media relations 101
DESCRIPTION
A savvy media training platform for the business leader who is unsure about engaging in media relations...TRANSCRIPT
©Louise Bannon, 2010
Media Relations and You
©Louise Bannon, 2010
Today…
• You Will: – Meet media relations– Deciding if you want to engage– Key characteristics – Nature of the relationship – Engagement – Preparation – Delivery
©Louise Bannon, 2010
Meet Media Relations
©Louise Bannon, 2010
Why Should I Interact with the Media?
• Strengthen relationships• Build credibility• Increase revenue and sales• Encourage awareness• Create a strong public profile• Obtain investors • Bolster your network
©Louise Bannon, 2010
Key Characteristics
• Always changing• Dynamic and sensationalized• Citizen journalists• Online focused • Word-of-Mouth heavy • Self help oriented
©Louise Bannon, 2010
The Nature of the Relationship
• There are several types of media stories– Hard news – Analysis/opinion stories– Features
• Your Message = A Great Opportunity– Print (daily or weekly) – On camera (taped or live)– Radio (taped or live)– Online / electronic media
©Louise Bannon, 2010
Decided to Engage, Now What?
• Develop key messages that are:– Interesting– Newsworthy
• For people who read or watch the media that you are speaking to
– Factual – Offer the best possible headline, such as: “New
Green Project Improves Service and Cuts Waste in Half”
©Louise Bannon, 2010
Dress the Part
YES!!! NO!!!
©Louise Bannon, 2010
Good Headline vs. Bad Headline
©Louise Bannon, 2010
Messages• Messages are building blocks for news• Statements or arguments should be:– Simple– Clear– Strong Consistent
• Include 2 or 3 basic ideas • Prepare and memorize them • Back them up with proof-points
©Louise Bannon, 2010
Harness Your Energy and Deliver Messages With:
• Confidence– Enables you to go into an interview as an equal and
enthusiastic participant• Control – Enables you to communicate your own message clearly
• Clarity– Enables your audience to believe that message
Remember to think before you speak!
©Louise Bannon, 2010
Don’t Have Sweaty Palms, Prepare!
• Deliver the headline• Give short answers• Be polite, charismatic and genuine• Back it up with proof points• Use descriptive words or a personal testimonial • Reiterate your key message• Everything you say, even if it’s in an off-handed
way, can be quoted – Nothing is “off the record”
©Louise Bannon, 2010
Avenues for News • Television• Newsletters• Print• Radio• Online – Mommy bloggers– Cynics and anonymous commenters– Social media – Online news sites
Want to learn more? Interested in having Louise teach you or
someone you know the media relations ropes?