媒体关系media relations

IntroductiontoMediaRelations,Exercise1:Whatareyourinfluences?,Example:Thedigitalcamerauser,YourTurn,ThestressedoutmotherTheLondonUndergroundtubedriverTheRetailer,Sowhodowetalkto?,TheMediaNational,Regional,Local,Vertical,Trade,BroadcastBusiness,Financial,Market,ITAnalystsGovernment(Lobbying)Local,Regional,NationalandInternationalInfluentialsExperts,Professionals,Commentators,ConsultantsIndustryBodiesQualifications-led,Profession-led,UserGroup-ledEmployeesOnlinecommunities,Eureka!,PUBLICRELATIONSISNOTJUSTMEDIA/PRESSRELATIONS!,Exercise2:CanyouspotaPRstory?,AnIntroductiontotheMedia,Whatscomingup.,ImportanceofthemediaKnowwhattheywantKnowwhoyouaretargeting,Themedia.whybother?,PowerandimpactofthemediaShapingopinions,thoughtsandactionsOpportunityforcompetitiveadvantageDeliveringmessagestokeyaudiencesInformingandinfluencingGreatercredibilityPerceivedthird-partyendorsement,Influencingthemediacanbehard,Aboutthemedia,PowerfulNeedstobetreatedwithrespectAninexactscienceWecaninfluence,butnotcontrolEverywhere,connectedYourvoicewillechoaroundtheworldRegionaldifferencesTheagendaandtreatmentdiffers,TheEnglish-languagemedia,Pan-Europeanpressincreasinglydriving(oratleast)influencingthenationalmediaagendaThewiresplayanincreasinglyimportantroleinnewsdisseminationandtoneofthestoryHighstatusmajormediajournalistscelebritystatusforthebroadcastplayersMajorUSmediaorganisationsremainahugeinfluence,Differenttypesofmedia,PrintSeriousbusinessbuttheresalsoafunside!RadioKeepitsimple!TelevisionWhataperformance!,Understandingjournalists,MotivationWhatdrivesthem?Whydopeoplebecomejournalists?PressuresCompetitionfornewsNeedtoproducegoodstoriesWorkloadanddeadlinesInfluencesType/natureofnewsorganizationtheyworkforOwnbackground,interestsandpersonality,Whatjournalistsarelookingfor,BreakingnewsSomethingthatsnewsworthy,interestingorfunHardfactsIncludingnumbers,statistics,examplesInformationInformationtheycantgetfromothersConfirmationofinformationtheyalreadyhaveOpinions,commentsorstatementsControversyControversialissuesorstorieswithacrisis/conflictangle“Badnewsmakesgoodnews”,Popularmisconceptions,“Themediaareouttogetme”“Journalistsarentinterestedinthetruth”“Journalistsloveafreelunch”“Journalistsspendhourshuntingdownstoriesandfollowingupleads”,Popularmisconceptions,“Itsnotwhatyouknow,itswhoyouknow”“Aninterviewwillleadtocoverage”“Journalistsknoweverythingabouttheirsubject”“Journalistswritetheheadlinesontheirstories”,Knowwhoyouaretargeting,Dealingwiththemedia,Opportunityorthreat?Friendorenemy?Cooperationorconflict?,Thebestdefence,INTEGRITYENGAGINGAUTHORITATIVEPOSITIVECONCISEFOCUSED,Whatkindsoftacticscanweuse?,PressRelease/StatementPressConferencePressInterviewPressDemonstrationAnalystHouseTripPublishingHouseTourStuntsPhotographyResearch,OnlinePressOfficesBlogsPodcastsCompetitionsWhitepapersOtherinfluentialpeople(Celebrities)ThirdpartyendorsementsLobbying,PressRelease,JustthefactstothejournalistAllowsthemtocreateastoryusingclearandnewsworthyinformationTheywillgetabalancedopinionfromsomeoneelseinordertomakethestoryneutral/balancedTheywillnotuseitifitcannotbeverifiedTheywontuseitifitdoesntinterestthemTheydonothaveanobligationtoprintanythingYouhavetothinkcreativelytoinspirethem!,PressConference,Betterforthemediathanareleaseasitprovides:MoreopportunitytoaskquestionsMoreopportunitytogetapersonalquotefromthespokespersonHarderforthecompanytocontrol-allthemediacanhearthemistakesinthesameroom!Providesanopportunitytoaddressmanypeopleface-to-faceProvidesanopportunitytoshowandtellSometimesitcangowrong!BluescreensofdeathindemonstrationsfromMicrosoftwithBillGates!,