ProStores PR 101

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  • Point1 : Notes: Assumption of guilt Reporter will use someone else’s version of the truth Use an embedded message insteadPoint 2: Notes:You don’t know who is in the audience Current competitors are tomorrow’s customers or partners Jokes or criticism can backfire Criticism gives competitors a chance to respond in kind Never use offensive language in discussing the marketplace Stay focused on your messageLast point: Notes:Don’t repeat the assumptionAvoid beginning with “yes” or “no”Be accessible when your story is being prepared and reported

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  • 1. Understanding the Media and Public RelationsJune 2, 2010
  • 2. Introduction
    2
    Although the scope of Public Relations is wide, including Analyst Relations, Media Relations, Investor Relations, Internal Communications and Labor Relations, there is a strong focus on media relations and that is what we will focus on in today’s webinar
    We will focus on how to deal with the media and answer questions like:
    How many of you have participated in media interviews?
    What was your experience?
    What key message do you want to convey to your key audience?
    Is there one question you secretly hope the media won’t ask?
  • 3. What can public relations do for you?
    3
  • 4. There’s never a dull moment
    The Web has transformed everything
    User-generated content is everywhere
    Blogs
    Bylines
    Social media channels
    Compressed publication times
    Quick turnaround: News cycles are now 24/7
    Media outlets publish continuously
    Your remarks may be published within seconds
    Websites have replaced print editions
    4
  • 5. Importance of the Internet to journalists
    5
    Reporters use the Web to:
    Publish and push breaking news to desktops
    Research stories
    Visit your site when you make news
    Use e-mail for feedback, story ideas, and asking questions
  • 6. Working with the media
    Become a news engine—every company is a media company
    6
  • 14. Elements that increase newsworthiness
    7
  • What makes headlines?
    News has become story-telling; journalists are interested in:
    Good guys vs. bad guys
    Beating the odds, miracles, quirks
    Injustice
    Outrageous activity
    Exceptionally visual activity
    8
  • 22. The truth hurts
    News outlets report truth in different ways
    Your view of the truth may not match that of the editor
    Get your view to the public in the earliest reports
    9
  • 23. What NOT to do?
    Never lie to the media
    The truth will be told
    The cover-up is the killer
    10
  • 24. Anticipate Topics
    The reporter can ask anything
    Not bound to stick to the topic
    Check today’s newspaper for topics
    11
    Understand the scope of the report
    Roundup or profile story
  • 25. It’s question time
    Anticipate toughest questions
    The reporter may be after a different story
    The reporter may be seeking to provoke you
    12
    Develop responses to questions on all potential topics, not just those you would like to be asked
  • 26. Why talk to the media?
    Understand the purpose. Use the interview as an audience for your message
    Develop embedded messages
    Quantified information
    Ideal headline
    13
  • 27. Identify Terms
    Explain technical lingo
    Watch out for common words that may mean something else to reporters
    White paper
    Infrastructure
    Sustainable
    Spell out acronyms
    BIM
    LEED
    GIS
    Speak clearly
    Use care with regional accents
    14
  • 28. RULES: How to handle media interviews
    Use your embedded messages
    Don’t hang yourself with:
    Don’t comment on customers or competitors
    Don’t speculate
    Don’t try to fault the reporter
    Work toward half-minute answers
    Don’t defend yourself before you are accused
    Listen for false assumptions in the question
    15
  • 29. The Technicalities
    Don’t ask to approve a story before it runs
    Don’t go “off-the-record”
    A reporter is likely to be in your audience
    Never let a reporter hear anything you don’t want reported
    Reporters are human beings too
    16
  • 30. Use Effective Body Language
    Presentation: Impact on Audience
    17
    7%
    38%
    55%
    Words
    Tone of voice
    Body language
  • 31. Use Effective Body Language
    Body language applies to print interviews, too
    “Everybody Loves Raymond”
    Use gestures to increase animation
    Small gestures
    Shoulder high
    Arm motion, not wrist motion
    Practice using gestures naturally
    18
  • 32. Q&A
  • 33. Thank You!