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
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
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
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?
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
