Experience the true Art of our hospitality
Agenda
Public Relations – The Science
The media climate
Traditional media
New media
Trends with journalism
How does the jo...
Public Relations – The Science
The Media Climate
The media landscape has changed…

• Higher competition between different media
• Financial pressure
• Fa...
The Media Climate
…which leads to

• Less resources
• More production on less time
• Pictures and ready printable material...
Traditional Media
•News papers
•Trade press

•News agencies
•Magazines

•Radio
•TV
New Media
Web magazines
Web TV and radio
Blogs
Forums
Virtual worlds
Podcasting
Video sites
Trends With Journalism
• More individuals in focus
• More shallow, less in-depth
• Progress towards fiction and entertainm...
How Does The Journalist Think?


My listener, My reader. My watcher.

Photographers, editors, web editors, advertisers or ...
”Who am I going to write for today?”
• Printed media, Internet media, TV or radio?
• Weekly, Daily or Trade press?
• Edito...
What makes news?


My listener, My reader. My watcher.

Photographers, editors, web editors, advertisers or other media…
Practical
• Headline
• Picture
• Negative often beats positive
• Straight on target
• Simplified
• Trends
• Who can back h...
The importance of images
•Indispensable for TV, important to printed media, irrelevant for radio.
•Strengthens the message...
Your Tool Set
First of all…
• Exist online
– Media contact
– Your offer
– Your images and event calendar

• Decide on the PR strategy
– ...
Then, set your mind
• Know your target group
– What gap can you fill?
– What is the interest?
– Decide on action

• Learn ...
When ready to go – be prepared
• Adapt your personal messages
– Act as journalist for the publication
If you was the journ...
The ways to contact a journalist
•Press information
•Press release
•Press invitation
•Phone call
•Personal e-mail



     ...
Be clear
     Be short
Adapt your message
Ethics, and if something goes wrong
•Press information
•Press release
•Press invitation
•Phone call
•Personal e-mail
The Press Ethic Rules
• Supplying correct news
• Room for answer
• Respect for personal integrity
• Careful when publishin...
If something goes wrong


•Speak to the journalist
•Speak to the editors in chief
•No reaction
•Demand correction or reply...
Questions?

Stephen Urmston, Initiative Public Relations

Telephone: +86 150 1060 2383
E-mail: initiativebeijingpr@gmail.c...
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Initiative Pr Media Relations

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Initiative Pr Media Relations

  1. 1. Experience the true Art of our hospitality
  2. 2. Agenda Public Relations – The Science The media climate Traditional media New media Trends with journalism How does the journalist think Who am I going to write for today What makes news Practical The importance of images Your toolset First of all Then set your mind When ready to go – be prepared The ways to contact a journalist Press ethnic rules If something goes wrong
  3. 3. Public Relations – The Science
  4. 4. The Media Climate The media landscape has changed… • Higher competition between different media • Financial pressure • Faster • Technique changes the conditions
  5. 5. The Media Climate …which leads to • Less resources • More production on less time • Pictures and ready printable material more important • Less time for research • More entertainment than information • General public more involved
  6. 6. Traditional Media •News papers •Trade press •News agencies •Magazines •Radio •TV
  7. 7. New Media Web magazines Web TV and radio Blogs Forums Virtual worlds Podcasting Video sites
  8. 8. Trends With Journalism • More individuals in focus • More shallow, less in-depth • Progress towards fiction and entertainment • Pictures increasingly important, still and moving • Technique creates direct and huge information flow • Increased transparency • More commenting, reasoning journalism, i.e. blogs
  9. 9. How Does The Journalist Think? My listener, My reader. My watcher. Photographers, editors, web editors, advertisers or other media…
  10. 10. ”Who am I going to write for today?” • Printed media, Internet media, TV or radio? • Weekly, Daily or Trade press? • Editorial, feature story, chronicle, news item? • Society, Science, culture or easy news? • One time piece or a series of articles?
  11. 11. What makes news? My listener, My reader. My watcher. Photographers, editors, web editors, advertisers or other media…
  12. 12. Practical • Headline • Picture • Negative often beats positive • Straight on target • Simplified • Trends • Who can back hypothesis? • Embodiment of the news
  13. 13. The importance of images •Indispensable for TV, important to printed media, irrelevant for radio. •Strengthens the message •Often reflects the target audience •Caption often read after headline
  14. 14. Your Tool Set
  15. 15. First of all… • Exist online – Media contact – Your offer – Your images and event calendar • Decide on the PR strategy – Goals – Level of ambition – A few communication directives – Target media – Your key message
  16. 16. Then, set your mind • Know your target group – What gap can you fill? – What is the interest? – Decide on action • Learn to think, and act, as media – Images – Newsworthiness – Spokes persons – Background information – Allies
  17. 17. When ready to go – be prepared • Adapt your personal messages – Act as journalist for the publication If you was the journalist, what would you like to hear? • Find spokespersons and allies – Act as journalist for the publication: If you was the journalist, who would you want to talk to? • Think widely - Background material – Act as journalist for the publication If you was the journalist, what material would you need for a full article?
  18. 18. The ways to contact a journalist •Press information •Press release •Press invitation •Phone call •Personal e-mail Who? What? When? Where? Why? How?
  19. 19. Be clear Be short Adapt your message
  20. 20. Ethics, and if something goes wrong •Press information •Press release •Press invitation •Phone call •Personal e-mail
  21. 21. The Press Ethic Rules • Supplying correct news • Room for answer • Respect for personal integrity • Careful when publishing pictures/names • Journalist integrity – does not reveal sources • Ways to find information – not deceive or bribe
  22. 22. If something goes wrong •Speak to the journalist •Speak to the editors in chief •No reaction •Demand correction or reply •Report Choose your battlefields. Fighting media is like fighting a skunk. It doesn’t matter if you win, you will have a bad smell anyway.
  23. 23. Questions? Stephen Urmston, Initiative Public Relations Telephone: +86 150 1060 2383 E-mail: initiativebeijingpr@gmail.com www.initiativepublicrelations.sm4.biz If you wish to copy or use for training purposes, please contact is on above address

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