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Speechwriting, Presentations, and Media Interviews

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Title: Speechwriting, Presentations, and Media Interviews


1
Speechwriting, Presentations, and Media
Interviews
  • Chapter 16

2
PR Interpersonal Communications
  • At some point a PR person is likely going to be
    asked to do all of the following
  • Speechwriting for a top executive/official
  • Give speeches and presentations
  • Conduct one-on-one media interviews
  • Organize news conferences
  • Host journalists on press tours

3
Media Interviews
  • Interviews are widely used ways to publicize an
    individual or a cause
  • In setting up an interview, the PR person should
    obtain from the interviewer an understanding as
    to its purpose
  • There may be instances when an interview request
    should be turned down such as when a company is
    close to making a big change that its employees
    or stockholders may not yet have been told about
    a reporter may be on to the news
  • Avoiding trouble is a hidden but vital part of a
    public relations advisers role. OK to decline
    interview requests or delay until a later date
    do so as politely as possible
  • When scheduling TV or radio interviews, consider
    the personality of the person you want to be
    interviewed will he or she come across as
    confident, knowledgeable, authoritative,
    charismatic? If not, you may want to give this
    media opportunity more thought.

4
Planning and Conducting News Conferences
  • The key word here is news. There must be a
    strong news element, otherwise why hold a news
    conference?
  • Reporters and camera crews will go away disgusted
    if you waste their time with announcements of
    only minor news value
  • Maybe its better to release the information by
    news release or media kit
  • Invite all media to the news conference, can risk
    making an enemy by ignoring some media

5
News Conference Considerations
  • Give thought to the time it will be held, based
    on media deadlines 1030/11 a.m. always good,
    early afternoon too
  • Select a location that is easily accessible
  • Think about how the setting will look in photos
    and on TV
  • Make sure microphones and lights are working
  • Have an area designated for TV cameras and
    tripods
  • PR pros can help prep speakers with likely
    questions
  • Caution speakers to avoid off-the-record or
    off-the-cuff remarks. Stay on point.
  • The speaker should never lie. A no comment
    type response is better.
  • If appropriate, issue your own news release
    shortly after the news conference, or have one
    ready to distribute when media arrive

6
Press Parties and Media Tours
  • The press party setting may be a luncheon,
    dinner or reception. It is a softening-up
    process, and both sides know it.
  • Its an informal way for the host/hosts to meet
    the media and vice versa. But theres no
    guarantee of positive coverage in return.
  • Press parties help open the channels of
    communications between, say, company executives
    and the reporters/editors who cover them

7
Three types of media tours
  • Junketseditors and reporters are flown in by a
    company, wined and dined with the host usually
    picking up the tab for transporting, feeding and
    housing the media representatives
  • Fam trips or familiarization trips are offered
    to travel writers and editors by the tourism
    industry. Travel articles in magazines and
    newspapers often result from a reporters (all
    expenses paid) fam trip
  • Executive visits widely used in high-tech
    industries, these involve top executives
    traveling to key cities to talk with selected
    editors. Depending on an editors preferences,
    the execs may visit a publication and give a
    background briefing to key editors, or a hotel
    conference room may be set up so that the
    traveling executives may talk with editors from
    several publications at the same time

8
Press Tours/Junkets Ethical or Not?
  • Many news organizations forbid employees from
    accepting any gifts, housing, or
    transportationinstead the news organization pays
    all the costs
  • But some smaller news organizations may allow
    their reporters to accept expenses-paid trips on
    the grounds they could not afford such trips any
    other way, and the news values are legitimate
  • The PRSA Code forbids lavish gifts and free trips
    that have nothing to do with covering a
    legitimate news event
  • PR pros should also be sensitive to the policies
    of news outlets and should design events to stay
    within them. A wise alternative may be to offer
    a reporter the option of reimbursing the company
    for travel and hotel expenses associated with a
    press tour
  • In terms of gift-giving, the sensible approach is
    a token of remembrance such as a pen, note pad,
    or a company paperweight. But many news
    organizations will not permit even these token
    gifts.

9
Disney Press Party Criticized
  • Review On the job ethics sidebar on page 427
    about Disney World bringing 10,000 journalists to
    Florida to cover Disneys 15th anniversary (this
    is the homework for next class)
  • Disney paid or partially compensated all press
    travel, lodging, and food expenses
  • Critics castigated Disney for trying to buy the
    press and journalists for being on the take
  • Disney reaped coverage that greatly exceeded in
    value (advertising equivalency) than what it paid
    to bring in all of the journalists

10
Steps in preparing a speech
  • Research the intended audience of the speech
  • Know everything about the executive who is going
    to give the speech
  • Have a lengthy talk with the speaker before
    writing a rough draft of the talk
  • Determine what the speech is supposed to
    accomplish--what information and opinions should
    the audience have when the speech is finished?

11
Organizing the speech 8 partsA speech is built
in blocks that are joined by transitions
  • Beginning
  • Introduction (establish contact with the
    audience)
  • Statement of the main purpose of the speech
  • Middle
  • Development of the theme with examples, facts,
    and anecdotes
  • Statement of secondary theme, if any
  • 5. Enunciation of the main point that the speaker
    has been building up to. This main point is the
    heart of the speech
  • 6. A pause at this plateau, with an anecdote or
    two that helps the audience absorb the point just
    made
  • End
  • Restatement of the theme in summary form
  • A brief, brisk conclusion

12
Keeping the audience in mind tipsAudiences
usually remember only a small part of what they
hear. The speaker therefore must make sure they
hear things that stick in their minds
  • Know your listeners-- age, income, gender,
    occupation, education
  • Use their language use terms/expressions
    familiar to audience
  • Use visuals charts/slides/other visual forms
    help audience remember
  • Use humor carefully avoid jokes and comments
    that may offend the safest humor is a story the
    speaker tells about himself/herself
  • Watch your facts be certain the information is
    accurate
  • Focus on the benefit any speech must tell
    listeners what they will gain from the ideas
    presented

13
Speech Publicity OpportunitiesPublicity can
greatly increase the number of people a speech or
presentation reaches
  • Before the speech Whenever anyone from your
    organization speaks in public, the PR staff
    should make sure the appropriate media are
    notified in advance. Send a news release or
    media advisory.
  • After the event After a major speech has been
    given, the PR people can prepare audio, video,
    and print news releases about the speech for
    distribution to appropriate media. The speech
    can also be converted into an op-ed article/piece
    for newspapers and magazines. Or it can be
    reprinted or put into a brochure and sent to key
    publics.
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