The document discusses traditional and developing approaches to media relations and public relations. It outlines some of the pros and cons of different PR tactics like press releases and tailored pitches. It also discusses the importance of building relationships with media and how social media can be used as a research tool. Developing collaborative and interdependent relationships where PR professionals help media meet deadlines and find story ideas is positioned as an ideal "holy grail" approach. The document concludes with some tips for managing expectations and tailoring pitches based on individual media outlet preferences.

1. Media Relations
Mikela Dennison (MCS)
AUT University, May 2014

2. A little bit
about me
(Seriously, just a little bit)

5. News values
How important are
they?

8. Traditional
approaches
Divide between media and PR
PR depends on media
Media think PR is 'spin'
Spray and pray / one off coverage

10. Developing
approaches
Changing news media structures
Rise of brand journalism etc
Social media as a tip source
Interdependent and collaborative

12. The press release
Pros: wide and far / all content
included / time effective
Cons: not targeted / 'spray and pray'
approach / same angle for all media
Changing medium: needs Multi-
media and links

14. The tailored pitch
Based on good relationship and
understanding of media outlet
Better outcome through audience-
focused coverage
Builds rapport with media as you
become a useful resource, idea
generator and facilitator

16. Social PR
Media: using it as a research tool for
tips
PR: using it to identify what media are
interested in and tailoring pitch
Making your clients' coverage go
further
Engaging with users who share coverage

18. The Holy Grail
Healthy relationship-building can lead
to media approaching you
Working together to come up with
angles and ideas for stories
'Exactly what I need / want'
Helping out with deadlines, empty
spaces, expert comments

20. What women media
want
Good talent, deadlines met, shared
coverage
What's new and different?
Human stories and interesting people
Data, knowledge and commentary
Tell, don't sell!

28. A few tips
Manage expectations: clients and media
Find out how journalists want to be pitched to
(email, call, Twitter)
Best pitch format? (release, event, interview, idea,
report)
Deadlines, style / format, word count, images
Know your media: don't make a move 'til you do

29. Media Relations
Mikela Dennison (MCS)
AUT University, May 2014