Media Relations Strategies

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Media Relations Strategies
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Public Relations and Planning

• Public relations is a critical element of
  strategically sound media planning
• Complements the control and creative emphasis of
  advertising with more credible messages
• Way to break through the clutter/barriers
• Need better measurement/research to demonstrate
  effectiveness

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Questions to Answer

• What are our most significant strengths,
  weaknesses, opportunities, and threats?
• Who are our most important stakeholders?
• What are the most important needs of each
  stakeholder group that we can address?
• What is the personal media network of a typical
  target audience member?
• What are the behavioral and communication
  objectives?

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The Drunk and the Lamp Post

• Research must be strategic, used to develop
  communication options, not just justify decisions
  already made
• The drunk uses the light post for support, not
  illumination - Ogilvy

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Media Relations

• Communicating with media to win coverage of your
  message
• Must understand
• The type of organization
• Public/private nature of the enterprise
• Media interest in the products, services, etc,
• Expectations of the organization
• Three roles of media relations reactive,
  proactive, and interactive

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Reactive Guidelines

• Avoid immediate contact and remarks
• Keep files of issues likely to get attention
• Understand deadlines and stick to them
• Always be available/return calls promptly
• Be curious and ask questions
• Think from the reporters perspective
• Provide balance or know where to get it
• Know relevant background information
• Keep records of contact with media
• Never, ever, lie

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Proactive Guidelines

• Seek to promote the organization/brand
• Know what messages you want to deliver
• Make messages clear, concise, and straightforward
• Prioritize media options
• Name the reporter or editor you want to reach
• Emphasize the newsworthiness of your message
• Know your selling strategy for the message
• Know the key third parties and what they will say
• Be attentive to signs that reporters are
  uninterested

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Interactive Guidelines

• Develop a relationship with the press
• Discuss issues other than your news
• Be a source, comment as an expert
• Consider exclusivity, if it fits the situation
• Converse in depth on news topics and trends
• Talk about styles of publications and reporters
• Be complimentary, not thankful, for coverage
• Look for non-news reasons to interact
• Dont ask for favors make suggestions