Copyright Copyright © 2001, Prentice Hall, Inc.© 2001, Prentice Hall, Inc.

CHAPTER 14

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QUICK QUIZ

What’s the number one communications What’s the number one communications medium among Public Relations professionals?medium among Public Relations professionals?

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Securing Securing Positive PublicityPositive Publicity through the media is at the heart through the media is at the heart of public relations practice.of public relations practice.

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Let’s Discuss

Public versus Advertising Which is regarded as more credible?Which is regarded as more credible?

Why?Why?

People regard publicity as People regard publicity as more credible because more credible because attracting positive publicity attracting positive publicity requires good media requires good media relationships and any sales relationships and any sales message is more subtle.message is more subtle.

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What Drives the Media?A quest for:A quest for: InformationInformation Scoops & TrendsScoops & Trends Objectivity & FairnessObjectivity & Fairness

PRESSCORPS

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Let’s Discuss

The Relationships Between The Relationships Between Media and Public RelationsMedia and Public Relations

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Sometimes the media and Sometimes the media and public relations are on…public relations are on…

……different philosophical different philosophical wavelengths.wavelengths.

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QUICK QUIZ

Establish a formal media relations policyEstablish a formal media relations policy

What can organizations do to foster What can organizations do to foster good media relations?good media relations?

Understand and follow the 12 principles of good media relations

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12 Principles of Good Media Relations12 Principles of Good Media Relations

• Reporters are never “off Reporters are never “off duty.”duty.”

• You ARE the organization.You ARE the organization.

• Treat reporters as Treat reporters as individuals.individuals.

• Treat journalists Treat journalists professionally.professionally.

• Don’t sweat the skepticism.Don’t sweat the skepticism.

• Don’t try to “buy” a Don’t try to “buy” a journalist.journalist.

• Become a trusted source.Become a trusted source.

• Inform journalists even Inform journalists even when you’re not “selling.”when you’re not “selling.”

• Don’t expect news Don’t expect news viewpoint agreement.viewpoint agreement.

• Don’t “cop an attitude” Don’t “cop an attitude” with reporters.with reporters.

• Read the paper.Read the paper.

• Never lie.Never lie.

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QUICK QUIZ

What are the benefits of …What are the benefits of …

??Advertising lets you control:Advertising lets you control:

ContentContent SizeSize LocationLocation

ReachReach FrequencyFrequency

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QUICK QUIZ

Name two benefits of publicity over Name two benefits of publicity over advertising:advertising:

Publicity costs about Publicity costs about 10% less than 10% less than advertising.advertising.

Publicity carries an Publicity carries an implied third party implied third party endorsement.endorsement.

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Let’s Discuss Value of Publicity

How does publicity affect the following:How does publicity affect the following:

Introducing a new product

Revitalizing an old product

Working with little or no

budget

Enhancing your

reputation

Explaining a complicated

product

Responding to crisis's

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PITCHING PUBLICITYPITCHING PUBLICITY

Learn how journalists want to be contacted

Write don’t call

Know deadlines

Address editor by

name

Don’t badger

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PITCHING PUBLICITYPITCHING PUBLICITY

Never lie

Do your own

calling

Use exclusives carefully

Develop a relationship

Don’t send clips of other stories about your client

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QUICK QUIZ

When Addressing reporters, should When Addressing reporters, should you use their first names?you use their first names?

Media Relations

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QUICK QUIZ

Are reporters correct in thinking Are reporters correct in thinking they can ask embarrassing they can ask embarrassing questions?questions?

Media Relations

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QUICK QUIZ

Should you ever say “no comment”?Should you ever say “no comment”?

Media Relations

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QUICK QUIZ

When reporters call on the phone, When reporters call on the phone, should you assume the conversation should you assume the conversation is being taped?is being taped?

Media Relations

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QUICK QUIZ

Should you ever admit you had Should you ever admit you had professional training to handle the professional training to handle the media?media?

Media Relations

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Let’s Discuss

How to prepare copy for paid wires:How to prepare copy for paid wires:

Create “strong” lead Identify stock symbols

Specify timing—avoid busy hours

Always include headlines

Specify targets

Include contact names & numbers at the end

Check for accuracy

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Handy Media DirectoriesHandy Media Directories Gales Directory of PublicationsGales Directory of Publications Bacon’s Publicity CheckerBacon’s Publicity Checker Broadcasting YearbookBroadcasting Yearbook Editor & Publisher YearbookEditor & Publisher Yearbook Working Press of the NationWorking Press of the Nation Specialized Directories Specialized Directories

Examples:Examples: Congressional Staff GuideCongressional Staff Guide Anglo-Jewish Media ListAnglo-Jewish Media List

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Let’s Discuss Measuring Publicity

Press Monitoring (Clipping) Bureaus

Broadcast Transcription Services

Media Distribution Services

Content Analysis Services

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Do your homework in advance.Do your homework in advance. Relax.Relax. Speak in personal terms.Speak in personal terms. Welcome the naïve question.Welcome the naïve question. Answer questions briefly and directly.Answer questions briefly and directly. Don’t bluff and don’t lie.Don’t bluff and don’t lie.

Dealing with InterviewsDealing with Interviews

State facts and back-up generalities.State facts and back-up generalities. If the reporter is promised further If the reporter is promised further

information, provide it quickly.information, provide it quickly. There is NO SUCH THING as There is NO SUCH THING as

“being off the record.”“being off the record.”

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Let’s Discuss Press ConferencesPress Conferences

Don’t play favorites.

Notify the media by mail

well in advance.

Follow up early and often to get an accurate

expected count.

Schedule conference in mid-morning.

State in advance the time allotted

for the conference.

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Let’s Discuss Press ConferencesPress Conferences

Schedule conferences in meeting rooms.

Prepare materials (press kits, etc.) to supplement

conference.

Prepare for T.V. coverage. Signal end of

conference: “I’ll take one more

question.”

Cue reinforcements