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PUBLIC RELATIONS MANAGEMENTSemester IV
Session 4
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SYLLABUS
Role of PR
Publics in PR
Organisation structure and PR
PR role of managers
Indian perspective
Communication and PR
PR and corporate image
Social responsibility of business and PR
PR and employee returns Cooperation with media
Consumer an investor relations
Ethics
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MEDIA RELATIONS
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WHAT IS MEDIA RELATIONS?
The act of involvement with the various media for
the purpose of informing the public of the
departments mission, policies and practices in a
positive, consistent and credible manner.Allcontacts with the media should be regarded as
opportunities to educate both the media and the
public they inform on correctional and criminal
justice issues.
Source: Vermont.gov
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WHAT IS MEDIA RELATIONS?
The relationship between an individual or group
and the communication channels (media) it uses.
Generally, this relationship is started and nurtured
by the public relations specialist. Source: abanet.org
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WHY MEDIA RELATIONS IS IMPORTANT
Reputation is important to your companies
Reputation helps increasing sales
Reputation helps increasing investment
Reputation makes a difference
Media relations drives top reputations
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MEDIA RELATIONS = SALES
PUBLICITY = NAME RECOGNITION
NAME RECOGNITION = RESPECT
RESPECT = $ALES
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YOU IN MIRROR
Sender
or you as a
source
Media
as a
mirror
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BASICS OF MEDIA RELATIONS
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THE BASICS OF MEDIA RELATIONS...
Establish media contacts
Know your subject matter!
Have a GOOD story to tell
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MEDIA CONTACTS...
You must cultivate a relationship
Be aware of audience segmentation
Work with your reporter to.
Get the story right!
Have names, titles, call signs, spellings.
Let the reporter do his/her job.
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THE FIVE FS OF MEDIA RELATIONS
Factual
FriendlyFair
FastFrank
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YOUR MEDIA TOOLBOX
Established contact with reporter
Line up resources that support the story!
People who are experts in their area
The facts at your fingertips.
A printed fact sheet.
Prompt follow-up.
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UNDERSTANDING NEWSWhat is News?
What is Newsworthy?
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WHAT IS NEWS?
According to dictionaries, News is:
y Something not existing before
y Something discovered recently
y Something seen for the first time
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VIEWS OF NEWS
A wise editor: Anything that interests a large part
of the community and has never been brought to
its attention before.
The wise editors wise-aleck employee: When a
dog bites a man, that is not news When the man
bites the dog, that is.
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ELEMENTS OF NEWS
Timeliness. News is fresh and recent.
Importance. News has impact and consequence.
Proximity. News is relevant.
Conflict. News is dramatic.
Prominence. News is people whose names we
recognize.
Unusualness. News is abnormal.
Human Interest. News is life.
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WHATISNEWSWORTHY?
Something new, that no one has ever said or heard before
Something timely yesterdays news is old news
Something that involves a public figure or organization
Something unusual or ironic
Something with a human interest angle
Something visual
Something that centers around an event or happening
Something that affects a large number of people
Something which is a variation of a theme already receiving media
attention
Something interesting on an otherwise slow news day
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TOOLS OF MEDIA RELATIONSPress Release
Press Interview
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PRESS RELEASE
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THE NEWS RELEASE...
Shorter is better.
Bait the hook with a good headline/angle.
Tailor your release to the appropriate media.y Print: Details
y TV: Visual elements
y Radio: Sound bites!
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FIVE WS - IS NEWS
What
Who
When
Where
Why
But in business reporting the news have one
question more:
HOWMUCH?
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Press ReleasePress Release
WHATWHAT
Five
Ws
and two
Hs
Five
Ws
and two
Hs
HOW MUCHHOW MUCH
HOWHOW
WHYWHY
WHOWHO
WHENWHEN
WHEREWHERE
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INVERTED PYRAMID
LEADMOSTIMPORTANTINFORMATION
BODYELABORATESONLEADQUOTES & BACKGROUNDINFORMATION
LEASTINFORMATION
Note: Inverted pyramid accommodatesthe media who will cut from bottom
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SAMPLE PRESS RELEASE
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PRESS INTERVIEW
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THE MEDIA INTERVIEW...
Shorter is better!
Fact Sheets
Keep It Simple!
Clarify when necessary Spread the credits
We are bigger than the
sum of our parts!
Damage Control
Dont lose it!
