Understanding How Media Works

Kittima Sethi

Building media relations skillsKnow and understand each media (print and broadcast)

Create media list Research type of stories

each media covers Know the reporter and

style How to pitch to increase

chance of media coverage (email / phone/ face-to-face)

• Relevant• Unique• Easy to work with

Timing of publication and deadlines

Materials should be bilingual

Be prepared for media to switch gears if a compelling story arise

Do not alienate press and act professional

Define stories you want to tell, talking points and key messages

Brainstorm on various PR angles

Identify and prepare spokesperson

Be careful with exclusivity

Building media relations skillsKnow and understand each media (print and broadcast)

Scan media daily to see how you can tie your product or service to media

Build relationships with journalists by offering comment on article, blogs or editorial

Prepare all relevant materials

Be responsive

Building media relations skillsKnow and understand each media (print and broadcast)

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Types of ReleasesGeneral News ReleaseLaunch Press ReleaseProduct ReleaseExecutive or Staff

Announcement News Release

Expert Positioning Press Release (focus on

company report / statistics)Event Press Release Survey Results ReleaseCalendar News Photo Release

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