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
  • ProStores PR 101

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