MEDIA RELATIONS

1
MEDIA RELATIONS

• (60-80 of Corporate Comm. activities are focused
  on media relations)
• Purpose of MR ?PUBLICITY
• ?PROMOTION

2
How to publicize promote?

• 1. News releases
• 2. Media/press conferences
• 3. Media visits
• Media interviews
• Media junket
• Media briefings
• Special events (eg. media night, dinner, etc.)

3
What to publicize promote?

• 1. New Products
• New Services
• New appointments
• Events
• Etc.

4
News Determinants

• Prominence.
• Importance.
• Geography Proximity.
• Consequence/Impact.
• Timeliness.
• Oddity.
• 7. Controversy.

5
Benefits of a Media Partnership

• 1. Build confidence in your organizations
  integrity.
• Enhance recognition respect.
• Maintain customers loyalty
• Establish a personal relationship.
• Strengthen support.
• Reduce criticism.

6
Value of Media Relations

• What Can Media Outreach Do?
• Project a positive image about the industry.
• Generate understanding of role in society.
• Educate public about industry.
• Identify audience as a source of information.
• Provide balanced inputs.
• Advance publicity agenda.

7
BUILDING MEDIA RELATIONS

• 1. Tell the truth even if it hurts.
• 2. Get the important facts out first.
• 3. Never go "off the record".
• 4. Never evade a reporter's question. Be direct.
• 5. If you don't know the answer, say so.
• 6. Address the issues from the audience's
  viewpoint.
• 7. Never argue with the reporter.

8
Why Press Important to Industry?

• 1. Direct contact with consumers.
• 2. Press able to provide professional knowledge
  as perceived by audiences.
• 3. Broader perspective as liaison between
  industry and consumer

9
Know your local media

• Types
• Daily and weekly newspapers
• Wire services
• Trade publications
• Organization newsletters
• Broadcast Media

10
Print Media

• Choose most appropriate contacts
• Choose sections related to industry issues in
• Business
• Government/legislative
• Metro news
• Features
• Etc (Health/medical)
• Who you contact is fundamental to the success of
  your media effort.

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Distinctions BetweenPrint and Broadcast

• Print
• Allows more in-depth coverage
• Often more lead-time
• Great range of venues

• Broadcast
• ?Sound bites -- message must
• be more concise
• ?Must have experienced
• spokesperson

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Key Media Issues
Government-influenced organized, like
government, along party lines Highly supportive
of the national agenda Sometimes used to
discredit individuals and institutions Skills
shortages, poor language competency Print media
much more developed in content, electronic media
less so TV widely used for propaganda radio
entertains