Public Relations 101 May 21, 2014

Understand how media operates to maximize success Build positive relationships with reporters Understand what’s newsworthy Develop memorable key messages Capture the media’s attention Effectively handle interviews Prepare written materials in a reporter-friendly format Understand how to leverage social media Objectives INTRODUCTION

Why is PR important? Offers unique benefits over company-produced ads or publications Provides credibility Can influence public thought Can reach several audiences at once Creates a better understanding of an issue or position PR BASICS

PR Tactics Op-eds- 350 to 450 word opinion pieces Media pitch- description of a potential story to send to a journalist to land an interview or further coverage Social media Press release Media advisory- who, what, when, where and why of an event PR BASICS

Press Release PR BASICS

Media Advisory PR BASICS

PR Tips Learn the media landscape Define your message Release news, and only news Build and leverage relationships Have a crisis response plan Practice interviewing Capitalize on social media PR TIPS

The Media Landscape Beats vs. General Reporters Growth of the internet Understand what the media wants = successes Get to know the media covering your area or industry Remember- nothing is guaranteed PR TIPS

Release News and Only News Send news to reporters that is truly news Understand what gets noticed –Releases that have attention grabbing headlines –Clearly explain the who, what, when, where, why and how of a topic PR TIPS

What is newsworthy? Human interest stories Trends Timely activities New programs/initiatives Unique activities PR TIPS

Is it newsworthy? Ask yourself if it’s –New –Unique –The first –The only –Local –Timely PR TIPS

Developing Key Messages Could you explain your organization in 2-3 sentences? Are your key messages: –Few in number? –Written down? Messages should: –Follow basic speech structure –Reflect an inverted pyramid structure –Provide structure for the rest of your information PR TIPS

What Makes a Good Key Message Short and concise Strong and compelling –i.e. “The National Multiple Sclerosis Society is dedicated to ending the devastating effects of multiple sclerosis.” Uses statistics or analogies PR TIPS

Capturing the Media’s Attention Tell the story people want to hear, not necessarily the one you want to tell Understand that editors and writers have tight deadlines Leverage social media to share your story PR TIPS

Building Relationships Relationships are key to earning media coverage Media relations is the relationship an individual or organization builds with journalists PR TIPS

Crisis Response Plan Develop and test a crisis communications plan Best crisis situations are those that are planned for and anticipated –Anticipate EVERYTHING that could happen CRISIS COMMUNICATIONS

The Interview INTERVIEW TIPS

Before the Interview DO ask who will be conducting the interview DO inquire about format and duration DO prepare and practice DO treat your interview as a business relationship DON’T allow yourself to be interviewed on a topic outside of your expertise DON’T request specific questions to be asked INTERVIEW TIPS

During the Interview DO be honest and accurate DO deliver key messages DO stress the facts DO state the conclusions then data DO speak in sound-bites DO provide detail DO listen to the question DO think about your answer INTERVIEW TIPS

During the Interview Cont. DON’T keep talking to fill the silence DON’T talk too fast DON’T lie or cloud the truth DON’T raise issues you don’t want in the story DON’T speak for others DON’T speculate or guess DON’T express personal opinions DON’T engage in off the record conversations INTERVIEW TIPS

Avoid Communication Pitfalls Abstractions Attacks Attitude/Non-verbal messages Humor Jargon Negative words “Off the record” INTERVIEW TIPS

After the Interview DO be helpful, volunteer to get additional information DO watch for and read the resulting story DO ignore minor reporting errors that don’t impact the point of the story DON’T assume the interview is over DON’T refuse to talk further DON’T ask, “How did I do?” DON’T ask to review the story beforehand INTERVIEW TIPS

Social Media SOCIAL MEDIA Technology platforms where social interactions of individuals on public forums take place

Facebook vs. Twitter SOCIAL MEDIA Facebook –Incorporates the immediacy of Twitter with the interactivity of a blog or online journal –Users can see what you’re doing, view your photos and videos, create events and join groups Twitter –Brief text updates (up to 140 characters) & photos –Share and receive news with individuals, companies, organizations and #hashtags

Social Media SOCIAL MEDIA

Common Uses for CMHs Announce upcoming events Share news stories Interact with key audiences Share mental health topics or facts Post photos Post job vacancies SOCIAL MEDIA

QUESTIONS Clare Liening Shelby Pritchett