1. MEDIA RELATIONS
(60-80% of Corporate Comm. activities are focused on media relations)
Purpose of MR PUBLICITY
PROMOTION

2. How to publicize & promote?
1. News releases
2. Media/press conferences
3. Media visits
Media interviews
Media junket
Media briefings
Special events (eg. media night, dinner, etc.)

3. What to publicize & promote?
1. New Products
New Services
New appointments
Events
Etc.

4. News Determinants Prominence. Importance. Geography Proximity.
Consequence/Impact.
Timeliness.
Oddity.
7. Controversy.

5. Benefits of a Media Partnership
1. Build confidence in your organization’s integrity.
Enhance recognition & respect.
Maintain customers loyalty
Establish a personal relationship.
Strengthen support.
Reduce criticism.

6. Value of Media Relations
What Can Media Outreach Do?
Project a positive image about the industry.
Generate understanding of role in society.
Educate public about industry.
Identify audience as a source of information.
Provide balanced inputs.
Advance publicity agenda.

7. BUILDING MEDIA RELATIONS
1. Tell the truth even if it hurts.
2. Get the important facts out first.
3. Never go "off the record".
4. Never evade a reporter's question. Be direct.
5. If you don't know the answer, say so.
6. Address the issues from the audience's viewpoint.
7. Never argue with the reporter.

8. Why Press Important to Industry?
1. Direct contact with consumers.
2. Press able to provide professional knowledge as perceived by audiences.
3. Broader perspective as liaison between industry and consumer

9. Types Daily and weekly newspapers Wire services Trade publications
Know your local media
Types
Daily and weekly newspapers
Wire services
Trade publications
Organization newsletters
Broadcast Media

10. Print Media Choose most appropriate contacts
Choose sections related to industry issues in:
Business
Government/legislative
Metro news
Features
Etc (Health/medical)
Who you contact is fundamental to the success of your media effort.
editors/reporters/columnists

11. Distinctions Between Print and Broadcast
Allows more in-depth coverage
Often more lead-time
Great range of venues
Broadcast
Sound bites -- message must
be more concise
Must have experienced
spokesperson
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12. Key Media Issues
•Government-influenced; organized, like government, along party lines
•Highly supportive of the national agenda
•Sometimes used to discredit individuals and institutions
•Skills shortages, poor language competency
•Print media much more developed
in content, electronic media less so
•TV widely used for propaganda;
radio entertains
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