Media relations strategies
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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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Media Relations Strategies

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Media relations strategies

Media Relations Strategies


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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