Public RelationsTheocharis KatranisMBA, Stirling Public Relations Theocharis Katranis Lecture 5 Lecturer 1

Public RelationsTheocharis KatranisMBA, Stirling Lecture 5 2 Today’s Lecture 1. Gain a thorough understanding of the public relations practitioner's role in working with the print media 2. Understand the importance of establishing good relationships with journalists 3. Be able to define the difference between advertising and publicity 4. Acquire knowledge of the various standards and practices in the dissemination of news releases. 5. Become acquainted with the methods for measuring the results of publicity 6. Know the dos and don'ts of being interviewed and of holding press conferences

Public RelationsTheocharis KatranisMBA, Stirling Lecture 5 3 Today’s Lecture 7. Understand the need to become skilled and resourceful in dealing with electronic media. 8. Learn the techniques for handling television interviews successfully. 9. Gain a through understanding of the major methods for pitching television publicity: video news releases, satellite media tours, public service announcements, and video conferences. 10. Become acquainted with the methods for penetrating the radio marketplace.

Public RelationsTheocharis KatranisMBA, Stirling Lecture 5 4 Print &Broadcast Media Relations Today more business use the electronic Media to communicate with their publics. Printed Media, mainly Newspapers and magazines, still have a good impact to public but their sales are less than before. Publics still read newspapers mainly because they trust the source of the information that coming from, i.e. New York Times Newspaper, The Wall Street Journal, etc.

Public RelationsTheocharis KatranisMBA, Stirling Lecture 5 5 Electronic Media First decade of the 21 st Century, many companies shifted to electronic media for their public relations goals. For social media communications, Twitter is consider to be one of the best method as it concerns the “News”. Internet gave the opportunity to public relations people to communicate with younger people and other groups. “Blogs” were used to pass the information to people

Public RelationsTheocharis Katranis,MBA, Stirling Lecture 5 6 The challenge for public relations professionals in dealing with print, electronic or online commentators is to foster a closer relationship between their organizations and those who present the news. The key is fairness, with each side accepting and respecting the other’s role and responsibility. Electronic Media

Public RelationsTheocharis Katranis,MBA, Stirling Lecture 5 7 Dealing with the Media 1. A reporter is a reporter – (Always on duty). 2. You are the organization – (Be careful what you say) 3. Treat Journalists professionally. 4. Do not try to “buy” a journalist 5. Become a trusted source 6. Do not expect “news” agreement 7. Never Lie 8. Read the paper

Public RelationsTheocharis Katranis,MBA, Stirling Lecture 5 8 Attracting Publicity Advertising costs! It has significant benefits though. 1. Content: What is said and how it is illustrated Advertising Vs Publicity 2. Size: How large a space is devoted to the organization 3. Location: Where in the paper the ad will appear 4. Reach: The audience exposed to the ad – i.e. the no. of papers it can be found 5. Frequency: How many times the ad is run

Public RelationsTheocharis Katranis,MBA, Stirling Lecture 5 9 Publicity Publicity is… by gaining CREDIBILITY. Companies may use journalists who already created their credibility to the public to pass in order to communicate their messages to people. Attracting Publicity

Public RelationsTheocharis Katranis,MBA, Stirling Lecture 5 10 “Publicity is stronger than Advertising” With few words… Attracting Publicity

Public RelationsTheocharis Katranis,MBA, Stirling Lecture 5 11 Value Of Publicity Companies may use publicity in the following areas: 1. Announcing a new product or service 2. Reenergizing an old product 3. Explaining a complicated product 4. Little or NO budget – (to promote) 5. Enhancing the organization’s reputation 6. Crisis Response

Public RelationsTheocharis Katranis,MBA, Stirling Lecture 5 12 Pitching is the activity of trying to place positive publicity in a periodical, on a news site or in the electronic media i.e converting publicity to news. Pitching Publicity

Public RelationsTheocharis Katranis,MBA, Stirling Lecture 5 13 Areas of interest Pitching Publicity 1. Know deadlines 2. Generally write first, then call 3. Direct the release to a specific person or editor 4. Determine how the reporter wants to contacted 5. Do not badger – (not pushy) 6. Use Exclusives but be careful 7. When you call, do your own calling 8. Develop a relationship 9. Never lie

Public RelationsTheocharis Katranis,MBA, Stirling Lecture 5 14 Online Publicity Ways that can form online publicity 1. News Releases 2. Headlines 3. Announcements 4. Links 6. Newsletter 9. Libraries 8. Public Appearances 7. Promotions 5. News wires – Dow Jones, Reuters 10. Events

Public RelationsTheocharis Katranis,MBA, Stirling Lecture 5 15 Handling Media Interviews 1. Prepare 2. Know your lines – to know what you will say 3. Relax 4. Speak in personal terms 5. Welcome the naïve question 6. Answer questions briefly and directly

Public RelationsTheocharis Katranis,MBA, Stirling Lecture 5 16 Handling Media Interviews 8. State facts and back up generalities 9. There is no such thing as “off the record” 10. Do not say “No Comment” 11. Tell the truth 7. Don’t bluff

Public RelationsTheocharis Katranis,MBA, Stirling Lecture 5 17 Satellite Media Tours - SMT SMT is live tours conducted via satellite, i.e. sports reporters / Live Political Party announcements etc

Public RelationsTheocharis Katranis,MBA, Stirling Lecture 5 17 Satellite Media Tours - SMT Steps to be taken into consideration: 1. Defining Objectives 2. Pitching the SMT 3. Last-minute juggling 4. Satellite time 5. B-roll: Background footage 6. Availability of dedicated phone lines 7. Spokespersons briefing 8. Consider controversy 9. Avoid becoming too commercial

Public RelationsTheocharis Katranis,MBA, Stirling Lecture 5 19 Securing Radio Publicity 1. Strong, focused message 2. Localization 3. Positive spokesperson 4. Timeliness

Public RelationsTheocharis KatranisMBA, Stirling Lecture Gain a thorough understanding of the public relations practitioner's role in working with the print media 2. Understand the importance of establishing good relationships with journalists 3. Be able to define the difference between advertising and publicity 4. Acquire knowledge of the various standards and practices in the dissemination of news releases. 5. Become acquainted with the methods for measuring the results of publicity 6. Know the dos and don'ts of being interviewed and of holding press conferences Summary – Lecture 5

Public RelationsTheocharis KatranisMBA, Stirling Lecture Understand the need to become skilled and resourceful in dealing with electronic media. 8. Learn the techniques for handling television interviews successfully. 9. Gain a through understanding of the major methods for pitching television publicity: video news releases, satellite media tours, public service announcements, and video conferences. 10. Become acquainted with the methods for penetrating the radio marketplace. Summary – Lecture 5

Public RelationsTheocharis KatranisMBA, Stirling Chapters 9 & 10 Lecture 5 22 END of Lecture 5 Thank you for your attention