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Mastering Media Relations for Effective Publicity and Promotion

Learn the essentials of media relations, including news releases, press conferences, and events, to publicize new products, services, and events. Understand the benefits of media partnerships and strategies to build strong media relationships. Discover how to project a positive industry image and engage with the press effectively. Gain insights on the importance of local media and the distinctions between print and broadcast coverage.

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Mastering Media Relations for Effective Publicity and Promotion

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  1. MEDIA RELATIONS (60-80% of Corporate Comm. activities are focused on media relations) Purpose of MR PUBLICITY PROMOTION

  2. How to publicize & promote? 1. News releases 2. Media/press conferences 3. Media visits Media interviews Media junket Media briefings Special events (eg. media night, dinner, etc.)

  3. What to publicize & promote? 1. New Products New Services New appointments Events Etc.

  4. News Determinants Prominence. Importance. Geography Proximity. Consequence/Impact. Timeliness. Oddity. 7. Controversy.

  5. Benefits of a Media Partnership 1. Build confidence in your organization’s integrity. Enhance recognition & respect. Maintain customers loyalty Establish a personal relationship. Strengthen support. Reduce criticism.

  6. Value of Media Relations What Can Media Outreach Do? • Project a positive image about the industry. • Generate understanding of role in society. • Educate public about industry. • Identify audience as a source of information. • Provide balanced inputs. • Advance publicity agenda.

  7. BUILDING MEDIA RELATIONS 1. Tell the truth even if it hurts. 2. Get the important facts out first. 3. Never go "off the record". 4. Never evade a reporter's question. Be direct. 5. If you don't know the answer, say so. 6. Address the issues from the audience's viewpoint. 7. Never argue with the reporter.

  8. Why Press Important to Industry? 1. Direct contact with consumers. 2. Press able to provide professional knowledge as perceived by audiences. 3. Broader perspective as liaison between industry and consumer

  9. Know your local media Types • Daily and weekly newspapers • Wire services • Trade publications • Organization newsletters • Broadcast Media

  10. Print Media Choose most appropriate contacts • Choose sections related to industry issues in: • Business • Government/legislative • Metro news • Features • Etc (Health/medical) • Who you contact is fundamental to the success of your media effort.

  11. Distinctions BetweenPrint and Broadcast • Print • Allows more in-depth coverage • Often more lead-time • Great range of venues • Broadcast • Sound bites -- message must • be more concise • Must have experienced • spokesperson

  12. Key Media Issues •Government-influenced; organized, like government, along party lines •Highly supportive of the national agenda •Sometimes used to discredit individuals and institutions •Skills shortages, poor language competency •Print media much more developed in content, electronic media less so •TV widely used for propaganda; radio entertains

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