1. Media Relations

3. Media Relations

4. Media Relations
 Media Relations is obtaining publicity or
news for a PR practitioner’s client or
organization.

5. Media Relations
 Media Relations is obtaining publicity or
news for a PR practitioner’s client or
organization.
 Media Relations targets the “gatekeepers ”
of the mass and specialized media.

6. Media Relations
 Media Relations is obtaining publicity or
news for a PR practitioner’s client or
organization.
 Media Relations targets the “gatekeepers ”
of the mass and specialized media.
 Social Media allows people to share
opinions, insights, experiences and
perspectives.

8. Newsworthy Information

9. Newsworthy Information
 Impact/Consequence

10. Newsworthy Information
 Impact/Consequence
 Proximity

11. Newsworthy Information
 Impact/Consequence
 Proximity
 Timeliness

12. Newsworthy Information
 Impact/Consequence
 Proximity
 Timeliness
 Prominence

13. Newsworthy Information
 Impact/Consequence
 Proximity
 Timeliness
 Prominence
 Interest

14. Newsworthy Information
 Impact/Consequence
 Proximity
 Timeliness
 Prominence
 Interest
 Novelty

16. What Drives News Stories …

17. What Drives News Stories …
 Entertainment

18. What Drives News Stories …
 Entertainment
 General News and Information

19. What Drives News Stories …
 Entertainment
 General News and Information
 Education

20. What Drives News Stories …
 Entertainment
 General News and Information
 Education
 Product Promotion

21. What Drives News Stories …
 Entertainment
 General News and Information
 Education
 Product Promotion
 Business/Financial

23. Mass Media Examples

24. Mass Media Examples
 Local– newspaper, magazines, television,
radio, Internet sites

25. Mass Media Examples
 Local– newspaper, magazines, television,
radio, Internet sites
 National – print publications, broadcast
networks, wire services (new york times
etc..)

26. Mass Media Examples
 Local– newspaper, magazines, television,
radio, Internet sites
 National – print publications, broadcast
networks, wire services (new york times
etc..)
 Social Media – Internet based tools
(Facebook, My Space, Flickr, Twitter, You
Tube, Podcasts, Blogs, Wikis…)

28. Media Relations Tactics

29. Media Relations Tactics
 Traditional Media Kits

30. Media Relations Tactics
 Traditional Media Kits
 news releases, media advisories, pitch letters,
photo opportunities, video news releases

31. Media Relations Tactics
 Traditional Media Kits
 news releases, media advisories, pitch letters,
photo opportunities, video news releases
 Traditional News Conferences

32. Media Relations Tactics
 Traditional Media Kits
 news releases, media advisories, pitch letters,
photo opportunities, video news releases
 Traditional News Conferences
 Satellite Media Tours or Media Interviews

33. Media Relations Tactics
 Traditional Media Kits
 news releases, media advisories, pitch letters,
photo opportunities, video news releases
 Traditional News Conferences
 Satellite Media Tours or Media Interviews
 Staged events/Special Events – sometimes
known as the “pseudo-events.”

34. Evaluation Methods
 Systematic Tracking :
 Media Placement
 Media Impressions
 Internet Hits
 Social Media Marketing