OUHK COMM6024 lecture 1 - definition and significance of media relation


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OUHK COMM6024 lecture 1 - definition and significance of media relation

  1. 1. DA010 - Professional Diploma in Public Relations - COMM6024EP Media Relations and New Media Technology (2011/10) Lecture 1 Definition and significance of media relationDeveloped and Presented byRoy Ying, Msc., B.Comm.Note: Pictures used in this power point fileis for academic Purpose only
  2. 2. Table of Content• Course administration• Why invest in media relations?• Difference between media & public relations• Benefits in building relationship with media• Managing media in-house or via agency• Developing your media strategy• Resources needed in building media relations• Tutorial – case studies of a how media strategy can influence the way a business conducts its business
  3. 3. About me…
  4. 4. Your Turn• It’s time for me to get to know you• What’s your name?• What’s your job?• Have you managed PR activity before?• If yes, what are they?
  5. 5. Course ScheduleSession / Course Outline HoursDateLecture 1 Class introduction & administration 30 min8 Oct Definition and significance of media relation 2.5 hr1400-1700Lecture 2 Types of media and their characteristics; media organization in Hong Kong 3 hr9 Oct0930-1230Lecture 3 Knowing what the news media wants 3 hr9 Oct1330-1630Lecture 4 Building effective media relations with press and broadcast media 3 hr22 Oct1400-1700Lecture 5 Mid-term quiz 1.5 hr23 Oct Press release is not a PR strategy 1.5 hr0930-1230
  6. 6. Course ScheduleSession / Course Outline HoursDateLecture 6 Managing media event 3 hr23 Oct1330-1630Lecture 7 Media relations in event management and crisis communication 3 hr5 Nov1300-1600Lecture 8 New media technology and their impact on PR 3 hr5 Nov1600-1900Lecture 9 Media law: ethics, privacy, and social responsibility 3 hr6 Nov0930-1230Lecture 10 Project Presentation 2 hr6 Nov Review Class 1 hr1330-163019 Nov Exam 2 hr
  7. 7. What is Media Relations?• Definition – working with various media for the purpose of informing the public of an organizations mission, policies and practices in a positive, consistent and credible manner. – Media is generally defined as means of communications including print, electronic, online, and social. Class: Class: Can you give examples Can you give examples of media? of media?
  8. 8. Is this what you have in mind?
  9. 9. Is that what other people think?• General perception – Often mixed up with public relations (and they also get PR wrong just as often), but an organization’s media relations does not extend to the general public Class: Class: Is advertising an Is advertising an Class: Class: element of media element of media Is Media Relations Is Media Relations relations? relations? part of the PR part of the PR discipline? Why? discipline? Why?
  10. 10. Is that what other people think?• In the eyes of PR practitioner – Development and implementation of media strategy based on corporate objectives – Media database with personal contacts – Relationship with individual opinion formers – Influencing editorial content on relevant media Class: Class: Any difference between Any difference between in-house communications in-house communications role vis-à-vis PR agency? role vis-à-vis PR agency?
  11. 11. Is that what other people think?• From the journalist’s perspective – Industry contacts – Timely information and market intelligence – Ability to conduct last-minute interviews with experts, spokespersons or public figures. – Publish news based on credible sources that match media consumer’s expectations Class: Class: Would editors and Would editors and journalists take sides when journalists take sides when ititcomes to sensitive issues? comes to sensitive issues?
  12. 12. Why invest in media relations?• Improving the communication between the organization and its stakeholders via media• Building and maintaining positive relationships with the public• Making the public aware of the organization, its values and latest news,• Management of Crisis Communications, should the organization experience an obstacle• Understanding and communicating the public’s attitudes and concerns to an organization
  13. 13. What is there to invest?• Level of investment depends on media strategy. The following are common: – An in-house corporate communications team – PR retainer agency – A media friendly company website – Regular media events – Training for in-house media spokespersons Class: Class: Is CSR considered a form of Is CSR considered a form of media relations investment? media relations investment?
  14. 14. If you don’t, this could happen
  15. 15. Invest in Market Intelligence
  16. 16. Media vs. public relations• Media relations specifically involves building strong relationships with writers, producers, reporters, and editors who are in a position to cover your company.• Quote from an agency boss during a job interview: “I want someone who is trusted and respected by the media folks. He can pick up the phone and always get a hearing–and often get a story for our clients.”
  17. 17. Media vs. public relations• Public relations is really the bigger picture. It is about how your organization is perceived by the community at large. This would include the press but also embraces all other stakeholders.• Quote from a typical recruitment ad for a PR Officer: “PR officers build, maintain and manage the reputation of clients. They communicate key messages, often using third party endorsements such as public bodies, businesses or charities, to a defined target audiences to establish and maintain goodwill and understanding between the client and its stakeholders.”
  18. 18. Benefiting from media relations• Better and cheaper than placing advertisements• How much cheaper? Common metrics tool: Advertising Value Equivalency (AVE) – AVEs are calculated by measuring the column inches (in the case of print), or seconds (in the case of broadcast media) and multiplying these figures by the respective medium’s advertising rates (per inch or per second). – The resulting number is what it would have cost to place an advertisement of that size in that medium.Source: Institute for Public Relations
  19. 19. Example of AVE
  20. 20. Why Better? Editorial coverage gives betterstakeholder attention compared to paid ads
  21. 21. Benefiting from media relations• Regular and effective news releases can make your organization (or your spokespersons) a "news media source"• Writers and reporters are always looking for reliable and respected sources to quote• Examples of organization and individual 施永青 David Eldon
  22. 22. Managing media in-house or via PR agency• Most major corporations employ PR agencies, but effective media relations can also be established with in-house resources if you have the right talent Class: Class: Class: Class: What are the pros What are the pros What are the pros What are the pros and cons in hiring a and cons in hiring a and cons in and cons in PR retainer? PR retainer? managing media managing media relations in-house? relations in-house?
