Managing Local

Public and Media RelationsBy Eric DoubtCommunication Associateswww.commassoc.caeric@commassoc.ca905-702-9964

Presented to Healing Hands for Haiti, Miami Summit, 12/06

What are public and media relations?

• Are part of marketing and help position the organization

• Public Relations – delivering information to create awareness & establish

dialogue with public entities– goal: build positive image, gain support, promote HHHF

• Media relations – developing a contra relationship with media to supply the

information channel– goal: long term, productive, alliances

The value of good media relations

• Raises awareness of your org.

• Builds identity and brand awareness

• Facilitates fund raising

• Garners support

• Helps in recruiting

• Team becomes known in the community

• Team is valued and supported

The value of good media relations

• Enables information flow

• Ensures access to various media

• Creates opportunities – one story leads to another

• Provides an edge over competing organizations

• You gain respect from media sources

• Your goals are amplified

Developing public relations programs

• Analyze situation• Strengths • Weaknesses • Opportunities • Threats • Trends

• Planning– Choose your targets groups– Know your media– Focus your message– Pick a team champion

• Implementation – write, edit, deliver, follow-up

• Monitor and review results to learn

Develop relationships with selected media

• Grow a data base

• Be respectful and professional

• Regular contact / prompt follow-ups / fresh offerings

• Show interest / share resources

• Make message clear

• Direct ad revenue sources to selected media

Managing poor public and media relations

• Something went wrong!

• Where and why?

• What to do? Address and communicate!

• Train contact person to handle bad press

• Examples

Tools of the trade

• Word of mouth

• Media release ("optimized" for the Internet)

• Unpaid editorial – story, feature

• Networking/events – Chamber of Commerce, social open house, presentations

• Local media – newspapers, radio, Chamber/Associations newsletters, cable stations, public bulletin boards, web sites

• Blogging

• Webinars

• Photo – on line albums, traditional albums

• Your corporate identity and branding

• Database – collect contact info/emails

• Media contact list

• Newsletter

• Podcasting

Public and Media Relations Tips

• Look at it from the public targets’ points of view

• Look at it from selected media’s points of view

• Make message clear, concise, simple

• Aim language at a mid secondary school level

• Provide a little more than expected/needed but not too much

• Always include a photo(s)

• Think and redraft – publicity is free / mistakes costly

• Be persuasive and accurate

• include unsubscribe on emails

• don’t overdo your efforts

• Use the internet for research and help

• Call your marketing professional!