Part III: The Publics

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Part III The Publics

• Chapter Nine
• Print Media Relations

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Get ready for a new century!

• The good old days of conventional media,
  dominated by a few networks and truth-minded
  reporters, are a relic of the past.
• Todays media is fragmented, omnipresent, and
  run by journalists who may be aggressive and
  opinionated.
• Competition has driven many journalists to
  compromise traditional standards of truth and
  objectivity.

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How has the PR field changed?

• Modern PR got its start as an adjunct field to
  journalism. Before 1990, most practitioners began
  their careers in journalism.
• Today, people enter the PR field from many
  different fields of study and directly from
  college.
• Yet, more than ever in 2006, PR professionals
  must know the art of media relations. It has
  never been more challenging.

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Print is still the number-one medium

• In 2006, how can this be?
• Most newspapers and magazines still use news
  releases.
• Newspaper circulation has fallen, yet major
  newspapers are still hugely powerful.
• Newspapers dominate the nations news schedule,
  and are used by bloggers and Internet users.

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Yet all is not well

• Many people are unhappy with the media. In a
  recent poll of American public
• 61 percent think news coverage is biased.
• 53 percent think a news story using unnamed
  sources shouldnt be published.
• 43 percent think the press has too much freedom.

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Objectivity in the media

• This is the traditional goal of journalism
  fairness and neutrality in reporting the news.
• PR practitioners always represent a client, an
  organization or a point of view.
• Both sides should consider themselves to be
  friendly adversaries, not bitter enemies.

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Now its your turn

• Do you believe that the media can ever be
  completely objective?
• Why or why not?
• What barriers stand in the way?

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Why dont our bosses get it?

• Many executives fail to understand that
• The reporter wants the story, whether its good
  or bad.
• Organizations want things to be presented in the
  best light.
• Thats why many executives distrust the media,
  and consider journalists to be the enemy.

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The Internet factor

• The Internet is a double-edged sword
  cutting-edge and immediate, but at times
  unreliable and a threat to good journalism.
• Journalists consult blogs and other Internet
  sources on a daily basis for research and
  reporting.
• PR practitioners have no choice they must
  harness this powerful medium.
• The key is still fairness and professionalism
  for all.

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The Internet factor

• Need more proof of the Internets media power?
  Visit this website
• www.drudgereport.com

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Dealing with the media
You must orchestrate relationships between your
organization and the media. Remember

• A reporter is a reporter
• You are the organization
• There is no standard reporter
• Treat journalists professionally
• Dont sweat the skepticism
• Dont buy a journalist

• Become a trusted source
• Talk when not selling
• Dont expect news agreement
• Dont cop an attitude
• Never lie
• Read the paper!

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Attracting publicity
Why do so many people confuse publicity with
advertising? The two are vastly different!

• Publicity
• costs only staff time and effort about 10 of
  advertising.
• is much more credible than advertising, due to
  third-party media endorsement.

• Advertising
• is a paid message prepared by a sponsor.
• enables you to control size, content, location,
  reach, and frequency.

What are some of the other major differences
between advertising and publicity?
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Value of publicity
For any organization, publicity makes great sense
for

• Announcing a new product or service
• Re-energizing an old product
• Explaining a complicated product

• Projects with little or no budget
• Enhancing the organizations reputation
• Crisis response

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Pitching publicity

• Use exclusives, but be careful
• When you call, do your own calling
• Dont send clips of other stories about your
  client
• Develop a relationship
• Never lie this is the cardinal rule!

• Know deadlines for each media outlet
• Generally, write, dont call
• Direct the release to a specific person or editor
• Determine how the reporter prefers contact
• Dont badger

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Online publicity
Online media work is still a relationship
business. Here are eight key online publicity
vehicles

• News releases
• Announcements
• Links
• Newsletters

• Online libraries
• Public appearances
• Promotions
• Events

And remember, its the same as with print
media The closer you are to online reporters,
the more fairly they will treat you.
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Dealing with the wires

• Wire services are mandatory vehicles for
  delivering the news.
• The Associated Press has 240 bureaus and 15,000
  clients worldwide.
• Financial wires include Dow Jones, Reuters, and
  Bloomberg.
• Paid wires include PR Newswire, Business Wire,
  and Internet Wire.
• Because competition for publicity is so stiff,
  all organizations should consider using paid wire
  services.

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Measuring publicity

• Once you have distributed press materials, its
  critical that you measure the results of your
  publicity. These print and online services can
  help
• Media directories
• Press monitoring bureaus
• Broadcast transcription services
• Media distribution services
• Content analysis services

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Handling print interviews
Another primary task for PR professionals is to
coordinate media interviews for their executives.
Steer by these 10 dos and don'ts

• State facts and back up generalities
• If the reporter is promised more information,
  provide it quickly
• There is no such thing as off the record
• Tell the truth!

• Do homework in advance
• Relax
• Speak in personal terms
• Welcome the naïve question
• Answer questions briefly and directly
• Dont bluff

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Press conferences
Use press conferences only if you have real news
that cannot otherwise be disseminated in a news
release. Also

• Dont play favorites notify all representatives
• Notify the media by mail well in advance
• Follow up early and often
• Schedule the conference in midmorning
• Hold conference in a meeting room, not someones
  office

• Time should be allotted and stated in advance
• Keep the speaker away from reporters before the
  conference
• Prepare materials to complement the speakers
  presentation
• Remember to prepare for TV
• Let the reporters know when the end has come
• Cue the reinforcements

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Exercise

• Youve just been assigned to pitch the upcoming
  tour of an upstart rock band. What would you need
  to know to pitch them? Where would you pitch?
  How would you handle interviews and press
  conferences?

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Summing it all up

• Dealing with print media is among the most
  essential technical skills of the public
  relations professional. Anyone who practices
  public relations must know how to deal with the
  press.
• Period.