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4 12 prssa conference

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4 12 prssa conference

  1. 1. Media Relations: Journalists Are Our Friends Jane Tors, APR Executive Director Media Relations ◦ University of Nevada, Reno April 13, 2012 ◦ PRSSA Regional Conference
  2. 2. “Public relations is a strategiccommunication process that buildsmutually beneficial relationshipsbetween organizations and their publics.” - Public Relations Defined, March 2012 Public Relations Society of America initiative
  3. 3. The power ofcommunicationand earned media…
  4. 4. University Media Relations: Our ChargeDevelop and support coverage that advances the University’s… – “Keys to the future” – Reputation, tied to positioning and along themes – Constituent engagement and investment
  5. 5. University of Nevada: Quantity of Coverage Media placements: 1884 1991 1657 1173 482 182 146 March-May 2004 July-Sept 2005 uarterly averageQuarterly averageQuarterly averageQuarterly averageQuarterly average FY12 Q 2006 FY09 FY10 FY11
  6. 6. Our Principles and PracticesPrinciples:• Strive to be proactive, authentic, responsive, accessible, appropriately transparent• Facilitate communication rather than control• Strive to engender trust• Strive to share news and decisions first with those most directly effected• Strive to be known for quality work and quality news: we represent higher education, teaching and research• Teach, learn with and provide media relations counsel to our internal constituents• Focus on outcomes, not output
  7. 7. Our Principles and PracticesPrinciples:• Strive to be proactive, authentic, responsive, accessible, appropriately transparent• Facilitate communication rather than control• Strive to engender trust• Strive to share news and decisions first with those most directly effected• Strive to be known for quality work and quality news: we represent higher education, teaching and research• Teach, learn with and provide media relations counsel to our internal constituents• Focus on outcomes, not output
  8. 8. Our Principles and PracticesPrinciples:• Strive to be proactive, authentic, responsive, accessible, appropriately transparent• Facilitate communication rather than control• Strive to engender trust• Strive to share news and decisions first with those most directly effected• Strive to be known for quality work and quality news: we represent higher education, teaching and research• Teach, learn with and provide media relations counsel to our internal constituents• Focus on outcomes, not output
  9. 9. Our Principles and PracticesPrinciples:• Strive to be proactive, authentic, responsive, accessible, appropriately transparent• Facilitate communication rather than control• Strive to engender trust• Strive to share news and decisions first with those most directly effected• Strive to be known for quality work and quality news: we represent higher education, teaching and research• Teach, learn with and provide media relations counsel to our internal constituents• Focus on outcomes, not output
  10. 10. Our Principles and PracticesPrinciples:• Strive to be proactive, authentic, responsive, accessible, appropriately transparent• Facilitate communication rather than control• Strive to engender trust• Strive to share news and decisions first with those most directly effected• Strive to be known for quality work and quality news: we represent higher education, teaching and research• Teach, learn with and provide media relations counsel to our internal constituents• Focus on outcomes, not output
  11. 11. Practices:• Achieve high news value by evaluating, vetting and timing stories• A release is an invitation: establish visual and spokesperson for all releases prior to distribution• Employ subject experts as spokespeople whenever possible• Respond to all media inquiries with a business day; clarify and respect reporters’ deadlines• Dean or senior leader apprised of ALL news releases in advance• Second internal review of ALL stories before publication• Integrate with – don’t duplicate – other internal resources or outside resources
  12. 12. Practices:• Achieve high news value by evaluating, vetting and timing stories• A release is an invitation: establish visual and spokesperson in advance• Employ subject experts as spokespeople whenever possible• Respond to all media inquiries with a business day; clarify and respect reporters’ deadlines• Dean or senior leader apprised of ALL news releases in advance• Second internal review of ALL stories before publication• Integrate with – don’t duplicate – other internal resources or outside resources
  13. 13. Practices:• Achieve high news value by evaluating, vetting and timing stories• Releases and pitches are invitations: establish visual and spokesperson in advance• Employ subject experts as spokespeople whenever possible• Respond to all media inquiries with a business day; clarify and respect reporters’ deadlines• Dean or senior leader apprised of ALL news releases in advance• Second internal review of ALL stories before publication• Integrate with – don’t duplicate – other internal resources or outside resources
  14. 14. Practices:• Achieve high news value by evaluating, vetting and timing stories• A release is an invitation: establish visual and spokesperson in advance• Employ subject experts as spokespeople whenever possible• Respond to all media inquiries with a business day; clarify and respect reporters’ deadlines• Dean or senior leader apprised of ALL news releases in advance• Second internal review of ALL stories before publication• Integrate with – don’t duplicate – other internal resources or outside resources
  15. 15. “I get dozens of pitches every week.”“Don’t tell me your story is unique.”“Don’t tell me how much a little publicity will help you.”“Know what I’ve done recently.”“Know my interests.”“Forget hoping for a profile piece.”“The more you feel you need to say, the less you reallyhave to say.” - Jeff Haden, Inc.
  16. 16. Effective story telling: • Significant • Conflict • Contradiction • Catchy quote • Trend … best if data supported • Quirky • Localized angle
  17. 17. How do journalists prefer to receive news from a company or organization? Email 95.4% Tweet 1.7% Text 1.40% Email 95.4% Phone call 1.2% Fax 0.3% Source: TEK Group, 2012
  18. 18. Top 10 online elements: 1. Searchable Archives 2. PR Contacts 3. News Releases 4. Background Information 5. Product Info/Press Kits 6. Photographs 7. Help/FAQ 8. Crisis Communications 9. Events Calendar 10. Executive Biographies
  19. 19. Our work Strategic counseling Proactive promotion of stories • Releases, pitches • Events, briefings, news conferences Reactive facilitation, response Subject expert development Recurring opportunities Issue management Crisis communication Monitor and track
  20. 20. “There is a terrific disadvantage in not having theabrasive quality of the press applied to you daily.Even though we never like it, and even though wewish they didn’t write it, and even though wedisapprove, there isn’t any doubt that we could notdo the job at all in a free society without a very, veryactive press.” - John F. Kennedy
  21. 21. Right to know vs. privacy● Confidentiality  Personnel files/records  Student information beyond “directory information”  Patient information  Attorney-client privilege● Public record  FOIA – federal requirement, not state  NRS 239.010
  22. 22. PRSA Code of Ethics• Protect and advance the free flow of accurate and truthful information.• Foster informed decision making through open communication.• Protect confidential and private information.• Promote healthy and fair competition among professionals.• Avoid conflicts of interest.• Work to strengthen the public’s trust in the profession.
  23. 23. “Dealing with the media is moredifficult than bathing a leper.” - Mother Teresa
  24. 24. ###Contact: jtors@unr.edu

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