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Media Relations
Media Relations
Media Relations   Media Relations is obtaining publicity or    news for a PR practitioner’s client or    organization.
Media Relations   Media Relations is obtaining publicity or    news for a PR practitioner’s client or    organization.  ...
Media Relations   Media Relations is obtaining publicity or    news for a PR practitioner’s client or    organization.  ...
Newsworthy Information
Newsworthy Information   Impact/Consequence
Newsworthy Information   Impact/Consequence   Proximity
Newsworthy Information   Impact/Consequence   Proximity   Timeliness
Newsworthy Information   Impact/Consequence   Proximity   Timeliness   Prominence
Newsworthy Information   Impact/Consequence   Proximity   Timeliness   Prominence   Interest
Newsworthy Information   Impact/Consequence   Proximity   Timeliness   Prominence   Interest   Novelty
What Drives News Stories …
What Drives News Stories …   Entertainment
What Drives News Stories …   Entertainment   General News and Information
What Drives News Stories …   Entertainment   General News and Information   Education
What Drives News Stories …   Entertainment   General News and Information   Education   Product Promotion
What Drives News Stories …   Entertainment   General News and Information   Education   Product Promotion   Business/...
Mass Media Examples
Mass Media Examples   Local– newspaper, magazines, television,    radio, Internet sites
Mass Media Examples   Local– newspaper, magazines, television,    radio, Internet sites   National – print publications,...
Mass Media Examples   Local– newspaper, magazines, television,    radio, Internet sites   National – print publications,...
Media Relations Tactics
Media Relations Tactics   Traditional Media Kits
Media Relations Tactics   Traditional Media Kits       news releases, media advisories, pitch letters,        photo oppo...
Media Relations Tactics   Traditional Media Kits       news releases, media advisories, pitch letters,        photo oppo...
Media Relations Tactics   Traditional Media Kits       news releases, media advisories, pitch letters,        photo oppo...
Media Relations Tactics   Traditional Media Kits       news releases, media advisories, pitch letters,        photo oppo...
Evaluation Methods     Systematic Tracking :     Media Placement     Media Impressions     Internet Hits     Social M...
Media relations
Media relations
Media relations
Media relations
Media relations
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Media relations

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Media relations

  1. 1. Media Relations
  2. 2. Media Relations
  3. 3. Media Relations Media Relations is obtaining publicity or news for a PR practitioner’s client or organization.
  4. 4. Media Relations Media Relations is obtaining publicity or news for a PR practitioner’s client or organization. Media Relations targets the “gatekeepers ” of the mass and specialized media.
  5. 5. Media Relations Media Relations is obtaining publicity or news for a PR practitioner’s client or organization. Media Relations targets the “gatekeepers ” of the mass and specialized media. Social Media allows people to share opinions, insights, experiences and perspectives.
  6. 6. Newsworthy Information
  7. 7. Newsworthy Information Impact/Consequence
  8. 8. Newsworthy Information Impact/Consequence Proximity
  9. 9. Newsworthy Information Impact/Consequence Proximity Timeliness
  10. 10. Newsworthy Information Impact/Consequence Proximity Timeliness Prominence
  11. 11. Newsworthy Information Impact/Consequence Proximity Timeliness Prominence Interest
  12. 12. Newsworthy Information Impact/Consequence Proximity Timeliness Prominence Interest Novelty
  13. 13. What Drives News Stories …
  14. 14. What Drives News Stories … Entertainment
  15. 15. What Drives News Stories … Entertainment General News and Information
  16. 16. What Drives News Stories … Entertainment General News and Information Education
  17. 17. What Drives News Stories … Entertainment General News and Information Education Product Promotion
  18. 18. What Drives News Stories … Entertainment General News and Information Education Product Promotion Business/Financial
  19. 19. Mass Media Examples
  20. 20. Mass Media Examples Local– newspaper, magazines, television, radio, Internet sites
  21. 21. Mass Media Examples Local– newspaper, magazines, television, radio, Internet sites National – print publications, broadcast networks, wire services (new york times etc..)
  22. 22. Mass Media Examples Local– newspaper, magazines, television, radio, Internet sites National – print publications, broadcast networks, wire services (new york times etc..) Social Media – Internet based tools (Facebook, My Space, Flickr, Twitter, You Tube, Podcasts, Blogs, Wikis…)
  23. 23. Media Relations Tactics
  24. 24. Media Relations Tactics Traditional Media Kits
  25. 25. Media Relations Tactics Traditional Media Kits  news releases, media advisories, pitch letters, photo opportunities, video news releases
  26. 26. Media Relations Tactics Traditional Media Kits  news releases, media advisories, pitch letters, photo opportunities, video news releases Traditional News Conferences
  27. 27. Media Relations Tactics Traditional Media Kits  news releases, media advisories, pitch letters, photo opportunities, video news releases Traditional News Conferences Satellite Media Tours or Media Interviews
  28. 28. Media Relations Tactics Traditional Media Kits  news releases, media advisories, pitch letters, photo opportunities, video news releases Traditional News Conferences Satellite Media Tours or Media Interviews Staged events/Special Events – sometimes known as the “pseudo-events.”
  29. 29. Evaluation Methods  Systematic Tracking :  Media Placement  Media Impressions  Internet Hits  Social Media Marketing

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