Media Relations Effectively working with your target news sources.
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Transcript of Media Relations Effectively working with your target news sources.
![Page 1: Media Relations Effectively working with your target news sources.](https://reader030.fdocuments.in/reader030/viewer/2022032705/56649d8a5503460f94a70378/html5/thumbnails/1.jpg)
Media Relations
Effectively working with your target news
sources
![Page 2: Media Relations Effectively working with your target news sources.](https://reader030.fdocuments.in/reader030/viewer/2022032705/56649d8a5503460f94a70378/html5/thumbnails/2.jpg)
What’s being covered today?
• How media relations fits into PR program
• Establishing the relationship• Media tactics• Media relations
measurement
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PR: A formal definition
A management function to establish mutually beneficial
relationships between an organization and
its publics.
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PR: A simple definition
The practice of doing the right thing—of
performing—and communicating the substance of that
performance.
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How media relations “fits”
• Media comprise a “public”• Media key in communicating
“substance of our performance”
• Every organization can benefit
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Value of media relations
• Communications for the budget-challenged
• Reputation enhancement• Crisis response• Product announcement or
re-introduction
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Media policy
•Written policy** Who receives media calls** Who is spokesperson** Interview procedures** Written material for media** Media kit
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Establishing the relationship
•Research** ID media, contact people, current information** ID preferred methods of receiving information
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Establishing the relationship
•Target key media** Geography** Specialized departments & “beat” reporters** Your message:
“We are the expertresource!”
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What do media want?
•Newspaper – Dailies** Local angles** Interview arrangements
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What do media want?
•Newspapers – Weeklies** Make their job easy
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What do media want?
•Television** Concise information** No pictures, no coverage** Topics that fit with programming
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What do media want?
•Radio** Concise information** Topics that fit format** Entertainment medium
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Be prepared!
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Media relations tactics
•Media visits** Establishes rapport** Learn their priorities** Pitch specific topics
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Media relations tactics
•Power of the news release** Regular distribution (“News Release of the Month”)** Employee announcements
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Media relations tactics
• Letters to the editor• Visits to editorial board
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Special tactics
• Special programs, sponsorships, personalities
• Unique twist on an on-going program
• Be prepared with information
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Tactics to use sparingly
• News conferences• “Exclusives”
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Media measurement
•Why measure?** Quantify PR efforts in meaningful ways** Gauge message frequency, location ** Use as benchmark
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Measurement tools
• Advertising equivalency• Impressions• Content analysis
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Measurement example
• “Quilt memorializes tissue donor” – Rockford Register Star** 33 inches** $91.83/inch advertising cost** $3,030 advertising equivalency** 71,562 impressions** Positive!
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In conclusion…
•Media relations:** Part of ongoing relationship building** Communicates the substance of your performance** Quantifies your efforts to your company’s management