Public Relations 101

1. Public Relations 101 May 21, 2014

2. INTRODUCTION Objectives • Understand how media operates to maximize success • Build positive relationships with reporters • Understand what’s newsworthy • Develop memorable key messages • Capture the media’s attention • Effectively handle interviews • Prepare written materials in a reporter-friendly format • Understand how to leverage social media

3. PR BASICS Why is PR important? • Offers unique benefits over company-produced ads or publications • Provides credibility • Can influence public thought • Can reach several audiences at once • Creates a better understanding of an issue or position

4. PR BASICS PR Tactics • Op-eds- 350 to 450 word opinion pieces • Media pitch- description of a potential story to send to a journalist to land an interview or further coverage • Social media • Press release • Media advisory- who, what, when, where and why of an event

5. PR BASICS Press Release

6. PR BASICS Media Advisory

7. PR TIPS PR Tips • Learn the media landscape • Define your message • Release news, and only news • Build and leverage relationships • Have a crisis response plan • Practice interviewing • Capitalize on social media

8. PR TIPS The Media Landscape • Beats vs. General Reporters • Growth of the internet • Understand what the media wants = successes • Get to know the media covering your area or industry • Remember- nothing is guaranteed

9. PR TIPS Release News and Only News • Send news to reporters that is truly news • Understand what gets noticed • Releases that have attention grabbing headlines • Clearly explain the who, what, when, where, why and how of a topic

10. PR TIPS What is newsworthy? • Human interest stories • Trends • Timely activities • New programs/initiatives • Unique activities

11. PR TIPS Is it newsworthy? • Ask yourself if it’s • New • Unique • The first • The only • Local • Timely

12. PR TIPS Developing Key Messages • Could you explain your organization in 2-3 sentences? • Are your key messages: • Few in number? • Written down? • Messages should: • Follow basic speech structure • Reflect an inverted pyramid structure • Provide structure for the rest of your information

13. PR TIPS What Makes a Good Key Message • Short and concise • Strong and compelling • i.e. “The National Multiple Sclerosis Society is dedicated to ending the devastating effects of multiple sclerosis.” • Uses statistics or analogies

14. PR TIPS Capturing the Media’s Attention • Tell the story people want to hear, not necessarily the one you want to tell • Understand that editors and writers have tight deadlines • Leverage social media to share your story

15. PR TIPS Building Relationships • Relationships are key to earning media coverage • Media relations is the relationship an individual or organization builds with journalists

16. CRISIS COMMUNICATIONS Crisis Response Plan • Develop and test a crisis communications plan • Best crisis situations are those that are planned for and anticipated • Anticipate EVERYTHING that could happen

17. INTERVIEW TIPS The Interview

18. INTERVIEW TIPS Before the Interview • DO ask who will be conducting the interview • DO inquire about format and duration • DO prepare and practice • DO treat your interview as a business relationship • DON’T allow yourself to be interviewed on a topic outside of your expertise • DON’T request specific questions to be asked

19. INTERVIEW TIPS During the Interview • DO be honest and accurate • DO deliver key messages • DO stress the facts • DO state the conclusions then data • DO speak in sound-bites • DO provide detail • DO listen to the question • DO think about your answer

20. INTERVIEW TIPS During the Interview Cont. • DON’T keep talking to fill the silence • DON’T talk too fast • DON’T lie or cloud the truth • DON’T raise issues you don’t want in the story • DON’T speak for others • DON’T speculate or guess • DON’T express personal opinions • DON’T engage in off the record conversations

21. INTERVIEW TIPS Avoid Communication Pitfalls • Abstractions • Attacks • Attitude/Non-verbal messages • Humor • Jargon • Negative words • “Off the record”

22. INTERVIEW TIPS After the Interview • DO be helpful, volunteer to get additional information • DO watch for and read the resulting story • DO ignore minor reporting errors that don’t impact the point of the story • DON’T assume the interview is over • DON’T refuse to talk further • DON’T ask, “How did I do?” • DON’T ask to review the story beforehand

23. SOCIAL MEDIA Social Media • Technology platforms where social interactions of individuals on public forums take place

24. SOCIAL MEDIA Facebook vs. Twitter • Facebook • Incorporates the immediacy of Twitter with the interactivity of a blog or online journal • Users can see what you’re doing, view your photos and videos, create events and join groups • Twitter • Brief text updates (up to 140 characters) & photos • Share and receive news with individuals, companies, organizations • Use @mentions and #hashtags

25. SOCIAL MEDIA Social Media

26. SOCIAL MEDIA Common Uses for CMHs • Announce upcoming events • Share news stories • Interact with key audiences • Share mental health topics or facts • Post photos • Post job vacancies

27. QUESTIONS Clare Liening cliening@lambert-edwards.com Shelby Pritchett spritchett@lambert-edwards.com