pr strategies

7/26/2019 PR Strategies

1/11

Dealing with the media:

Staying on Message


2/11

Its story telling, you know. Thats whatjournalism is all about.

Tom Brokaw

A journalist is basically a

chronicler, not an interpreter

of events. Where else in

society do you have the

license to eavesdrop on so

many different conversations

as you have in journalism?

Where else can you delveinto the life of our times?

Bill Moyers


3/11

Media today

!

24-hour news cycle

!

Fewer reporters

working harder

!

Get it first, correct later

!

Anyone can do it (social media)


4/11

Media vs. PR

" You are PR

"

Youre the authority" You

re the spokesperson

" You

re responsible


5/11

SIMILARITIESPublic Relations/News (Done Well!)

"

Honest

"Responsive

"

Accurate"Creative/Compelling


6/11

SIMILARITIES

"

Authoritative

"Valuable/Useful/Informative

"Compassionate/sensitive

"Telling a story

Public Relations/News (Done Well!)


7/11

Distinctions

Represents special interest

All the time in the world

Wants to explain

Sells sizzle

Spreads good news

Hates special interests

Out of time

Wants a sound bite

Craves steak

Spreads bad news

Public Relations News


8/11

Distinctionssks questions

Resists influence

bjective

Generalists

Answers questions

Seeks to influence

Subjective

Specialists


9/11

DistinctionsRepresents power

Has a story idea

Has a message

Has a specific audience

Challenges power

Has a different story

Has a different message

Seeks a broad audience


10/11

DistinctionsWill spin

Should be consistent

Shouldn

t speculate

Shouldn

t get emotional

Hates/loves spin

Searches for contradiction

Wants you to speculate

Lovesemotion


11/11

Food for thoughtWhen dealing with media:

# They are a vehicle

#

Alwayson the record

# Dont speculate

# I dont knowis OK# Think before talking

# OK to call back

# Remember your target# BE NICE!

#

BE RESPONSIVE, and

STAY ON MESSAGE!

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