public relationstheocharis katranismba, stirling public relations theocharis katranis lecture 5...

Public Relations Theocharis Katranis MBA, Stirling

Public Relations

Theocharis Katranis

Lecture 5

Lecturer

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Today’s Lecture1. Gain a thorough understanding of the public relations practitioner's role in working with the print media

2. Understand the importance of establishing good relationships with journalists

3. Be able to define the difference between advertising and publicity

4. Acquire knowledge of the various standards and practices in the dissemination of news releases.

5. Become acquainted with the methods for measuring the results of publicity

6. Know the dos and don'ts of being interviewed and of holding press conferences.

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Today’s Lecture

7. Understand the need to become skilled and resourceful in dealing with electronic media.

8. Learn the techniques for handling television interviews successfully.

9. Gain a through understanding of the major methods for pitching television publicity: video news releases, satellite media tours, public service announcements, and video conferences.

10. Become acquainted with the methods for penetrating the radio marketplace.


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Print &Broadcast Media Relations

Today more business use the electronic Media to communicate with their publics.

Printed Media, mainly Newspapers and magazines, still have a good impact to public but their sales are less than before. Publics still read newspapers mainly because they trust the source of the information that coming from, i.e. New York Times Newspaper, The Wall Street Journal, etc.


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Electronic Media

First decade of the 21st Century, many companies shifted to electronic media for their public relations goals.

For social media communications, Twitter is consider to be one of the best method as it concerns the “News”.

Internet gave the opportunity to public relations people to communicate with younger people and other groups.

“Blogs” were used to pass the information to people

Public Relations Theocharis Katranis, MBA, Stirling

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The challenge for public relations professionals in dealing with print, electronic or online commentators is to foster a closer relationship between their organizations and those who present the news. The key is fairness, with each side accepting and respecting the other’s role and responsibility.

Electronic Media


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Dealing with the Media

1. A reporter is a reporter – (Always on duty).

2. You are the organization – (Be careful what you say)

3. Treat Journalists professionally.

4. Do not try to “buy” a journalist

5. Become a trusted source

6. Do not expect “news” agreement

7. Never Lie

8. Read the paper


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Attracting Publicity

Advertising costs! It has significant benefits though .

1. Content: What is said and how it is illustrated

Advertising Vs Publicity

2. Size: How large a space is devoted to the organization

3. Location: Where in the paper the ad will appear

4. Reach: The audience exposed to the ad – i.e. the no. of papers it can be found

5. Frequency: How many times the ad is run


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Publicity

Publicity is… by gaining CREDIBILITY.

Companies may use journalists who already created their credibility to the public to pass in order to communicate their messages to people.



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“Publicity is stronger than Advertising”

With few words…



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Value Of Publicity

Companies may use publicity in the following areas:

1. Announcing a new product or service

2. Reenergizing an old product

3. Explaining a complicated product

4. Little or NO budget – (to promote)

5. Enhancing the organization’s reputation

6. Crisis Response


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Pitching is the activity of trying to place positive publicity in a periodical, on a news site or in the electronic media i.e converting publicity to news.

Pitching Publicity


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Areas of interestPitching Publicity

1. Know deadlines

2. Generally write first, then call

3. Direct the release to a specific person or editor

4. Determine how the reporter wants to contacted

5. Do not badger – (not pushy)

6. Use Exclusives but be careful

7. When you call, do your own calling

8. Develop a relationship

9. Never lie


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Online Publicity

Ways that can form online publicity

1. News Releases

2. Headlines

3. Announcements

4. Links

6. Newsletter

9. Libraries

8. Public Appearances

7. Promotions

5. News wires – Dow Jones, Reuters10. Events


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Handling Media Interviews

1. Prepare

2. Know your lines – to know what you will say

3. Relax

4. Speak in personal terms

5. Welcome the naïve question

6. Answer questions briefly and directly


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Handling Media Interviews

8. State facts and back up generalities

9. There is no such thing as “off the record”

10. Do not say “No Comment”

11. Tell the truth

7. Don’t bluff


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Satellite Media Tours - SMT

SMT is live tours conducted via satellite, i.e. sports reporters / Live Political Party announcements etc


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Satellite Media Tours - SMT

Steps to be taken into consideration:1. Defining Objectives

2. Pitching the SMT

3. Last-minute juggling

4. Satellite time

5. B-roll: Background footage

6. Availability of dedicated phone lines

7. Spokespersons briefing

8. Consider controversy

9. Avoid becoming too commercial


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Securing Radio Publicity

1. Strong, focused message

2. Localization

3. Positive spokesperson

4. Timeliness


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1. Gain a thorough understanding of the public relations practitioner's role in working with the print media

2. Understand the importance of establishing good relationships with journalists

3. Be able to define the difference between advertising and publicity

4. Acquire knowledge of the various standards and practices in the dissemination of news releases.

5. Become acquainted with the methods for measuring the results of publicity

6. Know the dos and don'ts of being interviewed and of holding press conferences.

.

.

.

Summary – Lecture 5


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7. Understand the need to become skilled and resourceful in dealing with electronic media.

8. Learn the techniques for handling television interviews successfully.

9. Gain a through understanding of the major methods for pitching television publicity: video news releases, satellite media tours, public service announcements, and video conferences.

10. Become acquainted with the methods for penetrating the radio marketplace.

Summary – Lecture 5


Chapters 9 & 10

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END of Lecture 5

Thank you for your attention

public relationstheocharis katranismba, stirling public relations theocharis katranis lecture 5...

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