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Media Relations Strategies

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

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Media Relations Strategies

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  1. Media Relations Strategies

  2. 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

  3. 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?

  4. 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

  5. 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

  6. 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

  7. 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

  8. 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

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