1. WELCOME TO MEDIA RELATIONS MECO 2603 1 Unit Co-ordinator, Lecturer: Tiffanny Junee Twitter: @TiffannyJunee Email: tiffanny.junee@sydney.edu.autiffanny.junee@sydney.edu.au Consultation by Appointment Wednesdays 12noon – 12:45pm While people are being seated, answer the following question: What is Media Relations?

2. Admin If you have a mobile, ipad, ipod, iphone, ifake please switch it off now. I know you’re all super busy but it’s situations like this when voicemail fulfills its service promise like this when voicemail fulfills its service promise

3. Who am I? Strategic Communicator Director of Marketing, Community Relations & Philanthropy at The Women’s College within The University of Sydney. Educator Postgraduate Lecturer– Strategy Selection in Corporate Public Relations and Political Public Relations Undergraduate Coordinator – Media Relations Researcher Masters – Social Media as Strategic Communications in Australian Rugby Union PhD – Building brand equity through social and wearable technology in international sport.

4. 4 Some insights into my career ›Former International journalist and Sports Editor ›15+ years experience in strategic international Marketing, PR, Media, Sponsorship, Event and Talent Management : -premium and mass market consumer brands including: ACP magazines, Omega, Gucci, Guess, Hyundai, Westfield Bondi Junction, Polo Ralph Lauren, Hilton Hotels, Sony Australia, Domaine Chandon and myhome.com.au -Charities: United Nations ‘Tackle Hunger’, Camp Quality, National Breast Cancer Centre, Lloyd McDermott Foundation, Polo Ralph Lauren Pink Pony Campaign -International Sport: Rugby World Cup (Rugby Union), America’s Cup, Johnnie Walker Classic (Golf), Xtreme Sports: Snow Rugby, Sydney Swans, Telstra Stadium -Entertainment & Fashion: James Bond 007 “Die Another Day”, Pilates TV, Mercedes Australian Fashion Week, Melbourne Fashion Festival, Myhome TV (Channel 9), Screenwise Film & TV -Talent: Elle MacPherson, Cindy Crawford, Pierce Brosnan, Michael Schumacher (F1), Ian Thorpe (Swimming), Brett Lee (Cricket), Ernie Els (Golf), Dean Barker (Team NZ captain) ›Formerly, headed up Corporate Communications & Media for Hyundai Motor Company & prior to that, was the Marketing Director for myhome.com.au – an online joint-venture between PBL & Microsoft

5. IS THIS MEDIA RELATIONS…? 5

6. WHAT IS MEDIA RELATIONS…? 6 Media Relations is a subset of Public Relations (Stanton 2007) Public relations is about communication and developing relationships – aiming to inform or influence a particular internal or external target audience” (Harrison 2011) (Harrison 2011)

7. Is this Media Relations? 7

8. This is Content Production 8

9. Is this Media Relations? 9

10. This is Social Media Relations 10

11. Activities of a Media Relationist: 11

12. What today looks like Learning Structure: Course Structure, Tutorial Program Expectations: Skills Development and Engagement Twitter and Media Relations Introduction of MECO 2603 – Media Relations What are they? When are they due? MECO 2603 Assessments Media Relations as a subset of PR Media Relations Theories: Framing The field of Media Relations

13. ›GET TO KNOW YOUR UNIT OF STUDY OUTLINE 13 YOUR SEMESTER GUIDE

14. ›Major Assessment Part #1 ›Who: You. This is an individual task. ›What: There are four (4) written tasks that you will work on in tutorials and complete in your own time. There are: 1.A Backgrounder (300 words max) 2.News Release (400 words max) 3.30 sec Community Service Announcement (150 words max) 4.Feature story OR personality profile (500 words max). You will receive constructive feedback from your tutors and peers so you can discover the joy of ‘being edited’ and develop a critical eye as editor. Following which you will refine your work and select your two (2) best pieces for submission. ›Why: Developing our Media Relations Toolkit ›When: Due in Week 8. You need to work on this throughout the first half of semester (Weeks 2 – 7) ›Where: In class and in your own time ›How: Research, critical analysis, critical writing 14 ASSESSMENTS

15. ›BEFORE CLASS: Complete the assigned readings Tweet @TiffannyJunee #SydneyMedia 1 key insight/ learning from the readings ›Come to class with @ least 1 question Remember, in my classes there is no such thing as a ‘dumb’ question, only answers to seek ›Participate and Relax, because Media Relations is FUN! 15 Media Relations starts with YOU

16. A media relationist know how they ‘look’ online 1 st : Online2 nd 3 rd Online deep web search. 1 st stop: LinkedIn 2 nd stop: Google Written You’ve submitted your CV Online/ via email F-2-F This is where dressing for success, body language and tone is paramount. The Internship Application process: How and when you present Proactively manage your online profile Proactively nurture a professional network of contacts Research Create new connections that add value

17. The Australian Media Landscape Four levels of media in Australia: Commercial (FTA or free-to-air), Public or Government (non-commercial), Pay (PTV or pay-TV), Internet Categories & Media Types: Broadcast: Television & Radio, Print: Newspapers, Magazines, Journals, Digital: Online, internet-based Geographical Distinctions: Local/Community/ Suburban, Metropolitan State, Rural and Regional, National and International.

18. 18 Understanding the Media The EditorThe Media Relations Approach News Editor, Daily Telegraph Features Editor, Daily Telegraph Sports Editor, Daily Telegraph What are they looking for in a story…? The ProducerThe Media Relations Approach News Producer, The Today Show, Channel 9 Segment Producer, The Today Show Producer, #TenLateNews

19. MarketingPublic RelationsMedia Relations Target MarketTarget AudienceStakeholders (agendas) Knowing who you’re talking to 19 Media Relations ‘Speak’ Talking Strategy: TheoriesStrategyTactics FramingUnderstanding media ideologies embedded in agendas. The Media Relations Toolkit Knowing what to talk to the media about Talking Media Relations:

20. ›Find your online voice -Twitter - Sign Up, Sign In Don’t know how? Ask ›Join the conversation #SydneyMedia ›Participate in the community: -Facebook – Join the student-run MECO 2603 Facebook page -Twitter - Recommend two people and / or companies to follow for the purposes of 20 BEFORE YOUR FIRST TUTORIAL