April 27370 media knowledge 1


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April 27370 media knowledge 1

  1. 1. Media relations370<br />Dealing with journalists<br />
  2. 2. Reaching the media<br /><ul><li>Identifying the correct medium is essential
  3. 3. Be sure information is relevant to the medium and its audience
  4. 4. Send it to the correct, current contact person (i.e., editor or reporter)</li></li></ul><li>databases<br /><ul><li>Media organization name
  5. 5. Mailing address
  6. 6. Telephone and fax number
  7. 7. E-mail addresses
  8. 8. Names of key editors and reporters
  9. 9. 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
  10. 10. Often set a year in advance
  11. 11. Many keep same special issues from year to year</li></li></ul><li>Tip sheets<br /><ul><li>Weekly newsletters that report on
  12. 12. Changes in news personnel and their assignments
  13. 13. How to contact them
  14. 14. What kinds of material they’re looking for</li></li></ul><li>How do you contact folks?<br /><ul><li>E-mail
  15. 15. 83% of journalists prefer e-mail as a way to receive information
  16. 16. No kidding, it’s easy to not open an email
  17. 17. Online newsrooms
  18. 18. Makes information readily available to journalists, but is passive
  19. 19. Electronic wire services
  20. 20. Often used by corporations to fulfill SEC regulations
  21. 21. 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
  22. 22. PR practitioners are the main contact between organizations and the media
  23. 23. PR pros and journalists have a love/hate relationship
  24. 24. 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
  25. 25. Most of what appears in the media is linked to PR in some way
  26. 26. 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”
  27. 27. They save media time, money, and effort
  28. 28. PR pros are media’s “unpaid reporters”</li></li></ul><li>Prneesd the media<br /><ul><li>Media are a cost-efficient channel to reach diverse publics
  29. 29. Media gatekeepers are perceived as more objective than PR people
  30. 30. Journalists serve as third-party endorsers
  31. 31. Media provide credibility to PR messages</li></li></ul><li>Why can’t we get along?<br />Hype and news release spam<br />Journalists complain of poorly written releases<br />Excessive unsolicited contacts PR pros who don’t know their product/service Repeated calls<br />Unavailable spokespeople<br />Unmet deadlines<br />the news is appropriate to the medium/reporter<br />there’s a news hook send gimmicky promotional items calling<br />Flacks and hacks e. Sloppy/biased reporting<br />i. Executives believe journalists are biased ii. They argue that reporters lack understanding of the industry they’re<br />covering iii. PR pros say sloppy reporting leads to inaccuracies<br />f. Tabloid journalism g. Advertising influence<br />i. Some publications let advertisers influence news content, leading to skeptical media consumers<br />
  32. 32. Why can’t we get along?<br /><ul><li>Is the news is appropriate to the medium/reporter
  33. 33. Executives believe journalists are biased
  34. 34. They argue that reporters lack understanding of the industry they’re covering
  35. 35. PR pros say sloppy reporting leads to inaccuracies
  36. 36. Tabloid journalism
  37. 37. Advertising influence: Some publications let advertisers influence news content, leading to skeptical media consumers</li></li></ul><li>How can we play nice?<br /><ul><li>Media interviews
  38. 38. When reporters call, interview them first
  39. 39. Know the purpose of the interview
  40. 40. Be prepared for questions, know your facts
  41. 41. 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.
  42. 42. Get your message/talking points across
  43. 43. The best PR pros think like reporters….</li></li></ul><li>How can we play nice? The news conference<br /><ul><li>Don’t use reporters for routine announcements
  44. 44. Allow all media information simultaneously
  45. 45. Allow follow-up questions
  46. 46. Schedule at a good time for reporters
  47. 47. 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
  48. 48. Establish schedule and rules for the conference
  49. 49. Spokespeople should remain available afterwards
  50. 50. Webinars/teleconference.
  51. 51. Ustream…</li></li></ul><li>How to play nicemedia tour<br /><ul><li>Personal visits to various media
  52. 52. Look for local angle to get best coverage
  53. 53. Builds relationships
  54. 54. PR plans, schedules, coordinates, prepares talking points
  55. 55. 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
  56. 56. Opening of facility
  57. 57. Launch of a product
  58. 58. Announce a new promotional campaign
  59. 59. Press junkets
  60. 60. Press tours/trips
  61. 61. Ethics of free trips
  62. 62. Must be legitimate news angle
  63. 63. With bloggers, all bets can be off</li></li></ul><li>How to play niceother ideas<br /><ul><li>Editorial board meetings
  64. 64. Contact editor to request a meeting
  65. 65. Great way to build relationship with gatekeepers
  66. 66. Great way to build third party endorsments
  67. 67. People don’t use this enough
  68. 68. Conferences
  69. 69. Use to garner support
  70. 70. Use to state a case,
  71. 71. Use to introduce something
  72. 72. Great for media and your target audience</li></li></ul><li>Media relations checklist<br /><ul><li>Know your media
  73. 73. Localize
  74. 74. Be available/responsive
  75. 75. Be honest and fair
  76. 76. Be sensitive to deadlines
  77. 77. Be persistent, not annoying
  78. 78. Be wary of offering free stuff </li></li></ul><li>Stuff the book doesn’t tell you<br />
  79. 79. CRISIS COMMUNICATION EMERGENCY CHECKLIST<br />PR Emergency Headquarters created. The PR Director stays here and supervises designated staff.<br />A.Notificationand liason.<br />A. Internal: Notify CEO and other top officials on a need to know basis.<br />B. External: Notify the media, law enforcment, government agnecies, next of kin (announce names to public after notification or within 24 hours.<br />
  80. 80. CRISIS COMMUNICATION<br />Prepare Media Materials<br />1. Have company backgrounder, fact sheet and bios of officers already preapred on the company website.<br />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)
  81. 81. Be certain information is accurate
  82. 82. Clear release with senior management, legal department and peresonneldepartment.
  83. 83. 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 timley 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 invesgitators.<br />
  84. 84. CRISIS COMMUNICATION PUBLIC INFORMATION 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<br />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 />
  85. 85. CRISIS COMMUNICATION MEDIA INFORMATION 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 />
  86. 86. CRISIS COMMUNICATION THINGS I WISH I KNEW<br />1. You have never appreciate the chaos.<br />2. You can never underestimate how important seperation is of the media center and PR HQ.<br />3. The more you plan, the better it goes. 4. Consider set press conferences every few hours.<br />1. 2. 3.<br />This helps dispel rumors the media will uncover. This symbolizes you’re working.<br />This gives a chance to get various stakeholders in front of the camera to present one voice.<br />