Public Relations

Session 2

Media Relations

Learning Outcomes

At the end of the session, you will be able to:

• Explain the media channels available for PR purposes• Discuss how PR practitioners liaise and negotiate with the media in

order to maximise coverage• Prepare standard types of communications used with journalists• Review techniques used by PR practitioners to secure news and

feature items• Assess the core techniques used to prepare individuals for media

appearances• Recommend ways to measure and evaluate media relations

(Syllabus references 2.1 – 2.6)

PR Methods and Techniques

Cues to build credibility Cues to signal visibility

Product quality Company publications & literature

Customer relations Publicity & media relations

Community Involvement Speeches & presentations

Strategic performance Event management

Employee relations Marketing communications

Crisis management skills Media mix

Third-party endorsement Design (logo, letterhead)

Perceived ethics & environmental awareness

Dress codes

Architecture and furnishing Exhibitions, sponsorships

PR provides some of the cues that enable stakeholders to develop images and perceptions through which they recognise & understand organisations.

This table outlines the different cues or methods available to organisations.

Organisations will use different permutations in order to communicate with their publics.

Media Channels Available for PR

• Print Media: newspapers and magazines may into the detail of a story as a news feature. Be prepared with data, several sources for quotes, company profiles, and other such detail.

• Broadcast Media: Television - a very visual medium; some call it pictures with words. Important to use the visual cues available to convey message(s).

• Broadcast Media: Radio - it's a right-now medium, for fast-breaking events and no visual cues, but important to create a ‘sound bite’

• Digital: reaching a global audience quickly with a variety of media such as social media, blogs, podcasts, video etc.

Audiences of Different Types of Public Relations

CorporateMarketing

Internal

External

Public affairs Financial Media

Employees Families of employees Trade unions Shareholders 

General public local community Government Trade associations Pressure Groups

 

Investors Bankers Consultants Stock Exchange

  

Television Radio Regional Print Trade Press

  

Suppliers Distributors Competitors Wholesalers Retailers

 

PR Instruments and Channels

CorporateMarketing

Internal

External

Public affairs Financial Media

• Consultations• Open-door

policies• Internal

presentations• Training

programmes• Team projects• Team meetings• Social activities• Bulletin boards• Newsletters• Annual reports• Surveys

• Corporate advertising

• Annual report• Corporate

events• Sponsorship• Lobbying• Meetings• Newsletters

 

• Corporate advertising

• Annual report• Meetings• Newsletters

  

• Press kit• Press

release• Press

conference • Interviews• Videos or

radio news release

• Social media

• Product placement

• Product events• Sponsorship• Meetings• Newsletters• Social media

 

Media PR and Media Relations

• The purpose of media PR is to generate publicity and, in that way, reach other important audiences

• Media relations consist of a range of activities designed to provide media journalists and editors with information

• The intention is that they relay the information, through their media, for consumption by their audiences

• Audiences perceive much of this information as highly credible because opinion formers have bestowed their judgment on the item.

Media Relations Aims

• Initiate media coverage – how?• Supply information on demand – why?• Develop two-way relationships – why?• Match media and targeted publics – how and

why?

Methods for Communicating with Journalists

• Regular dialogue with journalists who matter to the organisation• Press releases containing genuine stories worth publishing

(remember that 90% of all press releases are discarded because they contain no news)

• Press conferences announcing something newsworthy• One-on-one interviews with senior management• Publicity and Events – product launches, corporate events,

community events• Feature articles – these may be written to order• Opinion pieces – when you have something worthwhile to add to

an industry debate

Press Releases

• The press release is a common form of media relations activity

• A written report concerning a change in the organisations – such as promotions, new products, awards or new customers - is sent to various media houses for inclusion in he media vehicle as an item of news

• The statement is deliberately short and written in a style to attract the attention of the editor – further information can then be obtained if the media vehicle wish to cover the story.

• Organisations need to ensure that they make any press release suitable for digital – including links, video and other mulitmedia.

