The Benefits of Media Relations Chris McManes, IEEE-USA Sr. Public Relations Coordinator IEEE-USA Annual Meeting 1 September 2007, Scottsdale, Ariz.

2007 IEEE-USA President John Meredith l Engineers have a responsibility to communicate with the public, and one of the best ways is through the media. l So we have an obligation to improve our communication skills. l We ought to have more engineers on Capitol Hill communicating with lawmakers. (June 27, 2007)

What is Public Relations? l Communication between an organization and its publics that fosters a favorable view of your organization l Influencing public opinion positively l Enhancing an organizations reputation

Media Relations

Media Relations Key to Public Relations l Relationships with media are the heart of most public relations programs. – Barbara Hyde, ASM director of communications l Goal: positive coverage in print, online and broadcast media l Provide: press access to information and spokespeople

The Benefits of Media Relations l Allows you to communicate with colleagues and the public l Helps you to influence decision makers and policy makers l Enhances image of engineers & engineering l Increases public support for engineering projects and legislation

How You Can Receive Coverage l Use whatever public relations resources are available l If none, contact local media outlets to find out best person to contact l Ask about public service announcements l or fax the reporter the information l Voice contact is best

News Release l Used to announce news l Get it in the right hands l Have interview subject available

Media Advisory l Announces an event that might interest the media l Easy to read l Answers What, Who, When, Where, Why you should attend and the people speaking

Press Kit l Collection of materials about your company or client l Usually in a folder l Available at an event l Can be online

Become a Media Resource l Helps media understand a subject to explain to their audience l Hi, Im a high-tech professional and member of the IEEE l IEEEs Technical Experts Guide l Make clear who you represent l Live contact first

Benefits of Being a Media Resource l Builds relationships with reporters, who can portray your company (and the IEEE) positively or negatively l Helps reporters explain often complex principles in laymans terms so the public understands l Boosts your career (and possibly self-esteem)

Be Right & Write Well l Well-written work reflects positively on you and your organization l Gives you more credibility & a leg up on fellow staff and competitors l Should be accurate, informative, entertaining & easy to understand l Put most important information first

Be an Effective Communicator l Recent poll of corporate recruiters ranked communication and interpersonal skills as No. 1 trait l If youre in business and your competitor is a more effective communicator, youre probably not going to get that contract. – Timothy Koegel, author, The Exceptional Presenter.

2004 IEEE President Art Winston l IEEE-USA, it seems to me, does an excellent job maximizing public relations. (IEEE All-Hands Meeting, )

Chris McManes