Lecture #10
In Class Assignment #3
 Name 5 ways to help build strong media relations
Media Relations
 Part of PR is dealing with the media.
 In fashion PR, handling the press is one of the main
responsibilities.
 Recent studies have been done which show that
Americans are becoming unhappy with the media.
 Freedom of the Press is a constitutional right, and the
media has regularly challenged authority with pointed,
nasty, and even hostile questions
Media Relations
 Hound public figures, invade the privacy of private
individuals, and can be obnoxious or even annoying.
 Dealing with the media has never been more
challenging.
 The PR professional is often the individual who meets
the media head on.
Objectivity in the Media
 Securing positive publicity in the media- role of PR
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professional.
Publicity is regarded as more credible than ads.
Publicity requires establishing good working
relationships with the media.
The role of the journalist is objectivity- acting fairly
with the intention of remaining neutral.
Total objectivity is impossible, biases and
preconceived notions exist within all of us.
Objectivity in the Media
 Pure objectivity is unattainable in reporting.
 The media views officials– business or government
spokespeople with some skepticism.
 The relationship between the media and PR professionals
should be one of friendly adversaries rather than of bitter
enemies.
 Even with some biases, the media usually want to receive
the facts from all sides.
 Most journalists respect the role of the PR professional
and when dealt with fairly will do the same for the PR
professional.
How the Media and PR work
 The media wants the story- good or bad.
 Organizations want things to be represented in the
best light.
Media and Public Relations
 Executives consider journalists to be the enemy.
 The practice of public relations as a profession gets
knocked because often times they try to keep
journalists out when times get tough.
Print Media
 Despite the growth of electronic media, print still
stand as an important medium among public relations
professionals.
 Many departments at newspapers and magazines still
use news releases and other publicity vehicles
compared to the limited opportunities on network and
cable TV.
Print Media
 Despite circulation shrinkage, newspapers still
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dominate the nations news schedules
What happens on the front page of the nation’s largest
newspapers sets the agenda for the nation.
1,400 daily newspapers are published
50 million newspapers are sold
100 million people read one
On average, a 30 minute television news program
would cover only one- half of one page of a newspaper.
The Internet Factor
 Internet complicates the relationship between
journalists and PR professionals
 Internet has ushered in a new age or journalistic
reporting– immediate, unrestrictive, and
uncontrolled.
 Newspaper websites have been growing
 While print staffs and editions shrink, the online 24
hours coverage of news staff has expanded quickly.
Blogging
 There are nearly 115 million blogs.
 Blogs come in a variety of shapes, sizes, and pedigrees
 Bloggers from all walks of life remain busy 24/7
 Continuous stories, some true and some not
Issues With Electronic Media
 The issue that PR professionals have with electronic
sources is creating closer relationships between their
organizations and those who present the news.
 The key once again is fairness- each side accepting and
respecting
Handling the Media
 It is the PR professional’s role to develop the
relationships between their organizations and the
media; print, electronic, and internet-based.
 Engage the media in an honest way to help get the
organization’s point of view across.
 The organization must establish a formal media
relations policy and then develop a philosophy for
dealing with the media.
Dealing with the Media
 A reporter is a reporter- anything you say or do may be
reported
 You are the organization- you represent the policy of
the organization– you are reported by name and
quoted on camera. So, every word out of your mouth
must be carefully said.
 There is no standard issue reporter- many executives
want nothing to do with the press, however, most
journalists are just doing their jobs and should be
treated as individuals.
Dealing with the Media
 Treat Journalist Professionally- sometimes the role of
the PR professional and the journalist oppose one
another, nonetheless the two should remain a
professional relationship.
 Don’t Sweat the Skepticism- journalists are not paid to
ask nice questions, bad news usually makes better
news than good news. Some interviewees do not like
this, however the prepared interviewee realizes this.
Dealing with the Media
 Don’t Try to “Buy” a Journalist- no bribes for a positive
story
 Become a Trusted Source- The PR professional knows
more about the organization than the reporter. If you
are a trusted sources, the media will most likely cover
positive stories about your organization in the future.
 Talk When Not “Selling”- Sharing information with
the media even if it has nothing to do with your
organization. Reporters need leads on story ideas.
Dealing with the Media
 Don’t Expect News Agreements- Don’t complain when
a story does not make into publication.
 Do Not Get An Attitude- don’t have attitude with
reporters. All reporters remember you—good or bad.
 Never Lie- you will never be trusted again.
 Read The Paper- You will learn what kind of stories the
journalist writes.
