Media Relations Peggy Simcic Brnn 1 Media Relations

Media Relations Peggy Simcic Brønn 1

Media Relations z. Targeting ‘gatekeepers’ of specialized and mass media z. Intermediate market z. Consumers end market Peggy Simcic Brønn 2

Walking the tightrope with the media on one side and the client on the other is one of the major problems that the public relations man (woman) faces every day. (Henry C. Rogers) Peggy Simcic Brønn 3

Good Press Relations: z. Improve public image z. Help build sales z. View media as resource z. Hold down costs z. Is an opportunity to get viewpoint across Peggy Simcic Brønn 4

Media z. Mass Media y. Local Media x. Print x. TV, Radio y. National x. Print x. Broadcast networks x. Wire services Peggy Simcic Brønn 5

Media z. Specialized y. Local x. Trade, Industry and Associations x. Organization house and membership x. Ethnic publications x. Special groups x. Specialized broadcast programs and stations y. National x. General business x. National trade, industry and association x. National organization house and membership Peggy Simcic Brønn 6

Objectives z. Increase knowledge of news about organization among community media representatives z. Enhance organization’s credibility among media z. Reinforce favorable attitudes toward organization on the part of media z. Increase favorable news coverage Peggy Simcic Brønn 7

Objectives z. Be of service to media - proactively and reactively y. Provide newsworthy stories y. Available for responses z. Interviews with officers and personnel Peggy Simcic Brønn 8

Two Kinds of News z. Spot news y. Time is important y. Hard or Soft z. Feature material y. Not time bound y. Often used as ‘filler’ xprofiles xinterviews xhuman interest events xfeatures accompanying spot news Peggy Simcic Brønn 9

Uncontrolled Media z. News Releases - print and video z. Photographs and Photo Opportunities z. News Conferences z. Media Interviews Peggy Simcic Brønn 10

Controlled Media z. Information given out by organization z. May or may not be used by media Peggy Simcic Brønn 11

Communicating Effectively z. Source credibility z. Verbal and nonverbal cues z. Newsworthy information z. Participation Peggy Simcic Brønn 12

Evaluating Media Efforts z. Message exposure ynational and local clipping services ycirculation figures, audience size z. Content analysis Peggy Simcic Brønn 13

z. Relationships with media often adversarial: y. Lawyers and corporate disclosure y. Critical way reporters look at things y. Protective or defensive way organizations handle themselves with press Peggy Simcic Brønn 14

“It’s a lot tougher now, getting a journalist interested in a story, you really have to sell it, be ready with answers, and have a clear knowledge as to what button to push to excite a particular newsperson. And you better make damn sure it’s a good visual. ” Marilyn Barnett, 72 -year-old PR director of New Orleans Hilton Riverside 15

What is News? z. Is it essential? z. Is it timely? z. Is it controversial? z. Is it unusual? z. Is it dramatic? z. Is there an identification possibility? Peggy Simcic Brønn 16

How to Make Media Mad z Develop two lists - not talking to anyone not on priority list z Returning phones calls at your convenience ignoring deadlines z Insisting that everything be cleared through PR or legal departments z Demanding a retraction when story not 100% positive z Giving multiple exclusives 17

How to Make Media Mad z. Talking down to reporters z. Tying weak stories to advertising z. Reminding reporters or editors to send clippings of articles z. Asking to see story before going to press Peggy Simcic Brønn 18

Helpful Hints z. Understand interests of media z. Know the most effective way to transmit material z. Understand the problems of deadlines z. Respond quickly to inquiries z. Be honest, increase credibility by presenting straightforward material Peggy Simcic Brønn 19

Helpful Hints z. Never respond with ‘no comment’ z. Do not try to fool the press z. Behave with dignity z. Guide the business or firm toward gaining a reputation of good community citizen z. Be scrupulously fair in dealings and material Peggy Simcic Brønn 20

Helpful Hints z. Choose one qualified spokesperson prepare them z. Do not respond off the cuff z. Become acquainted with the media develop relationships with key journalists z. Take the initiative z. Do not overreact Peggy Simcic Brønn 21

Helpful Hints z. Do not avoid involvement z. Develop a fact kit on organization z. Be friendly and helpful z. Determine reporter’s main interest in advance and be prepared to accomodate those interests z. Develop standard responses for questions you will not answer Peggy Simcic Brønn 22

When You Do Not Want to Release News z. Never say ‘no comment’ - reporters will keep trying and public will think you’re hiding something z. Never lie z. Tell why can not be discussed z‘Off the record’ is not safe - could be used anyway z. Check with editor in charge Peggy Simcic Brønn 23

Negative Stories z. Be candid z. Do not give incorrect understanding of situation z. Learn how local media works z. Regard interviews as opportunities z. Make experts available to press z. Use experienced PR people Peggy Simcic Brønn 24

Some ‘Misses’ z. Deal with what they want, not what editors need z. Ignore opportunities given by editors - ex. exhibition preview, editorial surveys z. Send information to ‘big name’ journals instead of specialized publications Peggy Simcic Brønn 25

Do-it-yourself Newsletters z. Uses desktop publishing - Internet z. Strong demand for specialized, up-todate information z. Target value seekers looking for special packages z. Develop own or tap into others covering niche markets z. Saves money and better targeted Peggy Simcic Brønn 26

CEOs Not Equipped to Deal with Media z Over-rationalize the irrational z Complicate the simple z Fall into ‘out of context’ trap z Overestimate importance of story z Underestimate technique in news z Over delegate communications responsibility z Underestimate the odds z Mismarket the news Peggy Simcic Brønn 27

CEOs Specifically Must: z. Speak out on the issues z. Eliminate press paranoia z. Have Communications people attend management forums z. Put a Communications person on board of directors Peggy Simcic Brønn 28

Getting Your CEO to Listen z. Executive Primers z. Conference Synopses z. Op-Ed Articles z. News Services z. Executive Endorsement Peggy Simcic Brønn 29