Media Relations and New Media Technology (2011/10)

Lecture 4

Building effective media relations with

press and broadcast media

Developed and Presented by

Roy Ying, Msc., B.Comm.

Note: Pictures used in this power point file

is for academic Purpose only

DA010 - Professional Diploma in Public Relations - COMM6024EP

Table of Content

• Do Hong Kong media enjoy a high level of editorial sovereignty?

• Strategy differentiation in building relationship with the journalists, the editors, the columnist, the bloggers, and the publishers.

• 10 tips in treading all media fairly

• Dos and Don’ts in dealing with media• Writing a guest column

• Engaging networking events in partnership with broadcasting media

• Tutorial – how politicians win battles on public policies against the government using media relations?

• Review for mid-term quiz

Editorial sovereignty

• It is protected by Basic Law

• The Hong Kong Journalists Association(Chinese: 香港記者協會) was established in 1968 for practising journalists in Hong Kong to enhance press freedom and the integrity of news coverage

• It is the reason why we study media relations because money can only buy you advertisements. Only news will earn its place in the editorials

Hong Kong’s Press Freedom

• According to World Press Freedom Index, Hong Kong’s ranking has been dropping from 18 in 2002 to 58 in 2006

• The worry over the Article No. 23 has been the main issue:– Introduced as a law to protect national security,

Article 23 of the Basic Law created much concern and debate over Hong Kong's right to freedom of speech.

– The government has never ruled out the re-introduction of this bill, and it is clear that it will be one of the objectives for the next administration.

Vice Premier Li Ke Qiang’s Visit to

Hong Kong University in August

Class:

• Was there suppression of freedom of journalism?

• What worried you?

Class:

• Was there suppression of freedom of journalism?

• What worried you?

Sources of media

• Government Information Services

Sources of media

• TVB

Sources of media

• RTHK

Strategy in building relationship

with different media

• With GIS, there is really no need. All you have

to do is to subscribe yourself on the distribution

list.

• With TV, editors have a very short attention span

(even shorter than newspaper journalists)

– They want key points

– They want the news that

best catch audience attention

Class:

• How many pieces of news can 6:30pm TVB news report in the 21-min program?

Class:

• How many pieces of news can 6:30pm TVB news report in the 21-min program?

Strategy in building relationship

with different media

• With radio, there are a number of broadcasting opportunities:– News brief every hour

– Lunch, evening and late night news

– Talk shows

• Audio clips are as short (if not shorter) than video clips.

• Sound bites are preferred.

• More opportunities for live phone-in

Strategy in building relationship

with different media

• With print media, PR firms can be effective in generating interest because unlike TV and radio, newspapers and magazines can wait (just a little bit)

• Headlines are important

• Graphs, data and charts are welcomed

• Be sure to respond to the column writer’s comments

Strategy in building relationship

with different media

• Social media – forget it. People will say what

they want. Make sure your senior management

is prepared to accept bad news every once in a

while, and you should have the courtesy to leave

them there.

• Bloggers – sometimes they carry a lot of

influence. Regular bloggers’ receptions may

help them get to know your company. Instead of

press releases, bloggers are looking for articles.

10 tips in treating media fairly1. Don't write the story for the media. Tell them what the story is and

how they can cover it, such as where and when the event will take place or how to get a hold of the candidate for an interview.

2. Keep your releases to one page. Offer to provide supporting documents, such as a position statement, but don't flood editors with paper.

3. Don't send your releases to every person at each news outlet whose name or email you can discover. Sending multiple copies of the same release to dozens of people can backfire.

4. Identify the decision makers at the media that are key for your campaign and develop a relationship with them. Get to know what issues they think are important in the election and feed them information on those issues.

5. Don't call up the media to ask "Did you get my release?" or "Are you coming to our press conference?" Only make follow-up calls if you have something additional to offer.

10 tips in treating media fairly

6. As much as possible, treat all media equally. Don't discount a reporter because she or he works for a weekly.

7. If your fax list has more than 40 or 50 numbers, use a delivery service so that each outlet gets your releases at approximately the same time.

8. Make sure the press can get a hold of someone from your campaign. Answer press calls promptly.

9. Respond to events. If your opponent makes a statement you want to comment on, put out a release that says your candidate is available to respond…or include his/her response.

10. Don't give up if you don't get the coverage you would like at the beginning of your campaign. Remember it's a marathon not a sprint.

Do's in Dealing with News Media

• Do introduce yourself to different media editors, journalists, and freelancers by sending them an email note or by inviting them out for coffee or lunch.

• Do follow up after the meeting with thank-you note, mentioning that you will be in touch as appropriate. This is important to set the stage for future dialogue.

