5. MEDIA RELATIONS
TEN PRINCIPLES
1. Set a Strategy
- Decide on your message
- Set your priorities about the media
- Identify the specific parts of each network, publication or station, editors, columnists, specialists, beat reporters, news shows, feature writers, etc
- Identify Method of Communication
- Develop a specific strategy for each one
- Work with your friends, counter or convert your opponents
2. Learn the Mechanics
- Know the news deadlines and release to meet them
- Know the differing requirements of each medium
- If you make it easy for them, you will get better results
3. Get the Rules Straight
- Have a clear understanding on when you are speaking “on the record”, “off the record”, “not for attribution” or “for attribution to an unidentified source”.
4. Tell the Truth
- If you cannot tell something, say so and explain why
- If you do not know, say so and find out
5. Be Fair
- On major stories, everybody should get the story – at the same time.
- Rotate release times so as not to favour one medium or publication
- The journalist who comes to you with a story should get first crack at it.
6. Treat Journalists as Professionals
- They have a job – you have a job
- The aim is mutual respect.
- Drinks and dinner are not a substitute for hard news
TEN PRINCIPLES (cont’d)
7. Nothing Succeeds Like Interdependence
- If you both need each other tomorrow, the coverage is more likely to be fair.
- Get close to the key journalists, so you are not looking for an introduction when all hell breaks loose
- Be there with the good news – and the bad news.
- Be a teacher – you can upgrade your coverage.
8. Fight Back
- Correct incorrectly reported facts
- Object to unfair coverage
- Forgive and remember
- Remember, the journalist has the last word.
- A new good story is better that the correction of an old one.
9. Do Not Forget Who You Are Working For
- Represent the concerns of the media to your executive but your first responsibility is the other way around.
10.It is the Pattern That Counts
- One bad story will not kill you
- It is a pattern of bad news that hurts
- One good story is not enough
- You need a pattern of good news over time.
DEVELOPING A MEDIA STRATEGY
Step 1 – Decide on your message. It may vary from group to group. Step 2 – Pick your target groups.
Step 3 – Pick your media and develop a specific plan for each one.
The National Media
- Each network and publication has its own characteristics, biases and audiences.
- Find the person on your beat or the one most favourable to you and get to know him or her.
- Package your message specifically for each medium.
The Wire Services
- A special form of national medium
- They can give you wide coverage, especially in smaller centres.
The Press Gallery
- Everyone is there and easily accessible, but just because it’s easy doesn’t mean its best.
- There is an official point of view and a Press Gallery point of view and you may want to get beyond them.
Specialized Media
- For the special professional or interest groups, often their own media are the best route.
- They often have more knowledge and greater interest.
Columnists, Commentators and Feature Writers
- They are powerful
- They often cross media lines and should be dealt with individually, separate from their publication, network or station.
Editors
There are two kinds:
1. Editors that set news policy, and decide what to cover, who to assign and how to play the story are important, powerful, and hard to get to.
o Find out who is important to you and try to gain their understanding.
o Give them good hard news and they will play it
2. Editors that write editorials should be communicated with.
Remember that editorials aren’t the most widely read feature of newspapers, but they are important for opinion leaders.
TV and Radio Clips
- Make TV and radio news clips and send them to stations.
- If they are professional, newsworthy and give information, not a sales pitch, most stations will use them. They are usually stowed for “live” material on their local newscasts
- The more specifically local, the better
- Some film production firms specialize in such video clips.
Public Relations Firms
- If you can’t, often they can
- They may be of most value in local situations, where they know their own media better than you.
The News Conference
ALWAYS
DECIDE ON YOUR COMMUNICATIONS OBJECTIVE THEN
DECIDE WHETHER TO HAVE A NEWS CONFERENCE OR NOT
Do:
When the story is important enough to warrant pulling a bunch of journalists away from their offices to hear it When you want to give more detail than you can in a written release
When you want to create some excitement
When you have a range of subjects to communicate about, but always have an objective
When you want an opportunity to comment on previous news stories but it would be inappropriate to initiate the discussion.
When you want TV and radio coverage
When you have graphics or visuals
If you are a good performer on your feet.
Don’t:
When the story is simple and uncomplicated and extensive explanation or comment is unnecessary When you want precision uncluttered by comment or expansion.
When you are unwilling or unprepared to answer a broad range of questions on the subject
The News Conference (cont’d)
Don’t (cont’d):
When the news conference will lead to questions on subjects that will overshadow the message you want to communicate
When the news conference will likely be devoted mainly to questions that will put you on the defensive and create negative publicity.
If you are not a very good performer on your feet.
News Conference Tips:
1. Use a chairman or moderator to open, close and handle problems.
2. Open with a short, clear statement. The essence of your message should be usable as a short clip on TV and radio.
3. Rehearse your statement and the answers to all possible questions.
4. Have your statement prepared as a handout and distributed before you speak.
5. If possible use graphics to illustrate your main point.
Television will love it.
6. If you expect detailed questioning you can’t handle, have expert backup present and work out in advance how you will introduce them if needed. Use them gracefully and minimally.
7. consider giving television a separate statement and interview to increase the chance of their using the material you want used.
8. don’t overwhelm the working press with your own people
9. most news conferences don’t need refreshments, but occasionally the can help set a tone
10.Use the “Checklist for Special Events and Ceremonies”.
MONITORING AND ANALYSIS
Keep track of the media coverage you are getting through:
o Staff comments
o Press Clippings
o Broadcast monitoring
Analyse the results and take appropriate action:
o Do some stories get better play than others?
o Are you doing better in some media that in others?
o Are there recurring mistakes or misunderstandings about
your organization throughout your media coverage?
o What action can you take?
o Ask your self “Why?” to the above situations
Use your analysis of media coverage to keep your management informed regularly of problems and issues.
THE NEWS RELEASE: A REMINDER
1. WHO, WHAT, WHEN, WHERE, WHY
2. Use it for simple stories that don’t require a great deal of amplification.
3. Use it for stories where you require precision.
4. Make sure it’s news, not just self-congratulations, a sales pitch or old stuff.
5. Don’t forget the title
6. Lead with the lead, Follow with the details
7. Give a contact name and phone number
8. Give a release date and time; immediate or some time in the future.
9. Use quotes form a specific person. They will get more use that unsourced material.