KMS Media Training August 20, 2007
Overview <ul><li>Provide an overview of the Media </li></ul><ul><li>Review and clarify media guidelines and rules of engag...
Media 101
What is News? <ul><li>Must be  Timely ,  Relevant , or part of a  Trend </li></ul><ul><li>The story… </li></ul><ul><ul><li...
Why Talk to the Media? <ul><li>Media Relations is  sales </li></ul><ul><ul><li>Selling a product or service </li></ul></ul...
Why Talk to the Media? <ul><li>“No comment” equals “probably guilty”  </li></ul><ul><li>1,000 people surveyed by Shandwick...
Not All Media Are Alike <ul><li>Local print media – usually younger and less experienced </li></ul><ul><li>Local broadcast...
Inverted Pyramid Main Message of Story Most Important Supporting Facts, Good Anecdotes Less Important  Facts Least  Import...
Getting Our Message Out <ul><li>It’s not enough to have an interesting, a relevant or a timely news story.  </li></ul><ul>...
Getting Our Message Out <ul><li>The secret to successfully working with journalists is thinking like a reporter.  </li></u...
Public Relations
Public Relations… <ul><li>educates, influences and builds awareness to establish and maintain  credibility  among your tar...
Corporate Public Relations <ul><li>Facilitate media interviews </li></ul><ul><li>Produce media releases </li></ul><ul><li>...
= Public Relations Marketing Newsletter Articles Trade Shows Online Recruiting White Papers Case Studies Media Placements ...
KMS – PR Opportunities
Publications <ul><li>Develop topics and establish relationship with the editorial staff  </li></ul><ul><ul><li>Internet Re...
Next-Steps <ul><li>Identify topics and trends where we can offer perspective and thought leadership </li></ul><ul><li>Iden...
When the Media Contacts You <ul><li>If the media calls or visits a Kelly branch or a customer location, all employees shou...
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KMS - Media Training

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Media relations training for senior leaders

