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 Relations. Check out the slides and let me know what you think.

Published in: Business, News & Politics
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Media relations - Guest Lecture for AUT University, May 2014

  1. 1. Media Relations Mikela Dennison (MCS) AUT University, May 2014
  2. 2. A little bit about me (Seriously, just a little bit)
  3. 3. News values How important are they?
  4. 4. Traditional approaches Divide between media and PR PR depends on media Media think PR is 'spin' Spray and pray / one off coverage
  5. 5. Developing approaches Changing news media structures Rise of brand journalism etc Social media as a tip source Interdependent and collaborative
  6. 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. 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. 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. 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. 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. 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. 12. Media Relations Mikela Dennison (MCS) AUT University, May 2014

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