14366030 public relations management session 4 media relations

8/8/2019 14366030 Public Relations Management Session 4 Media Relations

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PUBLIC RELATIONS MANAGEMENTSemester IV

Session 4


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SYLLABUS

Role of PR

Publics in PR

Organisation structure and PR

PR role of managers

Indian perspective

Communication and PR

PR and corporate image

Social responsibility of business and PR

PR and employee returns Cooperation with media

Consumer an investor relations

Ethics


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MEDIA RELATIONS


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WHAT IS MEDIA RELATIONS?

The act of involvement with the various media for

the purpose of informing the public of the

departments mission, policies and practices in a

positive, consistent and credible manner.Allcontacts with the media should be regarded as

opportunities to educate both the media and the

public they inform on correctional and criminal

justice issues.

Source: Vermont.gov


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WHAT IS MEDIA RELATIONS?

The relationship between an individual or group

and the communication channels (media) it uses.

Generally, this relationship is started and nurtured

by the public relations specialist. Source: abanet.org


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WHY MEDIA RELATIONS IS IMPORTANT

Reputation is important to your companies

Reputation helps increasing sales

Reputation helps increasing investment

Reputation makes a difference

Media relations drives top reputations


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MEDIA RELATIONS = SALES

PUBLICITY = NAME RECOGNITION

NAME RECOGNITION = RESPECT

RESPECT = $ALES


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YOU IN MIRROR

Sender

or you as a

source

Media

as a

mirror


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BASICS OF MEDIA RELATIONS


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THE BASICS OF MEDIA RELATIONS...

Establish media contacts

Know your subject matter!

Have a GOOD story to tell


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MEDIA CONTACTS...

You must cultivate a relationship

Be aware of audience segmentation

Work with your reporter to.

Get the story right!

Have names, titles, call signs, spellings.

Let the reporter do his/her job.


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THE FIVE FS OF MEDIA RELATIONS

Factual

FriendlyFair

FastFrank


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YOUR MEDIA TOOLBOX

Established contact with reporter

Line up resources that support the story!

People who are experts in their area

The facts at your fingertips.

A printed fact sheet.

Prompt follow-up.


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UNDERSTANDING NEWSWhat is News?

What is Newsworthy?


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WHAT IS NEWS?

According to dictionaries, News is:

y Something not existing before

y Something discovered recently

y Something seen for the first time


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VIEWS OF NEWS

A wise editor: Anything that interests a large part

of the community and has never been brought to

its attention before.

The wise editors wise-aleck employee: When a

dog bites a man, that is not news When the man

bites the dog, that is.


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ELEMENTS OF NEWS

Timeliness. News is fresh and recent.

Importance. News has impact and consequence.

Proximity. News is relevant.

Conflict. News is dramatic.

Prominence. News is people whose names we

recognize.

Unusualness. News is abnormal.

Human Interest. News is life.


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WHATISNEWSWORTHY?

Something new, that no one has ever said or heard before

Something timely yesterdays news is old news

Something that involves a public figure or organization

Something unusual or ironic

Something with a human interest angle

Something visual

Something that centers around an event or happening

Something that affects a large number of people

Something which is a variation of a theme already receiving media

attention

Something interesting on an otherwise slow news day


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TOOLS OF MEDIA RELATIONSPress Release

Press Interview


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PRESS RELEASE


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THE NEWS RELEASE...

Shorter is better.

Bait the hook with a good headline/angle.

Tailor your release to the appropriate media.y Print: Details

y TV: Visual elements

y Radio: Sound bites!


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FIVE WS - IS NEWS

What

Who

When

Where

Why

But in business reporting the news have one

question more:

HOWMUCH?


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Press ReleasePress Release

WHATWHAT

Five

Ws

and two

Hs

Five

Ws

and two

Hs

HOW MUCHHOW MUCH

HOWHOW

WHYWHY

WHOWHO

WHENWHEN

WHEREWHERE


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INVERTED PYRAMID

LEADMOSTIMPORTANTINFORMATION

BODYELABORATESONLEADQUOTES & BACKGROUNDINFORMATION

LEASTINFORMATION

Note: Inverted pyramid accommodatesthe media who will cut from bottom


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SAMPLE PRESS RELEASE


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PRESS INTERVIEW


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THE MEDIA INTERVIEW...

Shorter is better!

Fact Sheets

Keep It Simple!

Clarify when necessary Spread the credits

We are bigger than the

sum of our parts!

Damage Control

Dont lose it!

