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Copyright Copyright © 2001, Prentice Hall, Inc.© 2001, Prentice Hall, Inc.
CHAPTER 14
2Copyright ©2001 Prentice Hall, Inc.
QUICK QUIZ
What’s the number one communications What’s the number one communications medium among Public Relations professionals?medium among Public Relations professionals?
3Copyright ©2001 Prentice Hall, Inc.
Securing Securing Positive PublicityPositive Publicity through the media is at the heart through the media is at the heart of public relations practice.of public relations practice.
4Copyright ©2001 Prentice Hall, Inc.
Let’s Discuss
Public versus Advertising Which is regarded as more credible?Which is regarded as more credible?
Why?Why?
People regard publicity as People regard publicity as more credible because more credible because attracting positive publicity attracting positive publicity requires good media requires good media relationships and any sales relationships and any sales message is more subtle.message is more subtle.
5Copyright ©2001 Prentice Hall, Inc.
What Drives the Media?A quest for:A quest for: InformationInformation Scoops & TrendsScoops & Trends Objectivity & FairnessObjectivity & Fairness
PRESSCORPS
6Copyright ©2001 Prentice Hall, Inc.
Let’s Discuss
The Relationships Between The Relationships Between Media and Public RelationsMedia and Public Relations
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Sometimes the media and Sometimes the media and public relations are on…public relations are on…
……different philosophical different philosophical wavelengths.wavelengths.
8Copyright ©2001 Prentice Hall, Inc.
QUICK QUIZ
Establish a formal media relations policyEstablish a formal media relations policy
What can organizations do to foster What can organizations do to foster good media relations?good media relations?
Understand and follow the 12 principles of good media relations
9Copyright ©2001 Prentice Hall, Inc.
12 Principles of Good Media Relations12 Principles of Good Media Relations
• Reporters are never “off Reporters are never “off duty.”duty.”
• You ARE the organization.You ARE the organization.
• Treat reporters as Treat reporters as individuals.individuals.
• Treat journalists Treat journalists professionally.professionally.
• Don’t sweat the skepticism.Don’t sweat the skepticism.
• Don’t try to “buy” a Don’t try to “buy” a journalist.journalist.
• Become a trusted source.Become a trusted source.
• Inform journalists even Inform journalists even when you’re not “selling.”when you’re not “selling.”
• Don’t expect news Don’t expect news viewpoint agreement.viewpoint agreement.
• Don’t “cop an attitude” Don’t “cop an attitude” with reporters.with reporters.
• Read the paper.Read the paper.
• Never lie.Never lie.
10Copyright ©2001 Prentice Hall, Inc.
QUICK QUIZ
What are the benefits of …What are the benefits of …
??Advertising lets you control:Advertising lets you control:
ContentContent SizeSize LocationLocation
ReachReach FrequencyFrequency
11Copyright ©2001 Prentice Hall, Inc.
QUICK QUIZ
Name two benefits of publicity over Name two benefits of publicity over advertising:advertising:
Publicity costs about Publicity costs about 10% less than 10% less than advertising.advertising.
Publicity carries an Publicity carries an implied third party implied third party endorsement.endorsement.
12Copyright ©2001 Prentice Hall, Inc.
Let’s Discuss Value of Publicity
How does publicity affect the following:How does publicity affect the following:
Introducing a new product
Revitalizing an old product
Working with little or no
budget
Enhancing your
reputation
Explaining a complicated
product
Responding to crisis's
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PITCHING PUBLICITYPITCHING PUBLICITY
Learn how journalists want to be contacted
Write don’t call
Know deadlines
Address editor by
name
Don’t badger
14Copyright ©2001 Prentice Hall, Inc.
PITCHING PUBLICITYPITCHING PUBLICITY
Never lie
Do your own
calling
Use exclusives carefully
Develop a relationship
Don’t send clips of other stories about your client
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QUICK QUIZ
When Addressing reporters, should When Addressing reporters, should you use their first names?you use their first names?
Media Relations
16Copyright ©2001 Prentice Hall, Inc.
QUICK QUIZ
Are reporters correct in thinking Are reporters correct in thinking they can ask embarrassing they can ask embarrassing questions?questions?
Media Relations
17Copyright ©2001 Prentice Hall, Inc.
QUICK QUIZ
Should you ever say “no comment”?Should you ever say “no comment”?
Media Relations
18Copyright ©2001 Prentice Hall, Inc.
QUICK QUIZ
When reporters call on the phone, When reporters call on the phone, should you assume the conversation should you assume the conversation is being taped?is being taped?
Media Relations
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QUICK QUIZ
Should you ever admit you had Should you ever admit you had professional training to handle the professional training to handle the media?media?
Media Relations
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Let’s Discuss
How to prepare copy for paid wires:How to prepare copy for paid wires:
Create “strong” lead Identify stock symbols
Specify timing—avoid busy hours
Always include headlines
Specify targets
Include contact names & numbers at the end
Check for accuracy
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Handy Media DirectoriesHandy Media Directories Gales Directory of PublicationsGales Directory of Publications Bacon’s Publicity CheckerBacon’s Publicity Checker Broadcasting YearbookBroadcasting Yearbook Editor & Publisher YearbookEditor & Publisher Yearbook Working Press of the NationWorking Press of the Nation Specialized Directories Specialized Directories
Examples:Examples: Congressional Staff GuideCongressional Staff Guide Anglo-Jewish Media ListAnglo-Jewish Media List
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Let’s Discuss Measuring Publicity
Press Monitoring (Clipping) Bureaus
Broadcast Transcription Services
Media Distribution Services
Content Analysis Services
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Do your homework in advance.Do your homework in advance. Relax.Relax. Speak in personal terms.Speak in personal terms. Welcome the naïve question.Welcome the naïve question. Answer questions briefly and directly.Answer questions briefly and directly. Don’t bluff and don’t lie.Don’t bluff and don’t lie.
Dealing with InterviewsDealing with Interviews
State facts and back-up generalities.State facts and back-up generalities. If the reporter is promised further If the reporter is promised further
information, provide it quickly.information, provide it quickly. There is NO SUCH THING as There is NO SUCH THING as
“being off the record.”“being off the record.”
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Let’s Discuss Press ConferencesPress Conferences
Don’t play favorites.
Notify the media by mail
well in advance.
Follow up early and often to get an accurate
expected count.
Schedule conference in mid-morning.
State in advance the time allotted
for the conference.
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Let’s Discuss Press ConferencesPress Conferences
Schedule conferences in meeting rooms.
Prepare materials (press kits, etc.) to supplement
conference.
Prepare for T.V. coverage. Signal end of
conference: “I’ll take one more
question.”
Cue reinforcements