The ability to effectively and professionally communicate with the media drives a successful PR campaign, and this presentation outlines how to effectively manage the media.

1. How to Manage the Media

2. A Game of Maintaining the Balance
You control marketing content
You control messages
You can use the power of the press
Media control process
Media control coverage
BUT the press can say whatever it likes
You must minimise the risks

3. Media Conundrums

4. A reporter can
challenge what
you say or write,
but you cannot
challenge him/her

5. A reporter can put words in your
mouth with leading questions and
the answers are quotable

6. Their stick is bigger than
yours: they can selectively
report facts and
characterise responses

7. A sound media policy should be
supported by good practice…

8. Always ensure you have something
worthwhile to present

9. Always treat editors fairly
and follow-up on
commitment

10. Never knock the
competition!

11. If a Journalist Calls You
 Take the journalists name &
number
 Determine the nature of the
enquiry
- News or feature?
- What information is needed?
 Ask about the deadline
 Say you’ll get back to him or her
shortly
 Call the PR agency for action
- And advice on best response
- Also ensures that everyone works
together efficiently
 Always follow-through