the Media by Cappadona

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									Working with
 the Media

 The symbiotic relationship between
 publicist and journalist from several
 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
 Survey about how Journalist dependent upon PR
       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
 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
  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
 Because a lot of gimmicks that become
 “trash and trinkets”, PR should be more
 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
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
 – 43% of executives would give reporters a “B”
   grade, and another 38% would give reporters a
   “C” grade on covering their companies (Fortune
     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

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
             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.
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
 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
 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
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
 Scheduling a News Conference

 Should be scheduled at a time that is
 convenient for the reporters
 Avoid Saturdays and Sundays, major
     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
3.    Make the room available 1 – 2 hours in advance
4.    To have several smaller rooms reserved nearby
      for exclusive interviews.
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 the employers or clients on what they are
  going to say
• What visual aids will be used to illustrate their
• 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
• 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
         Media Etiquette
 Irritating Phone Calls
 Inappropriate Request
 Lunch Dates
 Gift Giving
Crisis Communication

Crisis communication is a test of excellent media
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
2. Communicate swiftly, constantly, and consistently
   to all appropriate audiences in clear,
   straightforward, and use nontechnical language.
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