Media Relations Mikela Dennison (MCS)

AUT University, May 2014

A little bit about me

(Seriously, just a little bit)

News values How important are

they?

Traditional approaches

Divide between media and PR

PR depends on media

Media think PR is 'spin'

Spray and pray / one off coverage

Developing approaches

Changing news media structures

Rise of brand journalism etc

Social media as a tip source

Interdependent and collaborative

The press release

Pros: wide and far / all content included / time effective

Cons: not targeted / 'spray and pray' approach / same angle for all media

Changing medium: needs Multi-media and links

The tailored pitchBased on good relationship and understanding of media outlet

Better outcome through audience-focused coverage

Builds rapport with media as you become a useful resource, idea generator and facilitator

Social PRMedia: using it as a research tool for tips

PR: using it to identify what media are interested in and tailoring pitch

Making your clients' coverage go further

Engaging with users who share coverage

The Holy GrailHealthy relationship-building can lead to media approaching you

Working together to come up with angles and ideas for stories

'Exactly what I need / want'

Helping out with deadlines, empty spaces, expert comments

What women media want

Good talent, deadlines met, shared coverage

What's new and different?

Human stories and interesting people

Data, knowledge and commentary

Tell, don't sell!

A few tips

Manage expectations: clients and media

Find out how journalists want to be pitched to (email, call, Twitter)

Best pitch format? (release, event, interview, idea, report)

Deadlines, style / format, word count, images

Know your media: don't make a move 'til you do

Media Relations Mikela Dennison (MCS)

AUT University, May 2014