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Managing Local Public and Media Relations. By Eric Doubt Communication Associates www.commassoc.ca eric@commassoc.ca 905-702-9964 Presented to Healing Hands for Haiti, Miami Summit, 12/06. What are public and media relations?. Are part of marketing and help position the organization

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Managing Local Public and Media Relations

By Eric Doubt

Communication Associates

www.commassoc.ca

eric@commassoc.ca

905-702-9964

Presented to Healing Hands for Haiti,

Miami Summit, 12/06

what are public and media relations
What are public and media relations?
  • Are part of marketing and help position the organization
  • Public Relations
    • delivering information to create awareness & establish dialogue with public entities
    • goal: build positive image, gain support, promote HHHF
  • Media relations
    • developing a contra relationship with media to supply the information channel
    • goal: long term, productive, alliances
the value of good media relations
The value of good media relations
  • Raises awareness of your org.
  • Builds identity and brand awareness
  • Facilitates fund raising
  • Garners support
  • Helps in recruiting
  • Team becomes known in the community
  • Team is valued and supported
the value of good media relations4
The value of good media relations
  • Enables information flow
  • Ensures access to various media
  • Creates opportunities – one story leads to another
  • Provides an edge over competing organizations
  • You gain respect from media sources
  • Your goals are amplified
developing public relations programs
Developing public relations programs
  • Analyze situation
      • Strengths
      • Weaknesses
      • Opportunities
      • Threats
      • Trends
  • Planning
    • Choose your targets groups
    • Know your media
    • Focus your message
    • Pick a team champion
  • Implementation – write, edit, deliver, follow-up
  • Monitor and review results to learn

SWOTT

develop relationships with selected media
Develop relationships with selected media
  • Grow a data base
  • Be respectful and professional
  • Regular contact / prompt follow-ups / fresh offerings
  • Show interest / share resources
  • Make message clear
  • Direct ad revenue sources to selected media
managing poor public and media relations
Managing poor public and media relations
  • Something went wrong!
  • Where and why?
  • What to do? Address and communicate!
  • Train contact person to handle bad press
  • Examples
tools of the trade
Word of mouth

Media release ("optimized" for the Internet)

Unpaid editorial – story, feature

Networking/events – Chamber of Commerce, social open house, presentations

Local media – newspapers, radio, Chamber/Associations newsletters, cable stations, public bulletin boards, web sites

Blogging

Webinars

Photo – on line albums, traditional albums

Your corporate identity and branding

Database – collect contact info/emails

Media contact list

Newsletter

Podcasting

Tools of the trade
public and media relations tips
Public and Media Relations Tips
  • Look at it from the public targets’ points of view
  • Look at it from selected media’s points of view
  • Make message clear, concise, simple
  • Aim language at a mid secondary school level
  • Provide a little more than expected/needed but not too much
  • Always include a photo(s)
  • Think and redraft – publicity is free / mistakes costly
  • Be persuasive and accurate
  • include unsubscribe on emails
  • don’t overdo your efforts
  • Use the internet for research and help
  • Call your marketing professional!