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CHAPTER 4CHAPTER 14
What’s the number one communications medium among Public Relations professionals?
QUICK QUIZ
Copyright ©2001 Prentice Hall, Inc.
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Let’s Discuss
Public versus Advertising
Why?
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What Drives the Media?
The Relationships Between Media and Public Relations
Let’s Discuss
Sometimes the media and public relations are on…
…different philosophical wavelengths.
Establish a formal media relations policy
What can organizations do to foster good media relations?
Understand and follow the 12 principles of good media relations
QUICK QUIZ
12 Principles of Good Media Relations
Reporters are never “off duty.”
You ARE the organization.
Treat reporters as individuals.
Don’t try to “buy” a journalist.
Become a trusted source.
Don’t expect news viewpoint agreement.
Don’t “cop an attitude” with reporters.
Read the paper.
QUICK QUIZ
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QUICK QUIZ
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Let’s Discuss
Value of Publicity
Introducing a new product
Revitalizing an old product
Enhancing your reputation
PITCHING PUBLICITY
Write don’t call
PITCHING PUBLICITY
Never lie
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QUICK QUIZ
Media Relations
QUICK QUIZ
Are reporters correct in thinking they can ask embarrassing questions?
Media Relations
QUICK QUIZ
Media Relations
QUICK QUIZ
When reporters call on the phone, should you assume the conversation is being taped?
Media Relations
QUICK QUIZ
Should you ever admit you had professional training to handle the media?
Media Relations
Let’s Discuss
Create “strong” lead
Identify stock symbols
Always include headlines
Check for accuracy
Handy Media Directories
Specialized Directories
Let’s Discuss
Relax.
Don’t bluff and don’t lie.
Dealing with Interviews
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Don’t play favorites.
Notify the media by mail well in advance.
Follow up early and often to get an accurate expected count.
Schedule conference in mid-morning.
Let’s Discuss
Prepare materials (press kits, etc.) to supplement conference.
Prepare for T.V. coverage.
Signal end of conference: “I’ll take one more question.”
Cue reinforcements