1. Copyright © 2001, Prentice Hall, Inc. CHAPTER 14

2. 2Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ What’s the number one communications medium among Public Relations professionals?

3. 3Copyright ©2001 Prentice Hall, Inc. Securing Positive Publicity through the media is at the heart of public relations practice.

4. 4Copyright ©2001 Prentice Hall, Inc. Let’s Discuss Public versus Advertising n Which is regarded as more credible? n Why? People regard publicity as more credible because attracting positive publicity requires good media relationships and any sales message is more subtle.

5. 5Copyright ©2001 Prentice Hall, Inc. What Drives the Media? A quest for: n Information n Scoops & Trends n Objectivity & Fairness PRESS CORPS

6. 6Copyright ©2001 Prentice Hall, Inc. Let’s Discuss The Relationships Between Media and Public Relations

7. 7Copyright ©2001 Prentice Hall, Inc. Sometimes the media and public relations are on… …different philosophical wavelengths.

8. 8 QUICK QUIZ Establish a formal media relations policy What can organizations do to foster good media relations? Understand and follow the 12 principles of good media relations

9. 9Copyright ©2001 Prentice Hall, Inc. 12 Principles of Good Media Relations Reporters are never “off duty.” Reporters are never “off duty.” You ARE the organization. You ARE the organization. Treat reporters as individuals. Treat reporters as individuals. Treat journalists professionally. Treat journalists professionally. Don’t sweat the skepticism. Don’t sweat the skepticism. Don’t try to “buy” a journalist. Don’t try to “buy” a journalist. Become a trusted source. Become a trusted source. Inform journalists even when you’re not “selling.” Inform journalists even when you’re not “selling.” Don’t expect news viewpoint agreement. Don’t expect news viewpoint agreement. Don’t “cop an attitude” with reporters. Don’t “cop an attitude” with reporters. Read the paper. Read the paper. Never lie. Never lie.

10. 10Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ What are the benefits of … ? Advertising lets you control: n Content n Size n Location n Reach n Frequency

11. 11Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ Name two benefits of publicity over advertising: n Publicity costs about 10% less than advertising. n Publicity carries an implied third party endorsement.

12. 12Copyright ©2001 Prentice Hall, Inc. Let’s Discuss Value of Publicity How does publicity affect the following: Introducing a new product Revitalizing an old product Working with little or no budget Enhancing your reputation Explaining a complicated product Responding to crisis's

13. 13Copyright ©2001 Prentice Hall, Inc. PITCHING PUBLICITY Learn how journalists want to be contacted Write don’t call Know deadlines Address editor by name Don’t badger

14. 14Copyright ©2001 Prentice Hall, Inc. PITCHING PUBLICITY Never lie Do your own calling Use exclusives carefully Develop a relationship Don’t send clips of other stories about your client

15. 15Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ When Addressing reporters, should you use their first names? Media Relations

16. 16Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ Are reporters correct in thinking they can ask embarrassing questions? Media Relations

17. 17Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ Should you ever say “no comment”? Media Relations

18. 18Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ When reporters call on the phone, should you assume the conversation is being taped? Media Relations

19. 19Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ Should you ever admit you had professional training to handle the media? Media Relations

20. 20Copyright ©2001 Prentice Hall, Inc. Let’s Discuss How to prepare copy for paid wires: Create “strong” leadIdentify stock symbols Specify timing—avoid busy hours Always include headlines Specify targets Include contact names & numbers at the end Check for accuracy

21. 21Copyright ©2001 Prentice Hall, Inc. Handy Media Directories n Gales Directory of Publications n Bacon’s Publicity Checker n Broadcasting Yearbook n Editor & Publisher Yearbook n Working Press of the Nation n Specialized Directories Examples: n Congressional Staff Guide n Anglo-Jewish Media List

22. 22Copyright ©2001 Prentice Hall, Inc. Let’s Discuss Measuring Publicity Press Monitoring (Clipping) Bureaus Broadcast Transcription Services Media Distribution Services Content Analysis Services

23. 23Copyright ©2001 Prentice Hall, Inc. n Do your homework in advance. n Relax. n Speak in personal terms. n Welcome the naïve question. n Answer questions briefly and directly. n Don’t bluff and don’t lie. Dealing with Interviews n State facts and back-up generalities. n If the reporter is promised further information, provide it quickly. n There is NO SUCH THING as “being off the record.”

24. 24Copyright ©2001 Prentice Hall, Inc. Let’s Discuss Press Conferences Don’t play favorites. Notify the media by mail well in advance. Follow up early and often to get an accurate expected count. Schedule conference in mid-morning. State in advance the time allotted for the conference.

25. 25Copyright ©2001 Prentice Hall, Inc. Let’s Discuss Press Conferences Schedule conferences in meeting rooms. Prepare materials (press kits, etc.) to supplement conference. Prepare for T.V. coverage. Signal end of conference: “I’ll take one more question.” Cue reinforcements