Lecture #10

In Class Assignment #3 Name 5 ways to help build strong media relations

Media Relations Part of PR is dealing with the media. In fashion PR, handling the press is one of the main responsibilities. Recent studies have been done which show that Americans are becoming unhappy with the media. Freedom of the Press is a constitutional right, and the media has regularly challenged authority with pointed, nasty, and even hostile questions

Media Relations Hound public figures, invade the privacy of private individuals, and can be obnoxious or even annoying. Dealing with the media has never been more challenging. The PR professional is often the individual who meets the media head on.

Objectivity in the Media Securing positive publicity in the media- role of PR professional. Publicity is regarded as more credible than ads. Publicity requires establishing good working relationships with the media. The role of the journalist is objectivity- acting fairly with the intention of remaining neutral. Total objectivity is impossible, biases and preconceived notions exist within all of us.

Objectivity in the Media Pure objectivity is unattainable in reporting. The media views officials– business or government spokespeople with some skepticism. The relationship between the media and PR professionals should be one of friendly adversaries rather than of bitter enemies. Even with some biases, the media usually want to receive the facts from all sides. Most journalists respect the role of the PR professional and when dealt with fairly will do the same for the PR professional.

How the Media and PR work The media wants the story- good or bad. Organizations want things to be represented in the best light.

Media and Public Relations Executives consider journalists to be the enemy. The practice of public relations as a profession gets knocked because often times they try to keep journalists out when times get tough.

Print Media Despite the growth of electronic media, print still stand as an important medium among public relations professionals. Many departments at newspapers and magazines still use news releases and other publicity vehicles compared to the limited opportunities on network and cable TV.

Print Media Despite circulation shrinkage, newspapers still dominate the nations news schedules What happens on the front page of the nation’s largest newspapers sets the agenda for the nation. 1,400 daily newspapers are published 50 million newspapers are sold 100 million people read one On average, a 30 minute television news program would cover only one- half of one page of a newspaper.

The Internet Factor Internet complicates the relationship between journalists and PR professionals Internet has ushered in a new age or journalistic reporting– immediate, unrestrictive, and uncontrolled. Newspaper websites have been growing While print staffs and editions shrink, the online 24 hours coverage of news staff has expanded quickly.

Blogging There are nearly 115 million blogs. Blogs come in a variety of shapes, sizes, and pedigrees Bloggers from all walks of life remain busy 24/7 Continuous stories, some true and some not

Issues With Electronic Media The issue that PR professionals have with electronic sources is creating closer relationships between their organizations and those who present the news. The key once again is fairness- each side accepting and respecting

Handling the Media It is the PR professional’s role to develop the relationships between their organizations and the media; print, electronic, and internet-based. Engage the media in an honest way to help get the organization’s point of view across. The organization must establish a formal media relations policy and then develop a philosophy for dealing with the media.

Dealing with the Media A reporter is a reporter- anything you say or do may be reported You are the organization- you represent the policy of the organization– you are reported by name and quoted on camera. So, every word out of your mouth must be carefully said. There is no standard issue reporter- many executives want nothing to do with the press, however, most journalists are just doing their jobs and should be treated as individuals.

Dealing with the Media Treat Journalist Professionally- sometimes the role of the PR professional and the journalist oppose one another, nonetheless the two should remain a professional relationship. Don’t Sweat the Skepticism- journalists are not paid to ask nice questions, bad news usually makes better news than good news. Some interviewees do not like this, however the prepared interviewee realizes this.

Dealing with the Media Don’t Try to “Buy” a Journalist- no bribes for a positive story Become a Trusted Source- The PR professional knows more about the organization than the reporter. If you are a trusted sources, the media will most likely cover positive stories about your organization in the future. Talk When Not “Selling”- Sharing information with the media even if it has nothing to do with your organization. Reporters need leads on story ideas.

Dealing with the Media Don’t Expect News Agreements- Don’t complain when a story does not make into publication. Do Not Get An Attitude- don’t have attitude with reporters. All reporters remember you—good or bad. Never Lie- you will never be trusted again. Read The Paper- You will learn what kind of stories the journalist writes.

