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Published byErin Sherman Modified over 7 years ago
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
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
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