PRSA APR Media Prep
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For those studying for the APR comprehensive exams this PPT reviews media relations and SM having to do with media relations.
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PRSA APR Media Prep
- 1. APR Prep Session: Media Relations Gina Luttrell, Ph.D. March 8, 2014 Gina Luttrell, PhD Assistant Professor of Public Relations & Social Media Twitter: @ginaluttrell
- 2. Intro Gina Luttrell, Ph.D., @ginaluttrell Professor of Public Relations and Social Media at Eastern Michigan University 15 years as a PR practitioner Began teaching in 2007 My career has spanned large corporations to Non-profits Loved media relations AP, CBS Evening News, newspapers, TV, magazines Consult, research, present & conduct workshops to keep active and current in PR & SoMe Forthcoming Text: Social Media: A Complete Guide for Public Relations Practitioners – Share Optimize Manage Engage PRSA-Detroit Member &PRSSA Faculty Advisor, Eleanor Wright Chapter 2
- 3. Pulse Check How are you feeling so far about earning your APR? How many consider media relations a key part of your job? How has media relations changed or remained the same over the past few years? How would you define media relations? What do you hope to learn from this session? Interactivity in this session is a must! Ask questions 3
- 4. Media Relations & APR Media relations is an integral part of public relations It is one of the key KSAs (knowledge, skills and abilities) tested in the accreditation process Demonstrate your media relations knowledge in the PR plan you discuss during Readiness Review Media relations accounts for 5% of the computer-based exam 4
- 5. Definition Media relations definition Mutually beneficial associations between publicists or public relations professionals and members of media organizations as a condition for reaching audiences with messages of news or features of interest Maintaining up-to-date lists of media people and a knowledge of media audience interests are critical to the function Dealing with communication media in seeking publicity or responding to their interest in the organization 5
- 6. Speed News and the Web Web has compressed publication times Media outlets publish continuously Greater focus on breaking news News at our fingertips, wherever we go 6
- 7. Who Are the Media? News and the Web Anyone can be a publisher or editor Bloggers now have most of the power and brand control Readers regularly publish comments on journalists’ articles Social media spread word-of-mouth at broadband speeds Twitter and Facebook allow instantaneous broadcasting of comments 7 Who owns the story?
- 8. Who Does What? Let’s Talk Roles & Responsibilities
- 9. Media Channels With what media type can you best reach your target audience? Newspapers Wire Services/News Syndicates Magazines Radio Television Company Webpage E-mail VNRs Direct mailings Social media 9
- 10. The Reporters Role Generate reader interest Tell all sides of the story, not just yours Gather information from multiple sources: customers, competitors, analysts Obtain timely, useful information Work under deadline pressure Report on a variety of news, which may or may not include your topic/industry or company 10
- 11. Your Role Good media relations ensures accurate, balanced and timely release of your organization’s information We are the middlemen – the connector PR & media have adversarial relationship, which serves the public interest Cutlip’s guidelines for good media relations: 1. 2. 3. 4. 5. Be honest – never lie Give service Do not beg or complain Do not ask to pull stories Do not flood the media with news Goal = establish trust and long-term relationships 11
- 12. Your Role: Establish Credibility Proactive Media Relations Get as much information as possible prior to meeting Reporter’s interest/bias Reporter’s knowledge of the industry Media outlet and its audience 1. Tailor message to audience and reporter 2. Time message to publication and/or reporter deadlines 3. Initiate contact Deadline Establish Your Agenda Analyze your audience Identify your objectives Identify three key points 12
- 13. Your Role: Establish Credibility Additional Measures Can you relate this to a story this reporter wrote last year? Last week? Can you relate this to a trend? Don’t wing it Rehearse key messages Support with colorful anecdotes, compelling statistics Provide most important information first Schedule time before the interview to relax, get energized 13
- 14. Your Role: Know Thy Reporter! The Interrupter/Machine Gunner -- Don’t let them finish what you mean to say The Baiter -- Don’t confirm rumor or speculation, or let a reporter put words in your mouth The Doubting Thomas -- Establish your credibility The Quiet One -- Avoid the temptation to fill white space The Dumb Act -- Watch out for hidden agendas, attempts to catch you off guard The Unfocused Reporter -- Help him/her find an angle 14
- 15. Your Role: Reactive Media Relations Reactive Information gathering Additional resources Get all the information upfront, especially in crisis situations Offer reporters analysts and customers that will help them round-out their story Time sensitivity “I carry my Blackberry and, like an addiction, must check it every few minutes; not to do so can mean missed media opportunities, or worse, a newswire quote which reads, ‘couldn't be reached for comment’—which occurred recently when I didn't call a reporter back within an hour. The journalist also expected instant gratification, and when I finally did call back, it had already appeared on more than 80 websites. Is this indeed life today?” - Ronn Torossian, CEO, 5W Public Relations, in Bulldog Reporter 15