Attracting Publicity Publicity is more powerful than advertising. Gained by dealing directly with the media. Advertising costs money, however, some things are guaranteed: Content- what is said and how it is portrayed Size- space devoted to organization Location- where the ad is in the publication Reach- Number of individuals the publication reaches Frequency- how many times the ad is run– very important

Advertising vs. Publicity Publicity is not controlled. Many press releases never reach the light of day It is not paid for. Cannot determine where the story will be placed in a publication, if it even is placed.

Advertising vs. Publicity Cannot determine how much spaced will be given to the story if it is run. The cost is minimal, costing the PR professional and management only the time to think of, create, and attempt to place the story in the media. Publicity is seen as being the thoughts of a third party- making the organization seem more credible.

Value of Publicity Announcing a new product or service Reenergizing an old product Explaining a Complicated Product Little or No Budget Enhancing an Organization’s Reputation Crisis Response- fastest and most credible means or response

Pitching to the Press Pitching: the activity of trying to place positive publicity in a periodical, news site, or in the electronic media of converting publicity to news.

Pitching to the Press Know Deadlines- time governs every newspaper, news stories should be scheduled whenever possible to accommodate deadlines. Generally Write First, Then Call- news releases first, follow-up calls to make sure they received a release should be avoided. Direct the Release to A Specific Person or Editor Determine How the Reporter Wants to Be Contacted- , mail, fax, paper

Pitching to the Press Don’t Badger- Little is achieved when acting upset when a story is not covered. Use Exclusives Cautiously- might promise exclusive stories to particular publications. When You Call Do Your Own Calling- PR professionals should do their own initial and follow-up calls.

Pitching to Press Don’t Send Clips of Other Stories About Your Client Develop a Relationship- Name of the Game Don’t Lie The fact remains that dealing with the print media remains an essential skill of public relations professionals.

Online Publicity News Releases- applies to online efforts as it does to print. Headlines- pay close attention to headlines, internet users are in a hurry and read the headline and decide whether or not to read the article. Announcements- usually used to get readers to visit a website for further information.

Online Publicity Links- transport readers to websites, automatically deliver the audience to the website being promoted. Newsletters- used to keep audiences updated on new products, services, issues, events. Libraries-able to keep large quantities of information online is a clear advantage of print.

Online Publicity Public Appearances- online chat sessions can be the equivalent of offline press conferences. Promotions- internet users are notorious giveaway fanatics News wires- the most important releases are those carried on news wires. Events- staging events is another way to draw reporters and other publics online.

Handling Media Interviews One of the essential tasks of the PR professional is coordinating interviews. Executives are not used to being put “on the spot.” Counseling executives for interviews has become an important task of the PR professional The thing to remember is that neither the interviewer or interviewee need to seek lasting friendships Interviewer wants a good story, interviewee wants to deliver key messages.

Handling the Media Prepare- interviewee must be briefed, point of view, interests, likely questions. Know Your Lines- know what you will say before you begin the interview. Relax- building rapport will help the interview, should seem like a conversation. Speak in Personal Terms- use “I” as much as possible. Personalize, speak as an individual, as a member of the public.

Handling the Media Welcome the Naïve Question- if the question sounds simple, it should be answered anyway. Answer Questions Briefly and Directly- Don’t ramble, be brief, concise and to the point Don’t Bluff- If a reporter answers a question you cant answer, admit it State Facts and Back Up Generalities- come armed with specific data

Handling the Media There Is Not Such Thing As Off The Record- a person who doesn’t want to see something in the media, shouldn’t say or do it! Don’t Say “No Comment”- suggests that you are hiding something or worse. If you can’t answer the question explain its because of confidentiality or proprietary reasons. Tell The Truth- In an interview your integrity is always on the line.

Final Thoughts Strong media relations are build on relationships of trust and respect. To earn respect amongst members of the media it is important to consider their needs first The PR professional should make sure that any client being interviewed is well prepared before going into the interview Print and electronic media require some of the same media efforts, but also have some differences No Lying!

References Seitel, F.P. (2011). The Practice of Public Relations. Prentice Hall: Boston.