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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: • • • • 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 • • • • • • • • • • 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 – – – – – – – – 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