Download Integrated Marketing Communications

Media Relations Strategies
Public Relations and Planning
• Public relations is a critical element of
strategically sound media planning
– Complements the control and creative emphasis
of advertising with more credible messages
– Way to break through the clutter/barriers
– Need better measurement/research to
demonstrate effectiveness
Questions to Answer
• What are our most significant strengths,
weaknesses, opportunities, and threats?
• Who are our most important stakeholders?
• What are the most important needs of
each stakeholder group that we can
address?
• What is the “personal media network” of a
typical target audience member?
• What are the behavioral and
communication objectives?
The Drunk and the Lamp Post
• Research must be strategic, used to
develop communication options, not
just justify decisions already made
• The drunk uses the light post for
support, not illumination - Ogilvy
Media Relations
• Communicating with media to win
coverage of your message
– Must understand:
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The type of organization
Public/private nature of the enterprise
Media interest in the products, services, etc,
Expectations of the organization
• Three roles of media relations:
reactive, proactive, and interactive
Reactive Guidelines
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Avoid immediate contact and remarks
Keep files of issues likely to get attention
Understand deadlines and stick to them
Always be available/return calls promptly
Be curious and ask questions
Think from the reporter’s perspective
Provide balance or know where to get it
Know relevant background information
Keep records of contact with media
Never, ever, lie
Proactive Guidelines
• Seek to promote the organization/brand
– Know what messages you want to deliver
– Make messages clear, concise, and straightforward
– Prioritize media options
– Name the reporter or editor you want to reach
– Emphasize the newsworthiness of your message
– Know your selling strategy for the message
– Know the key third parties and what they will say
– Be attentive to signs that reporters are uninterested
Interactive Guidelines
• Develop a relationship with the press
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Discuss issues other than your news
Be a source, comment as an expert
Consider exclusivity, if it fits the situation
Converse in depth on news topics and trends
Talk about styles of publications and reporters
Be complimentary, not thankful, for coverage
Look for non-news reasons to interact
Don’t ask for favors; make suggestions