Getting Along Getting Along With JournalistsWith Journalists

Chapter 11Chapter 11

Media Relations Media Relations ImportanceImportance

Media relations is the core activity Media relations is the core activity in many public relations jobsin many public relations jobs

One survey of 539 large companies One survey of 539 large companies found that media relations was the found that media relations was the No. 1 job responsibility of their PR No. 1 job responsibility of their PR departmentsdepartments

In other words, PR personnel are the In other words, PR personnel are the primary contact between the primary contact between the organization and the mediaorganization and the media

A Love-Hate RelationshipA Love-Hate Relationship PR professionals and journalists often PR professionals and journalists often

have flashpoints of friction and distrusthave flashpoints of friction and distrust But they also realize that they are But they also realize that they are

mutually dependent on each othermutually dependent on each other One survey found that two-thirds of One survey found that two-thirds of

journalists do not trust PR peoplejournalists do not trust PR people But at the same time 81 percent say they But at the same time 81 percent say they

need them anywayneed them anyway Points of contention can be excessive Points of contention can be excessive

hype, advertising influences, sloppy hype, advertising influences, sloppy reporting and tabloid journalismreporting and tabloid journalism

Media Dependence on Media Dependence on PRPR Today’s reality is that reporters and editors Today’s reality is that reporters and editors

spend more time processing information than spend more time processing information than gathering it first handgathering it first hand

Much of the information that appears in and on Much of the information that appears in and on the news comes from public relations sourcesthe news comes from public relations sources

Sources: steady stream of news releases, Sources: steady stream of news releases, features, planned events, and tips to the mediafeatures, planned events, and tips to the media

PR represents “information subsidies” and PR represents “information subsidies” and “unpaid reporters” to the news media“unpaid reporters” to the news media

Still most journalists are loath to admit any Still most journalists are loath to admit any reliance on PR sources because they think it reliance on PR sources because they think it reflects negatively on their abilities as reflects negatively on their abilities as reportersreporters

PR Dependence on the PR Dependence on the MediaMedia PR’s purpose is to inform, to shape opinions PR’s purpose is to inform, to shape opinions

and attitudes, and to motivateand attitudes, and to motivate This can be accomplished only if people This can be accomplished only if people

receive messages constantly and consistentlyreceive messages constantly and consistently The media, in all their variety, still are a cost-The media, in all their variety, still are a cost-

effective channels of communicationeffective channels of communication They are the multipliers or conduits that They are the multipliers or conduits that

enable millions of people to receive a enable millions of people to receive a message at the same timemessage at the same time

The media serve as “third-party endorsers” of The media serve as “third-party endorsers” of your information, giving it credibility and your information, giving it credibility and importance– when media gatekeepers deem importance– when media gatekeepers deem it “newsworthy”it “newsworthy”

Internet InfluencesInternet Influences

Today’s PR pros are less dependent on Today’s PR pros are less dependent on the traditional mass media to reach large the traditional mass media to reach large audiencesaudiences

The Internet allows PR to bypass the The Internet allows PR to bypass the traditional media and its filtering traditional media and its filtering gatekeepersgatekeepers

Some have called this the Some have called this the “democratization of information” in “democratization of information” in which anyone now has the ability to which anyone now has the ability to communicate on a global scalecommunicate on a global scale

Journalists Complaints Journalists Complaints about “Flaks”about “Flaks”

According to a PRWeek survey, the most According to a PRWeek survey, the most common complaints about PR people are: common complaints about PR people are: Lack of familiarity with editorial Lack of familiarity with editorial

requirements and formatrequirements and format Poorly written materials and lack of local Poorly written materials and lack of local

angleangle Too many unsolicited emails and phone callsToo many unsolicited emails and phone calls Lack of knowledge about the product or Lack of knowledge about the product or

service they are promotingservice they are promoting Repeated calls and follow-ups Repeated calls and follow-ups

