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Living with the Media 247

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Presentation was done on 20 Aug 2015 at Singapore Info Com Conference.

Published in: Business
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Living with the Media 247

  1. 1. Living with The Media 24/7 (DIY approach for SME Owners)
  2. 2. What will this be? YOU What is News?
  3. 3. Understanding Publicity 1
  4. 4. Protect your job or reputa=on 1 It isn’t a reporter’s job to …
  5. 5. Advance your agenda 2 It isn’t a reporter’s job to …
  6. 6. Ask ques=ons to help you to say what you want to say 3 It isn’t a reporter’s job to …
  7. 7. Write a story the way you want it to be told 4 It isn’t a reporter’s job to …
  8. 8. Understand what News is 2
  9. 9. 2 • New • Unusual • Current • Local • Abnormal • Sensa5onal • InsighFul • Socially impac9ul • What’s viral now on social media Understand what News is
  10. 10. Maintain Posi=ve Rela=onship 3
  11. 11. 3 Maintain Posi=ve Rela=onship
  12. 12. Know Your Rights with the Media 4
  13. 13. Prepare concise press release 5
  14. 14. Do not Just “Press and Release” Do a Pitch to follow up! 6
  15. 15. Always Prepare for Radio Interview 7
  16. 16. Preparing for Television interview 8
  17. 17. Exclusive story / Behind the Scene 9
  18. 18. Managing Press Conference (date / loca=on / invita=on / actual day) 10
  19. 19. Crisis Management Skills (10 hard ques=ons) 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? 11
  20. 20. Extreme Crisis, Extreme CEO 12
  21. 21. Give reporter special access 13
  22. 22. Contribute ar=cle to the press 14
  23. 23. Keep your sound bytes under 30 seconds 15
  24. 24. Use photography or visuals to enhance the possibility of a story being run 16
  25. 25. Realize that you have no control over the content, format and =ming of report 17
  26. 26. Be sure all informa=on you use is accurate Bee Or Bug? 18
  27. 27. Look out for major upcoming events to align your publicity 19
  28. 28. Always project a posi=ve image about Singapore when dealing with Interna=onal Media 20
  29. 29. Impact of Social Media on News
  30. 30. #1 – No Anonymity
  31. 31. #2 – No single source of informa=on
  32. 32. #3 – No more private space
  33. 33. #4 – No more speed limit
  34. 34. #5 – No more moderators
  35. 35. #6 – No more objec=vity
  36. 36. #7 – No simple way of telling a story
  37. 37. #8 – No more absolute censorship
  38. 38. 10 PiFalls
  39. 39. Do not expect a perfect story 1
  40. 40. Do not say anything “off the record” 2
  41. 41. Do not say the word “Publicity” during interview 3
  42. 42. Avoid saying your company name during interview 4
  43. 43. Do not disclosure company confiden=al informa=on unless you are cleared 5
  44. 44. Do not offer a 2nd journalist an exclusive unless the first one has rejected your offer 6
  45. 45. Do not ask for the soj copy of the story before it is published 7
  46. 46. Do not threaten journalists with reduc=on of adver=sing budget if story is turned down 8
  47. 47. Do not be a Business Marketer, Be a Content Provider 9
  48. 48. Do not send false informa=on 10

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