370 april 27 media knowledge 2

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370 april 27 media knowledge 2

  1. 1. Media relations370<br />Dealing with journalists<br />
  2. 2. Put on your journalism hat<br />Parking dispute at a new suburban restaurant<br />Ohio veterans missing out on bonuses<br />Patient literacy on medical issues is low<br />Midwest Storm Update<br />Supply shortage in Medicaid home-care waivers<br />Police looking for carjackers who killed a woman the day after Christmas<br />Baseball and softball games rained out before state playoffs<br />Professor creates app to take attendance<br />12-year old Delaware Ohio murder suspect may not be mentally able enough to stand trial.<br />
  3. 3. Put on your journalism hat<br />4. Midwest Storm Update<br />7. Baseball and softball games rained out before state playoffs<br />2. Ohio veterans missing out on bonuses<br />3. Patient literacy on medical issues is low<br />5. Supply shortage in Medicaid home-care waivers<br />9. 12-year old Delaware Ohio murder suspect may not be mentally able enough to stand trial.<br />6. Police looking for carjackers who killed a woman the day after Christmas<br />Parking dispute at a new suburban restaurant<br />8. Professor creates app to take attendance<br />
  4. 4. Reaching the media<br /><ul><li>Identifying the correct medium is essential
  5. 5. Be sure information is relevant to the medium and its audience
  6. 6. Send it to the correct, current contact person (i.e., editor or reporter)</li></li></ul><li>databases<br /><ul><li>Media organization name
  7. 7. Mailing address
  8. 8. Telephone and fax number
  9. 9. E-mail addresses
  10. 10. Names of key editors and reporters
  11. 11. Twitter handles or Facebook</li></li></ul><li>Editorial calendars<br /><ul><li>Provide information about what will be covered in certain issues of a publication
  12. 12. Often set a year in advance
  13. 13. Many keep same special issues from year to year</li></li></ul><li>Tip sheets<br /><ul><li>Weekly newsletters that report on
  14. 14. Changes in news personnel and their assignments
  15. 15. How to contact them
  16. 16. What kinds of material they’re looking for</li></li></ul><li>How do you contact folks?<br /><ul><li>E-mail
  17. 17. 83% of journalists prefer e-mail as a way to receive information
  18. 18. No kidding, it’s easy to not open an email
  19. 19. Online newsrooms
  20. 20. Makes information readily available to journalists, but is passive
  21. 21. Electronic wire services
  22. 22. Often used by corporations to fulfill SEC regulations
  23. 23. Sent simultaneously to the database of reporters</li></li></ul><li>Why is this important?<br /><ul><li>Surveys show that media relations is the primary responsibility of most PR pros
  24. 24. PR practitioners are the main contact between organizations and the media
  25. 25. PR pros and journalists have a love/hate relationship
  26. 26. There’s low trust, but each knows they need the other</li></li></ul><li>The media needs pr<br /><ul><li>The Media’s Dependence on Public Relations
  27. 27. Most of what appears in the media is linked to PR in some way
  28. 28. Studies found that 60% to 90% of news comes from news releases, tips, interviews set up by PR pros, etc. Press releases are “information subsidies”
  29. 29. They save media time, money, and effort
  30. 30. PR pros are media’s “unpaid reporters”</li></li></ul><li>Pr needs the media<br /><ul><li>Media are a cost-efficient channel to reach diverse publics
  31. 31. Media gatekeepers are perceived as more objective than PR people
  32. 32. Journalists serve as third-party endorsers
  33. 33. Media provide credibility to PR messages</li></li></ul><li>Why can’t we get along?<br /><ul><li>Hype and news release spam
  34. 34. Journalists complain of poorly written releases
  35. 35. Excessive unsolicited contacts PR pros who don’t know their product/service
  36. 36. Repeated calls
  37. 37. Unavailable spokespeople
  38. 38. Unmet deadlines
  39. 39. The news is appropriate to the medium/reporter</li></li></ul><li>Why can’t we get along?<br /><ul><li>Is the news is appropriate to the medium/reporter
  40. 40. Executives believe journalists are biased
  41. 41. They argue that reporters lack understanding of the industry they’re covering
  42. 42. PR pros say sloppy reporting leads to inaccuracies
  43. 43. Tabloid journalism
  44. 44. Advertising influence: Some publications let advertisers influence news content, leading to skeptical media consumers</li></li></ul><li>How to play nicemedia interviews<br /><ul><li>When reporters call, interview them first
  45. 45. Know the purpose of the interview
  46. 46. Be prepared for questions, know your facts
  47. 47. Don’t be combative, arrogant, evasive. If you don’t know the answer, it’s OK. Just explain when and how you can find the answer.
