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MEDIA RELATIONS: PART 2

MEDIA RELATIONS: PART 2. Speed vs. Credibility?. Quick Review. Media Relations is knowing what is newsworthy. Media Relations is understanding & building relationships with media.

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MEDIA RELATIONS: PART 2

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  1. MEDIA RELATIONS: PART 2

  2. Speed vs. Credibility?

  3. Quick Review • Media Relations is knowing what is newsworthy. • Media Relations is understanding & building relationships with media. • The media landscape is rapidly changing and in some ways, both the rules and the roles are still being defined. • The internet is a big deal.

  4. Attracting Publicity • Publicity is the goal of media relations. • And publicity is different than advertising. • Advertising costs lots of money. (A full-page, one-time ad in the WSJ = $180,000.) • But it is guaranteed in terms of Content, Size, Location, Reach, and Frequency. • Publicity is less expensive; rule of thumb about 10 percent of equivalent advertising expenditures. • Publicity is NEWS. It is consumed, trusted, and shared in a completely different way than advertising.

  5. Value of Publicity • Launching a new product/service • Reenergizing an old product/service • Explaining a complicated product • Attracting a crowd to an event You’re only news once! Room to tell the story! • Enhancing reputation • Crisis response • Education of an issue or cause

  6. Case Study: Domino’s You Tube Idiots Social Media,1; Domino’s Pizza,0

  7. The Two-Day Later Domino’s Response The Big Cheese – Get it?!?!?

  8. Pitching Publicity • Know deadlines. (Long-lead vs. dailies, etc.) • Write first, call second. • Find the right person. • Figure out how reporters want to be contacted. • Don’t badger. But sometimes do. • Use exclusives carefully. • Don’t send clips of other stories. • Develop a relationship.

  9. Online Publicity • News releases – Key words are, well, key. • Headlines – Short and snappy. • Links/Images/Video – Think visual. • Newsletters – Short, pretty and interactive. • Libraries – Supporting documents are your friends!

  10. Online Publicity • Public Appearances – Online chats. • Promotions – Contests and giveaways. • News Wires – Paid and guaranteed, but…. • Social Media – Tag early, tag often. • Events – Easier said than done.

  11. Handling Media Interviews • Prepare – Make them look smart. • Know Your Message – Agree on what success looks like. • Be Personal – Prevent them from sounding like a corporate fembot. • Welcome Simple Questions – They are easy. Make them a homerun. • Be Brief & Direct – For clear communication & to avoid getting backed into a corner.

  12. Handling Media Interviews • Don’t Fake It – If you don’t know, say so. • Numbers are Good – Arm them with data! • No such thing as “Off the Record” – If you don’t want it printed, don’t say it. • “No Comment” is Suspicious – You are communicators, you can do better. • Tell the Truth – If that’s going to be hard, don’t do the interview.

  13. Assignment: Get in their shoes • Find something on the Northwest campus that is newsworthy • Write an article that in theory could be published in The Talon • Think about the 5 W’s and 1 H • Address the “So what?” question • Remember the inverted triangle • Interview at least two people; not your roommates

  14. Unsolicited Career Advice #4 Always have something in your back pocket.

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