></ul><ul><li>Answer questions that aren’t in your area of expertise </li></ul><ul><li>Repeat the negative </li></ul><ul><li>Get angry, stop the interview, or walk off </li></ul><ul><li>Look into the camera </li></ul>
    11. 11. Questions? [email_address]