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

A management function to establish mutually beneficial

relationships between an organization and

its publics.

PR: A simple definition

The practice of doing the right thing—of

performing—and communicating the substance of that

performance.

How media relations “fits”

• Media comprise a “public”• Media key in communicating

“substance of our performance”

• Every organization can benefit

Value of media relations

• Communications for the budget-challenged

• Reputation enhancement• Crisis response• Product announcement or

re-introduction

Media policy

•Written policy** Who receives media calls** Who is spokesperson** Interview procedures** Written material for media** Media kit

Establishing the relationship

•Research** ID media, contact people, current information** ID preferred methods of receiving information

Establishing the relationship

•Target key media** Geography** Specialized departments & “beat” reporters** Your message:

“We are the expertresource!”

What do media want?

•Newspaper – Dailies** Local angles** Interview arrangements

What do media want?

•Newspapers – Weeklies** Make their job easy

What do media want?

•Television** Concise information** No pictures, no coverage** Topics that fit with programming

What do media want?

•Radio** Concise information** Topics that fit format** Entertainment medium

Be prepared!

Media relations tactics

•Media visits** Establishes rapport** Learn their priorities** Pitch specific topics

Media relations tactics

•Power of the news release** Regular distribution (“News Release of the Month”)** Employee announcements

Media relations tactics

• Letters to the editor• Visits to editorial board

Special tactics

• Special programs, sponsorships, personalities

• Unique twist on an on-going program

• Be prepared with information

Tactics to use sparingly

• News conferences• “Exclusives”

Media measurement

•Why measure?** Quantify PR efforts in meaningful ways** Gauge message frequency, location ** Use as benchmark

Measurement tools

• Advertising equivalency• Impressions• Content analysis

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…

•Media relations:** Part of ongoing relationship building** Communicates the substance of your performance** Quantifies your efforts to your company’s management