Managing Local Public and Media Relations

1. Managing Local Public and Media Relations By Eric Doubt Communication Associates www.commassoc.ca eric@commassoc.ca 905-702-9964 Presented to Healing Hands for Haiti, Miami Summit, 12/06

2. What are public and media relations? • Are part of marketing and help position the organization • Public Relations • delivering information to create awareness & establish dialogue with public entities • goal: build positive image, gain support, promote HHHF • Media relations • developing a contra relationship with media to supply the information channel • goal: long term, productive, alliances

3. The value of good media relations • Raises awareness of your org. • Builds identity and brand awareness • Facilitates fund raising • Garners support • Helps in recruiting • Team becomes known in the community • Team is valued and supported

4. The value of good media relations • Enables information flow • Ensures access to various media • Creates opportunities – one story leads to another • Provides an edge over competing organizations • You gain respect from media sources • Your goals are amplified

5. Developing public relations programs • Analyze situation • Strengths • Weaknesses • Opportunities • Threats • Trends • Planning • Choose your targets groups • Know your media • Focus your message • Pick a team champion • Implementation – write, edit, deliver, follow-up • Monitor and review results to learn SWOTT

6. Develop relationships with selected media • Grow a data base • Be respectful and professional • Regular contact / prompt follow-ups / fresh offerings • Show interest / share resources • Make message clear • Direct ad revenue sources to selected media

7. Managing poor public and media relations • Something went wrong! • Where and why? • What to do? Address and communicate! • Train contact person to handle bad press • Examples

8. Word of mouth Media release ("optimized" for the Internet) Unpaid editorial – story, feature Networking/events – Chamber of Commerce, social open house, presentations Local media – newspapers, radio, Chamber/Associations newsletters, cable stations, public bulletin boards, web sites Blogging Webinars Photo – on line albums, traditional albums Your corporate identity and branding Database – collect contact info/emails Media contact list Newsletter Podcasting Tools of the trade

9. Public and Media Relations Tips • Look at it from the public targets’ points of view • Look at it from selected media’s points of view • Make message clear, concise, simple • Aim language at a mid secondary school level • Provide a little more than expected/needed but not too much • Always include a photo(s) • Think and redraft – publicity is free / mistakes costly • Be persuasive and accurate • include unsubscribe on emails • don’t overdo your efforts • Use the internet for research and help • Call your marketing professional!