The document discusses media relations and the relationship between journalists and public relations practitioners. It provides definitions of media relations and explains the importance of media relations in disseminating information to target audiences. The document then compares journalists and PR practitioners, noting they have different goals and use different channels and components in their work. It also discusses the mutual dependence between journalists and PR practitioners and tips for building positive relationships. The remainder of the document outlines various media types used in public relations like newspapers, magazines, radio, television, online news services, and social media. It also discusses strategies for preparing for and working with the media, including researching media outlets and planning publicity.

1. Group members:
Dương Thị Thùy Trang
Rliang Mas Nri
Nguyễn Thị Hồng Vân
Đỗ Thị Thủy
Phạm Thị Thu Hương
Trương Hồng Phúc
Phạm Khánh Hạ
Nguyễn Huỳnh Minh Oanh

2. Media Relations is obtaining publicity or news for a PR
practitioner’s client or organization.
DEFINITION OF MEDIA RELATION
Example: Vinamilk’s PR

3. THE IMPORTANCE OF MEDIA RELATION
To be the “gatekeepers ” of the mass and specialized media
Stresses on third party endorsements of the product, service and
firm or disseminate the information to the target audiences.
Provide relatively economical and effective method for
communicating with large and dispersed publics.

4. MAIN
FACTORS:
JOURNALISTS
PRACTICTITIONERS
Uses only two components: writing
and media relations
Focus on a mass audience and use
only one channel
Use many components
Focus on defined publics and use a
variety of channels
Use many components
Gather and select information
Write for a mass audience and
publish their work through only
one medium
Not inform public but change
behaviors of public to organization
More mediums : newspapers,
television, social media...
THE RELATIONSHIP B/W JOURNALISTS & PR
PRACTITIONERS

5. The public
relations
practitioner's
view of the
journalist
Mutual
dependence
Building
positive
relationships
Tips for getting
along with
journalists
THE RELATIONSHIP B/W JOURNALISTS & PR
PRACTITIONERS

6. Vinamilk – GOOD RELATIONSHIP with many
newspapers ( Tuoitreonline, Health and Family, Women,
etc.)
Vinamilk – update new article before launching new products
THE RELATIONSHIP B/W JOURNALISTS & PR
PRACTITIONERS

7. THE RELATIONSHIP B/W JOURNALISTS & PR
PRACTITIONERS

8. THE RELATIONSHIP B/W JOURNALISTS & PR
PRACTITIONERS

9. THE ROLE OF MEDIA IN PUBLIC RELATIONS
NEWSPAPERS

10. THE ROLE OF MEDIA IN PUBLIC RELATIONS
NEWSWIRE

11. THE ROLE OF MEDIA IN PUBLIC RELATIONS
MAGAZINES

12. THE ROLE OF MEDIA IN PUBLIC RELATIONS
RADIO

13. • You can target your advertising to a specific audience.
THE ROLE OF MEDIA IN PUBLIC RELATIONS
• A 30-second ad on radio is often less expensive
than a 30-second TV ad and easier to produce
• Decide who you are trying to reach, and then choose
the radio format that reaches your audience

14. Radio ads can be produced very quickly
THE ROLE OF MEDIA IN PUBLIC RELATIONS

15. MEDICINE FOR THE ELDERLY
THE ROLE OF MEDIA IN PUBLIC RELATIONS

16. THE ROLE OF MEDIA IN PUBLIC RELATIONS
TELEVISION
AND
CABLE
TELEVISION
TELEVISION
AND
CABLE
TELEVISION

17. Television reaches very large audiences
THE ROLE OF MEDIA IN PUBLIC RELATIONS
THE ROLE
OF
TELEVISION
AND CABLE
TELEVISION

18. ATM machine access
THE ROLE OF MEDIA IN PUBLIC RELATIONS

19. • Children can be reached during cartoon
THE ROLE OF MEDIA IN PUBLIC RELATIONS

20. Add more visuals, like images and videos, and easier to spread
THE ROLE OF MEDIA IN PUBLIC RELATIONS
ONLINE
NEWS
SERVICE

21. • Increased traffic to a website
• Enhanced brand awareness
THE ROLE OF MEDIA IN PUBLIC RELATIONS

22. SOCIAL MEDIA

23. SOCIAL MEDIA

24. SOCIAL MEDIA

25. • Social media optimization (SMO) is the use of a number
of social media outlets and communities to generate publicity to
attract the attention and increase the awareness of a product,
brand or event.
SOCIAL MEDIA

26. SOCIAL MEDIA

27. Mass media Mass collaboration
SOCIAL MEDIA

28. Expertise Trustworthiness
SOCIAL MEDIA

29. PREPARATION STRATEGIES
ORGANIZATION
INTERVIEWEE
WORKING WITH THE MEDIA

30. ORGANIZATION
Psychological preparation: don’t need to
feel intimidated
Identify objectives
Select a target audience
PREPARATION STRATEGIES
WORKING WITH THE MEDIA

