Handling Basic Public Relations
              (DIY approach for SMEs)




Presented by: Andrew Chow
Ice Breakers
               What kind of
               News Maker?


                              YOU

                 ...
20 Tips
1

    Understanding Publicity
2
    Understand what is News to the
               Media
3
    Build and Maintain Positive
           Relationship
4

    Know Your Rights with the Media
5

    Prepare concise press release
6
    Do not Just “Press and Release”
            Pitch after that!
7
    Always Prepare for Radio
    Interview
8

    Preparing for Television interview
9

    Master the Art of Media Pitching
10
     Managing Press Conference
     (date / location / invitation / actual day)
11
     Crisis Management Skills
     (10 hard questions)

                     What happened?
                     Why di...
12

     Extreme Crisis, Extreme CEO
13

     Give reporter special access
14

     Contribute article to the press
15
     Keep your sound bytes under 30
     seconds
16
     Use photography or visuals to enhance
     the possibility of a story being run
17



     Realize that you have no
     control over the content,
     format and timing of
     report
18
     Be sure all information you use
     is accurate


                         Bee
                         Or
      ...
19
     Look out for major upcoming
     events to align your publicity
20
     Always project a positive image
     about Singapore when dealing with
     International Media
10 Pitfalls
1
    Do not expect a perfect story
2
    Do not say anything “off the
    record”
3
    Do not say the word
    “Publicity” during interview
4
    Avoid saying your company name
    during interview
5
    Do not disclosure company
    confidential information unless
    you are cleared
6
    Do not offer a 2nd journalist an
    exclusive unless the first one has
    rejected your offer
7
    Do not ask for the soft copy of the
    story before it is published
8
    Do not threaten journalists with
    reduction of advertising budget if
    story is turned down
9
    Do not be a Business Marketer,
    Be a Content Provider
10
     Do not ever send false company
     information
5 Case Studies
1




One On One Express
Craft your press release like how   1
you wish to be reported
Briefing Advocate        1
for your Business
• Prepare a FAQ list
• Set the OB markers
• Rehearse if possible
2




Dating@Sea 2007
2
Same Event; 3 Different Angles
Event : Cruise for Singles (Dating@Sea)

•Story 1 : Cruise
     •Program
     •Profile
  ...
2
Same Event, 3 phases
Event : Cruise for Singles (Dating@Sea)

•Pre : Pitching
    •Radio Talk
    •3 Magazine Announceme...
2
Pre Event




            Radio Interview
2
     Cruise




1 May 07              2 May 07                 3 May 07
Cruise – dating@sea   Cruise – Staff Welfare   C...
2
Post Event




 Lifestyle (Eng & Chinese)   The Peak (Eng & Chinese)
2
Media loves to “coin” new names

   Dating@Sea
            •Love Boat
            •Sea of Love
3



Thematic Event Marketing
 revolving around Movies
3
Working with Partners for good stories
3
Working with Partners for good stories




           Lifestyle + Entertainment
3
Working with Partners for good stories
4



Siblings & Buddies
    Connection
Be Creative, Use new ways for old concept.   4
5




Ideas….Insights….Interview
5
Report insight – eg Survey
• NetProfit Quest – Announcement of
  survey results for Social Media Usage
  among SMEs
Need More Help?
Positive Business Minute
(22 days on Radio 938live)




                         Andrew Chow
Training & Consultancy
Andrew Chow a.k.a Ideasandrew
      Social Networking
             Facebook - http://www.facebook.com/profile.php?id=10813...
Basic Media Management Skills
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Basic Media Management Skills

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Basic Media Management Skills

