Media Relations: Making It Work                          Jane Tors, APR Executive Director Media Relations ◦ University of...
This Morning• Our approach … the view  from Media Relations• Making it work … tips  and practices to build  confidence
“Public relations is a strategiccommunication process that buildsmutually beneficial relationshipsbetween organizations an...
University Media Relations: Our ChargeDevelop and support coverage that advances the University’s…   – “Keys to the future...
University of Nevada, Reno: Quantity of Coverage  Media placements:                                                       ...
Our Principles and PracticesPrinciples:•   Strive to be proactive, authentic, responsive, accessible, appropriately    tra...
Our Principles and PracticesPrinciples:•   Strive to be proactive, authentic, responsive, accessible, appropriately    tra...
Our Principles and PracticesPrinciples:•   Strive to be proactive, authentic, responsive, accessible, appropriately    tra...
Our Principles and PracticesPrinciples:•   Strive to be proactive, authentic, responsive, accessible, appropriately    tra...
Our Principles and PracticesPrinciples:•   Strive to be proactive, authentic, responsive, accessible, appropriately    tra...
Practices:•   Achieve high news value by evaluating, vetting and timing stories•   A release is an invitation: establish v...
Practices:•   Achieve high news value by evaluating, vetting and timing stories•   A release is an invitation: establish v...
Practices:•   Achieve high news value by evaluating, vetting and timing stories•   Releases and pitches are invitations: e...
Practices:•   Achieve high news value by evaluating, vetting and timing stories•   A release is an invitation: establish v...
Practices:•   Achieve high news value by evaluating, vetting and timing stories•   A release is an invitation: establish v...
“I get dozens of pitches every week.”“Don’t tell me your story is unique.”“Don’t tell me how much a little publicity will ...
Effective story telling: • Significant • Conflict • Contradiction • Catchy quote • Trend … best if data supported • Quirky...
Our work Strategic counseling Proactive promotion of stories    • Releases, pitches    • Events, briefings, news confere...
“Dealing with the media is moredifficult than bathing a leper.”                        - Mother Teresa
Messaging• Tie to positioning• Three key points• Keep it simple
Bridging to Messages“However, it is                                                    “If we take a                      ...
When you just don’t know…“My ability to         “We’re still           “My ability torespond is limited.”   looking at it....
Context + Messaging• How do you justify the rising cost of tuition?• Doesn’t your policy of _______ impact  accessibility ...
“In a word, authenticity will bethe coin of the realm forsuccessful corporations and forthose who lead them.”             ...
Gaining Trust in Emergencies•   Recognize and acknowledge the emotion•   Accept and involve the public and the media•   Li...
Emergency Response• Initial response:  – What happened?  – What does it mean?  – What did you do about it?  – Where do you...
Anticipate the Life of the Story                     Second Wave:First Wave: What                       Potential Third   ...
“There is a terrific disadvantage in not having theabrasive quality of the press applied to you daily.Even though we never...
Right to know vs. privacy● Confidentiality    Personnel files/records    Student information beyond “directory     infor...
PRSA Code of Ethics• Protect and advance the free flow of accurate and truthful  information.• Foster informed decision ma...
###Contact: jtors@unr.edu   Slides available at:Slideshare.net JaneTors
4 12 college board conference
4 12 college board conference
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  • Under the Public Relations umbrellaMedia RelationsGovernmental RelationsInvestor RelationsInternal CommunicationsPublic Relations versus Media RelationsMedia Relations program elementsStructure at UNR:Staff of 4, including meIntegrate our work with Marketing which includes web development
  • Media clip: raw media hit, whether a mention or a featureFirst two quarters this fiscal year: averaged 1,919 per quarter (1,504 and 2,335)Does not include athletics{Speak to tone – quality of coverage}
  • C
  • So, how do we do this…
  • So, how do we do this…
  • Matt McConico:200-400 releases and pitches a weekReviews them very quickly
  • Promotion: releases, pitches, tips, eventsExample of Nevada Scholar Signing DaysIssue management is significant. Current issues:Closure of the Fire Science AcademyRezoning of a portion of the main station field labFuture of Wolf Pack Meats and identifying a viable operating model moving forwardIssue management is not always negative! Successful examples are National Merit Scholars and awareness of the USTAR model during the last legislative session.