  23. 23. Developing your media strategy• Four major elements: – What do you want to accomplish? – Who do you want to reach (or who are your stakeholders)? – What message do you want to convey? – What kind of information from your organization is newsworthy?
  24. 24. What do you want to accomplish?• A list of goals you want to achieve, and those have to be measurable• Examples: – An updated media database in the region – Number of media coverage – Number of interviews – Number of columns – Number of invited commentaries – Air time on TV / Radio
  25. 25. Who are your stakeholders?• Media is obvious, but it is the finance page editor or property page editor or the assignment desk supervisor you want to develop relationship with?• Apart from traditional media, you should consider opinion leaders, bloggers, columnists and “multipliers”
  26. 26. What message do you want to convey?• This message should be derived from the corporate Vision, Mission & Values• The key is to be consistent• Examples from the jobs I’ve had: – Mission Hills: World’s No. 1 Golf course – RICS: Mark of Property Professionalism – HKTDC: Largest Exhibitions in Asia
  27. 27. CPA vs. SIA Class: Class: Which one Which one would you• Slogan: would you remember? remember?“Great Service Singapore Girls: A Great People Great Way to Fly Great Fare”
  28. 28. What kind of information from your organization is newsworthy?• You can find news in almost any event. Think of news angles.• It is your job to ensure that your organization becomes known and respected by editors, journalists, educators, and other stakeholders with whom you are communicating.• The more respected your organization is, the more (and better) coverage you are likely to receive.
  29. 29. Examples• Locations and launches• Industry developments and human interest• Numerical data and trends• Organizational announcements• Celebrations and Recognitions Class: Class: Try to come up with one Try to come up with one example from each of the example from each of the above announcements above announcements
  30. 30. Resources needed in building media relations1. Creating and maintaining media database – Broadcasting companies – Newspaper feature syndicates – Newspapers – Columnists – Publishers - periodicals and magazines – Radio stations – Television stations – Bloggers
  31. 31. Resources needed in building media relations2. Drafting a letter of introduction to all editors with an invitation to event or meeting – Must follow up by telephone calls – Talk about what? • Seek his help in identifying the right people who may be interested in either publishing, covering or writing news from your industry – You should think of who in your company or your PR firm should do this job
  32. 32. Resources needed in building media relations3. Making the Pitch – This is an area where most PR companies claim that they provide the greatest values – Yes and no. – Your story has to have news angle or it will never make it to the newspaper even if your PR firm has the best media contacts – But they can be helpful if they know already which editor is more interested in knowing the story that you are trying to pitch
  33. 33. Resources needed in building media relations3. Making the Pitch (cont’d) – The media database should also contains preferences of individual journalists, especially those from tier-1 media. – You have to know how they would like to receive news, when they will check their emails or turn on their phones, and the deadlines they are facing.
  34. 34. Resources needed in building media relations4. When the media shows interest – Most media will not publish everything on you release. They may have questions. – The person listed as media contact must have the Q&A sheet in front of his / her desk as well as mobile numbers of the bosses and relevant spokespersons – Photo database (preferably online) is important as the media may want not only the image related to the current news, but also possibly your archives.
  35. 35. Resources needed in building media relations4. When the media shows interest – TV media is quite unpredictable. Sometimes, they will want to do a special feature on a certain issue. You have got to have a number of spokespersons available. – Train your spokespersons as there is nothing more damaging than someone carrying your corporate branding looking stupid on national television. – If you have multiple spokespersons, make sure they are following your lines to take.
  36. 36. Resources needed in building media relations5. Maximizing press coverage – If your news is big enough, it may be worthy of hosting a press conference, which has to be properly managed and delivered. – Most PR agencies can provide this service, but it is your job to provide executive brief to your spokespersons – Timing of your PC is important as you should have the market intelligence to know whether there are any other competing events
  37. 37. Resources needed in building media relations5. Maximizing press coverage – Manpower requirement • Pitching to non-traditional media • Submitting articles to editors • Press clipping • Analysis of media coverage • Review why target media did not cover your story • Fact finding, and recovery action or secondary pitch on a different aspect of your story
  38. 38. Tutorial: Media Strategy
  39. 39. Mission Hills Golf Club• Prides itself as the No. 1 Golf Club in the world• Corporate Strategy – To be the leading golf club in the world – Create and maintain a world class golf & family resort image – The number one golf destination for businessmen in this region
  40. 40. Mission Hills Golf Club• Media Strategy – Aim to achieve the top 100 golf, destination and business magazine covering stories on Mission Hills every month – The Mission Hills brand is broadcasted or talked about every hour of the day on different types of media – At least one tier 1 golf magazine using Mission Hills as front cover every month – TV crew to shoot different parts of Mission Hills on a weekly basis
  41. 41. Mission Hills Golf Club• Class questions – What resources would you prepare? – What company policy would you set for your media relations team? – What sort of media plan would you put together in achieving these objectives?