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CHAPTER 8PUBLICITY AND MEDIA

RELATION

ASMA NABIHAH BT

MOHD ARSHAD

FATIN NUR FARISHA BT

MOHD RAZALI

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DEFINITION OF PUBLICITY An information

about an event, an individual or

group, or a product

disseminated through the news media and other

channels to attract favorable

public notice.

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PUBLICITY TOOLS• INFORMATION RELEASE• News, press or publicity release

• SPECIAL EVENTS• Press tours, plant tours, newsworthy company projects

• PARTICIPATION• Promotional opportunity residing in an event or setting

• PRESS OR RELEASE CONFERENCES• Offer both news and forum for the exchange of the information

• MEDIA INTERVIEWS OR TALK SHOWS• One-on-one or part of a panel or expert

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CHARACTERISTICS OF GOOD

SPOKEPERSONKnowledge of the topic to be

discussed

Understand overall objection

and strategic

Ability to tell what she or he

know

The confidence of talk

management

Desire to do interview

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PREPARATION FOR SPOKEPERSONDATE, TIME, PLACE AND EXPECTED LENGTH OF

THE INNER VIEW

TYPE OF STORY THE REPORTER IS WORKING

ON

WHAT THE REPORTER TOLD YOU SHE/HE WANTS FROM THE

INTERVIEW

WHAT INFORMATION YOU HAVE PROVIDED THE

REPORTER

List the materials you send as part of the background package, eg an annual report

attend the in person in a view or set up the phone interview needed by the reporter

whether the reporters has clear story or is doing an overview piece

quotation on corporate objectives

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PREPARATION FOR SPOKEPERSONBACKGROUND

ON THE REPORTER

PHOTOGRAPHY ARRANGEMENT

REVIEW Insist on the need to get together to review

What are the special arrangement you are making for the reporter or TV crew

Include sample of the reporter or TV crew

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MEDIA RELATIONS

An outlet for disseminating information

about organization

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IMPORTANCE OF MEDIA RELATIONS

Build confidence in organization

integrity

Build a recognition

Establish a personal

relationship

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MAIN MEDIA CATEGORIES

PRINT MEDIA• Newspaper• Magazines• Newsletter

SPOKEN & VISUAL MEDIA• Radio• Television

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HOW DO WE GET THE MEDIA ACHIEVE

PUBLICITY GOALS

Must know how to work with media

Recognize that the media have their own needs

Try putting ourselves in the position of the journalist

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RULES OF GOODS MEDIA RELATIONS

SHOOT SQUARELY • Honest when dealing with their press

GIVE SERVICES • Provided newsworthy, interesting and timely stories and pictures

DO NOT BEG OR CARP• Does not beg to have stories used or complaint about story

treatment

DO NOT ASK TO KILLS * Do not ask the media to suppress or kill a story

DO NOT FLOOD THE MEDIA* Be more selective with your news offerings, keep your mailing list current, send to only one journalist at each news medium

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KEY TASKS FOR MEDIA RELATIONS PEOPLE

Source information on

media and maintain up to

date files

Maintain continually update

information on key contact

Maintain personal

contacts with editors

Keep abreast of the new channels of communication

and evaluate it

Be aware of all useful

reference material

Coordinate advance editorial

schedule of relevant print

media, radio and television

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WORKING WITH MEDIA

PERSONALIZE*Send brief cover note, not

photocopied pitch letter

GETS OUT FROM BEHIND YOUR

DESK*Know the

journalist on a one to one basis

DON’T WASTE THEIR TIME

*Keep it brief, respect deadlines

RESPECT THE ‘NO’

AND PREPARE

FOR IT*If story is

rejected, find out why.

ATTITUDE*Wise, polite,

professional

GET BEYOND VOICEMAIL*Leaves a

succinct, proactive and targeted

message

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HANDLING MEDIA INTERVIEW

Never go into media interview

unprepared

Have an agenda with at least 3 major

points

The mediums determined the

message

Stay composed at all time

Dress conservatively

You can ask a reporter to

interview his texts of the interview

Audience has a short attention

span

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ADDITIONAL HINT FOR PRESS CONFERENCEFAMILIARIZE YOURSELF

*Several hours before the news conference

DON’T MINGGLE WITH REPORTER*Don’t ask if everyone can hear you

FORMAL REMARKS*Just begin your formal remarks

OPEN THE SESSION*Open the session up to questions

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INTERVIEW NO-NOSDon’t ask if you can review the story in advance or change the way it is treated

Don’t mention how much your organization advertises in the reporters medium

Don’t tell broadcast reporter you think 30 or 60 seconds is too short a time to tell your story

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THANK YOU