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Media presentation feb 2011


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Media presentation feb 2011

  1. 1. Yarra Valley Water Media Department Cheryl West, Media Manager Emma Hiller, Media Officer
  2. 2. <ul><li>Building media profile </li></ul><ul><li>Working together to achieve better outcomes </li></ul>Purpose
  3. 3. <ul><li>What is Media </li></ul><ul><li>What’s in it for me </li></ul><ul><li>Role of the Media Department </li></ul><ul><li>The dark arts of PR/Media </li></ul><ul><li>Importance of effective communication </li></ul><ul><li>Impacts of Bad Press </li></ul>Overview
  4. 4. What is media? <ul><li>Not just traditional forms, ie newspapers, tv, radio </li></ul><ul><li>Online tv clips, podcasts. Blogs, social media ie twitter, facebook you tube, Flickr </li></ul><ul><li>Industry publications </li></ul>
  5. 5. What's in it for me <ul><li>Raise profile of your research – fellowships </li></ul><ul><li>Raise personal profile – leading authority </li></ul><ul><li>Creates personal opportunity </li></ul><ul><li>Platform for advocacy – eg; .Envioromental awareness, Health warnings, call to action </li></ul><ul><li>Opportunity for awards </li></ul>
  6. 6. Role of the media dept <ul><li>Issues & reputation management </li></ul><ul><li>Proactive: project outcomes and milestones, pitching ideas </li></ul><ul><li>Reactive: seeking localised comment/opinion </li></ul><ul><li>On call 24/7 </li></ul><ul><li>We don’t control the media but we can seek to influence it </li></ul>
  7. 7. <ul><li>Timing: features, scheduling and planning </li></ul><ul><li>Placement: identify targets, exclusives </li></ul><ul><li>Crafting messages </li></ul><ul><li>Interview preparation – know your audience </li></ul><ul><li>Working with PR agencies – coordination is important </li></ul><ul><li>Build media relationships </li></ul><ul><li>YVW working for you </li></ul>The dark arts of PR/Media
  8. 8. <ul><li>Avoid negative press – if a journalist is writing a story that could potentially paint YVW in a bad light, call us or your account manager – otherwise it can look like both parties are trying to “pass the buck”. </li></ul>The importance of effective communication
  9. 9. <ul><li>Prevent inaccuracies and ensure consistent messages. In PR you can only control so much. It’s important to work together. </li></ul><ul><li>Internal communication is key. The best ambassadors you can have for your business are your own staff </li></ul><ul><li>If staff are passionate & engaged in what’s going on in your business, the better employees they will be </li></ul>The importance of effective communication
  10. 10. Impact of negative press <ul><li>Damage to company reputation </li></ul><ul><li>Decrease share values </li></ul><ul><li>Decrease in market position </li></ul>
  11. 11. How to access us <ul><li>Don’t be shy to tell your business relationship manager about story ideas or things your business is achieving. We meet with them all the time to get updates and your story may be just what we’re looking for. </li></ul><ul><li>The media is interested in good news stories, so be proactive. </li></ul>
  12. 12. Examples
  13. 13. Examples
  14. 14. Workshop <ul><li>Think of a project you would like to profile in the media (to do with sustainability) </li></ul><ul><li>How could YVW help? </li></ul><ul><li>Pros/cons of messages </li></ul><ul><li>What media streams can we use to get the message out there? Think of the audience you are trying to inform about this project. </li></ul>