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  • In order to create the most worthwhile relationships, you first need to know who your target audience is and who will be able to reach them the most affectively
  • Reach out to the media that is valuable to your organization. Even if you do not have a pitch for them, introduce yourself and your organization, and let them know that you would be the main point of reference if they ever needed anything. Be available to them when they need you, and hopefully they will be available when you need them.
  • Even though you are not pitching to the media, it is important that your inbound media is easily available to those who are looking for it and that you make yourself available to any journalists who may want additional information

Transcript

  • 1. B Y S T A S H A B U R P E E Standard Tactics: Media Relations
  • 2. Media Relations The relationship that a company or organization creates with the media This is the building block of public relations, as we reach out to the public through the media
  • 3. Do Some Research Determine a target audience What media would be the most effective for them?  Older generations: newspapers and news stations  Younger generations: blogs, social media, mobile applications  Doctors: medical journals  College students: University publications, radio and TV Create a strategic media list  A list of contact information for the top news sources  This is extremely important to keep for future reference
  • 4. Build Trust-Based Relationships Reach out to the media that is valuable to your organization Be available to them Send them thank-you notes Make the journalists feel special  Give them “exclusives”  Inside information, explanations, tours, etc.
  • 5. Develop the Message What is the message you are trying to communicate? Find a focus and prioritize information Have solid proof points to back up your statement Maintain a uniform, consistent voice
  • 6. Real-Time Media Relations This is what we, as students, have learned about in most of our classes Pitching to the media Inserting your ideas into the news cycle  Press releases  Fact sheets  Backgrounders  Spokespeople
  • 7. Tactics for Real-Time Media Relations Utilize your media list Write your own stories Understand what the media, and the public, want to know about Plan ahead
  • 8. Inbound Media Relations Inbound media is owned media This type of media attracts interested audiences The media comes looking for you, instead of you pitching to them
  • 9. Tactics for Inbound Media Relations Be sure that your content is balanced  What your audience and the media want to know about  What you are wanting to communicate Write frequently and keep everything up to date Be easily accessible to journalists Learn from your audience  Google Analytics  Search Engine Optimization (SEO)
  • 10. Conclusion Do your research Build lasting and worthwhile relationships with the media Develop a message and get that to the media through owned and earned media
  • 11. ANY QUESTIONS? Thank you!