  • I’ll have to get back to you.Your source is wrong.NEVER say “no comment”Example of fraud investigation…
  • Information is so readily available that existing and prospective customers have immediate access to knowledge of the quality of a company’s products and services. Treatment of employees — both present and past — is visible not only within the corporation itself, but with potential candidates and other interested groups. Its citizenship, environmental behavior, corporate governance, executive compensation and public policy stance are transparent to all.From the Arthur Page Society: We no longer have control.
  • Paraphrase Jack Welch:What happened.How did it happen.What will you do to make sure it doesn’t happen again.
  • First wave:Who? What? Where?Am I in danger?Second wave:Major, national stories will be your stories: campus shootings, campus protests, animal research programs, hazing, discriminationDeeper issues: racial tensions, safety and communication preparednessThird wave:Coverage of memorial, means of outpouringLate-emerging informationLawsuits, protests, calls for investigationThird wave can often be mitigated
  • So, are journalists our friends?Maybe. Then again, that may not be the right question to ask.The better question is: do journalists respect us, our role and our profession.The role of ethics.The impact of PRSA.
  • 4 12 college board conference

    1. 1. Media Relations: Making It Work Jane Tors, APR Executive Director Media Relations ◦ University of Nevada, Reno May 2, 2012 ◦ College Board Pre-Conference
    2. 2. This Morning• Our approach … the view from Media Relations• Making it work … tips and practices to build confidence
    3. 3. “Public relations is a strategiccommunication process that buildsmutually beneficial relationshipsbetween organizations and their publics.” - Public Relations Defined, March 2012 Public Relations Society of America initiative
    4. 4. University Media Relations: Our ChargeDevelop and support coverage that advances the University’s… – “Keys to the future” – Reputation, tied to positioning and along themes – Constituent engagement and investment
    5. 5. University of Nevada, Reno: Quantity of Coverage Media placements: 1884 1991 1657 1173 482 182 146 March-May 2004 July-Sept 2005 uarterly averageQuarterly averageQuarterly averageQuarterly averageQuarterly average FY12 Q 2006 FY09 FY10 FY11
    6. 6. Our Principles and PracticesPrinciples:• Strive to be proactive, authentic, responsive, accessible, appropriately transparent• Facilitate communication rather than control• Strive to engender trust• Strive to share news and decisions first with those most directly effected• Strive to be known for quality work and quality news: we represent higher education, teaching and research• Teach, learn with and provide media relations counsel to our internal constituents• Focus on outcomes, not output
    7. 7. Our Principles and PracticesPrinciples:• Strive to be proactive, authentic, responsive, accessible, appropriately transparent• Facilitate communication rather than control• Strive to engender trust• Strive to share news and decisions first with those most directly effected• Strive to be known for quality work and quality news: we represent higher education, teaching and research• Teach, learn with and provide media relations counsel to our internal constituents• Focus on outcomes, not output
    8. 8. Our Principles and PracticesPrinciples:• Strive to be proactive, authentic, responsive, accessible, appropriately transparent• Facilitate communication rather than control• Strive to engender trust• Strive to share news and decisions first with those most directly effected• Strive to be known for quality work and quality news: we represent higher education, teaching and research• Teach, learn with and provide media relations counsel to our internal constituents• Focus on outcomes, not output
    9. 9. Our Principles and PracticesPrinciples:• Strive to be proactive, authentic, responsive, accessible, appropriately transparent• Facilitate communication rather than control• Strive to engender trust• Strive to share news and decisions first with those most directly effected• Strive to be known for quality work and quality news: we represent higher education, teaching and research• Teach, learn with and provide media relations counsel to our internal constituents• Focus on outcomes, not output
    10. 10. Our Principles and PracticesPrinciples:• Strive to be proactive, authentic, responsive, accessible, appropriately transparent• Facilitate communication rather than control• Strive to engender trust• Strive to share news and decisions first with those most directly effected• Strive to be known for quality work and quality news: we represent higher education, teaching and research• Teach, learn with and provide media relations counsel to our internal constituents• Focus on outcomes, not output
    11. 11. Practices:• Achieve high news value by evaluating, vetting and timing stories• A release is an invitation: establish visual and spokesperson for all releases prior to distribution• Employ subject experts as spokespeople whenever possible• Respond to all media inquiries with a business day; clarify and respect reporters’ deadlines• Dean or senior leader apprised of ALL news releases in advance• Second internal review of ALL stories before publication• Integrate with – don’t duplicate – other internal resources or outside resources
