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
• The criteria:
1. It must be convenient for the media invited and
relatively close to their places of work
2. The room selected must have the facilities to
accommodate both print and broadcast
media
3. Make the room available 1 – 2 hours in advance
4. To have several smaller rooms reserved nearby
for exclusive interviews.
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, e-
mail, 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