Attracting Publicity
 Publicity is more powerful than advertising.
 Gained by dealing directly with the media.
 Advertising costs money, however, some things are
guaranteed:
 Content- what is said and how it is portrayed
 Size- space devoted to organization
 Location- where the ad is in the publication
 Reach- Number of individuals the publication reaches
 Frequency- how many times the ad is run– very
important
Advertising vs. Publicity
 Publicity is not controlled.
 Many press releases never reach the light of day
 It is not paid for.
 Cannot determine where the story will be placed in a
publication, if it even is placed.
Advertising vs. Publicity
 Cannot determine how much spaced will be given to
the story if it is run.
 The cost is minimal, costing the PR professional and
management only the time to think of, create, and
attempt to place the story in the media.
 Publicity is seen as being the thoughts of a third party-
making the organization seem more credible.
Value of Publicity
 Announcing a new product or service
 Reenergizing an old product
 Explaining a Complicated Product
 Little or No Budget
 Enhancing an Organization’s Reputation
 Crisis Response- fastest and most credible means or
response
Pitching to the Press
 Pitching: the activity of trying to place positive
publicity in a periodical, news site, or in the electronic
media of converting publicity to news.
Pitching to the Press
 Know Deadlines- time governs every newspaper, news
stories should be scheduled whenever possible to
accommodate deadlines.
 Generally Write First, Then Call- email news releases
first, follow-up calls to make sure they received a
release should be avoided.
 Direct the Release to A Specific Person or Editor
 Determine How the Reporter Wants to Be Contactedemail, mail, fax, paper
Pitching to the Press
 Don’t Badger- Little is achieved when acting upset
when a story is not covered.
 Use Exclusives Cautiously- might promise exclusive
stories to particular publications.
 When You Call Do Your Own Calling- PR professionals
should do their own initial and follow-up calls.
Pitching to Press
 Don’t Send Clips of Other Stories About Your Client
 Develop a Relationship- Name of the Game
 Don’t Lie
 The fact remains that dealing with the print media
remains an essential skill of public relations
professionals.
Online Publicity
 News Releases- applies to online efforts as it does to
print.
 Headlines- pay close attention to headlines, internet
users are in a hurry and read the headline and decide
whether or not to read the article.
 Announcements- usually used to get readers to visit a
website for further information.
Online Publicity
 Links- transport readers to websites, automatically
deliver the audience to the website being promoted.
 Newsletters- used to keep audiences updated on new
products, services, issues, events.
 Libraries-able to keep large quantities of information
online is a clear advantage of print.
Online Publicity
 Public Appearances- online chat sessions can be the
equivalent of offline press conferences.
 Promotions- internet users are notorious giveaway
fanatics
 News wires- the most important releases are those
carried on news wires.
 Events- staging events is another way to draw reporters
and other publics online.
Handling Media Interviews
 One of the essential tasks of the PR professional is
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coordinating interviews.
Executives are not used to being put “on the spot.”
Counseling executives for interviews has become an
important task of the PR professional
The thing to remember is that neither the interviewer
or interviewee need to seek lasting friendships
Interviewer wants a good story, interviewee wants to
deliver key messages.
Handling the Media
 Prepare- interviewee must be briefed, point of view,
interests, likely questions.
 Know Your Lines- know what you will say before you
begin the interview.
 Relax- building rapport will help the interview, should
seem like a conversation.
 Speak in Personal Terms- use “I” as much as possible.
Personalize, speak as an individual, as a member of the
public.
Handling the Media
 Welcome the Naïve Question- if the question sounds
simple, it should be answered anyway.
 Answer Questions Briefly and Directly- Don’t ramble,
be brief, concise and to the point
 Don’t Bluff- If a reporter answers a question you cant
answer, admit it
 State Facts and Back Up Generalities- come armed
with specific data
Handling the Media
 There Is Not Such Thing As Off The Record- a person
who doesn’t want to see something in the media,
shouldn’t say or do it!
 Don’t Say “No Comment”- suggests that you are hiding
something or worse. If you can’t answer the question
explain its because of confidentiality or proprietary
reasons.
 Tell The Truth- In an interview your integrity is always
on the line.
Final Thoughts
 Strong media relations are build on relationships of
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trust and respect.
To earn respect amongst members of the media it is
important to consider their needs first
The PR professional should make sure that any client
being interviewed is well prepared before going into
the interview
Print and electronic media require some of the same
media efforts, but also have some differences
No Lying!
References
 Seitel, F.P. (2011). The Practice of Public Relations.
Prentice Hall: Boston.