Media Relations

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Media Relations Powered By Docstoc
					September 9

   Title
   Introduction – one paragraph on story chosen
    & why & which media to be analyzed
   One paragraph on how the story unfolded
   Outline the stories, in sequential order as
    they appeared, in papers
   Outline the quotes from the spokesperson in
    the articles

 Questions  about quotes:
 who is the target audience (in your opinion)?
 is the message clear?
 Do you think the reporter accurately
  captured the message in the overall
 was the quote/clip different in different
  papers/media outlets?
1 -2 paragraphs on overall impression of news
  story, spokesperson messages. Conclusion

   Why media?
   Who uses media?
   When?
   What issues?
   Where do we use media?
   How often?

   Earned media - Basically means you „earn‟
    media – get story into the news/ free
   Means going after the media to get
    attention/seek out publicity for an issue,
   Needs to be controlled, crafted and clearly
    articulated with reasons, objectives (will get
    into that later in the course, but be aware of
    objectives & target audience)

   Pros: gets your message out,
   Free publicity/ raise profile of your group or
    organization/ (this is important for some
    associations or groups that just want to let
    media know they exist)
    Gets your issue into the news – can be
    product/service (agency work), can be
    important information (Maple Leaf), political
   Delivers the message to a huge audience
    (esp. if you get radio, TV, newspaper)
   Pros:
   You may be in news anyway (depending on
    issue – Maple Leaf)
   If it is a critical/emerging issue – best to get
    your side of issue in the story (Sunrise vs.
    Maple Leaf)
   Cons: they may not deliver the message you
   Your time in the news is brief/ no lasting
    impact, unless it‟s an on-going issue of great
    relevance (Maple Leaf, Election, Political)
   Cons
   Not necessarily going to give the story lots of
   Other people will jump into your story
   You need to filter your message through a
    reporter, they instantly judge you, your
    organization, your message
   May not help your company/organization,
    could hinder

   Reporters think: Who are you? Why are you
    releasing this information to me?
   What is your organization and what does it
    stand for?
   (I‟ve never heard of you or your group, why
    should I speak with you or get your opinion?)

   The „lead‟ is the first sentence in the story.
    Lead story is the first story in the newscast.
   Hard news
   What is this?
    ◦ Death, disaster, dismemberment (if it bleeds, it
   Political news, special interest groups,
    associations, labour groups, demonstrations,
    morals, ethics, religion, medical, war,

   Softer stories
   Human interest – young boy, aged 8,
    graduates from high school
   Rags to riches/ riches to rags (Conrad Black)
    Sports
   Entertainment
   Business
   What is „colourful news‟ - Discuss
   All of the above can become hard news, front
    page stories -DISCUSS -

◦ Question: is innovation news? Should reporters write
  stories on new products/services?
◦ Think – if you are a reporter – what would you say to
  your boss about a new product/service and why you
  think the paper should run the story – (Discussion)

  PROFESSIONALS – news reporters think PR don‟t know
  what is news because PR professionals constantly try to
  sell reporters on non-news stories.
◦ This will be your challenge with assignment #2 – finding
  news value in the issues I assigned
◦ This is why reporters refer to PR pro‟s as “spin doctors”

   From the CP Stylebook, Page 66/This is what
    reporters are taught about innovation stories:
   “Guard against promotion. Manufacturers and
    retailers have an outlet for promoting new
    goods and services – it‟s called advertising.
    Be wary of pr practitioner‟s sales pitch. Some
    new products or services are newsworthy.
    Others are not. ….the litmus test is: Who will
    benefit from the story – the source or the
    reader? Always aim to include outside

   Read Page 66 -67 of CP stylebook
   Medical stories (keep in mind for assignment
   What do you think reporters are asked to
    think about when writing about new drugs?

   Who else tries to get into the news? DISCUSS

 Large institutions – university academics –
  love getting name in news = research $$
 Experts – polling firms (name in news)
 Sales experts
 Governments
(former assoc. – news)

   PR professionals often have to pitch stories
    that are often not true news stories
   Challenge is to find the true news story and
    make the pitch credible (find the news in it)
   Decreases credibility of PR professionals
   Creates mistrust between the two (go into
    that at a later date)
   For assignment #2 – make your „pitch‟
    credible and news worthy!
   Everything in PR field = to be filtered
    through the skeptical lens of reporter
   PR professionals – not seen in good light
   This is why I want you to read the news every
    week – understand how reporters approach
    their stories
   This is why I want you to think about „what is
    news‟ to a reporter
   EVERYTHING you do in media relations, must
    be done with this in mind. Think NEWS.
   This will make you a credible PR professional
    – more likely to get pick up of your „pitch‟

