how to conduct a good media relations tips for public relations practitioner by rachmat kriyantono

How to Conduct a goodHow to Conduct a good

Media RelationsMedia Relations

Tips for Public Relations PractitionerTips for Public Relations Practitioner

By Rachmat KriyantonoBy Rachmat Kriyantono

..

Basic PR/FIS UB by Rachmat KriyantonoBasic PR/FIS UB by Rachmat Kriyantono

What is Media/Press Relations?What is Media/Press Relations?

The activity to build The activity to build a good interactiona good interaction between organization and media in order between organization and media in order to gain to gain maximum publicitymaximum publicity of PR of PR messages in creating public’s knowledge messages in creating public’s knowledge and understanding. and understanding.

Getting maximum publicities requires:Getting maximum publicities requires:

1. writing skills1. writing skills

2. a good media relations2. a good media relations

Basic PR/FIS UB by Rachmat Kriyantono

Why it is so essential?

Media is the most important public because of its power

Gaining public’s support through media Long term investment

Reaching public effectively & efficiently PR & Media are dependent each other


Powerful Media

• Gatekeeper/filter• Third party endorser• Uncontrolled media

Basic PR/FIS UB by Rachmat KriyanBasic PR/FIS UB by Rachmat Kriyantonotono

The BarriersThe Barriers•Misperception about the nature of PR & Media

•Bad news is Good News

•Hidden Advertising

Basic PR/FIS UB by Rachmat KriyantoBasic PR/FIS UB by Rachmat Kriyantonono

Misperception:Misperception:

MediaFocuses on:

•Rumours•News-values•Sensations•Negative news

PRFocusses on:

•Publicity•Superlative puff•Promotion•Positive news

VS

NEWS IMAGE


Why does “Why does “Bad News is Bad News is Good newsGood news””

Occur? Occur? Bad Integrity of Bad Integrity of

MediaMedia

a.a. SensationalSensational

b.b. Lack of Lack of knowledge knowledge about Freedom about Freedom of the pressof the press

Bad Works of PRBad Works of PR

a.a. Closed Closed Communication Communication channelchannel

b.b. PR is not as PR is not as Dominant Dominant CoalitionCoalition

c.c. Bad media Bad media relationsrelations


HIDDEN ADVERTISINGHIDDEN ADVERTISING

Reducing the Media sense of Reducing the Media sense of criticcritic

Reducing public right to Reducing public right to knowknow

Less creativity Less creativity


Develop Media RelationsDevelop Media RelationsSuccessful

Media Relations

CommunicateEffectively

Understandingmedia

MediaNeeds

Media Characters


Media Characters

• Types of Media- printed, electronic, CMC

• Media’s owns regulation- cut of times, typography, pattern of news,etc

• Distribution system- local, national, weekly, daily, monthly, etc

• Types of Reporters- High critical & curiosity- Prefer to making news comprehensively & exclusively- Non-protocol- busy but free time- tend to advocate marginal group


Understanding of media NeedsUnderstanding of media Needs Giving information truthfullyGiving information truthfully Keep your promiseKeep your promise No “no-comment”No “no-comment” Media empowermentMedia empowerment Best service to Media works:Best service to Media works:

- Do not wait for media contact- Do not wait for media contact- Information available on 24 hours- Information available on 24 hours- Fairness to every media- Fairness to every media- provide media access to Top Management- provide media access to Top Management- Giving details information- Giving details information


Understanding Media NeedsUnderstanding Media Needs

Be professionalBe professional

- tempting, money- tempting, money

- complain- complain

- asking the media not to publish- asking the media not to publish

- public interest- public interest

- understanding code of ethics- understanding code of ethics• Develop comm. Continuity & personalDevelop comm. Continuity & personal


The EndThe End

Further Reading:Further Reading:- Rachmat Kriyantono, Public Relations Rachmat Kriyantono, Public Relations

Writing (2008)Writing (2008)- Otto Baskin, The profession and the Otto Baskin, The profession and the

practice of Public Relations (1997)practice of Public Relations (1997)- Cuttlip & center, Effective PR (2005)Cuttlip & center, Effective PR (2005)

how to conduct a good media relations tips for public relations practitioner by rachmat kriyantono

Documents

media works

rachmat kriyantonowhy

efficientlypr media

media access

rachmat kriyantonowhat

marginal groupbasic

public relations writing

practice of public relations