1. Media relations as a practical tool in public participation
Kristina Kurm
PR specialist
Peipsi Center for Transboundary Cooperation
Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006

2. Media - “fourth estate of the realm”
Media aware, “mediatised” society
439 million people buy everyday
one of the 7,700 dailies publishes in the world.
Readership is more than one billion
everyday.
The audience for newspaper websites
increased 200 percent over the past five years.
(World Association of Newspapers (WAN), 2006)
Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006

3. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006
What is communication?
Communication is the transmission of ideas, information and attitudes from one people to another, from one organization to another, sometimes through the mass-media means.
Who says what to whom, through which channel and with what effect?
Aims of communication: to inform, to persuade, to appeal to do or not to do sth.
Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006

4. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006
What is PR?
Public relations (PR) is constant and systematic process in order to create and sustain favourable bilateral relationship between organization and public (Black)
PR = communication management.
Media relations is a part of public relations
Two-way symmetrical model of PR
(Grunig, Hunt; 1992)
Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006

5. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006
What is journalism?
Journalism – paid writing (and audiovisual equivalent) for public media with reference to actual and ongoing events of public relevance. (McQuail, 2000)
Ideal model of action in journalism:
1. Event 4. Postition
2. News 5. Public opinion
3. Discussion (Ruussaar, 2004)
Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006

6. Pro-active and re-active media relations
Organization informs on its own initiative (press-release)
Re-active
Media channel informs on its own initiative (replying on query)
Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006

7. Characterics of Estonian media
media-abundance
limited amount of consumers
limited market for quality-journalism
(Ruussaar, 2004)
“Estonia is a media society. Mass media is more important source of information than personal experience.”
(Study “Me. World. Media II” University of Tartu, Department of Journalism and Communication, 2005)
Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006

8. What makes a good communication?
60 % attitude
20 % techniques
20 % talent
(Mounter, 2004)
+ PLANNING
Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006

9. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006
PR techniques
PR techniques make up only a top of the iceberg in everyday PR.
The underwater part consists of studies, planning process, evaluation of campaigns and consulting leaders of the organization.
Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006

10. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006
Strategy and tactics
Strategy – where, why and for who we are moving?
Tactics – what are we doing for that, how we are moving (means and resources), who moves, what costs?
Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006

11. Components of communication strategy
Introduction
Description of an organisation
Analysis of the external environment
Analysis of the internal environment
The aims of the communication
Key messages
Priorities of the communicative activities
Expected results, criterias and methods of evaluation
Resources needed
Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006

12. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006
Tactical media plan
For each activity or event:
Time
Target group
Message
Form of the message / genre
Channel
Spokesperson
Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006

13. Golden rules of communication
Identify few key messages
Find the right language for each audience which makes sense of day-to-day experience.
Don`t lie!
Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006

14. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006
Key messages
Key messages originate from target group analysis and organisation goals
Every key message comes from overall key message of an organisation, which bases on it`s mission, vision and ground values.
Key message is modified to different target groups.
Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006

15. How to benefit from media?
Know everyday procedures/mechanisms
in media organizations.
The power of journalism
is in choosing the news
and in changing the meaning.
(Rebane 2001)
Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006

16. Integrated communication
Integrated communicative activities
Involving partners inside and outside the organisation
Two-step flow of communication
Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006

17. How to communicate with the media ?
Agreements should be made before interview
Prepare properly for the interview. If necessary and possible, take extra time for preparation.
In case the question was not understood, ask for repetition and specification
Answer honestly and precisely. If you do not know the answer, admit it.
Be outspoken, polite, calm and natural.
Be in control of your thoughts and expressions. (I know what I am talking about, not I speak as much as I know)
Speak of the things you know, what you believe in and what you are convinced of.
Try not to get upset when the questions are unpleasant.
Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006

18. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006
Things to remember!
It is the journalist`s job to get information. In helping him you will create positive preconditions for cooperation with the press.
Don`t use the phrase “I don`t comment!” easily! You must always give reasons for your decision. You can`t forbid journalist to write an article!
Journalist isn`t usually as good specialist in your area as you are – he must write about different thematics.
Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006

19. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006
News
“News” is the key word in media relations
Topical
Influential, significant, beneficial
Extraordinary
Geographically and emotionally related
Containing conflict
Entertaining
Celebrity-related
Fresh
Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006

20. Press-release must answer 6 basic questions
Who?
Is doing what?
Where?
When?
Why (this is important)?
How?
Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006

21. Structure of the press-release
Press-release has to correspond to a standard.
Logo or data of organization
Date
Heading
Lead
Amplifying paragraphs
Contact information
Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006

22. Writing a press release…
It should be precise, concise, clear, full of substance (no more than one page)
Fact and comment should be kept apart
Objectivity is relevant
Language and style should be accurate
Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006

23. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006
Thank You!
Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006