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

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. Tools of the trade 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

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!