Working with the Media
Pandu
Objectives
The symbiotic relationship between publicist and journalist from several perspectives. Giving effective media interviews, organizing news conferences, and conducting various kinds of media tours.
Media dependence on public relations
Most of the Information that appears in the mass media comes from PR sources “a good 50 percent “ of the stories in the newspaper come from news releases (Gray Putka, the Boston bureau chief of The Wall Street Journal) Survey about how Journalist dependent upon PR practitioners
Public Relations Dependence on the Media
PR purpose to inform, shape opinion and attitudes, and motivate public/society need media to deliver messages Media’s power and influence in democratic society reside in their independence Important of Media Gatekeeper
Areas of Friction
The relationship between PR and the media is based on mutual cooperation, trust, and respect But, there are certain actions that could distract the relationship On PR side: the use of excessive hype, not doing necessary homework, and making a nuisance of themselves On journalist side: name calling, sloppy/biased reporting, and tabloid sensationalism
Areas of Friction (cont’d)
Hype and other irritation Too many hype words (unique, revolutionary,state-of-the-art, sophisticated) in news releases Based on PRweek survey to the journalist: 50% PR has problem of “poorly written materials” 60% PR people “unfamiliar with media editorial requirements and format”
Hype and other irritation (cont‟d)
Other irritation: 1. Too many unsolicited e-mails, faxes, and phone calls 2. Don‟t know the product or service 3. Repeated calls and follow-up 4. Spokesperson not available 5. Don‟t meet publication deadlines
Using gimmicks to sell a story
PR people send gimmicks promotional item) to accompany news releases and media kits (to the journalist to gain their attention Because a lot of gimmicks that become “trash and trinkets”, PR should be more creative Most journalist say PR people are waste of a time
Using gimmicks to sell a story
Guidelines to use gimmicks (from PRWeek): 1. Make sure there is a “news hook” and clear connection 2. Try to send items that reporters can use 3. Consider creative packaging instead of a promotional item 4. Think simply General rule: the value should not exceed $10 - $15
Name Calling
Many journalist to openly disdain PR as nothing but covert advertising, deception, and manipulation. Journalist tend to stereotype PR people and use many name to call them, such as: “sticking Happy Faces over unpleasant realities”, “flacks”, “flak”, “spin doctor”.
Sloppy/Biased Reporting
The lack of quality of reporting from journalist Survey about them: – 82% of executives think news coverage today reflects the reporter’s personal opinions and biases – 43% of executives would give reporters a “B” grade, and another 38% would give reporters a “C” grade on covering their companies (Fortune 500)
Sloppy/Biased Reporting (cont‟d)
The biggest complaint is that journalists are perceived as having no background in the subject they cover or are considered biased.
On the other hand, business executives often don‟t have a clear idea of how the media operate and what they need to write a fair, objective story.
Tabloid Journalism
A term for sensational journalistic. It‟s only want to make sensation, attraction, and to get attention from public. Manipulated photos and headline stories In television, it is known as “tabloid TV” or “trash TV” and called Journaltaintment For PR practitioners, they should be careful when facing this type of journalist.
Advertising Influence
Influencing News Content Buying Product Review For PR practitioner, advertising influence also presents practical problems, such as how do you sort out the publications that are “for sale” those that maintain high ethical standards?
Working with Journalist
Build relationship with the journalist. Regular one on one contact with journalist help the organizations accomplish the goals and objectives. The key is preparation. Opportunities to build working relationship: press/media interviews, news conferences, media tours, and other kinds of gathering.
Media Interviews
• A reporter that comes to the offices unannounced can be PR’s problems • How to conduct media interviews:
If a reporter calls to request an interview, we should interview the reporter first. Example: Who you are? What is the story about? Why did you call me? What are you looking for from me? Who else are you speaking with? Are you going to use my comments in your story? When is the story going to run?
Media Interviews
A better approach, whether initiated by you or the reporter, is to schedule it in advance. The right to remain silent Provide reporters with company background materials in advance Body language, confident, grooming and dress are very important.
Media Interviews
Additional tips that apply interviews on broadcast talk shows: Say it in 60 seconds Deliver your message with sincerity Know your facts Rehearse your message Stay alert Participate in discussion Get your message across Don‟t get mad Don‟t look at the camera
Attribution in interviews
• The four levels of attribution (from Guy L. Smith): 1. On the record. Ex: “We are not raising price,” says Andrew 2. Bakground Ex: “We are not raising price,” an Indosat executive said. 3. Deep background Ex: An Indosat executive said no price rise was being considered 4. Off the record Ex: An industry source said no price ….
News Conference
• Is a setting where many reporters ask questions 2 major reasons for having a news conference: 1. To give media opportunity to hear the announcement at the same time 2. to provide a setting where reporters can ask follow-up questions
Scheduling a News Conference
Should be scheduled at a time that is convenient for the reporters Avoid Saturdays and Sundays, major holidays
Selecting a Location
• 1. 2. The criteria: It must be convenient for the media invited and relatively close to their places of work The room selected must have the facilities to accommodate both print and broadcast media Make the room available 1 – 2 hours in advance To have several smaller rooms reserved nearby for exclusive interviews.
3. 4.
Invitation
The invitation list should include all reporters who might be interested. Various forms of invitation: 1. Letter that can be delivered by first class mail, email, fax, or even messenger 2. More formal invitation that incorporates some graphic elements 3. The stunt. On the invitation, use the telephone or e-mail if the conference is being scheduled State the name, time, the subject to be discussed, and he spokesperson Print invitations should be sent 10 – 14 days in advance and should be marked “RSVP” („repondez s‟il vous plait‟ : please reply)
Handling the conference
• Should be well organized, short, and punctual • Should run no more than an hour • Statements by spokespeople should be relatively brief • Brief the employers or clients on what they are going to say • What visual aids will be used to illustrate their announcement • Reporters should receive copies of the text for each speech and other key materials • Prepare snacks and beverages
After the conference
The spokespeople should remain in the room and be available for any reporters who need one-on-one interviews Should be readily accessible during the remainder of the day in case reporters need more information Contact reporters who expressed interest but were unable to attend
Teleconferences
• It can be effective for several reasons: It is cost-effective way It is convenient for the media It can be scheduled much more easily
Media Tours
Involves personal visits to multiple cities and number of the media throughout the regions or the nations • Two approaches of Media Tours: 1. To generate stories 2. To establish working relationship •
Press Junkets
Press preview press tour the events are called junkets
Editorial Board Meeting
Meet with them as part of an overall strategy of developing long term relationships.
Media Etiquette
Irritating Phone Calls Inappropriate Request Lunch Dates Gift Giving
Crisis Communication
Crisis communication is a test of excellent media relations. The key to successful dealings with the media during a crisis is to become a credible source of information
2 considerations in its crisis-management plan: 1. Demonstrate our commitment to good corporate citizenship 2. Communicate swiftly, constantly, and consistently to all appropriate audiences in clear, straightforward, and use nontechnical language.
The end