Laying the Groundwork for Effective Media Relations by sij18839

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									Laying the Groundwork for
Effective Media Relations


    Presented by Margaret Fitch-Hauser, Ph.D.
   Department of Communication and Journalism
Know the importance of Public
          Relations
Get the word out about your organization.
       Media Relations Tool Kit
   Basic PR

   Writing and framing effectively

   Know the needs of the media

   Keep up with changes in media
       What can PR do for you?
   Let people know who
    and what you are.

   Establish or enhance
    your image and
    reputation.

   Let people know what
    your business does.

   Build awareness of the
    values and causes you
    care about.
Get the word out about what you are
doing and what the organization is
involved in.
                    Business is not
                    the “field of
                    dreams.” Just
                    because you build
                    it doesn’t mean
                    “they” will come.
                    Invite them. Get
                    the word out
                    about what you
                    are doing.
   How to get the word out
Identify things that are news worthy.
Let the media know about the event.
Join your Chamber and other community service
organizations.
More importantly, volunteer. Be active, be
visible.
Use the same work ethics and values in your
volunteer work as you do in your business.
Be supportive of appropriate causes and events.
Try sponsoring events or placing posters in your
window.
Reminder: One size never fits all!
Adapt the message to the receiver.
   What are the needs of the specific
    media?
   Who is your contact person and what
    does that person need from you?
   What deadlines does the media face?
Frames: Craft the message for
maximum impact.
    Frame the message for the results
    you want:
   Language & phrasing: Use language to create focus, to
    classify and put things or ideas into categories and to aid
    remembering. Metaphors and metaphoric language can
    help.

   Thought and Reflections – Have clear mental models of
    what you want to express. These internal frames affect
    what you see and how you guide others to see. They also
    guide in presenting sound, coherent messages.

   Forethought and Spontaneity – Be prepared to clearly
    and spontaneously communicate upon demand.
    Spontaneous communicators store information in their
    memories and use this information to construct mental
    models of an idea.
Writing for the Media
More Writing for the Media
Communicate for maximum impact:
Be responsive to the needs of
media
For more information:

Margaret Fitch-Hauser, Ph.D.
Department of Communication and
Journalism
217 Tichenor Hall
Auburn University, Alabama 36849
fitchme@auburn.edu
334.844.2766

								
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