  48. 48. Get your message/talking points across
  49. 49. The best PR pros think like reporters….</li></li></ul><li>How to play nice The news conference<br /><ul><li>Don’t use reporters for routine announcements
  50. 50. Allow all media information simultaneously
  51. 51. Allow follow-up questions
  52. 52. Schedule at a good time for reporters
  53. 53. Select a location that accommodates reporters’ technical needs </li></li></ul><li>How to play nice:news conference<br /><ul><li>Invite reporters 10 to 14 days in advance, if possible
  54. 54. Establish schedule and rules for the conference
  55. 55. Spokespeople should remain available afterwards
  56. 56. Webinars/teleconference.
  57. 57. Ustream…</li></li></ul><li>How to play nicemedia tour<br /><ul><li>Personal visits to various media
  58. 58. Look for local angle to get best coverage
  59. 59. Builds relationships
  60. 60. PR plans, schedules, coordinates, prepares talking points
  61. 61. This can be done via satellite and through radio as well.</li></li></ul><li>How to play niceother ideas<br /><ul><li>Previews and parties
  62. 62. Opening of facility
  63. 63. Launch of a product
  64. 64. Announce a new promotional campaign
  65. 65. Press junkets
  66. 66. Press tours/trips
  67. 67. Ethics of free trips
  68. 68. Must be legitimate news angle
  69. 69. With bloggers, all bets can be off</li></li></ul><li>How to play niceother ideas<br /><ul><li>Editorial board meetings
  70. 70. Contact editor to request a meeting
  71. 71. Great way to build relationship with gatekeepers
  72. 72. Great way to build third party endorsements
  73. 73. People don’t use this enough
  74. 74. Conferences
  75. 75. Use to garner support
  76. 76. Use to state a case,
  77. 77. Use to introduce something
  78. 78. Great for media and your target audience</li></li></ul><li>Media relations checklist<br /><ul><li>Know your media
  79. 79. Localize
  80. 80. Be available/responsive
  81. 81. Be honest and fair
  82. 82. Be sensitive to deadlines
  83. 83. Be persistent, not annoying
  84. 84. Be wary of offering free stuff </li></li></ul><li>Stuff the book doesn’t tell you<br /><ul><li>Reporters are people too.
  85. 85. Being nice is a two-way street.
  86. 86. There are consequences for breaking the rules.</li></li></ul><li>Stuff the book doesn’t tell you<br /><ul><li>The media world is changing…maybe not for the better.
  87. 87. TV people are writing for print.
  88. 88. Print people are shooting and editing video.
  89. 89. Media staffing sizes are in decline.
  90. 90. More work…fewer people=mistakes
  91. 91. Planning can go out the window.
  92. 92. So too can continuing education.</li></ul>The media is a beast that <br />requires constant feeding.<br />
  93. 93. Stuff the book doesn’t tell you<br /><ul><li>How should you react to changing media?
  94. 94. Be there when you don’t need them.
  95. 95. Be there when they need you, even if it doesn’t directly apply to your mission’s aim. Being there will pay dividends down the line.
  96. 96. Offer everything in one location…save me time
  97. 97. Have the CEO
  98. 98. Have someone to humanize the story
  99. 99. This about breakouts and web links…
  100. 100. Think about good video</li></ul>This is why we build a media kit<br />
  101. 101. Stuff the book doesn’t tell you<br /><ul><li>Bloggers are a different animal.
