1. Public Relations
Working with the Media… An introduction

2. Working with the Media…..
Maximising Exposure Opportunities

3. An old advertising adage…

4. An old advertising adage…
“Running a business without advertising is
like winking at a beautiful girl in the dark!
You know what you are doing, but nobody
else does!!!!!!!!!!”

5. An old advertising adage…
“Running a business without advertising is
like winking at a beautiful girl in the dark!
You know what you are doing, but nobody
else does!!!!!!!!!!”
But effective PR and media relations is
more than just advertising.

6. The Importance of
Effective Public Relations
• I don’t know who you are
• I don’t know your organisation
• I don’t know your organisation’s products
• I don’t know what your organisation stands for
• I don’t know your organisation’s customers
• I don’t know your organisation’s record
• I don’t know your organisation’s reputation
• Now…what was it you wanted to sell me??

7. Effective public relations creates the environment, through effective
communication wherein advertising can work most effectively.
Effective PR provides people with accurate information that will assist them in
making favourable choices.

8. Advertising vs PR/Media
Relations
Paid For Editorial
Can say anything 3rd Person Advocacy
Bias Credibility

9. The key to gaining regular, positive exposure for
your business is to build relationships with media
outlets and journalists…
For every media release used, there are 100 that
end up on the cutting room floor! SO…
What Is Newsworthy?

10. Good News Stories
• A story that has broad community appeal
• A human interest story
• A unique event or activity
• A community service project
• The opening of a new facility/product
launch/event
• Business success

11. Developing An Effective
Media Release
Basically - WHAT
WHEN
WHERE
WHY
WHOM
WITH WHAT RESULT

12. The Media Release
Communicating effectively through a media release
Remember - Is it Newsworthy?
 Make news attractive
 Set your own news agenda
 Look for a fresh or different angle
 Give it impact
 Make it emotional
 Make it amusing
 Make it exclusive
 Make it interesting
 Make it colourful

13. Developing Powerful Media
Releases
• Make it easy on journalists – be professional
• Begin with MEDIA RELEASE at the top
• Use your organisation’s letterhead
• Use a short, sharp headline
• Clearly date the media release
• Indicate any embargo – mostly honoured!
• Use normal type, double spaced
• Use quotable quotes in inverted commas
• Always identify a spokesperson by full name and
title.

14. Media Releases cont’d
• Provide contact details that actually reach people!
• Keep your release short – no more than 2 pages
• Mark the end of the release – END
• Never beg for coverage. It will be used if it is
newsworthy.
• Always proofread your releases. Typographical
and grammatical errors look unprofessional and
may even turn a serious statement into the
laughing stock of the news room. Be thorough!

15. Giving a Media Interview
Conveying Your Message Effectively
• Just because you are asked a question, doesn’t mean
you HAVE to answer it
• Make sure you are available as required
• Respond immediately
• Never be late – no second chances
• Treat the media with respect
• Deal with the media fairly
• Prepare some key messages
• Reinforce your news
• Keep it simple and stick to the facts

16. And Finally…
• The media will usually treat you the way you treat them.
• Work to make the media friends, not foes
• Ensure you can deliver on what you say
• Media relations are just one part of the overall marketing mix
• Maintain an accurate contact list
• Build relationships and know what works for you.