Media Relations

Effectively working with your target news sources

Krishna Dev A.J MBA(Travel and Tourism)

PR: A formal definition

A management function to establish mutually beneficial relationships between an organization and its publics.

Fundamentals of Media Relations

Know Your Media what do they want? Know the Personalities and their preferences Know what makes news Preparation Build relationships Choose the right Messenger

 Instant communication drives the need for good Media relations. Media as a gatekeeper of your messages. Lends credibility to your messages and is segment-able and can be targeted Internet, small-town, business, industry, etc. The Internet. Media day = the media hour. Uncontrolled media increases Access to information to build background, check references, build support, or look for flaws/red flags The Org website is critical messages must be accurate, consistent, relevant, and timely. Most traditional media also have web outlets.

PR: A simple definition

The practice of doing the right thingof performingand communicating the substance of that performance.

How media relations fits

Media comprise a public Media key in communicating substance of our performance Every organization can benefit

Value of media relations

Communications for the budgetchallenged Reputation enhancement Crisis response Product announcement or re-introduction

Media policy
Written policy
** Who receives media calls ** Who is spokesperson ** Interview procedures ** Written material for ** Media kit

media

Establishing the relationship

Research
** ID media, contact people, current information ** ID preferred methods of receiving information

Establishing the relationship

Target key media
** Geography ** Specialized departments & beat reporters ** Your message: We are the expert resource!

What do media want?

Newspaper Dailies
** Local angles ** Interview arrangements

What do media want?

Newspapers Weeklies
** Make their job easy

What do media want?

Television
** Concise information ** No pictures, no coverage ** Topics that fit with programming

What do media want?

Radio
** Concise information ** Topics that fit format ** Entertainment medium

Media relations tactics

Media visits
** Establishes rapport ** Learn their priorities ** Pitch specific topics

Media relations tactics

Power of the news release
** Regular distribution (News Release of the Month) ** Employee announcements

Media relations tactics

Letters to the editor Visits to editorial board

Special tactics
Special programs, sponsorships, personalities Unique twist on an on-going program Be prepared with information

Tactics to use sparingly

News conferences Exclusives

Media measurement
Why measure?
** Quantify PR efforts in meaningful ways ** Gauge message frequency, location ** Use as benchmark

The Media and Crisis

Bad news is good news Plenty of Human Interest Other Peoples Wars and Our Wars Ability/inability to report from dangerous places Event driven rather than issue driven Decline of specialised reporters

In conclusion
Media relations:
** Part of ongoing relationship building ** Communicates the substance of your performance ** Quantifies your efforts to your companys management