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Introduction to Public Relations Chapter 9: Social Media and Traditional Media Relations Introduction to Public Relations Copyright © 2012 McGraw-Hill.

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Presentation on theme: "Introduction to Public Relations Chapter 9: Social Media and Traditional Media Relations Introduction to Public Relations Copyright © 2012 McGraw-Hill."— Presentation transcript:

1 Introduction to Public Relations Chapter 9: Social Media and Traditional Media Relations Introduction to Public Relations Copyright © 2012 McGraw-Hill Companies. All Rights Reserved. McGraw-Hill/Irwin

2 Introduction to Public Relations Social Media and Traditional Media Relations 9-2 H OW DO R EPORTERS VIEW PR PRACTITIONERS ? Reporters sometimes view PR practitioners in general as less than wholly honest and ethical trying to spin the news to suit their clients or employers However, they often consider those specific practitioners with whom they work as… Generally honest and ethical Trying to do their jobs well

3 Introduction to Public Relations Social Media and Traditional Media Relations 9-3 H OW TO PR PRACTITIONERS VIEW R EPORTERS ? In general: As ill-informed and less-than-accurate in gathering and presenting information Specifically: As communication channels (a public) practitioners need to reach their other publics.

4 Introduction to Public Relations Social Media and Traditional Media Relations 9-4 REPORTERS SHOULD BE VIEWED AS… Gatekeepers whose decisions influence a practitioners ability to communicate to a mass audience. In order to build a good relationship with the press, one should: Get to know the reporters and editors on whom they depend. Understand the constraints under which reporters and editors operate. Prove themselves worthy of the level of trust and confidence practitioners need to do their jobs well.

5 Introduction to Public Relations Social Media and Traditional Media Relations 9-5 T HE U NWRITTEN R ULES A RE V ITAL Get to know the reporters and editors on whom they depend. Understand the constraints under which reporters and editors operate. Dont give any special treatment to any media representative. ** Never disclose to one reporter what another might be working on. Make scheduled events as accessible as possible to all media. Never break a confidence or betray a trust. Be open and honest about the news.

6 Introduction to Public Relations Social Media and Traditional Media Relations 9-6 H OW TO G ET Y OUR I NFORMATION P UBLISHED You increase the odds for publication or broadcast when you know what the different media need how to prepare news releases to meet their needs how to deliver information to reporters Use Media Catching tools: Sites such as Help-A- Reporter Out or ProfNet to find an avenue for your information

7 Introduction to Public Relations Social Media and Traditional Media Relations 9-7 PUBLIC RELATIONS PRACTITIONERS MUST… Gather pertinent information: who, what, when, where, why and how. Assemble facts in a format suitable to the media being solicited. Deliver the information objectively, quickly and accurately. Write like you are the reporter. (read some articles for practice!) Presented in inverted pyramid format with all spelling and grammar [and every fact] correct No clichés or obscure terminology / technical jargon

8 Introduction to Public Relations Social Media and Traditional Media Relations 9-8 V ARIABLES W HEN T IMING N EWS R ELEASES Time of day An earlier time may get you more air time, but you risk being dropped from evening programs. Day of week Saturday is the slowest news day, so youre more likely to be picked up, but Saturday media is the least followed. Calendar considerations Readership / viewership is lowest on holidays.

9 Introduction to Public Relations Social Media and Traditional Media Relations 9-9 N EWS VS. P UBLICITY Practitioners tend to speak in terms of publicity. But the media want news. Their news is your publicity, which means that… Information you provide must be newsworthy. It must meet the standards of the media to which it is submitted. It must be timely.

10 Introduction to Public Relations Social Media and Traditional Media Relations 9-10 H OW D O T HE M EDIA D EFINE N EWSWORTHY ? Anything that captures and keeps the publics attention. Is your story really newsworthy???

11 Introduction to Public Relations Social Media and Traditional Media Relations 9-11 W HAT IS P UBLICITY ? Publicity can be PLANNED or SPONTANEOUS. What Publicity is not… Publicity is not FREE. (cost to produce and distribute, just doesnt cost to place in the media) Publicity is often not CONTROLLABLE.

12 Introduction to Public Relations Social Media and Traditional Media Relations 9-12 N EWS (P RESS ) C ONFERENCES Less frequent than they used to be because of webinars / social media / phone/video- conferencing Dont need to have them very oftenonly for special situations where in-person contact is appropriate (big events) Schedule with media deadlines in mind, if possible

13 Introduction to Public Relations Social Media and Traditional Media Relations 9-13 R EMEMBER TO INCLUDE : An on-site, well-equipped newsroom for media representatives Qualified, and trained, company personnel available for interviews – coach your people beforehand Video news releases for those who cant attend

14 Introduction to Public Relations Social Media and Traditional Media Relations 9-14 U SES OF V IDEO IN PR Video News Release (VNR): short news package no longer than 90 seconds Can be accompanied by additional video (b-roll) with background information. Electronic media kits: electronic collateral with typical media kit information. Special channels for your company on Youtube or post a video on your organizations web or Facebook page or link to it from a Twitter tweet.

15 Introduction to Public Relations Social Media and Traditional Media Relations 9-15 C RISIS C OMMUNICATION : G UIDELINES Crises can usually be anticipated or even prevented when organizations build and maintain good relationships. Communication plans for crises need to be in place and periodically tested. Have a designated spokesperson/team with specified roles. Gather all relevant facts and verify. Take responsibility for correcting the situation. Setup a media center. Dont release names of dead or injured until relatives have been notified.

16 Introduction to Public Relations Social Media and Traditional Media Relations 9-16 CRISIS COMMUNICATION CONTD Respond to all media inquiries If you dont know the answer, say so, and promise to get back to them as soon as possible. Do not speculate about anything. RULE OF THUMB: Never say No Comment BP Gulf Coast Oil Spill


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