1/15/ The Business/Media School The Bill Johnson Group Bill Johnson CEO

1/15/ Vision Statement The purpose is this class is to help the businessperson understand the professional at the radio/TV station, newspaper or cable system and to achieve a mutually beneficial relationship with them.

1/15/ Goal and Objective Give the business person a better understanding of what the media seek and more confidence in his or her ability to tell the company’s story effectively. Allow the media person to benefit from the business executive’s greater ability to communicate and to understand the media’s need and requirements. Provide a basic road map of the “territory” or the landscape to be traveled.

1/15/ Today’s Situation Few executives seem to genuinely welcome encounters with the media. Dealing with media is a fact of business life today. The media is one of the important resources for communicating with the public. With some effort on your part, and some professional guidance, you can learn to effectively handle the media to the benefit of your organization.

1/15/ What Is This Thing Called News? It is everywhere and it controls your personal and professional life. So you must understand it and use journalism to your own benefit. News is really “interesting and information.” It falls into four major categories: Hard, feature, sports and business. The media is in control of most of the information we receive. Don’t fight them. Join them. Think of the media as an ally rather than an adversary.

1/15/ Generating News Coverage Don’t be naïve and think your areas of interest are also those of news people. News is tied to what news reporters and editors believe is of interest to the public. Keep consumer’s interest in mind first. Understand the workings of the media – know their needs and how your story can fit into those needs. Identify appropriate contacts at potential media outlets. Develop solid, professional relationships with media personnel.

1/15/ Recommendation Recommend one or more of the strategies Summarize the results if things go as proposed What to do next Identify action items