“Speechwriting, Presentations, and Media Interviews”

Chapter 16

PR Interpersonal CommunicationsAt some point a PR person is likely going to

be asked to do all of the following: Speechwriting for a top executive/official Give speeches and presentations Conduct one-on-one media interviews Organize news conferences Host journalists on press tours

Media Interviews Interviews are widely used ways to publicize an individual or a

cause In setting up an interview, the PR person should obtain from the

interviewer an understanding as to its purpose There may be instances when an interview request should be

turned down such as when a company is close to making a big change that its employees or stockholders may not yet have been told about– a reporter may be on to the news

“Avoiding trouble is a hidden but vital part of a public relations adviser’s role.” OK to decline interview requests or delay until a later date– do so as politely as possible

When scheduling TV or radio interviews, consider the personality of the person you want to be interviewed– will he or she come across as confident, knowledgeable, authoritative, charismatic? If not, you may want to give this media opportunity more thought.

Planning and Conducting News Conferences

The key word here is “news.” There must be a strong news element, otherwise why hold a news conference?

Reporters and camera crews will go away disgusted if you waste their time with announcements of only minor news value

Maybe it’s better to release the information by news release or media kit

Invite all media to the news conference, can risk making an enemy by ignoring some media

News Conference Considerations Give thought to the time it will be held, based on media deadlines:

10:30/11 a.m. always good, early afternoon too Select a location that is easily accessible Think about how the setting will look in photos and on TV Make sure microphones and lights are working Have an area designated for TV cameras and tripods PR pros can help prep speakers with likely questions Caution speakers to avoid “off-the-record” or off-the-cuff remarks.

Stay on point. The speaker should never lie. A “no comment” type response is

better. If appropriate, issue your own news release shortly after the news

conference, or have one ready to distribute when media arrive

Press Parties and Media Tours The “press party” setting may be a luncheon,

dinner or reception. It is a softening-up process, and both sides know it.

It’s an informal way for the host/hosts to meet the media and vice versa. But there’s no guarantee of positive coverage in return.

Press parties help open the channels of communications between, say, company executives and the reporters/editors who cover them

Three types of media tours Junkets—editors and reporters are flown in by a company,

“wined and dined” with the host usually picking up the tab for transporting, feeding and housing the media representatives

“Fam trips” or familiarization trips are offered to travel writers and editors by the tourism industry. Travel articles in magazines and newspapers often result from a reporter’s (all expenses paid) “fam trip”

Executive visits– widely used in high-tech industries, these involve top executives traveling to key cities to talk with selected editors. Depending on an editors’ preferences, the execs may visit a publication and give a background briefing to key editors, or a hotel conference room may be set up so that the traveling executives may talk with editors from several publications at the same time

Press Tours/Junkets: Ethical or Not? Many news organizations forbid employees from accepting any

gifts, housing, or transportation—instead the news organization pays all the costs

But some smaller news organizations may allow their reporters to accept expenses-paid trips on the grounds they could not afford such trips any other way, and the news values are legitimate

The PRSA Code forbids lavish gifts and free trips that have nothing to do with covering a legitimate news event

PR pros should also be sensitive to the policies of news outlets and should design events to stay within them. A wise alternative may be to offer a reporter the option of reimbursing the company for travel and hotel expenses associated with a press tour

In terms of gift-giving, the sensible approach is a token of remembrance such as a pen, note pad, or a company paperweight. But many news organizations will not permit even these token gifts.

Disney Press Party Criticized Review “On the job ethics” sidebar on page 427 about

Disney World bringing 10,000 journalists to Florida to cover Disney’s 15th anniversary (this is the homework for next class…)

Disney paid or partially compensated all press travel, lodging, and food expenses

Critics castigated Disney for trying to “buy the press” and journalists for being “on the take”

Disney reaped coverage that greatly exceeded in value (advertising equivalency) than what it paid to bring in all of the journalists

Steps in preparing a speech Research the intended audience of the speech Know everything about the executive who is going

to give the speech Have a lengthy talk with the speaker before

writing a rough draft of the talk Determine what the speech is supposed to

accomplish--what information and opinions should the audience have when the speech is finished?

Organizing the speech– 8 partsA speech is built in blocks that are joined by transitions

Beginning1. Introduction (establish

contact with the audience)2. Statement of the main

purpose of the speechMiddle3. Development of the theme

with examples, facts, and anecdotes

4. Statement of secondary theme, if any

5. Enunciation of the main point that the speaker has been building up to. This main point is the heart of the speech

6. A pause at this plateau, with an anecdote or two that helps the audience absorb the point just made

End7. Restatement of the theme in

summary form8. A brief, brisk conclusion

Keeping the audience in mind tipsAudiences usually remember only a small part of what they hear. The

speaker therefore must make sure they hear things that stick in their minds

Know your listeners-- age, income, gender, occupation, education

Use their language– use terms/expressions familiar to audience

Use visuals– charts/slides/other visual forms help audience remember

Use humor carefully– avoid jokes and comments that may offend; the safest humor is a story the speaker tells about himself/herself

Watch your facts– be certain the information is accurate

Focus on the benefit– any speech must tell listeners what they will gain from the ideas presented

Speech Publicity OpportunitiesPublicity can greatly increase the number of people a speech or presentation

reaches

Before the speech: Whenever anyone from your organization speaks in public, the PR staff should make sure the appropriate media are notified in advance. Send a news release or media advisory.

After the event: After a major speech has been given, the PR people can prepare audio, video, and print news releases about the speech for distribution to appropriate media. The speech can also be converted into an op-ed article/piece for newspapers and magazines. Or it can be reprinted or put into a brochure and sent to key publics.

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