public relations and the media
TRANSCRIPT
Public Relations and the Media
Michael Sznajderman, APR
Manager, Corporate Informationand Media Relations
Alabama Power
“I supply the Listerine to the commercial dandruff on the shoulders of corporations.”
Benjamin SonnenbergPublic Relations Pioneer
“The rarest of all things in American
life is charm. We spend billions every
year manufacturing fake charm that
goes under the heading of “public
relations.” Without it, America would
be grim indeed.”
Anita Loos (1888-1981)
Screenwriter and humorist
Public Relations TODAY:
Brand/Reputation Management
“It’s story telling, you know. That’s what journalism is all about.”
Tom Brokaw
“A journalist is basically a
chronicler, not an interpreter
of events. Where else in
society do you have the
license to eavesdrop on so
many different conversations
as you have in journalism?
Where else can you delve
into the life of our times?”
Bill Moyers
Media TODAY:
24 hours
Get it first (Right? Maybe …)
All about clicks
Scandal, sex and cute puppies
Where’s the video?
EVERYONE IS A REPORTER (sort of)
SIMILARITIESPublic Relations/News (Done Well!)
Honesty
Accuracy
Good Writing
Creative/Compelling
SIMILARITIES
Authoritative
Valuable/Useful/Informative
Compassionate/sensitive
Telling a story
Public Relations/News (Done Well!)
Distinctions
Represents special interest
All the time in the world
Wants to explain
Sells sizzle
Spreads good news
Hates special interests
Out of time
Wants a sound bite
Craves steak
Spreads bad news
Public Relations News
Distinctions
Asks questions
Resists influence
Objective
Generalists
Answers questions
Seeks to influence
Subjective
Specialists
Distinctions
Represents power
Has a story idea
Has a message
Has a specific audience
Challenges power
Has a different story
Has a different message
Seeks a broad audience
Distinctions
Will “spin”
Should be consistent
Shouldn’t speculate
Shouldn’t get emotional
Hates/loves “spin”
Searches for contradiction
Wants you to speculate
Loves emotion
Tips of the PR Trade Know your audience
Stay on message
STAY ON MESSAGE!!
Don’t speculate
Know your beat
Practice, practice
Be friendly
Be empathetic
Admit mistakes and fix them
Questions?