Six Reasons to Issue Press Releases • Media exposure – pushing content to media via press release can

assist in gaining increased media exposure for the organisation• Search Engine Optimisation – those press releases that include

links can be picked up by search engines and also provide backlinks from other sites

• Referral traffic – individuals may click on the press release and will then be driven to the destination site

• Brand exposure – the more real estate a brand occupies online the more exposure it has

• Search engine reputation management – can assist in driving down negative stories in search engines

• Social media – some social media accounts automatically post press releases that contain certain keywords

Writing a Press Release

• State clearly when this information can be used – is it ‘For immediate release’ or ‘Embargoed until a given date’? Only embargo your work if it is really necessary…

• Headline – is it attention-grabbing?• Your release:

1. Introduction to summarise the story who, what, where, when and why. Key information in this paragraph

2. More details to flesh out the story in subsequent paragraphs

3. Quote from someone in your company

4. Quote from someone else - a happy customer or industry expert, perhaps?

5. End with a note of where further information can be obtained 24/7 – contact telephone numbers, email addresses

• Notes to Editor – brief notes about the company• Photographs – relevant and interesting images (with caption) to illustrate your

words

Press Release Must Haves

• Source must be identified – letter header or logo• Date of the press release• Explanatory headline – this should be relevant, brief,

interesting and summarising• First paragraph – must summarise the story and

include all the major facts/points (who/what/when/where/why/how)

• Other paragraphs – must cover the details in descending order of importance

The Importance of a Good Headline

• This headline is too long:

BLOGGS ENGINEERING WINS £14m CONTRACT TO SUPPLY BARBED WIRE FENCING TO GOVERNMENT OF

TURKMENISTAN’S ARMED FORCES

• The following is better suited to a press release:

BLOGGS WINS £14M EXPORT CONTRACT

• Keep headlines short, sharp, to the point, interesting and never bland – you only have 10 seconds to grab the reader’s attention.

Creating Content for Digital Media Release

• Content refers to static content for web pages, and also dynamic rich media content which encourages interaction

• Can be refined to engage audience:– Videos, podcasts, user-generated content, interactive

product selectors, games, etc.

• Delivered via social media channels, feeds, widgets, or via email.

Press Events

• Press conferences - used when a major event has occurred and when a press release cannot convey the appropriate tone or detail required

• Press briefing – convened to put a subject into context or further to explain a special or technical news item so journalist can interpret correctly

• Photocall – can be called for either of the above

Types of Interview

• An interview for the purpose of writing an article• An interview by a journalist obtaining material of

a news report or for comment• An interview at a time of crisis or a newsworthy

occurrence or event• A TV or Radio interview for the purposes of

above or chat show

Preparing Individuals for Media Appearances and Interviews• Select a suitable location • Ideally your chosen spokesperson will have recently

undertaken some form of media training• Background media search – identify suitable print and

broadcast media to invite, or research into those who will be in attendance

• Design key topic assessment• Anticipate questions likely to be asked and provide model

answers• Rehearsal (using video recorders for playback discussion)• Agree tone• Evaluate results

Photographs and Photography

• Photos are a tool of PR and it is the PR person’s job to use it skillfully for the purpose in hand

• A PR picture must tell a story without any irrelevancies; therefore, establishing objectives and a good brief for the photographer is important

Planning Photo-calls

The steps that a PR agency would use to organise a photo-call for a client:• Clarification of brief• Selection of photographer• Site visit• Invitations to selected journalists• Arranging photo call• Agreeing contract/copyright• Pre-shoot/shoot/photo call management• Post-production• Distribution/press packs/digital library• Monitoring usage and uptake

Advertorials

• PR people must be aware that an ‘advertorial’ is not the same as writing a press release

• An advertorial is an advertisement in the form of editorial

• Advertising space has been purchased and its placement is guaranteed in a publication

• Is this a ‘credible’ way of generating publicity?

Feature Articles

• Press releases are sent to a number of publications - but feature articles go to just one publication, written exclusively for them at their request or following an approach from the organisation

• A feature is an in-depth look at a topic, product or industry and it can benefit the organisation by linking your brand or product to a larger trend or industry focus while also showcasing the business as a thought-leader in their field.

• While a news release is designed to entice the reporter into finding out more information themselves, a feature's designed to be used as is, or merely edited to fit the space available

• A feature should be written from a journalistic perspective, emphasising information over outright promotion.

Techniques for Securing Space for News and Feature Items

• The quality of the relationship between an organisation and the media will dramatically affect the impact and dissemination of news stories released by an organisation.

• PR managers can try and secure space for news and feature items through:– Sell-in – directly communications with journalists and editors to try and secure

news and feature items through building relationships with them directly. – Social media – using social media to reach journalists, editors as well as opinion

formers and influencers. Journalists often use social media and blogs to research or even find their stories.

– Blogs – using corporate blogs to cover stories as well as featuring pieces on key industry/opinion leader blogs.

