media relations and pr planning

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Media Relations and PR Planning Bolaji Okusaga

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Page 1: Media relations and PR planning

Media Relations and PR Planning

Bolaji Okusaga

Page 2: Media relations and PR planning

Part 1: Media Relations

Page 3: Media relations and PR planning

Introduction• Media Relations involves the strategic

deployment of the media in telling the organizational story.

• It seeks the dissemination of the organization’s objective to an audience outside the organization's immediate reach.

• And involve the transmitting of messages via the mass media.

• Media relation therefore stands on a tripod: the Organization (Sender), the Media (Transmitter) and the Target Audience (Receiver).

Page 4: Media relations and PR planning

Media Relations: An Art or a Science?• There is little doubt that the media is an all-

pervasive and key part of modern society and communications. • However, is media relations an art or

science? And if it is both, as most practitioners believe, how can we achieve desirable results? • Developing and integrating media relations

strategies into overall communications plans are important skills for all communicators. • Also challenging is the process of actually

translating media strategies into reality, of building professional relationships with members of the media and, perhaps most important, achieving a recognition of the organization and its media relations officers as credible sources of information.

Page 5: Media relations and PR planning

Is it an Art?• Media Relation can be said to be an art

because it engages the creativity of the PR practitioner in the work process.

• Creative Media relations, considers the following: - What groups of stakeholders do we want to appeal

to and how? - What impressions do you want each of

the stakeholder to have? - What media is most practical to use in

terms of access and affordability? - What messages are most appealing to

each stakeholder group?

Page 6: Media relations and PR planning

The Art of Media Relations

• Media relations is essentially the art of engagement.• Engagement here operates at two levels:

- Media Operators Engagement This involves relating with Media Operators

via Press Releases, Media Tours and Press

Conferences- End-user or Audience Engagement This involves answering questions raised

on publications about your organization in the media

and gauging their reaction against the your objective

Page 7: Media relations and PR planning

Is it a Science?

• Media Relations is a science because it involves systemic planning and measurement.• Effective Media Relations often depends

on designing and implementing a well-thought-out plan.• It involves Audience targeting, media

segmentation and media measurement in the attainment of its goals• The plan often includes description of

what you want to convey to whom and how you plan to convey it.• A media plan for instance specifies what

media methods can be used and when.

Page 8: Media relations and PR planning

Managing the Media

CommitmentAbility to keep the issue in focus

CompassionAbility to listen to others

ClarityAbility to keep it simple

CandorAbility to acknowledge errors

CredibilityAbility to deal honestly

Page 9: Media relations and PR planning

Choosing a Media team

- Who is the Chief Spokesperson? - Who makes the Press Calls? - Who sends the releases?

The Ideal Media Team

A COORDINATO

R

A WRITER

A SPOKESPERS

ON

Page 10: Media relations and PR planning

The Media Coordinator

• The media coordinator must be someone who is personable, can succinctly articulate the issues, and is willing to spend a great deal of time on the telephone. • This person makes sure press releases go

out on time, keeps media lists updated, makes press calls, and works actively behind the scenes during events.• The media coordinator should be well-

known behind the camera as the organization's spokesperson is in front of it. One person handling press calls can cultivate important relationships with assignment desk personnel, news producers, and camera people.

Page 11: Media relations and PR planning

The Spokesperson

• The spokesperson must be articulate, a good listener, have camera presence, be well-informed about issues, be able to think quickly on his/her feet, have credibility, be able to develop a good rapport with a reporter, and be intuitive enough to know when a reporter is not friendly.• He / She must be able to think through each

question that are likely to be asked, and consider carefully the possible responses. • He / She must always be ready to revise and

refine the organization’s position as defined by the media environment

Page 12: Media relations and PR planning

The Writer

• The writer creates the substance for all your press events. • He / She must have a clear, concise, effective

writing skill. Because someone is articulate does not mean he/she can write. • Must be a good editor and always ensure

that he/she "tighten up" news material. • He/ She must have a good understanding of

the organization because everything that is written and released must reflect accurately the position of the organization.

Page 13: Media relations and PR planning

Agenda Setting

• Agenda-setting refers to the power of the media in defining the focus of its target as to what is important in the public domain• Agenda-setting is the creation of public

awareness and concern of salient issues by the news media. • The theory of agenda-setting is based on two

assumptions:(1) the press and the media do not reflect reality; they

filter and shape it; 2) media concentration on a few issues and subjects

leads the public to perceive those issues as more important than other issues.

Page 14: Media relations and PR planning

The Conceptual Model for Agenda Setting

Personal Experience and Interpersonal Communication

Media Agenda Public Agenda Policy Agenda

Real World Indicators of the Importance of an Agenda, Issue or Event

Page 15: Media relations and PR planning

Why Set an Agenda?To

influence a

thought process

To shape

opinion

To gain empath

y

To compel action

Page 16: Media relations and PR planning

Segmenting the Media

• The media operates at varying levels of interests as there are various kinds of individuals, belonging to different professions, sharing different social or religious views and opinions and engaging in different kinds of past times.• The strategy starts with an

understanding of your organization's position in all of the disparate interests that are available within your industry and social setting.

