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1、Introduction to Media RelationsExercise 1: What are your influences?Example: The digital camera user Your Turn The stressed out mother The London Underground tube driver The RetailerSo who do we talk to? The Media National, Regional, Local, Vertical, Trade, Broadcast Business, Financial, Market, IT
2、Analysts Government (Lobbying) Local, Regional, National and International Influentials Experts, Professionals, Commentators, Consultants Industry Bodies Qualifications-led, Profession-led, User Group-led Employees Online communitiesEureka!PUBLIC RELATIONS IS NOT JUST MEDIA/PRESS RELATIONS!Exercise
3、2: Can you spot a PR story?An Introduction to the MediaWhats coming up. Importance of the media Know what they want Know who you are targetingThe media. why bother? Power and impact of the media Shaping opinions, thoughts and actions Opportunity for competitive advantage Delivering messages to key a
4、udiences Informing and influencing Greater credibility Perceived third-party endorsementInfluencing the media can be hardAbout the media Powerful Needs to be treated with respect An inexact science We can influence, but not control Everywhere, connected Your voice will echo around the world Regional
5、 differences The agenda and treatment differsThe English-language media Pan-European press increasingly driving (or at least) influencing the national media agenda The wires play an increasingly important role in news dissemination and tone of the story High status major media journalists celebrity
6、status for the broadcast players Major US media organisations remain a huge influenceDifferent types of media Print Serious business but theres also a fun side! Radio Keep it simple! Television What a performance!Understanding journalists Motivation What drives them? Why do people become journalists
7、? Pressures Competition for news Need to produce good stories Workload and deadlines Influences Type/nature of news organization they work for Own background, interests and personalityWhat journalists are looking for Breaking news Something thats newsworthy, interesting or fun Hard facts Including n
8、umbers, statistics, examples Information Information they cant get from others Confirmation of information they already have Opinions, comments or statements Controversy Controversial issues or stories with a crisis/conflict angle “Bad news makes good news”Popular misconceptions “The media are out t
9、o get me” “Journalists arent interested in the truth” “Journalists love a free lunch” “Journalists spend hours hunting down stories and following up leads”Popular misconceptions “Its not what you know, its who you know” “An interview will lead to coverage” “Journalists know everything about their su
10、bject” “Journalists write the headlines on their stories”Know who you are targetingDealing with the media Opportunity or threat? Friend or enemy? Cooperation or conflict?The best defenceINTEGRITYENGAGINGAUTHORITATIVEPOSITIVECONCISEFOCUSEDWhat kinds of tactics can we use? Press Release/Statement Pres
11、s Conference Press Interview Press Demonstration Analyst House Trip Publishing House Tour Stunts Photography Research Online Press Offices Blogs Podcasts Competitions Whitepapers Other influential people (Celebrities) Third party endorsements LobbyingPress Release Just the facts to the journalist Al
12、lows them to create a story using clear and newsworthy information They will get a balanced opinion from someone else in order to make the story neutral/balanced They will not use it if it cannot be verified They wont use it if it doesnt interest them They do not have an obligation to print anything
13、 You have to think creatively to inspire them!Press Conference Better for the media than a release as it provides: More opportunity to ask questions More opportunity to get a personal quote from the spokesperson Harder for the company to control - all the media can hear the mistakes in the same room
14、! Provides an opportunity to address many people face-to-face Provides an opportunity to show and tell Sometimes it can go wrong! Blue screens of death in demonstrations from Microsoft with Bill Gates!Press Interview One to one opportunity for a journalist (or analyst or influential person) Provides
15、 the journalist with the opportunity to get an exclusive story from the company Provides a more intimate discussion Can have some of the discussion off the record if the journalist is trusted, to give further background in order to explain a story betterPress demonstration Opportunities for journalists to touch and feel a new product in order to understand how it might affect customers on its release Provides before the launch access to the product to photograph and/or try out In a managed way, enabling journalists to access the product even though it might not be the final versi
