Survivor Jussie Smollett

Print Media Relations or The Newspaper Game Public Relations Print Media Relations or The Newspaper Game

Questions What is meant by the “Devil’s advocate” role of the media? What is the current state of the newspaper industry? What is the important of objectivity to a reporter?

Questions What are reporters after? Does the story need to be a bad or a good story?

How to Deal with the Media A reporter is a reporter. You are the organization. There is no standard issue reporter. Treat journalists professionally.

How to Deal with the Media Don’t sweat the skepticism. Don’t “buy” a journalist. Become a trusted source. Talk when not “selling.”

How to Deal with the Media Don’t expect “news” agreement. Don’t cop attitude. Never lie. Read the paper.

Attracting Publicity What is the difference between advertising and publicity? Advertising guarantees: content, size, location, reach and frequency

Publicity Value Announcing a new product or service. Reenergizing an old product. Explaining a complicated product. Little or no budget.

Publicity Value Enhancing the organization’s reputation. Crisis response.

Pitching Publicity Know deadlines. Generally write, don’t call. Direct the release to a specific person or editor

Pitching Publicity Determine how the reporter wants to contacted Don’t badger. Use exclusives, but be careful.

Pitching Publicity When you call, do your own calling. Don’t send clips of other stories about your client. Develop a relationship.

Pitching Publicity Never lie.

Online Publicity News releases Announcements Links Newsletters

Online Publicity Libraries Public Appearances Promotions Events

Handling Print Interviews When addressing print reporter or electronic medium moderator, should you use his or her first name? Yes. Should you ever challenge a reporter in a verbal duel? No

Handling Print Interviews Are reporters correct in thinking that they can ask embarrassing questions of anyone in public office? Yes Should you answer a hypothetical question? No

Handling Print Interviews Should you ever say “No Comment”? No When a reporter calls on the telephone, should you assume that the conversation is being taped? Yes

Handling Print Interviews Do audiences remember most of the content of a television interview 30-minutes after is is broadcast? No Should you ever admit you had professional training to handle the media? Yes

Handling Print Interviews If you don’t know the correct answer to a reporter’s question, should you try to answer it anyway? No

Handling Print Interviews Do your homework in advance Relax Speak in personal terms Welcome the naïve question

Handling Print Interviews Answer questions briefly and directly Don’t bluff State facts and back up generalities If the reporter is promised further information, provide it quickly

Handling Print Interviews There is no such thing as being off the record Tell the truth

Press Conferences Don’t play favorites Notify the media by mail well in advance Follow up early and often Schedule the conference in midmorning Hold the conference in a meeting room, not someone’s office The time allotted for the conference should be stated in advance

Press Conferences Keep the speaker away from the reporters before the conference Prepare materials to complement the speaker’s presentation Remember television Let the reporters know when the end has come Cue the reinforcements