- 16. Your Role: PR’s Reputation Fatal Flaws Off the record: no such thing. “No Comment”: makes it look like you have something to hide. Off the cuff: you’re risking an outrageous verbal faux pas Missing a deadline: the news cycle moves quickly; help the journalist meet deadlines. “I carry my Blackberry and, like an addiction, must check it every few minutes; not to do so can mean missed media opportunities, or worse, a newswire quote which reads, ‘couldn't be reached for comment’—which occurred recently when I didn't call a reporter back within an hour. The journalist also expected instant gratification, and when I finally did call back, it had already appeared on more than 80 websites. Is this indeed life today?” - Ronn Torossian, CEO, 5W Public Relations, in Bulldog Reporter 16
- 17. Your Role: Tell the Truth; Just the Facts BP CEO Tony Hayward Untruths: Don’t lie, the truth will out; and don’t withhold bad information, it will turn into a damaging, negative story. Don’t pick a fight: reporters are neither friends nor enemies; they are professional colleagues. “I think the environmental impact of this disaster is likely to have been very, very modest.” “I’d like my life back.” 17
- 18. Your Role: Seize the Opportunity Get the interview you want! http://www.youtube.com/watch?v=IR_QZpebjo8 http://www.youtube.com/watch?v=o8DFEkT9IPk http://www.youtube.com/watch?v=msfhJtJd1KA Anticipate the story the reporter may want, and come up with an effective message. Don’t just say, “…I don’t really want to talk about it ...” 18
- 19. Best Practices Media relationship best practices Keep the audience in mind when pitching the story Keep it simple – jargon free Use short, informative sentences Start with your most important message point Never give personal opinions (speak to issue, message and goals) Do not respond to hypotheticals, stick to facts Don’t only contact reporters when you want something Don’t over-answer Don’t repeat false statements Be truthful Don’t argue with the reporter Focus on key messages/bridge back to main points “Well, what’s really interesting is … or… what’s really important…” Additional resources Offer reporters analysts and customers that will help them round-out their story Never go “off the record” Be gracious – say “Thank You!” Use facts at hand, not from memory It’s okay if you don’t know an answer, but get back to the reporter as soon as possible Say “I don’t know, but let me find out and I’ll get back to you” rather than winging it 19
- 20. Social Media
- 21. PR/Communications Influence Corp Communications, specifically PR, is best-positioned to “own” a company’s social media activity Let’s break bread and share a meal Social media is consumer influence and communications Don’t take on SoMe if you don’t have the resources to maintain it Message and branding strategy Content production and distribution Thought leadership is critical Community relations, media relations via digital Not about selling, not about ROI (I know, I know nobody wants to hear that!) 21
- 22. The Circular Model of SoMe for Social Communication - Share, optimize, Manage, engage. Up to this point, there has yet to be a widely accepted model for social media planning. In keeping with a more simplistic approach to understanding the application of social media planning the Circular Model of SoMe for Social Communication is based on the fundamentals supporting the Cluetrain Manifesto and Grunig’s two-way symmetrical model of communication.
- 23. The Circular Model of SoMe for Social Communication - Share, optimize, Manage, engage.
- 24. What Works in SoMe Published content should be personable, yet connected to the brand Leave the “I, I, I” “Me, me, me” at home! Holistic voice with combination of PR, marketing and customer service Multiple contributors with one manager (“air traffic controller” or “editor in chief”) Thought leadership, business focus are expected Responses are expected, even if it’s not an answer (“we’re checking on it”) Quick responses are REQUIRED, not OPTIONAL! 24
- 25. What works in SoMe/Crisis Comm Amy Neumann, (@CharityIdeas) a digital media and technology expert, recommends incorporating the following actions during a crisis: Stay on top of conversations about your company with simple tools Watch for sudden changes in tone and sentiment from positive or neutral to negative Set up and monitor keywords related to your business Monitor who is talking to you across all social media platforms and website comments Respond, both individually and more broadly Use updates on the same platforms someone talks, and invite them to email you if deeper interaction is needed Acknowledge there is a situation Keep real-time updates flowing Be honest and straightforward with details Make sure customers feel heard by replying, directing them to resources for updates Answer questions directly Be gracious for their feedback, and do not delete negative comments Update social media platforms with outcome, update websites Notify the media for additional outreach Outline the resolution, what was learned, and how similar situations will be prevented in the future Neumann, Amy. "5 Steps for Crisis Management Using Social Media." Huffington Post, August 20, 2012. http://www.huffingtonpost.com/amy-neumann/5-steps-for-crisis-manage_b_1791673.html (accessed October 16, 2013).
- 26. Summing it UP
- 27. Keys to Success Provide compelling information Know the reporter’s audience Traditional and Social Prepare and practice Focus on key messages Three key messages Stick with your agenda Answer the questions you want to answer Act courteously Be confident and positive 27
- 28. Wrap Up Recap of media relations Resource / mentors Contact me to connect! @ginaluttrell Media Training 101: A Guide to Meeting the Press by Sally Stewart Public Relations, A Values Driven Approach by David Guth and Charles Marsh Q&A Thank you and Good Luck! 28