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Chapter 11 Working With The Media






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    Chapter 11   Working With The Media Chapter 11 Working With The Media Presentation Transcript

    • Working with Journalists
    • Working w/Journalists
      Survey: media relations #1 responsibility of PR staff
      Journalists admit using news releases (50-60% of the time)
      Journalists = info processors, not info gatherers
      Journalists are 3rd party endorsers
      PR people save journalists time, money, effort of gathering their own news
      Publicists operate as “unpaid reporters”
    • Working w/Journalists Cont’
      Media depends on PR and vice versa
      2/3 of journalists say they don’t trust PR people, but 81% say they need them
      There are areas of friction
      Hype/Other Irritations
      Name Calling
      Sloppy/Biased Reporting
      Tabloid Journalism
      Advertising Influence
    • Hype/Other Irritations
      Use of over used words: “unique” “revolutionary”
      Using gimmicks to sell a story
      Make sure there is a news hook and clear connection between item and news you are announcing
      Send items reporters can use
      Consider creative packaging instead of promotional item
      Think simply (one item)
    • Sloppy/Biased Reporting
      Execs think news coverage often reflects a reporter’s bias
      Execs believe journalists don’t do their homework and have no background in the subject they are covering
    • Sloppy Cont’
      Execs also don’t understand how the media operate and what they need; therefore, they may give vague answers or stonewall
      Reduce by:
      Educating execs on how media operate, basic news values
      Train execs to give brief answers (soundbites)
      Provide extensive background information to reporters
    • Tabloid Journalism
      Becoming more prevalent
      Things to consider when dealing w/sensationalist media:
      Never do adversarial interview alone. Have media-savvy attorney sit in on the interview
      Research reporter and know his/her method of questioning
      Don’t accept any document on camera
      Get a commitment that you will be able to respond to accusations made by others
    • Advertising Influence
      Most media dependent on ad revenues
      Influencing news content
      Some newspapers, magazines run stories that prominently feature their advertisers
      Big advertisers may demand advance warnings about controversial articles, so it can decide whether to pull its ad
      Ex., many airlines demand The New York Times yank their ads if they appear near news of an air crash
    • Individual Interviews
      Interview the reporter first
      Anticipate questions
      Know your audience
      Develop a message
      Answer questions, but link them to your message whenever possible
      Conclusions first, back up with facts
      NEVER answer hypothetical questions
      Always answer positively; it’s the answer that counts, not the question
    • News Conferences
      Reporters ask questions simultaneously
      Significant news to announce
      # of requests from reporters
      New, MAJOR product introduced
    • Media Tours
      Personal visits to multiple cities and media outlets
      Objective is to:
      Generate coverage (schedule interviews w/print and broadcast)
      Establish a working relationship (visit w/reporters to educate them about a product or organization, etc.)
    • Previews and Parties
      Used for:
      Opening of a new facility
      Launch of a new product
      Announcement of a new promotion for an already established product
      Often held in the evening
    • Press Junkets
      Trips of reporters paid for by company so the reporter can view a new clothing line, product, etc.
      Used a lot in the travel industry
      Also used in movie, fashion industries
      Some debate about whether this is ethical or not
    • Editorial Board Meetings
      Meet with board members of the newspaper to educate them on a cause/issue, position of your organization, etc.
      Visit to request coverage and editorials supporting a particular cause
      Used by non-profits, associations, political candidates, trade groups, etc.
    • A Media Relations Checklist
      Know your media
      Limit your mailings
      Send newsworthy information
      Avoid gimmicks
      Be environmentally friendly
      Be available/accessible
      Get back to reporters
      Answer your own phone
    • Checklist Cont’
      Be truthful
      Avoid “off-the-cuff” remarks
      Protect exclusives
      Be fair
      Help the photo/video journalists
      Remember deadlines
      Praise good work
      Correct errors POLITELY
    • Advertising Influence Cont’
      A Question of Ethics
      How does PR person sort out the media that are “for sale” and those that maintain high standards?
      Should you build ad costs into your PR budget?
      If publication insists you buy an ad to get news coverage, should you?
      Is buying an ad in exchange for news coverage or paying an editor a consulting fee a violation of ethics or just good business?