The document discusses best practices for media relations and securing positive publicity. It emphasizes building good relationships with journalists by treating them professionally and as individuals. Following the 12 principles of good media relations, such as being a trusted source of information and not lying, can help foster good relationships. Securing positive publicity is at the heart of public relations practice.

1. CopyrightCopyright © 2001, Prentice Hall, Inc.© 2001, Prentice Hall, Inc.
CHAPTER 14

2. 2Copyright ©2001 Prentice Hall, Inc.
QUICK QUIZ
What’s the number one communicationsWhat’s the number one communications
medium among Public Relations professionals?medium among Public Relations professionals?

3. 3Copyright ©2001 Prentice Hall, Inc.
SecuringSecuring Positive PublicityPositive Publicity
through the media is at the heartthrough the media is at the heart
of public relations practice.of public relations practice.

4. 4Copyright ©2001 Prentice Hall, Inc.
Let’s Discuss
Public versus Advertising
Which is regarded as more credible?Which is regarded as more credible?
Why?Why?
People regard publicity asPeople regard publicity as
more credible becausemore credible because
attracting positive publicityattracting positive publicity
requires good mediarequires good media
relationships and any salesrelationships and any sales
message is more subtle.message is more subtle.

5. 5Copyright ©2001 Prentice Hall, Inc.
What Drives the Media?
A quest for:A quest for:
InformationInformation
Scoops & TrendsScoops & Trends
Objectivity & FairnessObjectivity & Fairness
PRESS
CORPS

6. 6Copyright ©2001 Prentice Hall, Inc.
Let’s Discuss
The Relationships BetweenThe Relationships Between
Media and Public RelationsMedia and Public Relations

7. 7Copyright ©2001 Prentice Hall, Inc.
Sometimes the media andSometimes the media and
public relations are on…public relations are on…
……different philosophicaldifferent philosophical
wavelengths.wavelengths.

8. 8Copyright ©2001 Prentice Hall, Inc.
QUICK QUIZ
Establish a formal media relations policyEstablish a formal media relations policy
What can organizations do to fosterWhat can organizations do to foster
good media relations?good media relations?
Understand and follow the
12 principles of good media
relations
Understand and follow the
12 principles of good media
relations

9. 9Copyright ©2001 Prentice Hall, Inc.
12 Principles of Good Media Relations12 Principles of Good Media Relations
• Reporters are never “offReporters are never “off
duty.”duty.”
• You ARE the organization.You ARE the organization.
• Treat reporters asTreat reporters as
individuals.individuals.
• Treat journalistsTreat journalists
professionally.professionally.
• Don’t sweat the skepticism.Don’t sweat the skepticism.
• Don’t try to “buy” aDon’t try to “buy” a
journalist.journalist.
• Become a trusted source.Become a trusted source.
• Inform journalists evenInform journalists even
when you’re notwhen you’re not
“selling.”“selling.”
• Don’t expect newsDon’t expect news
viewpoint agreement.viewpoint agreement.
• Don’t “cop an attitude”Don’t “cop an attitude”
with reporters.with reporters.
• Read the paper.Read the paper.
• Never lie.Never lie.

10. 10Copyright ©2001 Prentice Hall, Inc.
QUICK QUIZ
What are the benefits of …What are the benefits of …
??
Advertising lets you control:Advertising lets you control:
ContentContent
SizeSize
LocationLocation
ReachReach
FrequencyFrequency

11. 11Copyright ©2001 Prentice Hall, Inc.
QUICK QUIZ
Name two benefits of publicity overName two benefits of publicity over
advertising:advertising:
Publicity costs aboutPublicity costs about
10% less than10% less than
advertising.advertising.
Publicity carries anPublicity carries an
implied third partyimplied third party
endorsement.endorsement.

