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Chapter 11   Working With The Media
Chapter 11   Working With The Media
Chapter 11   Working With The Media
Chapter 11   Working With The Media
Chapter 11   Working With The Media
Chapter 11   Working With The Media
Chapter 11   Working With The Media
Chapter 11   Working With The Media
Chapter 11   Working With The Media
Chapter 11   Working With The Media
Chapter 11   Working With The Media
Chapter 11   Working With The Media
Chapter 11   Working With The Media
Chapter 11   Working With The Media
Chapter 11   Working With The Media
Chapter 11   Working With The Media
Chapter 11   Working With The Media
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Chapter 11 Working With The Media


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  • 1. Working with Journalists
  • 2. 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”
  • 3. 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
  • 4. 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)
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. News Conferences
    Reporters ask questions simultaneously
    Significant news to announce
    # of requests from reporters
    New, MAJOR product introduced
  • 11. 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.)
  • 12. 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
  • 13. 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
  • 14. 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.
  • 15. 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
  • 16. 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
  • 17. 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?