Download - DEALING WITH MEDIA
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DEALING WITH MEDIA
Zeenat Jabbar
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Overview
Why interviews/ advertisements are important
Should I or shouldn’t I? A look at the media Making it happen Follow-up
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Chance to reach a large audience Opportunity to tell your story:
– Inform– Address public concerns– Set the record straight
Reinforce credibility Support policy
Why Interviews Are Important
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Should I Or Shouldn’t I?
No blanket rules. Call Corporate Communication
and ask for help. Get background details before
committing an interview. Gut feelings are important.
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A Look at the News Media It’s a business.
Markets and sophistication.
They do make mistakes.
Few reporters are decision-makers.
Get to know local management.
Maintain a dialogue.
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Developing a StrategyBoth your supervisor and your Public
Affairs or Corporate Communication office should know of your interest in meeting and working with local news managers. You should go about cultivating a good working relationship with a strategy in mind. Your strategy should specify, in very clear terms, a number of issues . . .
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Developing a Strategy Goals you hope to achieve by working
with local news professionals General content of your message Intended audience for your message Visuals or photo opportunities you
intend to offer
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Developing a Strategy Timing and sequence of events
involved in your story What makes this story different from
others What makes your story newsworthy Media you plan to work with to tell
your story
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Getting Ready
Confirm your strategy with your supervisor and the corporate communication officer.
Research the reporter.
Refine your message and practice.
Confirm the details and ground rules.
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Getting Ready
Read the morning paper and have a look at the early television news programs.
Remember: You really are the expert.
Help is only a phone call away. Carry a phone with you.
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Making It Happen
Pocket card may help.
Arrive early, check out setting.
Appearance and make-up.
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Making It Happen
Confirm the ground rules.
Get your points in early.
Think about the “Mother-in-Law Test.”
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Making It Happen
Don’t become a spokesman for someone else.
Don’t use the media to speak with an audience you should contact directly.
Be yourself and stay in control.
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Making It Happen
You don’t have to accept a reporter’s premise or use a reporter’s words.
Tell the truth.
Avoid arguments.
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Making It Happen
Stay likeable.
You’re always on the record.
Use examples, illustrations, and brief anecdotes. Tell stories your audience can understand and identify with.
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Follow-Up Review the article or tape.
Inform the chain of command.
Provide feedback.
Consider follow-on opportunities.
Leave a record for your successor.
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Media planner
Media research
Media buyer
Organization of the Media Function
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EVERYDAY CAROM
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Convergence
Interactivity
Creativity
Engagement
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Major Components of a Media Plan
Marketing Analysis Advertising Analysis Media Strategy Media Scheduling Justification and Summary
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TELENOR COMPLETE ADVERTISEMENT
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The Marketing Analysis
Fundamental marketing strategy– Sales– Share of market– Profitability goals– Target market description
Product benefits and differentiating characteristics
Pricing strategy Competitive environment
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The Media Strategy
Media vehicles matched with target audience media preferences
Creative and communication considerations– Need for product demonstration– Need for complex message– Daypart and/or seasonal requirements– Media compatibility with message themes
and competitive considerations
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TELENOR TALKSHAWK
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The Media Schedule
Print insertion dates and production requirements
Broadcast locations and availabilities Budget allocation each medium and media
vehicle CPM estimates
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Communication Considerations
Creative predispositions of the audience Qualitative environment for the message The synergistic effect The creative approach
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Media Tactics
Reach: the number of different people exposed to a single medium during the media schedule
Frequency: the number of times that each person in the audience is exposed to the media schedule
Continuity: the length of time a campaign will run
Budget: the monetary constraints placed on reach and frequency
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Reach, Frequency, and Continuity
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Media Flowchart Example