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Media relations - Guest Lecture for AUT University, May 2014
Media relations - Guest Lecture for AUT University, May 2014
Media relations - Guest Lecture for AUT University, May 2014
Media relations - Guest Lecture for AUT University, May 2014
Media relations - Guest Lecture for AUT University, May 2014
Media relations - Guest Lecture for AUT University, May 2014
Media relations - Guest Lecture for AUT University, May 2014
Media relations - Guest Lecture for AUT University, May 2014
Media relations - Guest Lecture for AUT University, May 2014
Media relations - Guest Lecture for AUT University, May 2014
Media relations - Guest Lecture for AUT University, May 2014
Media relations - Guest Lecture for AUT University, May 2014
Media relations - Guest Lecture for AUT University, May 2014
Media relations - Guest Lecture for AUT University, May 2014
Media relations - Guest Lecture for AUT University, May 2014
Media relations - Guest Lecture for AUT University, May 2014
Media relations - Guest Lecture for AUT University, May 2014
Media relations - Guest Lecture for AUT University, May 2014
Media relations - Guest Lecture for AUT University, May 2014
Media relations - Guest Lecture for AUT University, May 2014
Media relations - Guest Lecture for AUT University, May 2014
Media relations - Guest Lecture for AUT University, May 2014
Media relations - Guest Lecture for AUT University, May 2014
Media relations - Guest Lecture for AUT University, May 2014
Media relations - Guest Lecture for AUT University, May 2014
Media relations - Guest Lecture for AUT University, May 2014
Media relations - Guest Lecture for AUT University, May 2014
Media relations - Guest Lecture for AUT University, May 2014
Media relations - Guest Lecture for AUT University, May 2014
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Media relations - Guest Lecture for AUT University, May 2014

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These are the slides from a guest lecture I recently delivered for 200+ second year AUT Communication Studies studies in Auckland, New Zealand. The topic: Media relations and the role of Public …

These are the slides from a guest lecture I recently delivered for 200+ second year AUT Communication Studies studies in Auckland, New Zealand. The topic: Media relations and the role of Public Relations. Check out the slides and let me know what you think.

Published in: Business, News & Politics
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Transcript

  • 1. Media Relations Mikela Dennison (MCS) AUT University, May 2014
  • 2. A little bit about me (Seriously, just a little bit)
  • 3. News values How important are they?
  • 4. Traditional approaches Divide between media and PR PR depends on media Media think PR is 'spin' Spray and pray / one off coverage
  • 5. Developing approaches Changing news media structures Rise of brand journalism etc Social media as a tip source Interdependent and collaborative
  • 6. The press release Pros: wide and far / all content included / time effective Cons: not targeted / 'spray and pray' approach / same angle for all media Changing medium: needs Multi- media and links
  • 7. The tailored pitch Based on good relationship and understanding of media outlet Better outcome through audience- focused coverage Builds rapport with media as you become a useful resource, idea generator and facilitator
  • 8. Social PR Media: using it as a research tool for tips PR: using it to identify what media are interested in and tailoring pitch Making your clients' coverage go further Engaging with users who share coverage
  • 9. The Holy Grail Healthy relationship-building can lead to media approaching you Working together to come up with angles and ideas for stories 'Exactly what I need / want' Helping out with deadlines, empty spaces, expert comments
  • 10. What women media want Good talent, deadlines met, shared coverage What's new and different? Human stories and interesting people Data, knowledge and commentary Tell, don't sell!
  • 11. A few tips Manage expectations: clients and media Find out how journalists want to be pitched to (email, call, Twitter) Best pitch format? (release, event, interview, idea, report) Deadlines, style / format, word count, images Know your media: don't make a move 'til you do
  • 12. Media Relations Mikela Dennison (MCS) AUT University, May 2014

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