Page 17: Media relations and PR planning

The How of Segmentation• Segmentation involves a demographic,

professional, ethical and psychographic parameter:

- The Conservative Media Conservative Political and Economic Inclination, as seen from

its editorial stance

- The Liberal Media Liberal Political and Economic Inclination, as seen from its editorial stance

- The Specialist Media This targets specific Industries and Professions

- The Lifestyle Media This engages in lifestyle and popular culture reporting

and are usually referred to as tabloids. Traditionally, tabloids are distinguished by sensationalism of approach and content rather than by straightforward reportage of newsworthy events.

Page 18: Media relations and PR planning

Tools and Tricks

• The Press Kit• The Media Contact List• The Press Release• Media Calls and Tours• The Press Conference• Media Monitoring• The Tear-sheet• Audience Response Research

Page 19: Media relations and PR planning

Part 2: PR Planning

Page 20: Media relations and PR planning

What is PR??• PR is the management of perception/reputation

for an organisation or personality among its publics.

• The PR process is:

• Please note – it is not haphazard or a fire brigade approach

Deliberate Planned

Sustained

Page 21: Media relations and PR planning

What is a PR Program??• It involves analyzing problems and

opportunities

• Defining goals and the publics (people whose support & understanding is needed)

• Recommending and planning activities

• It includes budgeting and assignment of responsibility to appropriate people

• We must be able to evaluate it

Page 22: Media relations and PR planning

Where do we start??

Page 23: Media relations and PR planning

The Brief

• A summary of the facts, instructions and information relating to a particular situation, job or task

• To develop a good PR programme the brief must be correctly interpreted or deciphered

Page 24: Media relations and PR planning

Understanding a Brief- The Edge

• It helps focuses effort – the unnecessary is excluded

• Improves effectiveness – working on the right things

• Encourages long-term views – planning to look ahead

Page 25: Media relations and PR planning

Next!!

Page 26: Media relations and PR planning

Brainstorming/ Plans Board

• Session(s) where all ideas for PR activities are generated

• The sessions are stimulating

• All kinds of exciting and wacky ideas can emerge

REMEMBER• No idea is stupid – think it up! say it out!

Page 27: Media relations and PR planning

Brainstorming/ Plans Board

• In all of these strategy must guide our sessions when developing program

• The power of creativity must come to play

WHAT IS CREATIVITY?• Developing or bringing out a new idea from

an old subject

Page 28: Media relations and PR planning

What’s Next??

Page 29: Media relations and PR planning

Packaging Proposals & Presentation

• Professionalism must be involved when packaging a proposal

• It must be packaged to create excitement and eliminate boredom

• Presentation must be well proofread for mistakes e.g. typos

• The team making presentation must be well acquainted about the client and the industry it operates

Page 30: Media relations and PR planning

Packaging Proposals & Presentation

• A good proposal must include- the target- the objective- competition- activity- the strategy- medium of communication

Page 31: Media relations and PR planning

Budgeting• It is essential to any plan

• It must be designed to project cost throughout the duration of the campaign

• These are components of plans to accomplish specific PR activity

PLEASE NOTE• In all of these budget must be competitive, defendable and

realistic

• Budget is better presented in excel sheet

Page 32: Media relations and PR planning

Hurray!!

…Budget Approved.

Page 33: Media relations and PR planning

Timeline/Work plan/Critical Path Analysis

• This is the schedule of all activities for a PR campaign

• A process of backtiming is determining what you want as a finished product

• How much time each step the process will take

Page 34: Media relations and PR planning

Project Team

• A project team must be put together

• In assigning personnel - the programme must detail the human resources needed to accomplish objectives - it must also address personnel to be used for what activity

• An ideal project team must include; a good writer, client service person, an event person and out source staff (i.e. photographer, freelance writer, decorator etc.

Page 35: Media relations and PR planning

Evaluation

• Evaluation permits PR practitioner & the client to assess the effectiveness of the efforts

• It gives an opportunity to adjust tactics while the campaign is on

• This has been a bit of challenge to us in Africa

• We are yet to determine an acceptable standard

Page 36: Media relations and PR planning

Evaluation Technique

It includes- impact analysis- audience coverage- audience response- campaign impact- environmental assessment

Page 37: Media relations and PR planning

…And the Conclusion of the Matter

Page 38: Media relations and PR planning

Evaluation“Getting a PR campaign or programme off the ground can seem an overwhelming task. But as with any project, the secret of success lies in the forward planning process and its systematic management”

Page 39: Media relations and PR planning

Thank you