• Do let them know what your goals are and what special events, news, or programs you have coming up.

• Do send out news releases by email about two weeks in advance, when you have a special event planned. Send a follow-up email a few days later. Phone again at a convenient time before the event to suggest a possible meeting or interview at the event. The bigger the event, the more advance notice should be given.

Do's in Dealing with News Media

• Do tailor your pitch for the needs of each medium. For example, set up plenty of photo opportunities for television media, human-interest stories for print, and interviews for radio.

• Do give them the name of someone who has a personal experience to tell. Remember that the media loves a good story. Real life stories engage readers and makes for better copy than just statistics relating to Linux and open source.

• Do ensure that you or your designated spokesperson is available for interviews at a moment's notice; otherwise much of your efforts will be in vain. Both of you, of course, should do your homework and rehearse questions and answers in advance. You should have facts, statistics, and anecdotes in your head, ready to use.

Don‘ts in Dealing with News Media

• Don't send out a pitch or news release with vague, general statements. You must convince the editor to cover the news that promotes your organization rather someone else's.

• Don't ever tell the media what you want from them. Instead, ask them about the kinds of stories they're looking for. By learning what they want, you can tailor your communications to get what you want.

• Don't underestimate the importance of less prominent media like community newspapers, cable TV, trade journals, and special-interest newsletters. Look at the entire spectrum of news media for different angles.

Writing a guest column

• What’s a column?

– Guest columns and editorials are newspaper

or magazine opinion pieces, usually 400 to

800 words long, that are written by someone

who isn't part of the publication's normal staff.

Class:

• How many ways can you think of for a newspaper to invite someone to write a column?

Class:

• How many ways can you think of for a newspaper to invite someone to write a column?

Class:

• What’s the difference between a regular editorial and a regular column?

Class:

• What’s the difference between a regular editorial and a regular column?

Writing a guest column

• Why do newspapers use columns and editorials?

– Guest columns and editorials, if written well, can be

important in swaying public opinion, especially on current "hot-button" issues

• Any time that you want to express an opinion on

events and activities of concern to you as a

community organizer, you should consider

submitting a guest column or editorial.

– Do it fast as everyone else is doing the same thing to pitch to different media

Writing a guest column

How do you prepare guest columns and editorials?

Step 1 - Find out in advance what the publication's policy is on guest editorials and columns.

• Call the publication's editorial office ahead of time to find out what their guest editorial policy is and what their formatting requirements are.

• You may need to explain why your views are important and why the publication should grant you this space.

• Space is limited and competition is fierce for guest editorials, so be prepared to try to persuade the paper to let you write.

Writing a guest column

Step 2 - Select a writer for the piece.

• If possible, find a known public figure who is involved with or sympathizes with your cause. People DO notice who the author is. If you can't get a well-known "name " to write the piece, it won't be disastrous, but it always helps.

• More importantly, find someone who is a good writer! Even if your author isn't that well known in the community, a guest column or editorial can be very effective if it is well written. If necessary, your organization may have to have others help in writing the piece, but they will have to agree to be unsung heroes in this case.

Writing a guest column

Step 3 - Know the format requirements for guest columns and editorials.

• These requirements vary -- be sure to find out the requirements of the specific publication you’re writing for

• Most of the time, newspapers require the following of guest columns and editorials: – Submissions must be typed, double-spaced

– Title and author should be listed at the top – The piece should be 400 to 800 words long

– At the end, the author, title, organization, and a one-line description of the mission and membership base should be listed.

Tips in writing attractive columns

• Startling or eye-opening facts.

• Intriguing questions.

• Exploring common myths.

• Interesting or amusing anecdotes.

• Slice-of-life examples.

• Interesting comparisons.

• Real-life testimonials

• Practical tips on what the reader can do to make a difference.

Engaging events in partnership

with broadcasting media

• Working with a media partner can bring great rewards such as free advertising, increased profile and targeted editorial.

• But how do we create sustainable partnerships with the media that aremutually beneficial?

Typical deal

1. WHAT CAN WE OFFER

• Interesting stories

• Exclusivity

• Access to speakers or VIPs with a longer lead time

• Special reader offers and free tickets

• The opportunity to expand current readership/audience

• A single point of contact

• Brand association

• Branding opportunities

• Visibility

• Expertise and background information

Typical deal

2. WHAT WE WANT IN RETURN

• Coverage

• Advertising (free or a good deal)

• New members

• Profile

• Increased awareness

• Branding / shared association

• Improved quality of editorial and access to editorial

• New contacts

• Less work / More help

Engaging events in partnership

with broadcasting media

Class Discussion 1

• What happened next?

Class Discussion 1

• Then what?

Class Discussion 1

• What do you think of this development?