Click here to load reader

Media Management Appa

  • View
    21

  • Download
    0

Embed Size (px)

DESCRIPTION

Media Management Appa

Text of Media Management Appa

ACCT MEDIA MANAGEMENT TRAINING

MEDIA MANAGEMENTPsy.ViseshPsychologist & NLP [email protected] www.progenius.netWhat is Media?In general, "media" refers to various means of communication. For example, television, radio, newspaper and the internet are different types of media. The term can also be used as a collective noun for the press or news reporting agencies.What Media doesCommunicatesInformsEducatesCreates AwarenessInfluencesEmpowersEntertainsMakes MoneyChannels Of MediaPrint MediaTelevision Broadcast MediaFilms as a Media VehicleRadio Broadcast MediaMusic as a Media VehicleHome Video as a Media VehicleInternetMobileOutdoorsEvents as a Media Vehicle?What ismedia relations?

It is not a press releaseIts not about who you know - Not without a good story its notPayment for placement isnt media relations - Advertising / advertorial / infomercialSimply telling the world your good news doesnt workOne size doesnt fit all - Match target audience to media outlet

What is media relations?First priorityDelivery of a message to a target public by way of the media: unpaidmedia

But its alsoGiving the media information or accessDeveloping a two-way exchangeProviding background information and spokespeopleOffering useful information to develop a story or angleBuilding a professional relationshipWhat is media relations?Fair and accurate reporting of your service or issueTwo-way respect -Belief in you as a professional -Trust that you respect them and their roleA valuable resource for information and ideasThe goal of media relationsThe relationship is often YOU THEMWhat editors wantWhat you want

News Positive news coverage about your company and the industryTo report story well and in a timelyfashion Fair and balanced reporting onAccess to background information,stories of controversypeople, trendsBalanced resources To be viewed as a resourceTo beat their competition

It should be

Media are one of the primary and best ways to deliver your keymessages to your target audiencesThe better way is to build and use pro-active media relations

What does pro-active media relations mean?

What is pro-active media relations?Having a professional working relationBeing available at all times good or bad to respond to the mediaWhy be pro-active?Others have defined who you are in the pastNews environment allows you to position yourself as a responsibleprofessionalIt shows confidence, that you are in tune with societyAn opportunity to build a trusting relationship with journalistsBeing silent carries a negative message in the mediaHelp ensure you will be given time and space for response in negative storiesUnderstand your roleAs a company - For example: can you comment on the status of the crime? others?As an employer - For example: can you comment on careers, knowledge or people? others?As a contributor to society - For example: can you comment on community relations? Others?You can be the human face bringing emotional dimension to the news of the dayTo be pro-active, you must also understand what new is

what makesnews?

InterestConsequenceTimelessProximityProminence

Six types of news storiesNews- Today's newsService- Gives the reader information, such as a how toTrends- Local, National, Regional or InternationalRound-Up- Doesnt just focus on your company, brings in many elementsAppilication or Test- How a new product performsProfiles- Portrait of an individualWhat makes a news story?Who?What?Six ElementsWhen?Where?Why?How?Every (good) story has three characteristics

From a credible source- Build your identity as a corporate or topic expertConfirmed by experts - Prepare them and refer to themSubstantiated by facts- People, researchThe communications equation

How communications works

The communications equation =

DelivererMessageMechanismReceiverChangeDeliverer issuesTheir message is written for themselves, not to who is going to hear the messagesFlawed message delivery Received is ill-defined - Too large - Too small - Wrong influencers or mediaInternal pressure - Money - Time - ResourceMessage issuesTypically , the message is written from the point of view of the deliverer not the receiverTo the receiver, the message is not - Relevant - Credible - Defensible - Differentiating - Memorable or lastingMechanism issuesInappropriate use or mis-understanding of the different mechanisms,among the most common methods - Advertising - Public Relations - Media Relations - Direct Marketing - Sales Promotion - Online MarketingInsufficient resources to support the chosen methods - Money/Budget - People - TimeReceiver issuesIn addition to relevant messages, the receiver may be: - Not interested / apathetic - Mis- informed - Clueless - Antagonistic - Already has decided upon an opinion In general, their perceptions are already establishedOne element cannot be controlled

=DelivererMessageMechanismReceiverChangeMessages

VOICE: Managing the Message Cycle Messages are created in five basic steps:

V = VISIONMessages are created as part of a business orcommunication plan of actionO = ORGANIZATIONMessage are based on facts, research and analysis of the current environment (e.g., audiences current perception, media environment?I = INSTRUCTIONMessages are delivered by qualified and trained spokespeopleC = COMMUNICATIONSMessages are relayed in a compelling communications campaignE = EVALUATIONThe success of the message delivery helps determine the success of the business or communication plan of actionAll messages should be

Compelling (encourages action)Differentiating (yours alone)

Relevant (is important to the audiences)

Credible (is believable by the audiences)

Defensible (from competition)

And possibly, sustainable (usually corporateor brand messages)

DeliveringEffectivemessages

Know the journalists objective

What do they want from the interview?Who is the journalists? What have they written in the past?What is their deadlines?What topic specially do they want to focus on?Who else have they spoken to? What did they say?Buy time if you need itOnce you commit, always prepare

2. Know your objective

What do you want to accomplishWhat headlines do you want?Anticipate all types of questions- What are the basic questions?- What are the nightmare questions?- Ask yourself: what could go wrong? Then, in advance, think about what you would do or how you would handle yourself3. Every answer is a message

Be clear Be simpleBe consistentFocus on only 3-4 messagesRemember: PREP- Point- Reason- Example- Point4. Use bridging and flagging

Bridge from answer to answer - Yes, and in addition to that - No, thats not right. Let me explain... - I dont know about that, but I do know about this - Thats how we used to do it, and heres how we do it nowFlag important concepts and information - The most important point to remember is - After all weve said today, we should remember these three things - Let me leave you with one point 5. Turn negatives into positives

Be in a position to respond to every question with a positive answerDont repeat negative language6. Be a credible but approachable-expert

Avoid professional jargon instead, use everyday languageExplain yourself simply If you dont know an answer, say soUse stories and anecdotes to make your point7. Show you mean what you say

Look at the interviewer directly (never the camera)Watch your posture and body language - Be open (no arms crossed over chest) - Dont fidget - Do not use a swivel chairMake your voice authoritative without being domineeringWhere clothing which underscores your authority8. Keep your emotions in check

Just because the journalist is (___________), you remain calm andpoisedDont be lulled into a false sense of securityRemain calm and poisedDont be afraid of silence (dead air)Never lie9. Never speak off the record

Do not say anything you do NOT want to see in printThere is no one definition of off the record10. Rehearse, rehearse, rehearse

Practice makes you less nervousPractice makes you more confidentPractice allows you to make mistakes and correct yourself before the interviewPractice allows you to hear you answers before you say them inan interviewFind someone to acts as the interviewRole play 1and critique

THANK YOU ALL

dearvisesh @Psy.ViseshPsychologist & NLP [email protected]