Documents
Resources
Learning Center
Upload
Plans & pricing Sign in
Sign Out

Powerpoint Templates

VIEWS: 10 PAGES: 37

									   Office of Public Relations & Marketing

                               Office of Public
                                Relations &
                                 Marketing

                          Internal                Marketing
Media Relations        Communications                                  WBHM
                         & Relations         Communications


                                                       Web
                                 IT
   Media Specialists                               Communications



                           Business Office            Periodicals
   Video production



                                                   Creative Services
        Understanding PR & Marketing


• “If the circus is coming to town and you
  paint a sign saying ‘Circus Coming to
  the Fairgrounds Saturday,’ that’s
  advertising.”



                         • “If you put the sign on the back of an
                           elephant and walk it into town, that’s
                           promotion.”
 Understanding PR & Marketing



                           • “If the elephant walks
                             through the mayor’s
                             flower bed, that’s
                             publicity.”


• “And if you get the mayor to
  laugh about it, that’s public
  relations.”
Media Relations gets a story in the paper
…and cleans up after the elephants.
                       UAB Media Relations


Media relations:
• Makes UAB top of mind for local and national news media as a
  source of positive news
AND
• promotes UAB faculty as thought leaders

IN ORDER TO
• Influence student and faculty recruitment,
• assist development and
• protect UAB’s reputation as portrayed in the news media.
               PAST AGE OF MEDIA RELATIONS




                     News media
Universities                          Public
More Than 15,000 People Have Lost Their Jobs in 2009
              in Newspaper Industry
            – News-Cycle.blogspot.com
What’s happening to “mainstream” media?
Online sources, mobile access grow
               NEW AGE OF MEDIA RELATIONS



                     Facebook


                     UAB.edu

                        Twitter
Universities                         Public

                       You Tube


                     Bloggers


                    News media
There's a plane in the Hudson. I'm on the ferry going to
pick up the people. Crazy.
@jkrums Janis Krums January 15, 2009
 Conventional media relations




Mainstream news media still own
          audiences
      Newspapers in 2010


• Advertising revenues at newspaper organizations
  continued to fall – roughly 6.3% for the year. That
  compares to a drop of 26% in 2009.1
• Print circulation also continued to decline, 5% daily
  and 4.5% Sunday. Losses in 2009 had been double
  that.2
• Still, newspapers generally were operating in the
  black. Typical profit margins hovered around 5%,
  less than one-quarter during the 1990s.
  Network news: Durability and Decline
  Pew State of the News Media 2011

For all that network TV news may be considered
a dinosaur, two of the three news divisions made
a profit in 2010; and all three hope to in 2011,
despite the expectation that ratings will likely
continue to fall.
                   2010 revenue
                   • ABC: $635M
                   • CBS: $425M
                     • NBC: $2B
Online IS mainstream
                Good news for universities


• The most popular online news subjects
• 81% WEATHER

• 73% NATIONAL EVENTS

• 66% HEALTH AND MEDICINE

• 64% BUSINESS AND THE ECONOMY

• 62% INTERNATIONAL EVENTS

• 60% SCIENCE AND TECHNOLOGY

                                  Pew, March 1, 2010
         What does the public want more of ?


• 44% SCIENTIFIC NEWS AND DISCOVERIES

• 41% RELIGION AND SPIRITUALITY

• 39% HEALTH AND MEDICINE

• 39% STATE GOVERNMENT

• 38% THEIR NEIGHBORHOOD OR LOCAL COMMUNITY

                              Pew, March 1, 2010
  NEW AGE OF MEDIA RELATIONS
  New mission:

• More story telling, less “telling”
• More proactive
• More selective
• More creative
• More responsive
• More collaborative
• More strategic
New AGE OF MEDIA REALTIONS




                       Public
UAB News in the blogosphere
UAB News on Twitter
UAB on Facebook
  Media relations best practices




• We pitch our own news

• We pitch our experts as commentators

• Breaking news
   Media friendly vs. media savvy


• Media friendly: Reporter calls professor,
  professor does interview.

• 1 call = 1 story.

• UAB Media Relations never connects with
  reporter; future opportunities lost.
  Media friendly vs. media savvy


• Media savvy: Reporter calls professor, professor
  calls Media Relations.
• Media relations calls reporter, preps faculty,
  calls other reporters, prepares UAB story.
• 1 call = multiple national, local, internal stories.
• Established relationship with reporter; future
  opportunities limitless.
 The most important element of media relations


We need to know

before publication,
before presentation,
before meetings

								
To top