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Media Relations

Media Relations. Effectively working with your target news sources. What’s being covered today?. How media relations fits into PR program Establishing the relationship Media tactics Media relations measurement. PR: A formal definition.

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Media Relations

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  1. MediaRelations Effectively working with your target news sources

  2. What’s being covered today? • How media relations fits into PR program • Establishing the relationship • Media tactics • Media relations measurement

  3. PR: A formal definition A management function to establish mutually beneficial relationships between an organization and its publics.

  4. PR: A simple definition The practice of doing the right thing—of performing—and communicating the substance of that performance.

  5. How media relations “fits” • Media comprise a “public” • Media key in communicating “substance of our performance” • Every organization can benefit

  6. Value of media relations • Communications for the budget-challenged • Reputation enhancement • Crisis response • Product announcement or re-introduction

  7. Media policy • Written policy ** Who receives media calls ** Who is spokesperson ** Interview procedures ** Written material for media ** Media kit

  8. Establishing the relationship • Research ** ID media, contact people, current information ** ID preferred methods of receiving information

  9. Establishing the relationship • Target key media ** Geography ** Specialized departments & “beat” reporters ** Your message: “We are the expert resource!”

  10. What do media want? • Newspaper – Dailies ** Local angles ** Interview arrangements

  11. What do media want? • Newspapers – Weeklies ** Make their job easy

  12. What do media want? • Television ** Concise information ** No pictures, no coverage ** Topics that fit with programming

  13. What do media want? • Radio ** Concise information ** Topics that fit format ** Entertainment medium

  14. Be prepared!

  15. Media relations tactics • Media visits ** Establishes rapport ** Learn their priorities ** Pitch specific topics

  16. Media relations tactics • Power of the news release ** Regular distribution (“News Release of the Month”) ** Employee announcements

  17. Media relations tactics • Letters to the editor • Visits to editorial board

  18. Special tactics • Special programs, sponsorships, personalities • Unique twist on an on-going program • Be prepared with information

  19. Tactics to use sparingly • News conferences • “Exclusives”

  20. Media measurement • Why measure? ** Quantify PR efforts in meaningful ways ** Gauge message frequency, location ** Use as benchmark

  21. Measurement tools • Advertising equivalency • Impressions • Content analysis

  22. Measurement example • “Quilt memorializes tissue donor” – Rockford Register Star ** 33 inches ** $91.83/inch advertising cost ** $3,030 advertising equivalency ** 71,562 impressions ** Positive!

  23. In conclusion… • Media relations: ** Part ofongoing relationship building ** Communicates the substance of your performance ** Quantifies your efforts to your company’s management

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