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Media relations targets audiences through media coverage
Can be either responsive or proactive No direct cost for receiving coverage But there is some loss of editorial control
Influence your audiences towards action Enhance your organization's reputation Promote your organization's services Provide third-party endorsements Make your organization the "go to”
Resource Establish positive relationships that can
"smooth over" difficult times
Relevance Proximity Timeliness Occurrence-based Calendar-based Uniqueness Human Interest Entertainment Value Celebrity Controversy
Conduct research◦ Who cover industry◦ What angle◦ What kind of reporter
Respond to calls Prepare for interviews Maintain ongoing relationships
6-7
Involve internal media relations personnel in strategy
Develop in-house capabilities Use outside counsel sparingly
6-8
The powerful internet Expansion of power to individuals Do not discriminate legitimate and phony
news Monitoring content Web-based communication platform Blog Handling negative news
Summarizes the story by answering◦ Who◦ What◦ Where◦ When◦ Why◦ How
Written just like a newspaper article
Pros◦ Traditional and expected media tool◦ Provides crucial information in written form
Con◦ Has become spam◦ Too often places organizational priorities above
those of target audience◦ Individual pitches may be more effective
Know your media◦ Be prepared◦ Make it easy for reporters◦ You’re always “on the record”◦ It’s okay to not have all the information◦ Give up editorial control◦ Don’t ask to see a story in advance◦ Media relationships are symbiotic◦ Respect deadlines◦ Respond NOW
Keep answers short Avoid “No comment!” response Listen to each question Use “bridging” to move closer to your
objective Use anecdotes, analogies, simple stat Keep body language in mind
6-13
French term – du jour – “of the day” News value decline as a function of time Significant and interesting to all“when dog bites man, that’s typical. When man bites dog, that’s
news”
News is s/thg new, up to the minute, unusual, sensational or s/thg which will affect many people and is therefore in the “public interest\’
Understood b average person “Use short sentences. Use short
paragraphs. Use vigorous English, not forgetting to strive for smoothness. Be positive, not negative.”
Writing simply is extremely difficult
Fog Index by Robert Gunning – to measure readability/simplicity
1. Sample +-100 words. Count the exact no2. Divide no of words by no of sentences 3. Count the number of words of three or more
syllables4. Step 2 + step 35. Multiply by 0.4 to calculate your Fog Index If 10 –readers at least year 10. If above 12,
writing will reach only highly educated audience. Above 15, most likely don’t have audience
Over use of words1. Lower socio-economic group the poor2. Prior to the commencement before3. We anticipate we expect4. The fact that that5. Microprocessor-based computer functions functions
What, where, why,how,when,who Print/electronic – almost every story answer
these 6 key points:◦ What happened◦ Where it took place◦ When◦ How◦ Why it occurred◦ And to whom
Deadlines – the latest possible time at which the media can accept material◦ Most morning n/paper put together between
midday and around 10pm. Completed by 5pm◦ 6 pm TV news – by 4 pm start editing and putting
together the news◦ Embargo – giving the time b4 which the story
cannot be published/broadcastEmbargoed until 9pm, Wednesday, July 6
Note key periods of days (Hari Raya, Chinese New Year, Deepavali, Christmas)◦ Not advisable to release major new stories◦ Sunday announcement/ news events receive
major coverage on Monday media◦ Use facsimile or e-mail to send material. Follow-
up by phone
Media style – familiarize. Placing material Intro / lead - <25 words, news comes first,
active voice Built for just RM10,000, a mini-jet aero plane
will be given its maiden flight over KLIA next Sunday by a 21-year-old apprentice engineer who constructed it in his backyard
Tense – use media reporting style of everything in past tense except direct quotes within quotation marks
Attribution – all statements to the media must be attributed
“…………,” president of the YXZ organization, En. Ali said.
The XYZ organization has warned that if …. Editorialising – stick to facts and attribute
all comments to a source – a named person or the organisation
Elegant variation –don’t dress up simple ideas with mumbo jumbo
Abbreviations – use all titles and terms in full on first usage; subsequent references can be abbreviated
Cliches – don’t use cliches. Be original leave no stone unturned, put our shoulder to
the wheel Tautologies – watch for repetition new innovation, hasten quickly, new initiative Ambiguity –watch for in joining up
sentences and paragraphs Newspaper advertisement “For sale, bulldog. Will eat anything. Very fond
of children.”
Punctuation – don’t over punctuate. Avoid colons and semi-colons and use commas only where necessary
One idea to one sentence, and one main point to one paragraph.(25, 15-40)
Quotable quotes –look for simple, down-to-earth direct quotes to use in your media statements. Quotable quotes are picked up and used