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KMS - Media Training

  1. 1. KMS Media Training August 20, 2007
  2. 2. Overview <ul><li>Provide an overview of the Media </li></ul><ul><li>Review and clarify media guidelines and rules of engagement </li></ul><ul><li>Highlight the resources available to support KMS </li></ul><ul><li>Discuss public relations opportunities </li></ul><ul><li>Next-steps </li></ul>
  3. 3. Media 101
  4. 4. What is News? <ul><li>Must be Timely , Relevant , or part of a Trend </li></ul><ul><li>The story… </li></ul><ul><ul><li>What’s the angle? </li></ul></ul><ul><ul><li>What’s different? </li></ul></ul><ul><ul><li>What’s unique? </li></ul></ul><ul><ul><li>What’s important? </li></ul></ul><ul><li>The conflict… </li></ul><ul><ul><li>Are there two sides? </li></ul></ul><ul><ul><li>Is there controversy? </li></ul></ul><ul><ul><li>Who are the players? </li></ul></ul><ul><ul><li>Who does this conflict affect? </li></ul></ul><ul><li>The readers / listeners / viewers… </li></ul><ul><ul><li>Will they want to hear about this story? </li></ul></ul><ul><ul><li>What parts will be of most interest? </li></ul></ul><ul><ul><li>How does this story help/serve/inform/agitate? </li></ul></ul>
  5. 5. Why Talk to the Media? <ul><li>Media Relations is sales </li></ul><ul><ul><li>Selling a product or service </li></ul></ul><ul><ul><li>Selling the brand </li></ul></ul><ul><ul><li>Selling the stock </li></ul></ul><ul><ul><li>Selling the workplace </li></ul></ul><ul><li>You don’t do interviews for the media’s sake </li></ul><ul><li>All media relations activities should tie back to a business objective </li></ul>
  6. 6. Why Talk to the Media? <ul><li>“No comment” equals “probably guilty” </li></ul><ul><li>1,000 people surveyed by Shandwick International </li></ul><ul><ul><li>If they heard a company was being sued, 59 percent assumed the company was guilty. </li></ul></ul><ul><ul><li>If they heard that a company was being sued and responded to the suit with a “no comment,” 69 percent assumed guilt. </li></ul></ul>
  7. 7. Not All Media Are Alike <ul><li>Local print media – usually younger and less experienced </li></ul><ul><li>Local broadcast – visual, tough deadlines, less depth to stories, driven by emotion and video </li></ul><ul><li>National print and broadcast – more experienced, more in-depth, trend-oriented </li></ul><ul><li>Trade media – more knowledgeable about industry, demand more specifics </li></ul>
  8. 8. Inverted Pyramid Main Message of Story Most Important Supporting Facts, Good Anecdotes Less Important Facts Least Important Facts
  9. 9. Getting Our Message Out <ul><li>It’s not enough to have an interesting, a relevant or a timely news story. </li></ul><ul><li>Securing media placements </li></ul><ul><ul><li>Think beyond our own news </li></ul></ul><ul><ul><li>Have a good story </li></ul></ul><ul><ul><li>Know your audience </li></ul></ul><ul><ul><li>Target the right reporters at the right time </li></ul></ul><ul><ul><li>Know the reporter and publication </li></ul></ul><ul><ul><li>Have a strategy </li></ul></ul>
  10. 10. Getting Our Message Out <ul><li>The secret to successfully working with journalists is thinking like a reporter. </li></ul><ul><ul><li>Understanding the newsworthiness of our organization’s information </li></ul></ul><ul><ul><li>Thinking beyond our own news by developing our organization’s information in a method that is interesting to general public </li></ul></ul><ul><ul><li>Pitching our story from the reporter’s perspective, not oour perspective </li></ul></ul><ul><ul><li>Recognizing reporters look for the drama within every story </li></ul></ul>
  11. 11. Public Relations
  12. 12. Public Relations… <ul><li>educates, influences and builds awareness to establish and maintain credibility among your target audiences so that your sales and marketing efforts will have an increased opportunity for success. </li></ul>
  13. 13. Corporate Public Relations <ul><li>Facilitate media interviews </li></ul><ul><li>Produce media releases </li></ul><ul><li>Develop feature news articles </li></ul><ul><li>Develop bylined articles </li></ul><ul><li>Craft media statements </li></ul><ul><li>Create media kits, fact sheets </li></ul><ul><li>Prepare executive bios </li></ul><ul><li>Provide media training </li></ul><ul><li>Handle crisis situations </li></ul>
  14. 14. = Public Relations Marketing Newsletter Articles Trade Shows Online Recruiting White Papers Case Studies Media Placements Presentation & Panel Participation
  15. 15. KMS – PR Opportunities
  16. 16. Publications <ul><li>Develop topics and establish relationship with the editorial staff </li></ul><ul><ul><li>Internet Retailer </li></ul></ul><ul><ul><li>Inbound Logistics </li></ul></ul><ul><ul><li>Mail </li></ul></ul><ul><ul><li>Postal World </li></ul></ul><ul><ul><li>FM Link </li></ul></ul><ul><ul><li>IFMA </li></ul></ul><ul><ul><li>APICS </li></ul></ul><ul><ul><li>Stagnito Publishing </li></ul></ul>
  17. 17. Next-Steps <ul><li>Identify topics and trends where we can offer perspective and thought leadership </li></ul><ul><li>Identify customers willing to participate/support our media efforts </li></ul><ul><li>Develop media pitches, targeted media list and connect with journalists </li></ul>
  18. 18. When the Media Contacts You <ul><li>If the media calls or visits a Kelly branch or a customer location, all employees should be friendly, courteous, and professional , and then promptly direct them, without comment, to Corporate Public Relations </li></ul><ul><li>Engage Corporate Public Relations prior to providing any information or assistance to the media. </li></ul><ul><ul><li>Direct the media to Corporate Public Relations without comment </li></ul></ul><ul><ul><li>Provide the reporter’s name, media outlet and contact information to Corporate Public Relations </li></ul></ul>
  19. 19. Questions?
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