KMS Media Training

August 20, 2007

Overview

• Provide an overview of the Media

• Review and clarify media guidelines and rules of engagement

• Highlight the resources available to support KMS

• Discuss public relations opportunities

• Next-steps

Media 101

What is News?

• Must be Timely, Relevant, or part of a Trend

• The story…• What’s the angle?• What’s different?• What’s unique?• What’s important?

• The conflict…• Are there two sides?• Is there controversy?• Who are the players?• Who does this conflict affect?

• The readers / listeners / viewers…• Will they want to hear about this

story?• What parts will be of most

interest?• How does this story

help/serve/inform/agitate?

Why Talk to the Media?

• Media Relations is sales• Selling a product or service• Selling the brand• Selling the stock• Selling the workplace

• You don’t do interviews for the media’s sake

• All media relations activities should tie back to a business objective

Why Talk to the Media?

• “No comment” equals “probably guilty”

• 1,000 people surveyed by Shandwick International • If they heard a company was being sued, 59 percent assumed

the company was guilty.• If they heard that a company was being sued and responded to

the suit with a “no comment,” 69 percent assumed guilt.

Not All Media Are Alike

• Local print media – usually younger and less experienced

• Local broadcast – visual, tough deadlines, less depth to stories, driven by emotion and video

• National print and broadcast – more experienced, more in-depth, trend-oriented

• Trade media – more knowledgeable about industry, demand more specifics

Main Message of Story

Most Important Supporting Facts, Good Anecdotes

Less Important Facts

Least Important

Facts

Inverted Pyramid

Getting Our Message Out• It’s not enough to have an interesting, a relevant or a

timely news story. • Securing media placements

• Think beyond our own news• Have a good story• Know your audience• Target the right reporters at the right time• Know the reporter and publication• Have a strategy

Getting Our Message Out

• The secret to successfully working with journalists is thinking like a reporter. • Understanding the newsworthiness of our organization’s

information• Thinking beyond our own news by developing our

organization’s information in a method that is interesting to general public

• Pitching our story from the reporter’s perspective, not oour perspective

• Recognizing reporters look for the drama within every story

Public Relations

Public Relations…

educates, influences and builds awareness to establish and maintain credibility among your target audiences so that your sales and marketing efforts will have an increased opportunity for success.

Corporate Public Relations• Facilitate media interviews• Produce media releases• Develop feature news articles• Develop bylined articles• Craft media statements• Create media kits, fact sheets• Prepare executive bios• Provide media training• Handle crisis situations

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Newsletter ArticlesPublic RelationsPublic Relations

Marketing

MediaPlacements

Presentation & Panel Participation

KMS – PR Opportunities

Publications• Develop topics and establish relationship with the

editorial staff • Internet Retailer• Inbound Logistics• Mail• Postal World• FM Link• IFMA• APICS• Stagnito Publishing

Next-Steps

• Identify topics and trends where we can offer perspective and thought leadership

• Identify customers willing to participate/support our media efforts

• Develop media pitches, targeted media list and connect with journalists

When the Media Contacts You

• If the media calls or visits a Kelly branch or a customer location, all employees should be friendly, courteous, and professional, and then promptly direct them, without comment, to Corporate Public Relations

• Engage Corporate Public Relations prior to providing any information or assistance to the media.• Direct the media to Corporate Public Relations without comment• Provide the reporter’s name, media outlet and contact

information to Corporate Public Relations

Questions?