media relations 101

©Louise Bannon, 2010

Media Relations and You


Today…

• You Will: – Meet media relations– Deciding if you want to engage– Key characteristics – Nature of the relationship – Engagement – Preparation – Delivery


Meet Media Relations


Why Should I Interact with the Media?

• Strengthen relationships• Build credibility• Increase revenue and sales• Encourage awareness• Create a strong public profile• Obtain investors • Bolster your network


Key Characteristics

• Always changing• Dynamic and sensationalized• Citizen journalists• Online focused • Word-of-Mouth heavy • Self help oriented


The Nature of the Relationship

• There are several types of media stories– Hard news – Analysis/opinion stories– Features

• Your Message = A Great Opportunity– Print (daily or weekly) – On camera (taped or live)– Radio (taped or live)– Online / electronic media


Decided to Engage, Now What?

• Develop key messages that are:– Interesting– Newsworthy

• For people who read or watch the media that you are speaking to

– Factual – Offer the best possible headline, such as: “New

Green Project Improves Service and Cuts Waste in Half”


Dress the Part

YES!!! NO!!!


Good Headline vs. Bad Headline


Messages• Messages are building blocks for news• Statements or arguments should be:– Simple– Clear– Strong Consistent

• Include 2 or 3 basic ideas • Prepare and memorize them • Back them up with proof-points


Harness Your Energy and Deliver Messages With:

• Confidence– Enables you to go into an interview as an equal and

enthusiastic participant• Control – Enables you to communicate your own message clearly

• Clarity– Enables your audience to believe that message

Remember to think before you speak!


Don’t Have Sweaty Palms, Prepare!

• Deliver the headline• Give short answers• Be polite, charismatic and genuine• Back it up with proof points• Use descriptive words or a personal testimonial • Reiterate your key message• Everything you say, even if it’s in an off-handed

way, can be quoted – Nothing is “off the record”


Avenues for News • Television• Newsletters• Print• Radio• Online – Mommy bloggers– Cynics and anonymous commenters– Social media – Online news sites

Want to learn more? Interested in having Louise teach you or

someone you know the media relations ropes?

[email protected]

media relations 101

Documents