1 / 42

Positive Media Relations

Positive Media Relations. by Eric Jones, APR eric.r.jones@ci.eugene.or.us. Public Relations. Positive Media Relations. Put yourself in the other person’s shoes, and have a plan about what you’ll do when you’re standing there. Positive Media Relations. 1. Communication planning

hyatt-higgins
Télécharger la présentation

Positive Media Relations

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Positive Media Relations by Eric Jones, APR eric.r.jones@ci.eugene.or.us

  2. Public Relations Positive Media Relations Put yourself in the other person’s shoes, and have a plan about what you’ll do when you’re standing there.

  3. Positive Media Relations 1. Communication planning 2. Making the best media choices 3. Working with the press Understanding the media Understanding interviews The tough interview

  4. Positive Media Relations The perfect world Audience Message You

  5. The real world Positive Media Relations Audience Message You PIO Media

  6. The real world, part 2 Positive Media Relations Audience Message You Media PIO

  7. Positive Media Relations Communication Planning • Formulate a plan • Research • Audience (who are you trying to reach) • Message (what are you trying to say) • Evaluate (before, during, after)

  8. Positive Media Relations Think strategically Focus on desired outcomes Consider a range of options Put it in writing, but be flexible Include measurements of success Communications Planning

  9. Positive Media Relations Then decide on tactics/tools Specific activities to implement your strategies Set time frames Budget organizational resources Select appropriate media Communication Planning

  10. Positive Media Relations Do your research Surveys (formal, informal, focus groups, interviews) Talk to opinion leaders Analyze media Review your files Evaluate before, during, after Communication Planning

  11. Positive Media Relations Communication Planning Know your audience • Their interests, not yours • Their values, not yours, especially if you’re communicating risk • Identify segments

  12. Positive Media Relations Communication Planning • Know your audience • Taxpayers and ratepayers • Primary service users • Property owners (specific projects) • Commuters (indirectly affected by projects) • Voters • Opinion leaders (formal and informal) • Neighborhood and business leaders • Community activists • Organizations and service clubs

  13. Positive Media Relations Communication Planning Know your message • Key points (three maximum) • Easy to understand (no jargon) • Easy to articulate (practice!) • Need to include a sound bite (the 15-second rule)

  14. Positive Media Relations If you had only 15 seconds, what would you say? Different messages for different audiences (audience segmentation) Communication Planning Target your message

  15. Positive Media Relations Communication Planning More on Messages • All communication contain messages - intended or not; even silence is a message • Messages are not limited to words - they include non-verbal cues, tone, and attitude • Not all messages have equal impact - emotions cancel out rational messages • Make message memorable through visuals, simplicity, and relevance

  16. Positive Media Relations Radio TV Newspaper Others? Communication Planning Select the appropriate media

  17. Positive Media Relations Internet Fact sheets, position papers Direct mail Speakers bureaus Exhibits Conventions and seminars Posters (more) Media/Marketing Choices

  18. Positive Media Relations Dedications and commemorations Maps and guidebooks Open house events T-shirts and logo wear Hotlines Billboards Premiums (buttons, stickers, pencils) Media/Marketing Choices

  19. Positive Media Relations Examples of demographic preference* TV ads more popular with women Radio more popular with 24-34 age group Mail inserts more popular with 55-64 age group *(from City of Eugene stormwater survey) Media/Marketing Choices

  20. Positive Media Relations Examples of media preferences* Direct mail 37% TV ads 16% News articles 16% Radio 15% TV news 13% Newspaper ads 12% Program newsletter 6% *"What’s best method to get information?” (Eugene survey) Media/Marketing Choices

  21. Positive Media Relations Advertising Seen as self-serving Higher cost (perception of cost) Good message control Media/Marketing Choices ‘Paid’ media vs ‘earned’ media • News coverage • Higher credibility • Less message control

  22. Positive Media Relations Research can determine usage Survey your customers Hits, visits, unique visitors Media/Marketing Choices Does the internet work? • Add value for success • 24-7 interaction • Services online • Way to deliver complex messages

