Media Relations Effectively working with your target news sources
What’s being covered today? How media relations fits into PR program Establishing the relationship Media tactics Media relations measurement
PR: A formal definition A management function to establish mutually beneficial relationships between an organization and its publics.
PR: A simple definition The practice of doing the right thing—of performing— and communicating the substance of that performance.
How media relations “fits” Media comprise a “public” Media key in communicating “substance of our performance” Every organization can benefit
Value of media relations Communications for the budget- challenged Reputation enhancement Crisis response Product announcement or re-introduction
Media policy Written policy ** Who receives media calls ** Who is spokesperson ** Interview procedures ** Written material for media ** Media kit
Establishing the relationship Research ** ID media, contact people, current information ** ID preferred methods of receiving information
Establishing the relationship Target key media ** Geography ** Specialized departments & “beat” reporters ** Your message: “We are the expert resource!”
What do media want? Newspaper – Dailies ** Local angles ** Interview arrangements
What do media want? Newspapers – Weeklies ** Make their job easy
What do media want? Television ** Concise information ** No pictures, no coverage ** Topics that fit with programming
What do media want? Radio ** Concise information ** Topics that fit format ** Entertainment medium
Be prepared!
Media relations tactics Media visits ** Establishes rapport ** Learn their priorities ** Pitch specific topics
Media relations tactics Power of the news release ** Regular distribution (“News Release of the Month”) ** Employee announcements
Media relations tactics Letters to the editor Visits to editorial board
Special tactics Special programs, sponsorships, personalities Unique twist on an on-going program Be prepared with information
Tactics to use sparingly News conferences “Exclusives”
Media measurement Why measure? ** Quantify PR efforts in meaningful ways ** Gauge message frequency, location ** Use as benchmark
Measurement tools Advertising equivalency Impressions Content analysis
Measurement example “Quilt memorializes tissue donor” – Rockford Register Star ** 33 inches ** $91.83/inch advertising cost ** $3,030 advertising equivalency ** 71,562 impressions ** Positive!
In conclusion… Media relations: ** Part of ongoing relationship building ** Communicates the substance of your performance ** Quantifies your efforts to your company’s management