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MEDIA RELATION
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PART III: THE PUBLICSChapter Nine:Media Relations/Print & Broadcast
Learning Perspectives The Internet has forever changed the
public relations practice of dealing with the media.
This is due largely to consumer-generated media.
The good old days of conventional media, dominated by a few networks and truth-minded reporters, are a relic of the past.
Learning Perspectives… Today’s media is
fragmented, omnipresent, and run by journalists who may be aggressive and opinionated.
Competition has driven many journalists to compromise traditional standards of truth and objectivity.
Learning Perspectives… Modern public relations began as an
adjunct to journalism. Before 2000 or so, most practitioners began their careers in journalism.
Today, people enter public relations from many different fields of study, directly from college.
The importance of media relations cannot be denied. In the 21st century, it has never been more challenging.
Objectivity in the media Securing positive publicity
through media defines the public relations practice.
Objectivity is the traditional goal of journalism: fairness and neutrality in reporting the news.
Public relations always represents a client, organization or point of view.
Both sides should consider themselves to be friendly adversaries, not bitter enemies.
Now it’s your turn…
Do you believe that the media can ever be truly objective?
Why or why not? What are the barriers?
Why don’t the executives get it?
Many of them fail to understand that:
The reporter wants the story, whether it’s bad or good.
Organizations want to present things in the best light.
That’s why many executives distrust the media and consider journalists to be the enemy.
Print: number-one mediumIn the Internet age, how can
this be? Newspapers and magazines
still use news releases. Newspaper circulation has
fallen, yet major newspapers are still powerful.
Newspapers dominate the nation’s news schedule and are picked up by bloggers and Internet users.
Electronic media: a new dominance In the early 21st century, more and more
people turned to cable TV for daily news. 24/7 cable news forces world events into
one chaotic, continuous loop. Specialized cable channels offer everything
from food and fashion, to weather and history.
Talk radio is a massive social and political force.
Satellite radio, despite its slow start, is on its way (irrelevant anywhere else in the world, only in the U.S).
The Internet factor Love it or hate it, the Internet
has ushered in a new age of journalistic reporting.
Newspaper Web sites are increasing in popularity, and many online news staff are growing.
Online news sites are providing fresh news targets for public relations practitioners.
The Internet factor… Blogs have sprung up in all shapes, sizes
and pedigrees. Reporters and bloggers use them 24/7.
Regardless of the medium, the key to success still lies in fairness and respect on both sides.
The Internet factor…
Need more proof of the Internet’s media power? Visit this website:
www.drudgereport.com
Dealing with the media
A reporter is a reporter. You are the
organization. There is no standard
reporter. Treat journalists
professionally. Don’t sweat the
skepticism. Don’t “buy” a
journalist.
Become a trusted source.
Talk when not “selling.”
Don’t expect “news” agreement.
Don’t cop an attitude. Never lie. Read the paper!
You must orchestrate relationships between your organization and the media. Always remember:
Attracting publicity
Advertising: is a paid message
prepared by a sponsor.
enables you to control size, content, location, reach and frequency.
Publicity: costs only staff time
and effort – about 10% of advertising.
is far more credible than advertising.
Why do so many people confuse publicity with advertising? The two are vastly different.
Value of publicity
Announcing a new product or service
Re-energizing an old product
Explaining a complicated product
Projects with little or no budget
Enhancing the organization’s reputation
Crisis response
For any organization, publicity makes great sense for:
Pitching publicity Know deadlines.
Generally, write first. Direct the release to a
specific person or editor. Determine how the
reporter prefers contact. Don’t badger. Use exclusives with care.
When you call, do your own calling.
Don’t send clips of other stories about your client.
Develop a relationship.
Never lie!
Online publicity
News releases Headlines Announcements Links Newsletters
Libraries Public appearances Promotions News wires Events
Online media work is still a “relationship business.” Here are eight key online publicity vehicles:
And remember, it’s the same as with print media:The closer you are to online reporters, the more
fairly they will treat you.
Handling media interviews
Prepare. Know your lines. Relax. Speak in personal terms. Welcome the naïve
question. Answer questions briefly
and directly.
Don’t bluff. State facts and back
up generalities. There is no such thing
as “off the record.” Tell the truth.
Another primary task for PR professionals is to coordinate media interviews for their executives.
Abide by these 10 “do’s and don'ts:”
Summing it all up…… A good portion of journalists will always
regard public relations practitioners with suspicion.
Yet, the role of public relations practitioners has become more respected by journalists.
The key to productive media relationships is professionalism and respect for the role and practice of journalism.
PR Ethics Mini-Case“Domino’s President Confronts the
YouTube Idiots”
Review this case on pp. 217-218. As a group, discuss:
How do you think Domino’s handled the public relations fallout from the unethical video?
What do you think the long-term impacts of this incident will be for the Domino’s brand?