Keep on point

Dont comment onother organizations

Positive disposition


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THE MEDIA INTERVIEW

KISS

Keep It Short and Simple

Be focused

Stick to the facts

Never ever lie

Be positive Dont speculate


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THINK AHEAD THINK QUESTIONS

Common questions:

Prepare three questions

you are commonly

asked Answers should not be

longer than 30 seconds

for each question

Anticipated questions:

Prepare three questions

you would like to be

asked Prepare three questions

you hope never to be

asked

Be prepared in

answering all of them


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CAMERA IS ROLLING - WHAT ABOUT STRESS?

Ignore camera

Remind yourself that you arethere to speak with people notto camera

Be aware of your hands and trykeeping them under control

Be yourself


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RADIOINTERVIEW

Speak for the ear, not the eye

The answers are measured in seconds not in minutes

In one minute time radios are to air four news items

A good communicator succeeds to answer 3 questionswithin 60 seconds

Use the active not passive voice

Whenever possible speak in present tense and

Always use the language that people can understand

Avoid technical words and acronyms

At the end of the interview always reiterate your core

message and remind the audience what you already

told


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Assignment Role Play

Interview for a crisis situation where manufacturing

godown has caught fire. 2 employees died, 10 lakh rupees

loses.

Interview for developing a vaccine that can cure AIDS

Interview for joint venture between Google buying outYahoo

Interview for informing people how women are being ill-

treated in society

Interview winning elections at the state assembly

Interview of winning the Man of the Series trophy at the20-20 world cup

Interview for launching Disney channel in Hindi

Interview for getting music band in India


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PRESS CONFERENCE


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PRESS CONFERENCE

Who you want to reach

and why?

What you want to say?

Is it news?

Does it affect people

lives and how?

Who is going to speak?


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Features of Press Conference

Effective tool:A press conference is an effective tool of a

wide outreach.

Newsworthy information:y It should provide more information that you can do via

press releases or interviews, therefore when organizing a

press conference, ensure that the event is newsworthy and

that you are properly prepared to handle it.

NOTNewsworthy:y If press conference is not newsworthy and if it not properly

handles reporters are unlikely to attend it. They will start

ignoringother events organized by your organization.


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What: Press conferences can be a good way of announcingthe success stories such asy big increase of the foreign direct investmenty new investment project that will employ big number of the

peopley new initiatives of exportersy

ResearchReport: Press conferences are also a good means for releasing findings ofthe sector studies, reports or to announce the results of any otherresearch.

Where:y On site press conference: Consider organizing on site

press conference which could bring first hand information

for the success stories achieved in the project sitey In the place which is perceived as a good opportunity for

investment and where news conference will reveal quickwin solutions followed by sound call for action.


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Number ofspokesperson:y Usually the press conference have more than one speaker and it

takes no more than an hour, however there should be room for

interviews with spokespeople of your organization afterwards.

Modus operandi:y In ideal case the press conferences are opened by the host

spokesperson who will announce the beginning of the conference

and instruct reporters on the schedule. The spokesperson usually

introduce the speakers (three speakers is ideal, more will be

difficult to grasp) and moderates the session with questions and

answers at the end of the conference.

QNASession:y It is rude to invite reporters for press conference and reduce their

chance to ask the questions. This limitation is usually used by

reporters to generate negative coverage.


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High profile Newsmakers:y Most critical component is having high-profile newsmakers

speak at the event.

y Reporters follow the leaders and the more diverse and

prominent the speakers are, the better the chances for

news coverage will be.

Joint press conferences:y works well in this direction. For instance joint ANIH/ANE

Chamber of Commerce press conference would reveal the

diversity and broad spectrum of information.

y

Where possible include government officials as co organizeras well, or other well-known organization or VIPs who are

supportive of your initiative.


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Dos and Dontsy Speakers should deliver different points that help

illustrate the core message while the messages andinformation delivered should be clear and focused.

y They should stick to the facts.y

Speakers should limit themselves in average tofiveminutes. If they are good newsmakers reporters will

address questions to get more details.y Answers on the questions should be as directly as possible

but whenever possible they should reflect your position,message and main points.

y Repeating information and messages is good because

it ensure the audience to hear, understand and memorizethem properly.

y If messages has not been memorized and understood youwill not win the support for action.


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CREATING A PRESS KIT

A press kit is a set of materials designed to

communicate your message in detail to your local

media.

Its used to help reporters gain an understanding

of the association so they will write about it.


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WHATS IN A PRESS KIT?

Press Release

Fact Sheet

Brochures or Newsletters

Glossary of Terms

Contact information

Business Card

Cover Letter or Pitch Letter


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THANK YOU

Contact

Moksh Juneja

Social Media Catalyst

Mobile: +91 9322121170Email: [email protected]

14366030 public relations management session 4 media relations

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