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9. Print Media Relations

AL AKHAWAYN UNIVERSITY SCHOOL OF HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS STUDIES. 9. Print Media Relations. Lecture by Dr. Mohammed Ibahrine based on Seitel’s The Practice of Public Relations. Structure of the Lecture. Number one Medium Power of Publicity Objectivity in the media

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9. Print Media Relations

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  1. AL AKHAWAYN UNIVERSITY SCHOOL OF HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS STUDIES 9. Print Media Relations Lecture by Dr. Mohammed Ibahrine based on Seitel’s The Practice of Public Relations

  2. Structure of the Lecture • Number one Medium • Power of Publicity • Objectivity in the media • The Internet ´Factor • Dealing with the Media • Attracting Publicity • Value of publicity

  3. Structure of the Lecture • Pitching publicity • Pitching Online • Dealing with the Wires • Measuring Publicity • Handing Interviews • Press conferences

  4. Introduction • The “devil’s advocates” role is the key to why many do not like the press

  5. Lexical Definition: • Print : • Media: • Relations:

  6. Number One Medium • Despite the rise of the Internet and electronic media, print still stands as the number one medium among public relations professionals? • Many departments at newspapers and magazines use news release and other publicity vehicles compared to the limited opportunities on networks TV

  7. Number One Medium • The Internet and MTV generations have become dominant members in the society • Public confidence in the media dissipated as time wore on

  8. Power of Publicity • Mass media have lost relative influence to other proliferating alternative communications vehicles, • the fact remains that securing positive publicity through the media still lies at the heart of public relations practice • Publicity is more credible than advertising

  9. Power of Publicity • A primary responsibility of a public relations professional vis-à-vis the media is • to help promote the organization when times are good and • defend the organization in times of attack • This requires ready working knowledge of what drives the press

  10. Objectivity in the Media • Total objectivity is impossible • By virtue of their role, the media view officials, particularly business and governments spokespersons, with a degree of skepticisms • Journalists should not be expected to accept on faith the party line

  11. Objectivity in the Media • The reporter wants the story whether bad or good • The organizations, on the other hand, want things to be presented in the best light • Because of this difference, some executives consider journalists to be the enemy

  12. The Internet Factor • The Internet has complicated this relationship

  13. Dealing with the Media • It falls on public relations professionals to orchestrate the relationship between their organizations and the media • They can be confronted in a honest and interactive to convey the organization's point of view • An organization must establish a philosophy for dealing wit the media

  14. Dealing with the Media • You should keep in mind the following dozen principles: • 1. A reporter is a reporter • 2. You are the organization • 3. There is no standard issue reporter • 4. Treat journalist professionally • 5. Do not sweat the skepticism • 6. Do not buy a journalist

  15. Dealing with the Media • 7. Become a trusted source • 8. Talk when not selling • 9. Do not expect news agreement • 10. Do not cop a tude (do not have attitude with reporters) • 11. Never lie • 12. Read the paper

  16. Attracting Publicity • Publicity through news releases and other methods is eminently more powerful than advertising • Publicity is most gained by dealing directly with the media, either by initiating the communication or by reacting to inquires • Publicity differs from advertising

  17. Attracting Publicity • Advertising costs money • Since you pay your ad, advertising allows you to control the following:

  18. Attracting Publicity • 1. Content: What is said and how it is portrayed and illustrated • 2. Size: How large a space is devoted to the organization • 3. Location: Where in the paper the ad will appear • 4. Reach: The audience exposed to the ad, how many papers the ad is in • 5. Frequency : How many times the ad is run

  19. Attracting Publicity Publicity is by no means a sure thing: • 1. Publicity is not free • It costs only the time and effort expended by public relations personals and management in conceiving , creating and attempting to place the publicity effort in the media

  20. Attracting Publicity • 2. publicity which appears in the news carries the implicit – third party – endorsement of the news sources that reports it • Publicity is not perceived not as the sponsoring organization's self-serving view, but as the view of an objective, neural and impartial news sources

  21. Value of Publicity • For any organization, publicity makes sense in the following areas: • 1. Announcing a new product or service • 2.Reerngizeng an old product • 3. Explaining a complicated product • 4. Little or no budget (frequency) • 5. Enhancing the organization's reputation • 6. Crisis response

  22. Pitching Publicity • The activity of trying to place positive publicity in a periodical - converting publicity in to news is called pitching • The following hints may help achieve placement: • 1. know deadlines • 2. Generally write, do not call • 3. Direct the release to a specific person and editor • 4. Determine how the reported want s to be contacted

  23. Pitching Publicity • 5. Do not badger • 6. Use exclusives but be careful • 7. When you call do your own calling • 8. Do not send clip of other stories about your clients • 9. Develop a relationship • 10. Never lie

  24. Pitching Online • 1. Start with a techno-savvy media database • 2. Avoid sending spammed e-mail, first send a brief e-mail identify your • 3. The more personal the pitch, the better • 4. Links • 5. E-mails newsletter in publicity efforts

  25. Pitching Online • 6. Do not ignore Internet-based news websites • 7. Reuters should not be ignored • 8. Web Libraries are but another publicity tool • 9. Do not forget discussion forums • 10. Consider the cyber media tour

  26. Dealing with the Wires • Wire services are compulsory vehicles for distributing news • In preparing copy for paid wires, public relations professionals must consider the following • 1. Always include headlines • 2. The lead is critical • 3. Identify the stock symbol. This is the key to database entry (Nasdaq for Microsoft) • 4. Include contact names and numbers at the end • 5. specify timing • 6. specify target • 7. check for accuracy

  27. Measuring Publicity • After an organization has distributed its materials, it needs an effective way to measure the results of its publicity. • A variety of outside print and online services can help: • 1. Media directories • 2. Press monitoring bureaus • 3. broadcast transcription services • 4. Media distribution services • 5. Content analysis services

  28. Handling Interviews • The following 10 do’s and don’ts are important in newspapers, magazines or other print interviews • 1. Media directories • 2. Press monitoring bureaus • 3. broadcast transcription services • 4. Media distribution services • 5. Content analysis services

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