1 / 27

bull’s eye

bull’s eye. press that works Community College Public Relations Organization 2011 Conference – Los Angeles, CA Thursday, March 14, 2010. the guiding philosophy. The lens you provide is the lens through with the issue is seen. “You either feed the beast or the beast will feed itself.”.

rufina
Download Presentation

bull’s eye

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. bull’s eye press that works Community College Public Relations Organization 2011 Conference – Los Angeles, CA Thursday, March 14, 2010

  2. the guiding philosophy • The lens you provide is the lens through with the issue is seen. “You either feed the beast or the beast will feed itself.”

  3. where we begin • We are never off the record. • Everything we say/do can be used. • Three ways to communicate: • Off-the-record • On background • On-the-record • Get a commitment before you begin; clarify afterwards.

  4. where we begin • 2) Less is more. • Everything we say is a story. • When we communicate: • Have a plan. Stick to it. • Don’t be afraid to say, “I don’t know.” • Don’t be intimidated. You are in charge of information. • Have a focused mechanism for follow-up.

  5. where we begin • 3) Reporters are no longer surgeons, more ER attending physicians. • The change in media landscape has forced most journalists to become generalists. Specialists are rare. • Positive and negative: You often know more than them. • We need to: • Make our point. • Defend it with data. • Expand foundation for the future.

  6. next steps: key principles • 1) Speaking the language. • We need to write like a wire story in written: • AP style • Inverted pyramid • Short, crisp copy • We need to send information like they want to receive it: • No attachments • One page • Short stump information • Links to web site/social media

  7. next steps: key principles • 1) Speaking the language (cont’d). • Don’t think of a press release as a flat text: • Headlines are tweets/Facebook entries • Releases can have audio/video

  8. key principles: live 24/7

  9. next steps: key principles • 2) Understand the habits. • What time do your beat reporters begin their day? • When are their editorial meetings? • When are their deadlines (print, broadcast and web)? • What is the beat versus their interest? • Do they prefer phone, email or text?

  10. key principles: live 24/7 • 3) Where do reporters get information? • The survey received over 2,400 media responses: • 90% of media respondents still prefer to field press releases via email • 62% of media respondents use Facebook in their reporting • 54% follow and friend corporate communications and PR pros on Twitter, LinkedIn or Facebook

  11. key principles: live 24/7

  12. key principles: live 24/7

  13. key principles: live 24/7

  14. key principles: live 24/7

  15. key principles: live 24/7

  16. key principles: live 24/7

  17. exercise: say it so Dear Tom Foolery, I’m sorry I missed you yesterday. I had to attend an emergency meeting regarding the future of our widgets division and it took longer than expected. Now, in terms of your questions, let me answer the second one. Our annual filing with the SEC is due in about a week and will spell out our dealings with foreign companies. However, we have had no dealings with Humpty Dumpty International. That company is constantly falling off the wall. Thanks, Chris

  18. discussion: say it so Whoops #1 Dear Tom Foolery, I’m sorry I missed you yesterday. I had to attend an emergency meeting regarding the future of our widgets division and it took longer than expected. Now, in terms of your questions, let me answer the second one. Our annual filing with the SEC is due in about a week and will spell out our dealings with foreign companies. However, we have had no dealings with Humpty Dumpty International. That company is constantly falling off the wall. Thanks, Chris Whoops #2

  19. exercise: the write thing • Students will receive a laptop equipped with state-of-the-art technology • “This is a twofold benefit to our community.” • Approximately 200 local community college students are receiving free, state-of-the-art laptops. • An August 2010 study by the Public Policy Institute of California found that a gap remains for Latinos.

  20. discussion: the write thing • Approximately 200 local community college students are receiving free, state-of-the-art laptops. • “This is a twofold benefit to our community.” • Students will receive a laptop equipped with state-of-the-art technology • An August 2010 study by the Public Policy Institute of California found that a gap remains for Latinos.

  21. when shut my trap. “You are the message.” • Roger Ailes How do we want to be remembered?

More Related