9. Print Media Relations by gzn20404

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									            AL AKHAWAYN UNIVERSITY

9. Print Media Relations
        Lecture by Dr. Mohammed Ibahrine
  based on Seitel’s The Practice of Public Relations
             Structure of the Lecture

•      Number one Medium
•      Power of Publicity
•      Objectivity in the media
•      The Internet ´Factor
•      Dealing with the Media
•      Attracting Publicity
•      Value of publicity

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             Structure of the Lecture

•      Pitching publicity
•      Pitching Online
•      Dealing with the Wires
•      Measuring Publicity
•      Handing Interviews
•      Press conferences

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•      The “devil’s advocates” role is the key
       to why many do not like the press

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                    Lexical Definition:

•      Print :

•      Media:

•      Relations:

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              Number One Medium

•      Despite the rise of the Internet and electronic
       media, print still stands as the number one medium
       among public relations professionals?

•      Many departments at newspapers and magazines
       use news release and other publicity vehicles
       compared to the limited opportunities on networks
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              Number One Medium

•      The Internet and MTV generations have become
       dominant members in the society

•      Public confidence in the media dissipated as time
       wore on

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                 Power of Publicity

•      Mass media have lost relative influence to other
       proliferating alternative communications vehicles,

•      the fact remains that securing positive publicity
       through the media still lies at the heart of public
       relations practice

•      Publicity is more credible than advertising

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                 Power of Publicity

•      A primary responsibility of a public relations
       professional vis-à-vis the media is

•      to help promote the organization when times are
       good and

•      defend the organization in times of attack
•      This requires ready working knowledge of what
       drives the press
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             Objectivity in the Media

•      Total objectivity is impossible

•      By virtue of their role, the media view officials,
       particularly business and governments
       spokespersons, with a degree of skepticisms

•      Journalists should not be expected to accept on
       faith the party line

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             Objectivity in the Media

•      The reporter wants the story whether bad or good

•      The organizations, on the other hand, want things
       to be presented in the best light

•      Because of this difference, some executives
       consider journalists to be the enemy

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                The Internet Factor

•      The Internet has complicated this relationship

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              Dealing with the Media

•      It falls on public relations professionals to
       orchestrate the relationship between their
       organizations and the media

•      They can be confronted in a honest and interactive
       to convey the organization's point of view

•      An organization must establish a philosophy for
       dealing wit the media
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                 Dealing with the Media

•      You should keep in mind the following dozen principles:

                1. A reporter is a reporter
                2. You are the organization
                3. There is no standard issue reporter
                4. Treat journalist professionally
                5. Do not sweat the skepticism
                6. Do not buy a journalist

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                  Dealing with the Media

                7. Become a trusted source
                8. Talk when not selling
                9. Do not expect news agreement
                10. Do not cop a tude (do not have attitude with reporters)
                11. Never lie
                12. Read the paper

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                 Attracting Publicity

•      Publicity through news releases and other methods
       is eminently more powerful than advertising

•      Publicity is most gained by dealing directly with the
       media, either by initiating the communication or by
       reacting to inquires

•      Publicity differs from advertising

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                Attracting Publicity

•      Advertising costs money

•      Since you pay your ad, advertising allows you to
       control the following:

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                  Attracting Publicity

•      1. Content: What is said and how it is portrayed and illustrated

•      2. Size: How large a space is devoted to the organization

•      3. Location: Where in the paper the ad will appear

•      4. Reach: The audience exposed to the ad, how many
       papers the ad is in

•      5. Frequency : How many times the ad is run

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                    Attracting Publicity

Publicity is by no means a sure thing:

•      1. Publicity is not free

              It costs only the time and effort expended by
               public relations personals and management
               in conceiving , creating and attempting to
               place the publicity effort in the media

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                Attracting Publicity

      2. publicity which appears in the news carries the
       implicit – third party – endorsement of the news
       sources that reports it

      Publicity is not perceived not as the sponsoring
       organization's self-serving view, but as the view
       of an objective, neural and impartial news

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                      Value of Publicity

•      For any organization, publicity makes sense in the
       following areas:

                1. Announcing a new product or service
                2.Reerngizeng an old product
                3. Explaining a complicated product
                4. Little or no budget (frequency)
                5. Enhancing the organization's reputation
                6. Crisis response

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                      Pitching Publicity

•      The activity of trying to place positive publicity in a periodical -
       converting publicity in to news is called pitching

•      The following hints may help achieve placement:

            1. know deadlines
            2. Generally write, do not call
            3. Direct the release to a specific person and editor
            4. Determine how the reported want s to be contacted

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                Pitching Publicity

      5. Do not badger
      6. Use exclusives but be careful
      7. When you call do your own calling
      8. Do not send clip of other stories about your
      9. Develop a relationship
      10. Never lie

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                         Pitching Online

            1. Start with a techno-savvy media database

            2. Avoid sending spammed e-mail, first send a brief e-mail
             identify your

            3. The more personal the pitch, the better

            4. Links

            5. E-mails newsletter in publicity efforts

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                         Pitching Online

                6. Do not ignore Internet-based news websites

                7. Reuters should not be ignored

                8. Web Libraries are but another publicity tool

                9. Do not forget discussion forums

                10. Consider the cyber media tour

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                Dealing with the Wires

•      Wire services are compulsory vehicles for distributing news
•      In preparing copy for paid wires, public relations professionals must
       consider the following

•      1. Always include headlines
•      2. The lead is critical
•      3. Identify the stock symbol. This is the key to database entry
       (Nasdaq for Microsoft)
•      4. Include contact names and numbers at the end
•      5. specify timing
•      6. specify target
•      7. check for accuracy

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                   Measuring Publicity

•      After an organization has distributed its materials, it needs an
       effective way to measure the results of its publicity.
•      A variety of outside print and online services can help:

•      1. Media directories
•      2. Press monitoring bureaus
•      3. broadcast transcription services
•      4. Media distribution services
•      5. Content analysis services

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                   Handling Interviews

•      The following 10 do’s and don’ts are important in newspapers,
       magazines or other print interviews

•      1. Media directories
•      2. Press monitoring bureaus
•      3. broadcast transcription services
•      4. Media distribution services
•      5. Content analysis services

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