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Understanding the Media and Public RelationsJune 2, 2010
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?
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
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
Working with the media Become a news engine—every company is a media company
Generate content: Bylines, blogs, press releases etc.
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
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
What NOT to do? Never lie to the media The truth will be told The cover-up is the killer 10
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
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
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
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
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
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
Use Effective Body Language Presentation: Impact on Audience 17 7% 38% 55% Words Tone of voice Body language
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