2. Survivor
Jussie Smollett

3. Print Media Relations or The Newspaper Game
Public Relations
Print Media Relations or
The Newspaper Game

4. Questions What is meant by the “Devil’s advocate” role of the media?
What is the current state of the newspaper industry?
What is the important of objectivity to a reporter?

5. Questions What are reporters after?
Does the story need to be a bad or a good story?

6. How to Deal with the Media
A reporter is a reporter.
You are the organization.
There is no standard issue reporter.
Treat journalists professionally.

7. How to Deal with the Media
Don’t sweat the skepticism.
Don’t “buy” a journalist.
Become a trusted source.
Talk when not “selling.”

10. How to Deal with the Media
Don’t expect “news” agreement.
Don’t cop attitude.
Never lie.
Read the paper.

11. Attracting Publicity
What is the difference between advertising and publicity?
Advertising guarantees: content, size, location, reach and frequency

12. Publicity Value Announcing a new product or service.
Reenergizing an old product.
Explaining a complicated product.
Little or no budget.

13. Publicity Value Enhancing the organization’s reputation.
Crisis response.

14. Pitching Publicity Know deadlines. Generally write, don’t call.
Direct the release to a specific person or editor

15. Pitching Publicity Determine how the reporter wants to contacted
Don’t badger.
Use exclusives, but be careful.

16. Pitching Publicity When you call, do your own calling.
Don’t send clips of other stories about your client.
Develop a relationship.

17. Pitching Publicity
Never lie.

18. Online Publicity
News releases
Announcements
Links
Newsletters

19. Online Publicity
Libraries
Public Appearances
Promotions
Events

20. Handling Print Interviews
When addressing print reporter or electronic medium moderator, should you use his or her first name?
Yes.
Should you ever challenge a reporter in a verbal duel? No

21. Handling Print Interviews
Are reporters correct in thinking that they can ask embarrassing questions of anyone in public office?
Yes
Should you answer a hypothetical question? No

22. Handling Print Interviews
Should you ever say “No Comment”? No
When a reporter calls on the telephone, should you assume that the conversation is being taped?
Yes

23. Handling Print Interviews
Do audiences remember most of the content of a television interview 30-minutes after is is broadcast? No
Should you ever admit you had professional training to handle the media?
Yes

24. Handling Print Interviews
If you don’t know the correct answer to a reporter’s question, should you try to answer it anyway? No

25. Handling Print Interviews
Do your homework in advance
Relax
Speak in personal terms
Welcome the naïve question

26. Handling Print Interviews
Answer questions briefly and directly
Don’t bluff
State facts and back up generalities
If the reporter is promised further information, provide it quickly

27. Handling Print Interviews
There is no such thing as being off the record
Tell the truth

28. Press Conferences Don’t play favorites
Notify the media by mail well in advance
Follow up early and often
Schedule the conference in midmorning
Hold the conference in a meeting room, not someone’s office
The time allotted for the conference should be stated in advance

29. Press Conferences
Keep the speaker away from the reporters before the conference
Prepare materials to complement the speaker’s presentation
Remember television
Let the reporters know when the end has come
Cue the reinforcements