1. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006 Media relations as a practical tool in public participation Kristina Kurm PR specialist Peipsi Center for Transboundary Cooperation

2. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006 Media - “fourth estate of the realm” Media aware, “mediatised” society 439 million people buy everyday one of the 7,700 dailies publishes in the world. Readership is more than one billion everyday. The audience for newspaper websites increased 200 percent over the past five years. (World Association of Newspapers (WAN), 2006)

3. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006 What is communication?  Communication is the transmission of ideas, information and attitudes from one people to another, from one organization to another, sometimes through the mass-media means.  Who says what to whom, through which channel and with what effect?  Aims of communication: to inform, to persuade, to appeal to do or not to do sth.

4. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006 What is PR?  Public relations (PR) is constant and systematic process in order to create and sustain favourable bilateral relationship between organization and public (Black)  PR = communication management.  Media relations is a part of public relations  Two-way symmetrical model of PR (Grunig, Hunt; 1992)

5. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006 What is journalism?  Journalism – paid writing (and audiovisual equivalent) for public media with reference to actual and ongoing events of public relevance. (McQuail, 2000) Ideal model of action in journalism : 1. Event4. Postition 2. News5. Public opinion 3. Discussion (Ruussaar, 2004)

6. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006 Pro-active and re-active media relations Pro-active  Organization informs on its own initiative (press- release) Re-active  Media channel informs on its own initiative (replying on query)

7. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006 Characterics of Estonian media  media-abundance  limited amount of consumers  limited market for quality-journalism (Ruussaar, 2004) “Estonia is a media society. Mass media is more important source of information than personal experience.” (Study “Me. World. Media II” University of Tartu, Department of Journalism and Communication, 2005)

8. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006 What makes a good communication?  60 % attitude  20 % techniques  20 % talent (Mounter, 2004) + PLANNING

9. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006 PR techniques PR techniques make up only a top of the iceberg in everyday PR. The underwater part consists of studies, planning process, evaluation of campaigns and consulting leaders of the organization.

10. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006 Strategy and tactics Strategy – where, why and for who we are moving? Tactics – what are we doing for that, how we are moving (means and resources), who moves, what costs?

11. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006 Components of communication strategy  Introduction  Description of an organisation  Analysis of the external environment  Analysis of the internal environment  The aims of the communication  Key messages  Priorities of the communicative activities  Expected results, criterias and methods of evaluation  Resources needed

12. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006 Tactical media plan For each activity or event:  Time  Target group  Message  Form of the message / genre  Channel  Spokesperson

13. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006 Golden rules of communication  Identify few key messages  Find the right language for each audience which makes sense of day-to-day experience.  Don`t lie!

14. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006 Key messages  Key messages originate from target group analysis and organisation goals  Every key message comes from overall key message of an organisation, which bases on it`s mission, vision and ground values.  Key message is modified to different target groups.

15. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006 How to benefit from media? Know everyday procedures/mechanisms in media organizations. The power of journalism is in choosing the news and in changing the meaning. (Rebane 2001)

16. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006 Integrated communication  Integrated communicative activities  Involving partners inside and outside the organisation Two-step flow of communication

17. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006 How to communicate with the media ?  Agreements should be made before interview  Prepare properly for the interview. If necessary and possible, take extra time for preparation.  In case the question was not understood, ask for repetition and specification  Answer honestly and precisely. If you do not know the answer, admit it.  Be outspoken, polite, calm and natural.  Be in control of your thoughts and expressions. (I know what I am talking about, not I speak as much as I know)  Speak of the things you know, what you believe in and what you are convinced of.  Try not to get upset when the questions are unpleasant.

18. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006 Things to remember!  It is the journalist`s job to get information. In helping him you will create positive preconditions for cooperation with the press.  Don`t use the phrase “I don`t comment!” easily! You must always give reasons for your decision. You can`t forbid journalist to write an article!  Journalist isn`t usually as good specialist in your area as you are – he must write about different thematics.

19. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006 News “News” is the key word in media relations  Topical  Influential, significant, beneficial  Extraordinary  Geographically and emotionally related  Containing conflict  Entertaining  Celebrity-related  Fresh

20. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006 Press-release must answer 6 basic questions  Who ?  Is doing what ?  Where ?  When ?  Why (this is important)?  How ?

21. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006 Structure of the press-release Press-release has to correspond to a standard.  Logo or data of organization  Date  Heading  Lead  Amplifying paragraphs  Contact information

22. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006 Writing a press release…  It should be precise, concise, clear, full of substance (no more than one page)  Fact and comment should be kept apart  Objectivity is relevant  Language and style should be accurate

23. Kristina Kurm, Peipsi Center for Transboundary Cooperation, 2006 Thank You!