  1. 1. Handling Basic Public Relations (DIY approach for SMEs) Presented by: Andrew Chow
  2. 2. Ice Breakers What kind of News Maker? YOU What will this be?
  3. 3. 20 Tips
  4. 4. 1 Understanding Publicity
  5. 5. 2 Understand what is News to the Media
  6. 6. 3 Build and Maintain Positive Relationship
  7. 7. 4 Know Your Rights with the Media
  8. 8. 5 Prepare concise press release
  9. 9. 6 Do not Just “Press and Release” Pitch after that!
  10. 10. 7 Always Prepare for Radio Interview
  11. 11. 8 Preparing for Television interview
  12. 12. 9 Master the Art of Media Pitching
  13. 13. 10 Managing Press Conference (date / location / invitation / actual day)
  14. 14. 11 Crisis Management Skills (10 hard questions) What happened? Why did it happen? Was anyone injured or affected from it? Could this have been prevented? Has this ever happened before? Currently, what are you doing about it? When will the problem be solved? How will you prevent this from happening again? Did you know this was going to happen? What would you like to say to those affected?
  15. 15. 12 Extreme Crisis, Extreme CEO
  16. 16. 13 Give reporter special access
  17. 17. 14 Contribute article to the press
  18. 18. 15 Keep your sound bytes under 30 seconds
  19. 19. 16 Use photography or visuals to enhance the possibility of a story being run
  20. 20. 17 Realize that you have no control over the content, format and timing of report
  21. 21. 18 Be sure all information you use is accurate Bee Or Bug?
  22. 22. 19 Look out for major upcoming events to align your publicity
  23. 23. 20 Always project a positive image about Singapore when dealing with International Media
  24. 24. 10 Pitfalls
  25. 25. 1 Do not expect a perfect story
  26. 26. 2 Do not say anything “off the record”
  27. 27. 3 Do not say the word “Publicity” during interview
  28. 28. 4 Avoid saying your company name during interview
  29. 29. 5 Do not disclosure company confidential information unless you are cleared
  30. 30. 6 Do not offer a 2nd journalist an exclusive unless the first one has rejected your offer
  31. 31. 7 Do not ask for the soft copy of the story before it is published
  32. 32. 8 Do not threaten journalists with reduction of advertising budget if story is turned down
  33. 33. 9 Do not be a Business Marketer, Be a Content Provider
  34. 34. 10 Do not ever send false company information
  35. 35. 5 Case Studies
  36. 36. 1 One On One Express
  37. 37. Craft your press release like how 1 you wish to be reported
  38. 38. Briefing Advocate 1 for your Business • Prepare a FAQ list • Set the OB markers • Rehearse if possible
  39. 39. 2 Dating@Sea 2007
  40. 40. 2 Same Event; 3 Different Angles Event : Cruise for Singles (Dating@Sea) •Story 1 : Cruise •Program •Profile •Place •Story 2 : Employer for staff welfare •Who, What, How? •Story 3 : Competitors in strategic alliance •Sharing •Variety •Mega
  41. 41. 2 Same Event, 3 phases Event : Cruise for Singles (Dating@Sea) •Pre : Pitching •Radio Talk •3 Magazine Announcement •Event : interview •1 event for 3 stories •Post : Follow up stories •3 TV report : Ch News Asia, Ch 8, Ch U •3 magazine features •1 online video features
  42. 42. 2 Pre Event Radio Interview
  43. 43. 2 Cruise 1 May 07 2 May 07 3 May 07 Cruise – dating@sea Cruise – Staff Welfare Cruise – Competitors in alliance
  44. 44. 2 Post Event Lifestyle (Eng & Chinese) The Peak (Eng & Chinese)
  45. 45. 2 Media loves to “coin” new names Dating@Sea •Love Boat •Sea of Love
  46. 46. 3 Thematic Event Marketing revolving around Movies
  47. 47. 3 Working with Partners for good stories
  48. 48. 3 Working with Partners for good stories Lifestyle + Entertainment
  49. 49. 3 Working with Partners for good stories
  50. 50. 4 Siblings & Buddies Connection
  51. 51. Be Creative, Use new ways for old concept. 4
  52. 52. 5 Ideas….Insights….Interview
  53. 53. 5 Report insight – eg Survey • NetProfit Quest – Announcement of survey results for Social Media Usage among SMEs
  54. 54. Need More Help?
  55. 55. Positive Business Minute (22 days on Radio 938live) Andrew Chow
  56. 56. Training & Consultancy
  57. 57. Andrew Chow a.k.a Ideasandrew Social Networking Facebook - http://www.facebook.com/profile.php?id=1081391088&ref=name Plaxo http://ideasandrew.myplaxo.com/ Linkedin - http://sg.linkedin.com/in/ideasandrew Social Media Sharing Flickr Collection - http://www.flickr.com/photos/ideasandrew/ Youtube Channel - http://www.youtube.com/user/ideasandrew Slideshare - http://www.slideshare.net/ideasandrew Podomatic - http://ideasandrew.podomatic.com Social Blogging / Micro-blogging Twitter - http://twitter.com/Ideasandrew Wordpress – www.andrewchow.sg Social Bookmarking Delicious - http://delicious.com/Ideasandrew Social Collaboration Wikipedia - http://en.wikipedia.org/wiki/User:Ideasandrew Meet up - http://www.meetup.com/members/11966314/

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