  23. Positive Media Relations What do YOU expect? bad news balanced Let’s be buddies a full and complete explanation fair good news timely accurate nothing never a discouraging word They’re out to get me

  24. Positive Media Relations Build a Professional Relationship Establish trust (a two-way street) Add hooks and angles Recognize that reporters have a job to do, just like you do News deadlines and production requirements Working with the Media

  25. Positive Media Relations Understanding TV Tight deadlines,several times a day Small news holes(60-second stories) Fewer reporters to cover ‘beats’ High priority on visuals Assignment editors are key

  26. Positive Media Relations Understanding Newspapers More in-depth reporting (tougher questions) More reporters, specialized ‘beats’ Daily or weekly deadlines (need advance to scoop TV) Graphics, human interest count

  27. Positive Media Relations Understanding Radio Hourly deadlines,mostly during drivetime Very few reporters (rely on call-in information) Fastest to air new stories Often 15 seconds to tell story Beware of talk radio

  28. Positive Media Relations Understanding Interviews • Ask these questions • Who is the reporter? • What is her/his style of reporting? • Who else will the reporter interview? • How much does the reporter know? • How long will the interview take? • Where’s the interview location? • When will the interview run?

  29. Positive Media Relations Understanding Interviews Anticipate these questions • Who • What • Where • When • Why • How much

  30. Positive Media Relations Understanding Interviews Answer the questions • Keep answers simple, but not condescending • Use key messages • Avoid jargon • Give most important facts first (inverted pyramid)

  31. Positive Media Relations Understanding Interviews Face-to-Face Interviews • Remember cameras and microphones are always on; stay energized and on guard • Talk to your audience through the news media (but don’t look at the camera) • Watch your body language, even if the interview is for print

  32. Positive Media Relations Understanding Interviews • Telephone Interviews • Don’t take a call ‘cold.’ Ask a few questions. Give a specific time for your return call. Hang up…collect your thoughts …call back • Don’t use a speaker phone or cell phone • Stand up while on your phone interview • Take notes on questions and answers

  33. Positive Media Relations Handling Tough Interviews Candor Confidence Consistency Control

  34. Positive Media Relations Candor in Tough Interviews Always tell the truth Use easy-to-understand language If you don’t know, it’s OK to say so Never go ‘off the record’ Don’t cover your eyes or your mouth Don’t guess about people’s motives

  35. Positive Media Relations Confidence in Tough Interviews You’re the expert; you have the information people need You’ve thought about your key messages and you’re ready to put them to good use You care about the people you serve; the media helps you speak to those people

  36. Positive Media Relations Consistency in Tough Interviews Stick to key messages Different media doesn’t mean different answers (pack journalism) Pick a spokesperson and stay with that person

  37. Positive Media Relations Control in Tough Interviews Repeat key messages Take your time answering Don’t give spontaneous, poorly thought-out answers (unless it’s ‘live,’ long pauses are usually cut) The reporter and photographer may crowd you - control your space Don’t grab the microphone Look at reporter; don’t play to camera

  38. Positive Media Relations Think about the background Remember safety Express confidence, professionalism in your posture Be as relaxed as possible Smile, You’re on Candid Camera

  39. Positive Media Relations Saying ‘No’ to an Interview Is there a good reason to say ‘no’? (be prepared to say why; your refusal may be the news story) Are you the right person to interview (if not, who?) Try to assist the reporter even if you can’t grant an interview

  40. Positive Media Relations Protect Yourself and Organization Make notes or tape record interviews Whatever you say is ‘on the record’ (radio interviews live or taped?) Consider replying in writing to a set of written questions Correct errors – don’t let them become ‘facts’

  41. Positive Media Relations The Bottom Line You positively will have relations with the media; with a lot of planning and preparation … and a little luck … those relations can usually be positive.

  42. Scenarios • If you’re a PW spokesperson: • What is your key message? • What headline would you write? • If you’re a reporter: • Ask one ‘tough’ question • What headline would you write?

More Related