   In school, reporters study news, not issues.
   Generally, reporters are not experts in any
    field/ some specialize in some areas – they
    are called „beat reporters‟
   Beat reporters specialize in labour, politics,
    business, sports, workplace issues
   Most „beat reporters‟ are newspaper reporters
   Some are TV reporters(less so) Seldom radio,
    except CBC

   Radio news – private radio (not CBC)
   News Director – Boss – oversees hiring of
    newscasters, reporters, public affairs shows.
    Responsible for overall sound and operation
    of entire news department, including editorial
    direction, giving newscasters „air checks‟ ,
    direction with stories
   Some private news rooms have desk editors
    or assignment editors

   Assignment in radio – decide which stories to
    cover, giving stories to reporters, managing
    reporters who are „on the road/ out in the
   Reporters – pitch stories to assignment
    editors, accept stories as come in, have to
    switch gears mid day to a „breaking story‟
   Newscasters – deliver news, monitor news,
    work with reporters, write stories

   TV newsrooms
   News Director – similar to radio news director,
    but responsible for a bigger team of assignment
    editor(s) – weekend, evening, morning /
    Responsible for hiring reporters and producers
   Producers – they are the ones who are
    responsible for the entire TV newscast, very
    stressful job/ timing out show, choose & pull
    stories, input into assignments
   Radio/TV – burnout factor high because of
    deadline. Deadline driven business. Miss
    deadline= dead air= firing

   TV assignment editors – responsible for
    assigning reporters to stories, monitor
    constant flow of information coming in
    (police scanner, radio news casts, news
   Newspapers - Assignment editors (various
    editors for different sections) assign reporters
    to stories, monitor flow of info
   Reporters – beat reporters responsible for
    stories in own specialty, work with
    assignment editors, editors, publishers

   Reporters are taught in journalism school that
    there are 2 sides to every story: get other
    side, get expert opinion
   Told/taught - AVOID the talking head (PR,
    politician) – go for human side of story
   Conflict – if you say A, someone else has to
    say B
   This leads to two diametrically opposite
    opinions in the story/ not always fair, but
    HAVE to work within context

   Reporters learn to write their stories based on
    W5/ 1 H
   Who, what, where, why, when & how
   Who is making the news (very often many)
   What are they doing to make the news (news
    release, report, strange event, catastrophe)

   The 5 W‟s and 1 H are ideally crammed into
    the lead sentence of story.

   The lead is a main sentence of story-
    reporters say most important part of story

                    First (lead)
                    Next most
                  important piece
                      of info.

   Read 163 to 171
   Write less than 30 words for sentences
   Stories must be clear, concise, imaginative
    and factual/Write about people
   Decide what the news is and put it in your
   Lead captures the most significant angle
   Secondary information next
   Write tight – KISS =keep it simple, stupid

   Toronto Star:
   “Australian researchers have observed a
    higher than expected rate of severe allergic
    reaction called anaphylaxis in young women
    who have received the HPV or human
    papillomavirus vaccine, Gardasil.”

   Word count: 28

   National Post:
   “Maple Leaf Foods yesterday issued a
    nationwide recall of all cured meats
    manufactured at a contaminated Toronto
    Plant now officially linked to a deadly
    outbreak of the listeria bacteria that has
    claimed as many as five lives and sickened

   Word count : 40 !!!!

   Toronto Sun
   Headline: Smoke Free Act „disasterous‟
   Lead:
   “Where there‟s no smoke there‟s no fire in
    Toronto‟s restaurant and bar business, a local
    owner said yesterday.”

   Word count: 18!!!

   You are the reporter covering sentencing of
    white collar worker, convicted of an elaborate
    accounting scheme, taking money from his
    employer – Williams & Company.
     John Smith had set up bank accounts in
    Switzerland, Caymen Islands, Nevada. Took
    500 per month when he began taking money,
    through electronic means.
   When he first got away with it, began taking
    more – up to $25,000 - $50,000/month by
    time he was caught
   In total over 2 years he took millions from
    Williams and Company
   He then took the money and used it to buy
    himself ski chalet, expensive cars and several
    vacations, jewellery
   He‟s only 25 years old
   Has higher than average IQ
   Graduated top of his class from York

   At sentencing judge calls him:
   “wicked, self absorbed schemer who cares
    little about the company he swindled money
    from, which is now on the verge of
   He is sentenced to 10 years
   Led away in handcuffs crying


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