  102. 102. They seek relationships in a larger scale.
  103. 103. Some reporters only think about the next news cycle
  104. 104. Bloggers are more apt to test products out, thought they must disclose this in their blog.
  105. 105. Bloggers don’t have deadline or editorial gatekeepers.
  106. 106. Bloggers have a much more targeted message.</li></li></ul><li>Stuff the book doesn’t tell you<br /><ul><li>There are three ways I target bloggers
  107. 107. www.technorati.com
  108. 108. www.blogged.com
  109. 109. Good old fashioned grunt work
  110. 110. What blogs are bloggers reading?
  111. 111. RSS feeds
  112. 112. Follow the trail….
  113. 113. Bloggers can be your best friend or worst enemy.
  114. 114. Prepare for both.</li></li></ul><li>CRISIS COMMUNICATION EMERGENCY CHECKLIST<br /><ul><li>PR Emergency Headquarters created. The PR Director stays here and supervises designated staff.
  115. 115. Notification and liaison.
  116. 116. Internal: Notify CEO and other top officials on a need to know basis.
  117. 117. External: Notify the media, law enforcement, government agencies, next of kin (announce names to public after notification or within 24 hours.</li></li></ul><li>CRISIS COMMUNICATION<br />Prepare Media Materials<br />1. Have company backgrounder, fact sheet and bios of officers already prepared on the company website.<br />2. Prepare basic news release on crisis as soon as possible (one-hour rule)<br /><ul><li>Include all known facts (who, what, where when, NOT NOT NOT NOT NOT why...avoid fault)
  118. 118. Be certain information is accurate
  119. 119. Clear release with senior management, legal department and personnel department.
  120. 120. Issue release to media, employees, community leaders, insurance company and government agencies. Get it on the website. Use fax and email.</li></li></ul><li>Crisis communication<br />3. Issue timely statements in an ongoing crisis.<br />4. Use one-voice principle-information only from official organizational statements.<br />5. Use full disclosure, but don’t admit fault. Let investigators investigate. Cooperate with those investigators.<br />
  121. 121. Crisis communicationpublic info center<br />1.Establish a public information center somewhere within the PR HQ<br />2.Respond to phone, email and social media inquiries. 3. If you don’t know the answer, it’s OK. Explain how you will get the info and release it to the public.<br />4. Hold meetings with groups as needed to clarify misinformation.<br />5.Have a call center if needed.<br />6.Direct company employees to make no unauthorized statements.<br />
  122. 122. Crisis communication media info center<br />1. Designate a place where the media can gather. Know they’ll be all over the place anyway. Know they will try and bypass the one-voice principle<br />2. Try and create some distance from the PR HQ. You’ll need the space. Close, but not too close.<br />3. Have a sole spokesperson on duty day and night.<br />
  123. 123. Crisis communicationwhat I wish I knew<br />1.You have never appreciate the chaos.<br />2.You can never underestimate how important separation is of the media center and PR HQ.<br />The more you plan, the better it goes. 4<br />4. Consider set press conferences every few hours.<br />.This helps dispel rumors the media will uncover.<br />This symbolizes you’re working.<br /> This gives a chance to get various stakeholders in front of the camera to present one voice.<br />
  124. 124. In class assignment<br />This is due Monday at 5:00. <br />Write and Op ed for your client.<br /> Look back on the notes that distinguis the tone and style.<br /> You may have to find a different subject. <br /> Be persistent if needed.<br />Write a feature for your client.<br /> Look back at the notes.<br /> Identify something that distinguishes your client.<br /> Have fun with this style of writing.<br />
  125. 125. In class assignment<br />Slug your word files “Last Name_oped” and “Last Name_Feature.”<br />Email me your assignments to farkasd@ohio.edu<br />I will be available via Skype “Dan.Farkas1,” email and phone.<br />

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