    12. 12. Practices:• Achieve high news value by evaluating, vetting and timing stories• A release is an invitation: establish visual and spokesperson in advance• Employ subject experts as spokespeople whenever possible• Respond to all media inquiries with a business day; clarify and respect reporters’ deadlines• Dean or senior leader apprised of ALL news releases in advance• Second internal review of ALL stories before publication• Integrate with – don’t duplicate – other internal resources or outside resources
    13. 13. Practices:• Achieve high news value by evaluating, vetting and timing stories• Releases and pitches are invitations: establish visual and spokesperson in advance• Employ subject experts as spokespeople whenever possible• Respond to all media inquiries with a business day; clarify and respect reporters’ deadlines• Dean or senior leader apprised of ALL news releases in advance• Second internal review of ALL stories before publication• Integrate with – don’t duplicate – other internal resources or outside resources
    14. 14. Practices:• Achieve high news value by evaluating, vetting and timing stories• A release is an invitation: establish visual and spokesperson in advance• Employ subject experts as spokespeople whenever possible• Respond to all media inquiries with a business day; clarify and respect reporters’ deadlines• Dean or senior leader apprised of ALL news releases in advance• Second internal review of ALL stories before publication• Integrate with – don’t duplicate – other internal resources or outside resources
    15. 15. Practices:• Achieve high news value by evaluating, vetting and timing stories• A release is an invitation: establish visual and spokesperson in advance• Employ subject experts as spokespeople whenever possible• Respond to all media inquiries with a business day; clarify and respect reporters’ deadlines• Dean or senior leader apprised of ALL news releases in advance• Second internal review of ALL stories before publication• Integrate with – don’t duplicate – other internal resources or outside resources
    16. 16. “I get dozens of pitches every week.”“Don’t tell me your story is unique.”“Don’t tell me how much a little publicity will help you.”“Know what I’ve done recently.”“Know my interests.”“Forget hoping for a profile piece.”“The more you feel you need to say, the less you reallyhave to say.” - Jeff Haden, Inc.
    17. 17. Effective story telling: • Significant • Conflict • Contradiction • Catchy quote • Trend … best if data supported • Quirky • Localized angle
    18. 18. Our work Strategic counseling Proactive promotion of stories • Releases, pitches • Events, briefings, news conferences Reactive facilitation, response Subject expert development Recurring opportunities Issue management Crisis communication Monitor and track
    19. 19. “Dealing with the media is moredifficult than bathing a leper.” - Mother Teresa
    20. 20. Messaging• Tie to positioning• Three key points• Keep it simple
    21. 21. Bridging to Messages“However, it is “If we take a “If we look at “It would beimportant to broader the big more correctremember…” perspective…” picture…” to say…” “Before we continue, let “Let me emphasize me repeat…” “And, as I said again…” before…”
    22. 22. When you just don’t know…“My ability to “We’re still “My ability torespond is limited.” looking at it.” respond is limited.” Bridge: “What I can tell you is…” Be prepared to say why you can’t answer.
    23. 23. Context + Messaging• How do you justify the rising cost of tuition?• Doesn’t your policy of _______ impact accessibility for under-represented students?• How do you maintain quality in times of budget cuts?
    24. 24. “In a word, authenticity will bethe coin of the realm forsuccessful corporations and forthose who lead them.” - Arthur Page Society
    25. 25. Gaining Trust in Emergencies• Recognize and acknowledge the emotion• Accept and involve the public and the media• Listen• Convey compassion, conviction and optimism• Don’t speculate … admit what you don’t know• More than what you say … actions, gestures
    26. 26. Emergency Response• Initial response: – What happened? – What does it mean? – What did you do about it? – Where do you go from here?• Remember, respond to the emotion
    27. 27. Anticipate the Life of the Story Second Wave:First Wave: What Potential Third What could/should happened? Wave have happened?
    28. 28. “There is a terrific disadvantage in not having theabrasive quality of the press applied to you daily.Even though we never like it, and even though wewish they didn’t write it, and even though wedisapprove, there isn’t any doubt that we could notdo the job at all in a free society without a very, veryactive press.” - John F. Kennedy
    29. 29. Right to know vs. privacy● Confidentiality  Personnel files/records  Student information beyond “directory information”  Patient information  Attorney-client privilege● Public record  FOIA – federal requirement, not state  NRS 239.010
    30. 30. PRSA Code of Ethics• Protect and advance the free flow of accurate and truthful information.• Foster informed decision making through open communication.• Protect confidential and private information.• Promote healthy and fair competition among professionals.• Avoid conflicts of interest.• Work to strengthen the public’s trust in the profession.
    31. 31. ###Contact: jtors@unr.edu Slides available at:Slideshare.net JaneTors

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