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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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Presentation Transcript
public relations and planning
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
questions to answer
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?
the drunk and the lamp post
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
media relations
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
reactive guidelines
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
proactive guidelines
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
interactive guidelines
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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