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Media relations functions
The document outlines the main functions of media relations, which include pitching stories to media, building relationships with reporters, fulfilling information requests, advising leadership, monitoring media coverage, crisis communications planning, and implementing publicity initiatives. It also provides tips for media relations professionals such as reading industry media, researching outlets, using online tools to track coverage, consistently building relationships with journalists, and communicating with internal management. The overall functions and goals of media relations are to gain positive coverage and visibility for an organization through proactive outreach and being a resource to reporters.
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Media relations functions
- 1. Media Relations Functions: AnOverview Eric Mansfield
- 2. The Media RelationsLandscape What PR pros are up against http://youtube.com/watch?v=dguiAWrUGMM
- 3. The Media RelationsLandscape Where’s the News?
- 4. The Media RelationsLandscape Anything goes? FOX8 Bear Sightings
- 5. MR Functions • 1.Pitch and place stories with media * The traditional role of Media Relations * Work with local, regional, national, and trade media * Now expanded to online/social/digital media (influential bloggers)
- 6. MR Functions • 2.Build relationships with media members * Most critical role in MR with traditional and new media members. * Focus on mutually beneficial relationships. * Develop relationship by providing relevant, impactful, and meaningful info
- 7. MR Functions 3. Fulfillreporters’ info requests •Company spokesperson/contact role •YOU are the subject matter expert on all parts of your organization •Become a valued/trusted resource for reporters/bloggers
- 8. MR Functions • 4.Counsel management on media * Educate management on realistic expectations. A. Fairness and accuracy * Educate management on media’s role in overall corporate strategy * Alert management to potential media opportunities, pitfalls and challenges
- 9. MR Functions How wouldyou advise your leadership to respond?
- 10. MR Functions • 5.Media monitoring * Monitor key media outlets (including blogs) for stories/posts/blogs on: A. Your company B. Your competition C. Your industry or field Issues and trends affecting A, B, and C
- 11. MR Functions • 6.Crisis Communications * How you handle bad news can define a company in publics’ eyes * Plan for a crisis BEFORE it happens!
- 12. MR Functions • 7.Publicity * Recommend, plan, and implement publicity initiatives (special events, launches etc.) * A strategic and often a tactical role
- 13. MR in Practice NoGood PR Deed Goes Unpunished
- 14. Getting It Done •1. Reading and monitoring * Read and digest all traditional and new media covering your organization as well as all local media * Don’t forget bloggers and online outlets. (An RSS feed is essential)
- 15. Getting It Done •2. Research media * Research outlets that cover, may cover, and that you want to cover your organization * Find out what stories they like to run * Then, after proper research, tailor appropriate stories to specific outlets
- 16. Getting It Done •3. Use online resources: A. To track: 1. Stories 2. Issues 3. Writers Lexus-Nexus, Dow Jones, Google Alert, FB, Topsy, Addict-O-Matic, and other online tracking services.
- 17. Getting It Done •4. Ongoing and consistent relationshipbuilding * Understand journalists’ needs/concerns Know and respect deadlines Know what a reporter/blogger writes about NEVER WASTE THEIR TIME!
- 18. Getting It Done •4. Ongoing and consistent relationshipbuilding (continued) * Individualize and tailor pitches to specific reporters/bloggers * Rarely use mass email pitches * NEVER WASTE THEIR TIME!
- 19. Getting It Done •5. Communicate with management * Compile and distribute daily/weekly “e-clipping reports” * Develop MR plans that help support organizational objectives * Talk to management about publicity opportunities
- 20.
- 21. Media Relations Can youmeasure media relations success?
- 22. Eric’s Tricks ofthe Trade Credit to Reporters …
- 23. Eric’s Tricks ofthe Trade … Pays off!
- 24. Your assignment Journalists andPublic Relations pros: adversaries or allies? Blog of at least 250 words Take a side and support your conclusions Due Thursday, 1/16 by 2:15 p.m.
- 25.