Media relations involves obtaining publicity for clients through traditional and social media. It targets gatekeepers in mass and specialized media. Key tactics include media kits, news conferences, interviews and staged events. Success is evaluated by tracking placements, impressions, website traffic and social media engagement. The goal is to distribute newsworthy stories that will interest audiences by emphasizing impact, proximity, timeliness, prominence, novelty and other factors.

1. Media Relations

3. Media Relations

4. Media Relations
 Media Relations is obtaining publicity or
news for a PR practitioner’s client or
organization.

5. Media Relations
 Media Relations is obtaining publicity or
news for a PR practitioner’s client or
organization.
 Media Relations targets the “gatekeepers ”
of the mass and specialized media.

6. Media Relations
 Media Relations is obtaining publicity or
news for a PR practitioner’s client or
organization.
 Media Relations targets the “gatekeepers ”
of the mass and specialized media.
 Social Media allows people to share
opinions, insights, experiences and
perspectives.

8. Newsworthy Information

9. Newsworthy Information
 Impact/Consequence

10. Newsworthy Information
 Impact/Consequence
 Proximity

11. Newsworthy Information
 Impact/Consequence
 Proximity
 Timeliness

12. Newsworthy Information
 Impact/Consequence
 Proximity
 Timeliness
 Prominence

13. Newsworthy Information
 Impact/Consequence
 Proximity
 Timeliness
 Prominence
 Interest

14. Newsworthy Information
 Impact/Consequence
 Proximity
 Timeliness
 Prominence
 Interest
 Novelty

16. What Drives News Stories …

17. What Drives News Stories …
 Entertainment

18. What Drives News Stories …
 Entertainment
 General News and Information

19. What Drives News Stories …
 Entertainment
 General News and Information
 Education

20. What Drives News Stories …
 Entertainment
 General News and Information
 Education
 Product Promotion

21. What Drives News Stories …
 Entertainment
 General News and Information
 Education
 Product Promotion
 Business/Financial

23. Mass Media Examples

24. Mass Media Examples
 Local– newspaper, magazines, television,
radio, Internet sites

25. Mass Media Examples
 Local– newspaper, magazines, television,
radio, Internet sites
 National – print publications, broadcast
networks, wire services (new york times
etc..)

26. Mass Media Examples
 Local– newspaper, magazines, television,
radio, Internet sites
 National – print publications, broadcast
networks, wire services (new york times
etc..)
 Social Media – Internet based tools
(Facebook, My Space, Flickr, Twitter, You
Tube, Podcasts, Blogs, Wikis…)

28. Media Relations Tactics

29. Media Relations Tactics
 Traditional Media Kits

30. Media Relations Tactics
 Traditional Media Kits
 news releases, media advisories, pitch letters,
photo opportunities, video news releases

31. Media Relations Tactics
 Traditional Media Kits
 news releases, media advisories, pitch letters,
photo opportunities, video news releases
 Traditional News Conferences

32. Media Relations Tactics
 Traditional Media Kits
 news releases, media advisories, pitch letters,
photo opportunities, video news releases
 Traditional News Conferences
 Satellite Media Tours or Media Interviews

33. Media Relations Tactics
 Traditional Media Kits
 news releases, media advisories, pitch letters,
photo opportunities, video news releases
 Traditional News Conferences
 Satellite Media Tours or Media Interviews
 Staged events/Special Events – sometimes
known as the “pseudo-events.”

34. Evaluation Methods
 Systematic Tracking :
 Media Placement
 Media Impressions
 Internet Hits
 Social Media Marketing