31. INTERVIEWEE
• Deciding what needs to be said and say it – no
matter what the reporter’s question may be.
• Having own agenda with the points to make
no matter what the journalist may want.
• A positive mental attitude is essential.
PREPARATION STRATEGIES
WORKING WITH THE MEDIA

32. RESEARCH AND PLANNING IN MEDIA RELATION
RESEARCH PLANNING
WORKING WITH THE MEDIA

33. Who you are
dealing with.
What they are
interested in.
Understanding the organization
with management and media.
RESEARCH AND PLANNING IN MEDIA RELATION
WORKING WITH THE MEDIA

34. PLANNING
ORGANIZATIONAL NEWS
PUBLICITY
RESEARCH AND PLANNING IN MEDIA RELATION
WORKING WITH THE MEDIA

35. PLANNING
Organizational news:
RESEARCH AND PLANNING IN MEDIA RELATION
WORKING WITH THE MEDIA
• Dealing , lay out goals or objectives
• Identify key audience and specify key message and media channels

36. • Appearing in the form of a story rather than an advertisement
PLANNING
RESEARCH AND PLANNING IN MEDIA RELATION
WORKING WITH THE MEDIA
Publicity:
• The publication of news about an organization or person for
which time or space was not purchased.

37. a conscious effort to
attract attention to an
issue, event, or
organization
PLANNING
RESEARCH AND PLANNING IN MEDIA RELATION
WORKING WITH THE MEDIA
Publicity: Divided into 2 categories
SPONTANEOUS
PLANNED
accident, fire, explosion,
strike, or any other
unplanned event

38. • New releases: the most common type of publicity
• 6 types of releases
MEDIA RELATIONS PROGRAM ELEMENTS
Business Features1
Consumer Service Features2
Financial Features3
Product Features4
Pictorial Features5
Public Service
Announcements6

39. Important form of
publicity, highly
prized by many
organization
MEDIA RELATIONS PROGRAM ELEMENTS
1. Business Feature

40. Newspaper,
magazines, tv
stations… designed to
assist consumers
MEDIA RELATIONS PROGRAM ELEMENTS
2.Consumerservicefeatures

41. Most newspaper,
magazines, radio
stations… carry
financial news.
MEDIA RELATIONS PROGRAM ELEMENTS
3. Financial Features

42. Stories about product
in newspapers,
magazine, TV…
MEDIA RELATIONS PROGRAM ELEMENTS
4. Product Features

43. Newsworthy of
unusual
photographs can
communicate a
message
MEDIA RELATIONS PROGRAM ELEMENTS
5. Pictorial Features

44. Messages in
the public
interest
disseminated
by the media
without charge
MEDIA RELATIONS PROGRAM ELEMENTS
6. Public Service Announcement (PSAs)

45. MEDIA RELATIONS PROGRAM ELEMENTS
Packaging News Releases
Distributing News Releases
Organizing Press/ News Conferences

46. Packaging News Releases
• In form of media kits (press kit)
MEDIA RELATIONS PROGRAM ELEMENTS
News Releases Photographs Fact Sheet Background Information
• No need to be elaborate and costly

47. Distributing News Releases
Likely to arrive by e-mail, faster than fax, regular mail
or hand-carried delivery
MEDIA RELATIONS PROGRAM ELEMENTS

48. Organizing Press or News Conferences
• Considered a basic component of media relation
MEDIA RELATIONS PROGRAM ELEMENTS
• Press or News Conferences: structured opportunities to
release news simultaneously to all media

49. 3. Coordinate the Meeting with Public Relation
Practitioners Serving as Directors and Stage Managers
MEDIA RELATIONS PROGRAM ELEMENTS
Guidelines for ensuring success
1. Plan the Event Carefully
2. Prepare Executives and Others to Be Interviewed

50. • Became a major method of media in the 1980s
• 4 common uses of video
1. Be a short news
2. Electronic media kits: similar to the conventional media kit
3.Satellite press conferences: provide an opportunity for TV
4. Satellite media tours: provide individual interviews
USES OF VIDEO

51. • Take on added and somewhat different importance
• Result of the Internet
THE ROLE OF TECHNOLOGY IN PUBLIC RELATIONS

52. The Internet
Turn every newsroom in the world into a round-
the-clock operation
THE ROLE OF TECHNOLOGY IN PUBLIC RELATIONS

53. Blog, Podcasts, and RSS Feeds
• Blog: simple online Web journals
• Podcasts: audio and/or video cast of content for later
use
• RSS Feeds: technology for distributing and displaying
content for the Web
THE ROLE OF TECHNOLOGY IN PUBLIC RELATIONS

54. Wikis, Intranets, Extranets, and Web Sites
• Changed media relation the most
• Intranet: computer-based systems for communicating
• Extranet: same process for reaching
THE ROLE OF TECHNOLOGY IN PUBLIC RELATIONS

55. THANK YOU
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