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Navigating Media Relations: Key Strategies for Effective PR Communication

At the 2006 HRM Conference in Tallahassee, industry professionals explored essential strategies for effective media relations in public relations. Focusing on the importance of credibility, clarity, and compassion, the discussion emphasized the need for PR practitioners to be honest, prepared, and responsive. Key insights, including the "5 Cs" of communication and the "60-30-10" rule for message delivery, were shared to help navigate the challenges faced by newcomers to the field. Participants were encouraged to celebrate successes and maintain strong relationships with the media while managing expectations.

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Navigating Media Relations: Key Strategies for Effective PR Communication

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  1. MEDIA RELATIONSDick Kane 2006 HRM Conference Tallahassee

  2. Young, ambitious & green Not trained in journalism Don’t know how agency works Skeptical of any PR effort Don’t like being manipulated Who am I?

  3. N-E-W-S Recent events Unusual or notable Negative TONIGHT’S TOP STORY

  4. Credibility Candor Clarity Compassion Commitment Mike McCurry’s “5Cs”

  5. HURRICANE IVAN

  6. Under promise, over deliver Be optimistic No surprises CYA – Cover Your Assets Celebrate your successes Top Five List

  7. THE REEL/REAL WORLD

  8. Be open Be honest Be newsy Be aware Be cooperative Jack Hilton “How to Meet the Press”

  9. Courteous treatment Not to be hurried Know major topics in advance PR counsel Make your own recording Jay Rayburn, Ph. D “Your Rights”

  10. YOU’RE ON!...3…2…1

  11. 60 percent – visual 30 percent – verbal 10 percent - message 60 – 30 – 10 - rule

  12. THAT’S THE WAY IT IS

  13. Be honest Be candid Be factual Be prepared Be responsive Be sensitive to deadlines ALWAYS

  14. Lie Guess Get hostile Give opinions Say “no comment” Go “off the record” NEVER

  15. A whale of a tale

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