9. Print Media Relations by gzn20404

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									            AL AKHAWAYN UNIVERSITY
        SCHOOL OF HUMANITIES AND SOCIAL SCIENCES
             COMMUNICATIONS STUDIES




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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                  Introduction

•      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
       TV
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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
       sources


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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
       clients
      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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