Keep on point
Dont comment onother organizations
Positive disposition
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THE MEDIA INTERVIEW
KISS
Keep It Short and Simple
Be focused
Stick to the facts
Never ever lie
Be positive Dont speculate
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THINK AHEAD THINK QUESTIONS
Common questions:
Prepare three questions
you are commonly
asked Answers should not be
longer than 30 seconds
for each question
Anticipated questions:
Prepare three questions
you would like to be
asked Prepare three questions
you hope never to be
asked
Be prepared in
answering all of them
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CAMERA IS ROLLING - WHAT ABOUT STRESS?
Ignore camera
Remind yourself that you arethere to speak with people notto camera
Be aware of your hands and trykeeping them under control
Be yourself
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RADIOINTERVIEW
Speak for the ear, not the eye
The answers are measured in seconds not in minutes
In one minute time radios are to air four news items
A good communicator succeeds to answer 3 questionswithin 60 seconds
Use the active not passive voice
Whenever possible speak in present tense and
Always use the language that people can understand
Avoid technical words and acronyms
At the end of the interview always reiterate your core
message and remind the audience what you already
told
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Assignment Role Play
Interview for a crisis situation where manufacturing
godown has caught fire. 2 employees died, 10 lakh rupees
loses.
Interview for developing a vaccine that can cure AIDS
Interview for joint venture between Google buying outYahoo
Interview for informing people how women are being ill-
treated in society
Interview winning elections at the state assembly
Interview of winning the Man of the Series trophy at the20-20 world cup
Interview for launching Disney channel in Hindi
Interview for getting music band in India
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PRESS CONFERENCE
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PRESS CONFERENCE
Who you want to reach
and why?
What you want to say?
Is it news?
Does it affect people
lives and how?
Who is going to speak?
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Features of Press Conference
Effective tool:A press conference is an effective tool of a
wide outreach.
Newsworthy information:y It should provide more information that you can do via
press releases or interviews, therefore when organizing a
press conference, ensure that the event is newsworthy and
that you are properly prepared to handle it.
NOTNewsworthy:y If press conference is not newsworthy and if it not properly
handles reporters are unlikely to attend it. They will start
ignoringother events organized by your organization.
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Features of Press Conference
What: Press conferences can be a good way of announcingthe success stories such asy big increase of the foreign direct investmenty new investment project that will employ big number of the
peopley new initiatives of exportersy
ResearchReport: Press conferences are also a good means for releasing findings ofthe sector studies, reports or to announce the results of any otherresearch.
Where:y On site press conference: Consider organizing on site
press conference which could bring first hand information
for the success stories achieved in the project sitey In the place which is perceived as a good opportunity for
investment and where news conference will reveal quickwin solutions followed by sound call for action.
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Features of Press Conference
Number ofspokesperson:y Usually the press conference have more than one speaker and it
takes no more than an hour, however there should be room for
interviews with spokespeople of your organization afterwards.
Modus operandi:y In ideal case the press conferences are opened by the host
spokesperson who will announce the beginning of the conference
and instruct reporters on the schedule. The spokesperson usually
introduce the speakers (three speakers is ideal, more will be
difficult to grasp) and moderates the session with questions and
answers at the end of the conference.
QNASession:y It is rude to invite reporters for press conference and reduce their
chance to ask the questions. This limitation is usually used by
reporters to generate negative coverage.
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Features of Press Conference
High profile Newsmakers:y Most critical component is having high-profile newsmakers
speak at the event.
y Reporters follow the leaders and the more diverse and
prominent the speakers are, the better the chances for
news coverage will be.
Joint press conferences:y works well in this direction. For instance joint ANIH/ANE
Chamber of Commerce press conference would reveal the
diversity and broad spectrum of information.
y
Where possible include government officials as co organizeras well, or other well-known organization or VIPs who are
supportive of your initiative.
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Features of Press Conference
Dos and Dontsy Speakers should deliver different points that help
illustrate the core message while the messages andinformation delivered should be clear and focused.
y They should stick to the facts.y
Speakers should limit themselves in average tofiveminutes. If they are good newsmakers reporters will
address questions to get more details.y Answers on the questions should be as directly as possible
but whenever possible they should reflect your position,message and main points.
y Repeating information and messages is good because
it ensure the audience to hear, understand and memorizethem properly.
y If messages has not been memorized and understood youwill not win the support for action.
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CREATING A PRESS KIT
A press kit is a set of materials designed to
communicate your message in detail to your local
media.
Its used to help reporters gain an understanding
of the association so they will write about it.
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WHATS IN A PRESS KIT?
Press Release
Fact Sheet
Brochures or Newsletters
Glossary of Terms
Contact information
Business Card
Cover Letter or Pitch Letter
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THANK YOU
Contact
Moksh Juneja
Social Media Catalyst
Mobile: +91 9322121170Email: [email protected]