PR Complaints About PR Complaints About JournalistsJournalists

Sloppy in their accuracy Sloppy in their accuracy Often don’t take time to do their homeworkOften don’t take time to do their homework Media credibility is undercut when Media credibility is undercut when

publications link advertising contracts with publications link advertising contracts with the amount of coverage that an organization the amount of coverage that an organization receives– especially among some trade press receives– especially among some trade press and specialized magazines (beauty, fashion, and specialized magazines (beauty, fashion, auto and home decorating magazines, for auto and home decorating magazines, for example, are well-known for running articles, example, are well-known for running articles, layouts and other features that promote their layouts and other features that promote their advertisersadvertisers

Publications and broadcast programs that Publications and broadcast programs that engage in sensational journalism require engage in sensational journalism require special handling and precautionsspecial handling and precautions

When a Reporter CallsWhen a Reporter Calls Who are you?Who are you? What is the story about?What is the story about? Why did you call me?Why did you call me? What are you looking for What are you looking for

from me?from me? Who else are you speaking Who else are you speaking

with?with? Are you going to use my Are you going to use my

comments in your story?comments in your story? When is the story to run (or When is the story to run (or

air)?air)?

DURING THE INTERVIEWDURING THE INTERVIEW Have a key points(s) in mind Have a key points(s) in mind

you want to conveyyou want to convey Link answers to keysLink answers to keys Prepare for worst questionsPrepare for worst questions

Don’t lie, tell half-truths, Don’t lie, tell half-truths, exaggerate, or bragexaggerate, or brag

Use examples/anecdotesUse examples/anecdotes Be quotable-30 sec./lessBe quotable-30 sec./less Don’t let reporters put words Don’t let reporters put words

in your mouthin your mouth Never say “no comment”- Never say “no comment”-

conveys hiding info/guiltconveys hiding info/guilt Try to give reason you can’t Try to give reason you can’t

comment, offer alternative comment, offer alternative information, or buy timeinformation, or buy time

Be careful of “off the record” Be careful of “off the record” comments- assume anything comments- assume anything you say will appear in print you say will appear in print or broadcastor broadcast

Discuss only activities and Discuss only activities and policies within your area of policies within your area of responsibilityresponsibility

When to Hold a News When to Hold a News ConferenceConference The two major reasons for having a “newser” are to give all The two major reasons for having a “newser” are to give all

media an opportunity to hear the announcement at the same media an opportunity to hear the announcement at the same timetime

And to provide a setting where reporters can ask follow-up And to provide a setting where reporters can ask follow-up questions. Hold news conferences when: questions. Hold news conferences when:

An announcement of considerable importance to a large An announcement of considerable importance to a large number of people in the community needs to be madenumber of people in the community needs to be made

A matter of public concern needs to be explainedA matter of public concern needs to be explained Reporters have requested access to a key individual, and it Reporters have requested access to a key individual, and it

is important to give all media equal access to the personis important to give all media equal access to the person A new product or an invention in the public interest is to be A new product or an invention in the public interest is to be

unveiled, demonstrated, and explained to the mediaunveiled, demonstrated, and explained to the media A person of importance is coming to town, and there are A person of importance is coming to town, and there are

many media interview requestsmany media interview requests A complex issue or situation is to be announced, and the A complex issue or situation is to be announced, and the

media need access to someone who can answer their media need access to someone who can answer their questionsquestions

News Conference FactorsNews Conference Factors Scheduling: Scheduling: set a time that is set a time that is

convenient for reporters; consider convenient for reporters; consider their deadlinestheir deadlines

Tuesday, Wednesday, and Thursday Tuesday, Wednesday, and Thursday mornings are best for daily papers mornings are best for daily papers and broadcast mediaand broadcast media

Avoid dates/times when other major Avoid dates/times when other major news events are going onnews events are going on

Location:Location: Try to make convenient Try to make convenient for media to reachfor media to reach

And the room or outside setting And the room or outside setting must have necessary facilities for must have necessary facilities for print and b’cast mediaprint and b’cast media

Plus if you are going to stream it Plus if you are going to stream it live, make sure that’s technically set live, make sure that’s technically set up and rehearsedup and rehearsed

Allow media to come an hour or two Allow media to come an hour or two before to get readybefore to get ready

