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Working with the Media…. Working with the Media…. Maximising Exposure Opportunities. An old advertising adage…. “Running a business without advertising is like winking at a beautiful girl in the dark! You know what you are doing, but nobody else does!!!!!!!!!!”. An old advertising adage….
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Working with the Media….. Maximising Exposure Opportunities
“Running a business without advertising is like winking at a beautiful girl in the dark! You know what you are doing, but nobody else does!!!!!!!!!!” An old advertising adage…
“Running a business without advertising is like winking at a beautiful girl in the dark! You know what you are doing, but nobody else does!!!!!!!!!!” But effective PR and media relations is more than just advertising. An old advertising adage…
The Importance of Effective Public Relations • I don’t know who you are • I don’t know your organisation • I don’t know your organisation’s products • I don’t know what your organisation stands for • I don’t know your organisation’s customers • I don’t know your organisation’s record • I don’t know your organisation’s reputation • Now…what was it you wanted to sell me??
Effective public relations creates the environment, through effective communication wherein advertising can work most effectively. Effective PR provides people with accurate information that will assist them in making favourable choices.
Paid For Can say anything Bias Editorial 3rd Person Advocacy Credibility Advertising vs PR/Media Relations
The key to gaining regular, positive exposure for your school is to build relationships with media outlets and journalists… INVITE THEM TO VISIT YOUR SCHOOL For every media release used, there are 100 that end up on the cutting room floor! SO… What Is Newsworthy?
Good News Stories • A story that has broad community appeal • A human interest story • A unique event or activity • A community service project • The opening of a new facility • Academic success • Politicians attract media…they love to be seen supporting worthy causes.
Case Studies… • Sanitarium Head Office Opening – 1995 • Avondale College Centenary – 1997 • Peanut Butter Crisis – National Interest • Neil Mitchell 3AW – “What did you have for breakfast?” Credibility and honesty are paramount in Media Relations.
Developing An Effective Media Release Basically - WHAT WHEN WHERE WHY WHOM WITH WHAT RESULT
The Media Release Communicating effectively through a media release Remember - Is it Newsworthy? • Make news attractive • Set your own news agenda • Look for a fresh or different angle • Give it impact • Make it emotional • Make it amusing • Make it exclusive • Make it interesting • Make it colourful
Developing Powerful Media Releases • Make it easy on journalists – be professional • Begin with MEDIA RELEASE at the top • Use your organisation’s letterhead • Use a short, sharp headline • Clearly date the media release • Indicate any embargo – mostly honoured! • Use normal type, double spaced • Use quotable quotes in inverted commas • Always identify a spokesperson by full name and title.
Media Releases cont’d • Provide contact details that actually reach people! • Keep your release short – no more than 2 pages • Mark the end of the release – END • Never beg for coverage. It will be used if it is newsworthy. • Always proofread your releases. Typographical and grammatical errors look unprofessional and may even turn a serious statement into the laughing stock of the news room. Be thorough!
Giving a Media Interview Conveying Your Message Effectively • Just because you are asked a question, doesn’t mean you HAVE to answer it • Make sure you are available as required • Respond immediately • Never be late – no second chances • Treat the media with respect • Deal with the media fairly • Prepare some key messages • Reinforce your news • Keep it simple and stick to the facts
And Finally… • The media will usually treat you the way you treat them. • Work to make the media friends, not foes • Ensure you can deliver on what you say • Media relations are just one part of the overall marketing mix • Maintain an accurate contact list • Build relationships and know what works for you.