– Interviews – with key organisation personnel – Press briefings – often ‘off the record’ designed to brief the press about topic

areas (often used in politics).

What Makes a Great Media Story? (TRUTH)

• Is it Topical or timely? (what is the hook?)• Is the story Relevant to the readers? (more

people affects the more newsworthy)• What is Unusual or unique? (An angle)• Trouble, tragedy, triumph over tragedy to add

Tension• Human interest (real people who have done

something heroic or a celebrity)

Proactive Activities of a Press Officer• Keep up-to-date database of all journalists and editors –

including names, publication details, contact details, deadlines, stories interesting in

• Make a point of meeting these core journalists to build relationships

• Set up a virtual press office which provides contact information, archive of releases as well as photos

• Monitor journalists deadlines• Gather and update media pack regularly (these include

readership and circulation details) as well as monitoring forthcoming special features

The Role of Social Media and Securing Press Coverage

• Twitter – follow target journalists and they may follow you• Blog – put press releases on your blog and then post links

from Linkedin, Facebook and Twitter• LinkedIn – try to connect with journalists and join groups

used by journalists in your sector• YouTube – post interesting video clips about your

business and link with other social media • Facebook – encourage journalists to bookmark your

business page.

Measuring Media Relations

• The Chartered Institute of PR (CIPR) suggests there are various ways of measuring media relations:

• Return on impressions model– This approach demonstrates how the impressions produced by

media relations publicity activities drive behaviour (such as sales). • Return on media impact model

– It involves tracking media coverage against sales over time in different markets.

• Return on target influence model– Surveys can be used to show how varying levels of desired

outcomes, such as awareness, attitude or behaviour change, are

influenced by media relations publicity.

Institute For PR, 2006

Measuring and Evaluating Media Relations

• Output – measures the degree of exposure and audience reach, but cannot explain to what extent people's opinions or behaviour

• Out-take - The extent to which the audience is aware of the message, has understood and remembered it and their response – some of which can be tracked online in real time via tweets, blog comments or online community threads

• Outcome - Understanding the degree to which PR has changed people's awareness, opinion and behaviour.

• Useful link from CIPR: http://www.cipr.co.uk/content/events-awards/excellence-awards/statement-best-practice-measurement-and-evaluation

Measuring and Evaluating Media Relations

• Awareness, attitude and behaviour – through researching audiences

• Return on Investment (ROI)• Advanced media coverage (positive/negative, mentions,

context)• Benchmarking – against industry standards or previous

campaigns. • Analytics – such as Google Analytics to track online actions

on sites, blogs or social media. • Sentiment analysis (discussed shortly)

Measuring Social Media

Key social media measures organisations are interested in:• Distribution - what social media channels are being used, how can

people reach the oraganisation?– Fans, followers, mentions, blog subscribers, social bookmarks

• Interaction - how likely are followers going to engage, spread the message and interact with each other?– Social shares, comments, reviews, likes or ratings, contributors

• Influence - how do attitudes change due to the social media activities? – Share of conversation, satisfaction, sentiment (positive, neutral, negative)

• Action and ROI – sales and other real world actions from social media – Conversions, revenue, sales, transaction value per customer

Analysing Sentiment

• Sentiment analysis looks at comments and suggestions left on social media sites such as blogs and social networks.

• Instead of analysing just words, it identifies attitude towards a brand by using variables such as context, tone, emotion, among others.

Exam Practice

Prepare a 300 word blog for a business management website that explains why public relations is good value for money.

(25 marks)

(December 2012)

Exam Practice

Draft a 300-word article for your internal company newsletter that analyses how you would secure a feature article with a national daily newspaper.

(25 Marks)

(June 2010)

Bibliography

• Brassington, F and Pettitt, S (2006), ‘Principles of Marketing’, Fourth Edition, Prentice HallChapter 19

• Fill, C (2011) “Essentials of Marketing Communications”, First Edition, Pearson EducationChapters 10 and 14

• Fill, C (2009) “Marketing Communications”, Fifth Edition, Prentice HallChapters 19

• Henslowe, P (2003), “Public Relations – a practical guide to the basics”, Second Edition, Kogan Page

Chapter 14• Likely, F. Rockland, D. And Weiner, M. (2006), “Perspectives on the ROI of Media

Relations Publicity Efforts”, The Institute for Public Relations, May, 2006, available at: www.instituteforpr.org/downloads/98

• Chaffey, D., Ellis-Chadwick, F (2012), Digital Marketing: Strategy, Implementation, and Practice, 5th Ed.