Initiative Pr Media Relations

  • 315 views
Uploaded on

 

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
315
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
6
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Experience the true Art of our hospitality
  • 2. Agenda Public Relations – The Science The media climate Traditional media New media Trends with journalism How does the journalist think Who am I going to write for today What makes news Practical The importance of images Your toolset First of all Then set your mind When ready to go – be prepared The ways to contact a journalist Press ethnic rules If something goes wrong
  • 3. Public Relations – The Science
  • 4. The Media Climate The media landscape has changed… • Higher competition between different media • Financial pressure • Faster • Technique changes the conditions
  • 5. The Media Climate …which leads to • Less resources • More production on less time • Pictures and ready printable material more important • Less time for research • More entertainment than information • General public more involved
  • 6. Traditional Media •News papers •Trade press •News agencies •Magazines •Radio •TV
  • 7. New Media Web magazines Web TV and radio Blogs Forums Virtual worlds Podcasting Video sites
  • 8. Trends With Journalism • More individuals in focus • More shallow, less in-depth • Progress towards fiction and entertainment • Pictures increasingly important, still and moving • Technique creates direct and huge information flow • Increased transparency • More commenting, reasoning journalism, i.e. blogs
  • 9. How Does The Journalist Think? My listener, My reader. My watcher. Photographers, editors, web editors, advertisers or other media…
  • 10. ”Who am I going to write for today?” • Printed media, Internet media, TV or radio? • Weekly, Daily or Trade press? • Editorial, feature story, chronicle, news item? • Society, Science, culture or easy news? • One time piece or a series of articles?
  • 11. What makes news? My listener, My reader. My watcher. Photographers, editors, web editors, advertisers or other media…
  • 12. Practical • Headline • Picture • Negative often beats positive • Straight on target • Simplified • Trends • Who can back hypothesis? • Embodiment of the news
  • 13. The importance of images •Indispensable for TV, important to printed media, irrelevant for radio. •Strengthens the message •Often reflects the target audience •Caption often read after headline
  • 14. Your Tool Set
  • 15. First of all… • Exist online – Media contact – Your offer – Your images and event calendar • Decide on the PR strategy – Goals – Level of ambition – A few communication directives – Target media – Your key message
  • 16. Then, set your mind • Know your target group – What gap can you fill? – What is the interest? – Decide on action • Learn to think, and act, as media – Images – Newsworthiness – Spokes persons – Background information – Allies
  • 17. When ready to go – be prepared • Adapt your personal messages – Act as journalist for the publication If you was the journalist, what would you like to hear? • Find spokespersons and allies – Act as journalist for the publication: If you was the journalist, who would you want to talk to? • Think widely - Background material – Act as journalist for the publication If you was the journalist, what material would you need for a full article?
  • 18. The ways to contact a journalist •Press information •Press release •Press invitation •Phone call •Personal e-mail Who? What? When? Where? Why? How?
  • 19. Be clear Be short Adapt your message
  • 20. Ethics, and if something goes wrong •Press information •Press release •Press invitation •Phone call •Personal e-mail
  • 21. The Press Ethic Rules • Supplying correct news • Room for answer • Respect for personal integrity • Careful when publishing pictures/names • Journalist integrity – does not reveal sources • Ways to find information – not deceive or bribe
  • 22. If something goes wrong •Speak to the journalist •Speak to the editors in chief •No reaction •Demand correction or reply •Report Choose your battlefields. Fighting media is like fighting a skunk. It doesn’t matter if you win, you will have a bad smell anyway.
  • 23. Questions? Stephen Urmston, Initiative Public Relations Telephone: +86 150 1060 2383 E-mail: initiativebeijingpr@gmail.com www.initiativepublicrelations.sm4.biz If you wish to copy or use for training purposes, please contact is on above address