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Media Relations. Effectively working with your target news sources. What’s being covered today?. How media relations fits into PR program Establishing the relationship Media tactics Media relations measurement. PR: A formal definition.

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Media Relations

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Presentation Transcript
media relations


Effectively working with your target news sources

what s being covered today
What’s being covered today?
  • How media relations fits into PR program
  • Establishing the relationship
  • Media tactics
  • Media relations measurement
pr a formal definition
PR: A formal definition

A management function to establish mutually beneficial relationships between an organization and its publics.

pr a simple definition
PR: A simple definition

The practice of doing the right thing—of performing—and communicating the substance of that performance.

how media relations fits
How media relations “fits”
  • Media comprise a “public”
  • Media key in communicating “substance of our performance”
  • Every organization can benefit
value of media relations
Value of media relations
  • Communications for the budget-challenged
  • Reputation enhancement
  • Crisis response
  • Product announcement or


media policy
Media policy
  • Written policy

** Who receives media calls

** Who is spokesperson

** Interview procedures

** Written material for media

** Media kit

establishing the relationship
Establishing the relationship
  • Research

** ID media, contact people, current information

** ID preferred methods of receiving information

establishing the relationship9
Establishing the relationship
  • Target key media

** Geography

** Specialized departments & “beat” reporters

** Your message:

“We are the expert


what do media want
What do media want?
  • Newspaper – Dailies

** Local angles

** Interview arrangements

what do media want11
What do media want?
  • Newspapers – Weeklies

** Make their job easy

what do media want12
What do media want?
  • Television

** Concise information

** No pictures, no coverage

** Topics that fit with programming

what do media want13
What do media want?
  • Radio

** Concise information

** Topics that fit format

** Entertainment medium

media relations tactics
Media relations tactics
  • Media visits

** Establishes rapport

** Learn their priorities

** Pitch specific topics

media relations tactics16
Media relations tactics
  • Power of the news release

** Regular distribution (“News Release of the Month”)

** Employee announcements

media relations tactics17
Media relations tactics
  • Letters to the editor
  • Visits to editorial board
special tactics
Special tactics
  • Special programs, sponsorships, personalities
  • Unique twist on an on-going program
  • Be prepared with information
tactics to use sparingly
Tactics to use sparingly
  • News conferences
  • “Exclusives”
media measurement
Media measurement
  • Why measure?

** Quantify PR efforts in meaningful ways

** Gauge message frequency, location

** Use as benchmark

measurement tools
Measurement tools
  • Advertising equivalency
  • Impressions
  • Content analysis
measurement example
Measurement example
  • “Quilt memorializes tissue donor” – Rockford Register Star

** 33 inches

** $91.83/inch advertising cost

** $3,030 advertising equivalency

** 71,562 impressions

** Positive!

in conclusion
In conclusion…
  • Media relations:

** Part ofongoing relationship building

** Communicates the substance of your performance

** Quantifies your efforts to your company’s management