Consider how your setting, stage, Consider how your setting, stage, backdrop will look to audience and backdrop will look to audience and on TV/paperson TV/papers

InvitationsInvitations: : Invite all reporters, Invite all reporters, influential bloggers, and govt. influential bloggers, and govt. leadersleaders

Better to invite too many than omit Better to invite too many than omit some who may feel slightedsome who may feel slighted

If it is streamed or transmitted by If it is streamed or transmitted by satellite invited appropriate media satellite invited appropriate media nationally and internationally to nationally and internationally to viewview

Printed or faxed invitations should Printed or faxed invitations should be sent 10-14 days in advance and be sent 10-14 days in advance and should be marked RSVP so that you should be marked RSVP so that you can make appropriate decisions can make appropriate decisions regarding room size, number of regarding room size, number of media kits needed, special media kits needed, special equipment, etc.equipment, etc.

During/After the News During/After the News ConferenceConference

They should be well organized, punctual and short, They should be well organized, punctual and short, not running more than one hournot running more than one hour

Statements by spokespeople should be relatively Statements by spokespeople should be relatively brief, allowing reporters to ask questionsbrief, allowing reporters to ask questions

At start or before lay out ground rules with the At start or before lay out ground rules with the reporters therereporters there

After, spokespeople should be available one-on-one After, spokespeople should be available one-on-one interviewsinterviews

PR person should be available rest of day for follow PR person should be available rest of day for follow up calls and questionsup calls and questions

Contact reporters who were interested but could not Contact reporters who were interested but could not attend, to fill them in/possibly arrange an interviewattend, to fill them in/possibly arrange an interview

Media Relations Media Relations ChecklistChecklist

(p. 297)(p. 297) Know your mediaKnow your media Limit your mailingsLimit your mailings LocalizeLocalize Send newsworthy Send newsworthy

informationinformation Practice good writing Practice good writing Avoid gimmicksAvoid gimmicks Be environmentally Be environmentally

correctcorrect Be availableBe available Get back to reportersGet back to reporters Answer your phoneAnswer your phone Be truthfulBe truthful

Answer questionsAnswer questions Avoid “off-the-cuff” Avoid “off-the-cuff”

remarksremarks Protect exclusivesProtect exclusives Be fairBe fair Help photographersHelp photographers ExplainExplain Remember deadlinesRemember deadlines Praise good workPraise good work Correct errors politelyCorrect errors politely

Media EtiquetteMedia Etiquette Irritating phone calls– “Did you get my Irritating phone calls– “Did you get my

release?” Assume it has been received, find a release?” Assume it has been received, find a fresh anglefresh angle

Inappropriate requests- Don’t call reporters to Inappropriate requests- Don’t call reporters to ask when a story will be usedask when a story will be used

Don’t ask for a tape of the report (TV) or to Don’t ask for a tape of the report (TV) or to see a story before it runs/airssee a story before it runs/airs

Lunch dates- lunches need to be about Lunch dates- lunches need to be about business- be sensitive about who pays for business- be sensitive about who pays for whatwhat

Gift giving—avoid or keep nominal, more can Gift giving—avoid or keep nominal, more can raise questions about “influence buying” raise questions about “influence buying”

Crisis Communication TipsCrisis Communication TipsKey is to become a credible source of Key is to become a credible source of

informationinformation ““No comment” fuels hostilityNo comment” fuels hostility Always try to be helpfulAlways try to be helpful Be familiar with print and broadcast deadlinesBe familiar with print and broadcast deadlines Get to know the journalists in your area before a Get to know the journalists in your area before a

crisis hitscrisis hits Appoint a credible spokespersonAppoint a credible spokesperson Set up a central media information centerSet up a central media information center Provide a constant flow of information on the Provide a constant flow of information on the

organization’s websiteorganization’s website Be accessible Be accessible Keep a log of media calls and return calls promptlyKeep a log of media calls and return calls promptly Be honest, don’t obscure facts or exaggerate– if Be honest, don’t obscure facts or exaggerate– if

you’re not sure of something say so, say you’ll try to you’re not sure of something say so, say you’ll try to find outfind out