12. 12Copyright ©2001 Prentice Hall, Inc.
Let’s Discuss Value of Publicity
How does publicity affect the following:How does publicity affect the following:
Introducing a
new product
Introducing a
new product
Revitalizing an
old product
Revitalizing an
old product
Working with
little or no
budget
Working with
little or no
budget
Enhancing
your
reputation
Enhancing
your
reputation
Explaining a
complicated
product
Explaining a
complicated
product
Responding to
crisis's
Responding to
crisis's

13. 13Copyright ©2001 Prentice Hall, Inc.
PITCHING PUBLICITYPITCHING PUBLICITY
Learn how
journalists
want to be
contacted
Write
don’t call
Know
deadlines
Address
editor by
name
Don’t
badger

14. 14Copyright ©2001 Prentice Hall, Inc.
PITCHING PUBLICITYPITCHING PUBLICITY
Never lie
Do your
own
calling
Use
exclusives
carefully
Develop a
relationship
Don’t send
clips of other
stories about
your client

15. 15Copyright ©2001 Prentice Hall, Inc.
QUICK QUIZ
When Addressing reporters, shouldWhen Addressing reporters, should
you use their first names?you use their first names?
Media Relations

16. 16Copyright ©2001 Prentice Hall, Inc.
QUICK QUIZ
Are reporters correct in thinkingAre reporters correct in thinking
they can ask embarrassingthey can ask embarrassing
questions?questions?
Media Relations

17. 17Copyright ©2001 Prentice Hall, Inc.
QUICK QUIZ
Should you ever say “no comment”?Should you ever say “no comment”?
Media Relations

18. 18Copyright ©2001 Prentice Hall, Inc.
QUICK QUIZ
When reporters call on the phone,When reporters call on the phone,
should you assume the conversationshould you assume the conversation
is being taped?is being taped?
Media Relations

19. 19Copyright ©2001 Prentice Hall, Inc.
QUICK QUIZ
Should you ever admit you hadShould you ever admit you had
professional training to handle theprofessional training to handle the
media?media?
Media Relations

20. 20Copyright ©2001 Prentice Hall, Inc.
Let’s Discuss
How to prepare copy for paid wires:How to prepare copy for paid wires:
Create “strong” lead Identify stock symbols
Specify timing—avoid busy hours
Always include headlines
Specify targets
Include contact names & numbers at the end
Check for accuracy

21. 21Copyright ©2001 Prentice Hall, Inc.
Handy Media DirectoriesHandy Media Directories
Gales Directory of PublicationsGales Directory of Publications
Bacon’s Publicity CheckerBacon’s Publicity Checker
Broadcasting YearbookBroadcasting Yearbook
Editor & Publisher YearbookEditor & Publisher Yearbook
Working Press of the NationWorking Press of the Nation
Specialized DirectoriesSpecialized Directories
Examples:Examples:
Congressional Staff GuideCongressional Staff Guide
Anglo-Jewish Media ListAnglo-Jewish Media List

22. 22Copyright ©2001 Prentice Hall, Inc.
Let’s Discuss Measuring Publicity
Press Monitoring (Clipping) Bureaus
Broadcast Transcription Services
Media Distribution Services
Content Analysis Services

23. 23Copyright ©2001 Prentice Hall, Inc.
Do your homework in advance.Do your homework in advance.
Relax.Relax.
Speak in personal terms.Speak in personal terms.
Welcome the naïve question.Welcome the naïve question.
Answer questions briefly and directly.Answer questions briefly and directly.
Don’t bluff and don’t lie.Don’t bluff and don’t lie.
Dealing with InterviewsDealing with Interviews
State facts and back-up generalities.State facts and back-up generalities.
If the reporter is promised furtherIf the reporter is promised further
information, provide it quickly.information, provide it quickly.
There is NO SUCH THING asThere is NO SUCH THING as
“being off the record.”“being off the record.”

24. 24Copyright ©2001 Prentice Hall, Inc.
Let’s Discuss Press ConferencesPress Conferences
Don’t play
favorites.
Notify the
media by mail
well in advance.
Follow up early and
often to get an accurate
expected count.
Schedule
conference in
mid-morning.
State in
advance the
time allotted
for the
conference.

25. 25Copyright ©2001 Prentice Hall, Inc.
Let’s Discuss Press ConferencesPress Conferences
Schedule
conferences in
meeting rooms.
Prepare materials
(press kits, etc.)
to supplement
conference.
Prepare for
T.V. coverage. Signal end of
conference: “I’ll
take one more
question.”
Cue
reinforcements