CHAPTER 14
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QUICK QUIZ
What’s the number one communications
medium among Public Relations professionals?
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2
Securing Positive Publicity
through the media is at the heart
of public relations practice.
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Let’s Discuss
Public versus Advertising

Which is regarded as more credible?

Why?
People regard publicity as
more credible because
attracting positive publicity
requires good media
relationships and any sales
message is more subtle.
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What Drives the Media?
A quest for:

Information

Scoops & Trends

Objectivity & Fairness
PRESS
CORPS
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Let’s Discuss
The Relationships Between
Media and Public Relations
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Sometimes the media and
public relations are on…
…different philosophical
wavelengths.
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QUICK QUIZ
What can organizations do to foster
good media relations?
Establish a formal media relations policy
Understand and follow the
12 principles of good media
relations
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12 Principles of Good Media Relations
• Reporters are never “off
duty.”
• You ARE the organization.
• Treat reporters as
individuals.
• Treat journalists
professionally.
• Become a trusted source.
• Inform journalists even
when you’re not
“selling.”
• Don’t expect news
viewpoint agreement.
• Don’t “cop an attitude”
• Don’t sweat the skepticism.
•
Read the paper.
• Don’t try to “buy” a
journalist.
• Never lie.
with reporters.
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QUICK QUIZ
What are the benefits of …
?
Advertising lets you control:



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Content
Size
Location


Reach
Frequency
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QUICK QUIZ
Name two benefits of publicity over
advertising:

Publicity costs about
10% less than
advertising.

Publicity carries an
implied third party
endorsement.
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Let’s Discuss
Value of Publicity
How does publicity affect the following:
Introducing a
new product
Revitalizing an
old product
Explaining a
complicated
product
Working with
little or no
budget
Enhancing
your
reputation
Responding to
crisis's
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PITCHING PUBLICITY
Write
don’t call
Learn how
journalists
want to be
contacted
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Know
deadlines
Address
editor by
name
Don’t
badger
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PITCHING PUBLICITY
Do your
own
calling
Never lie
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Use
exclusives
carefully
Develop a
relationship
Don’t send
clips of other
stories about
your client
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QUICK QUIZ
Media Relations
When Addressing reporters, should
you use their first names?
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QUICK QUIZ
Media Relations
Are reporters correct in thinking
they can ask embarrassing
questions?
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QUICK QUIZ
Media Relations
Should you ever say “no comment”?
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QUICK QUIZ
Media Relations
When reporters call on the phone,
should you assume the conversation
is being taped?
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QUICK QUIZ
Media Relations
Should you ever admit you had
professional training to handle the
media?
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Let’s Discuss
How to prepare copy for paid wires:
Always include headlines
Create “strong” lead
Identify stock symbols
Specify timing—avoid busy hours
Specify targets
Check for accuracy
Include contact names & numbers at the end
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Handy Media Directories

Gales Directory of Publications

Bacon’s Publicity Checker

Broadcasting Yearbook

Editor & Publisher Yearbook

Working Press of the Nation
Specialized Directories

Examples:

Congressional Staff Guide

Anglo-Jewish Media List
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Let’s Discuss
Measuring Publicity
Press Monitoring (Clipping) Bureaus
Broadcast Transcription Services
Media Distribution Services
Content Analysis Services
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Dealing with Interviews






Do your homework in advance.
Relax.
Speak in personal terms.
Welcome the naïve question.
Answer questions briefly and directly.
Don’t bluff and don’t lie.
 State facts and back-up generalities.
 If the reporter is promised further
information, provide it quickly.
 There is NO SUCH THING as
“being off the record.”
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Let’s Discuss
Press Conferences
Follow up early and
often to get an accurate
expected count.
Notify the
media by mail
well in advance.
Don’t play
favorites.
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Schedule
conference in
mid-morning.
State in
advance the
time allotted
for the
conference.
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Let’s Discuss
Press Conferences
Prepare for T.V.
coverage.
Prepare materials
(press kits, etc.)
to supplement
conference.
Schedule
conferences in
meeting rooms.
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Signal end of
conference: “I’ll
take one more
question.”
Cue
reinforcements
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