1. Media Relations Effectively working with your target news sources

2. What’s being covered today? How media relations fits into PR program Establishing the relationship Media tactics Media relations measurement

3. PR: A formal definition A management function to establish mutually beneficial relationships between an organization and its publics.

4. PR: A simple definition The practice of doing the right thing—of performing— and communicating the substance of that performance.

5. How media relations “fits” Media comprise a “public” Media key in communicating “substance of our performance” Every organization can benefit

6. Value of media relations Communications for the budget- challenged Reputation enhancement Crisis response Product announcement or re-introduction

7. Media policy Written policy ** Who receives media calls ** Who is spokesperson ** Interview procedures ** Written material for media ** Media kit

8. Establishing the relationship Research ** ID media, contact people, current information ** ID preferred methods of receiving information

9. Establishing the relationship Target key media ** Geography ** Specialized departments & “beat” reporters ** Your message: “We are the expert resource!”

10. What do media want? Newspaper – Dailies ** Local angles ** Interview arrangements

11. What do media want? Newspapers – Weeklies ** Make their job easy

12. What do media want? Television ** Concise information ** No pictures, no coverage ** Topics that fit with programming

13. What do media want? Radio ** Concise information ** Topics that fit format ** Entertainment medium

14. Be prepared!

15. Media relations tactics Media visits ** Establishes rapport ** Learn their priorities ** Pitch specific topics

16. Media relations tactics Power of the news release ** Regular distribution (“News Release of the Month”) ** Employee announcements

17. Media relations tactics Letters to the editor Visits to editorial board

18. Special tactics Special programs, sponsorships, personalities Unique twist on an on-going program Be prepared with information

19. Tactics to use sparingly News conferences “Exclusives”

20. Media measurement Why measure? ** Quantify PR efforts in meaningful ways ** Gauge message frequency, location ** Use as benchmark

21. Measurement tools Advertising equivalency Impressions Content analysis

22. Measurement example “Quilt memorializes tissue donor” – Rockford Register Star ** 33 inches ** $91.83/inch advertising cost ** $3,030 advertising equivalency ** 71,562 impressions ** Positive!

23. In conclusion… Media relations: ** Part of ongoing relationship building ** Communicates the substance of your performance ** Quantifies your efforts to your company’s management