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CHAPTER 8PUBLICITY AND MEDIA
RELATION
ASMA NABIHAH BT
MOHD ARSHAD
FATIN NUR FARISHA BT
MOHD RAZALI
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DEFINITION OF PUBLICITY An information
about an event, an individual or
group, or a product
disseminated through the news media and other
channels to attract favorable
public notice.
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PUBLICITY TOOLS• INFORMATION RELEASE• News, press or publicity release
• SPECIAL EVENTS• Press tours, plant tours, newsworthy company projects
• PARTICIPATION• Promotional opportunity residing in an event or setting
• PRESS OR RELEASE CONFERENCES• Offer both news and forum for the exchange of the information
• MEDIA INTERVIEWS OR TALK SHOWS• One-on-one or part of a panel or expert
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CHARACTERISTICS OF GOOD
SPOKEPERSONKnowledge of the topic to be
discussed
Understand overall objection
and strategic
Ability to tell what she or he
know
The confidence of talk
management
Desire to do interview
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PREPARATION FOR SPOKEPERSONDATE, TIME, PLACE AND EXPECTED LENGTH OF
THE INNER VIEW
TYPE OF STORY THE REPORTER IS WORKING
ON
WHAT THE REPORTER TOLD YOU SHE/HE WANTS FROM THE
INTERVIEW
WHAT INFORMATION YOU HAVE PROVIDED THE
REPORTER
List the materials you send as part of the background package, eg an annual report
attend the in person in a view or set up the phone interview needed by the reporter
whether the reporters has clear story or is doing an overview piece
quotation on corporate objectives
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PREPARATION FOR SPOKEPERSONBACKGROUND
ON THE REPORTER
PHOTOGRAPHY ARRANGEMENT
REVIEW Insist on the need to get together to review
What are the special arrangement you are making for the reporter or TV crew
Include sample of the reporter or TV crew
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MEDIA RELATIONS
An outlet for disseminating information
about organization
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IMPORTANCE OF MEDIA RELATIONS
Build confidence in organization
integrity
Build a recognition
Establish a personal
relationship
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MAIN MEDIA CATEGORIES
PRINT MEDIA• Newspaper• Magazines• Newsletter
SPOKEN & VISUAL MEDIA• Radio• Television
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HOW DO WE GET THE MEDIA ACHIEVE
PUBLICITY GOALS
Must know how to work with media
Recognize that the media have their own needs
Try putting ourselves in the position of the journalist
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RULES OF GOODS MEDIA RELATIONS
SHOOT SQUARELY • Honest when dealing with their press
GIVE SERVICES • Provided newsworthy, interesting and timely stories and pictures
DO NOT BEG OR CARP• Does not beg to have stories used or complaint about story
treatment
DO NOT ASK TO KILLS * Do not ask the media to suppress or kill a story
DO NOT FLOOD THE MEDIA* Be more selective with your news offerings, keep your mailing list current, send to only one journalist at each news medium
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KEY TASKS FOR MEDIA RELATIONS PEOPLE
Source information on
media and maintain up to
date files
Maintain continually update
information on key contact
Maintain personal
contacts with editors
Keep abreast of the new channels of communication
and evaluate it
Be aware of all useful
reference material
Coordinate advance editorial
schedule of relevant print
media, radio and television
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WORKING WITH MEDIA
PERSONALIZE*Send brief cover note, not
photocopied pitch letter
GETS OUT FROM BEHIND YOUR
DESK*Know the
journalist on a one to one basis
DON’T WASTE THEIR TIME
*Keep it brief, respect deadlines
RESPECT THE ‘NO’
AND PREPARE
FOR IT*If story is
rejected, find out why.
ATTITUDE*Wise, polite,
professional
GET BEYOND VOICEMAIL*Leaves a
succinct, proactive and targeted
message
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HANDLING MEDIA INTERVIEW
Never go into media interview
unprepared
Have an agenda with at least 3 major
points
The mediums determined the
message
Stay composed at all time
Dress conservatively
You can ask a reporter to
interview his texts of the interview
Audience has a short attention
span
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ADDITIONAL HINT FOR PRESS CONFERENCEFAMILIARIZE YOURSELF
*Several hours before the news conference
DON’T MINGGLE WITH REPORTER*Don’t ask if everyone can hear you
FORMAL REMARKS*Just begin your formal remarks
OPEN THE SESSION*Open the session up to questions
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INTERVIEW NO-NOSDon’t ask if you can review the story in advance or change the way it is treated
Don’t mention how much your organization advertises in the reporters medium
Don’t tell broadcast reporter you think 30 or 60 seconds is too short a time to tell your story
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THANK YOU