PressInterview,Onetooneopportunityforajournalist(oranalystorinfluentialperson)ProvidesthejournalistwiththeopportunitytogetanexclusivestoryfromthecompanyProvidesamoreintimatediscussionCanhavesomeofthediscussionofftherecordifthejournalististrusted,togivefurtherbackgroundinordertoexplainastorybetter,Pressdemonstration,OpportunitiesforjournaliststotouchandfeelanewproductinordertounderstandhowitmightaffectcustomersonitsreleaseProvidesbeforethelaunchaccesstotheproducttophotographand/ortryoutInamanagedway,enablingjournaliststoaccesstheproducteventhoughitmightnotbethefinalversionCansignNDAsinordertogetaccessearlierunderthepromisetheydontusetheinformation,PublicityStunts,PRcanusepublicityinordertogettheawarenessatfirstinordertothencreatethedialoguenecessaryGetstheattentionmoreofthetabloidmediaHelpsbroadentheappealofthemessageandcreatebuzz,Photography,HelpsastorybecomebiggerHelpsreadersvisualisewhatthestoryisaboutOftenhelpsthejournalistsellthestoryinalittlemoreeasilytotheeditor,especiallyifitisinteresting,Sellingtothemedia,Developingthepitch,Whatmakesnews?KnowyourclientandtheirmarketandmarryyourstorytomediainterestStructuringyourpitch,Developingthepitch1.Whatmakesnews?,$Thingsthatrise&fallWinners&losersGoodies&baddiesDavidvs.GoliathThequirkyHumaninterestSex,Developingthepitch1.Whatmakesnews?,Thejournalistsview:“Itssomethingwelearnttodaythatwedidntknowyesterday,thatisrelevanttomyreaders/viewers/listeners”,HARDNEWSisindisputablefactSOFTNEWSiscreated,Developingthepitch1.Whatmakesnews?,REACTIVESTORIESAresponsetoaneventorcommentPROACTIVESTORIES/FEATURES-Usuallyissues-led-Hencetheimportanceof,Developingthepitch2.Knowyourclientandtheirmarket,Understandwhatisinterestingaboutyourclientandtheissuesfacingtheindustryinwhichtheyoperate,Developingthepitch3.andmarryyourstorywithmediainterest,DontdevelopyourpitchinavacuumTrackthehotissues&thestateofdiscussionHow?.READ!(theresnosubstitute),Developingthepitch4.Structuringyourpitchessentialingredients,AnINTRO(or25wordsell)thatis:I=InterestingN=NowandNewT=TightR=RightO=Outstanding,Developingthepitch4.Structuringyourpitchessentialingredients,B=Bulkofthestory(choose3points)O=Observationsonthestory(quotes,comments,views)D=Detail(allthefactsajournalistcouldwant)Y=Why?Thestandardquestionsmustbeansweredwho,what,where,whyandwhenNBremembertoshowhowthestoryimpactsonpeople,DevelopingthepitchOtherpointsforconsideration,Workwiththird-partiesPhotographySupportingstatisticsSpokeseople,Deliveringthepitch,Understandyourmedia(arecap)TherulesofengagementSo,youpickupthephone,Deliveringthepitch1.Understandyourmedia(arecap),Journalistsareoverworked,competitive,skepticalTheywantstories,accessorknowledgeThinkaboutwhattheyneedtopitchthestorytotheireditor,Deliveringthepitch2.Therulesofengagement,ReviewrecentcoverageontheissueReviewrecentcoverageoftargetcontactTimingiseverythingFormatofpitch(release,emailorphone),Deliveringthepitch3.So,youpickupthephone,“Didyoureceivemypressrelease?”BereadytoestablishinterestinyourclientGiveyourheadline&25secondpitchBeflexiblegowiththeflow,Thevalueoftheagency,ObjectiveinterpretationKnowingtherulesofengagementRelationshipswithmediaKnowingthecurrentmediaagenda,Thisisallprettystraight-forward,sohowdoyoupositiontheagencyasbeingtheexperts?,Remember:Itsallaboutselling,Wouldyoubuysomethingdull?Wouldyoubuysomethingwhichisnodifferentfromanythingelse?Wouldyoubuyfromsomeonethatdoesntknowtheirproduct?Wouldyoubuyfromsomeonethatcantspeak,spellorwriteproperly?So,getinrightmakeitinterestingandmakethejournalistbuy!,Research,Peoplecantgetenoughstatistics!CanaddahumanelementtosomethingpeoplecantnecessarilyconnecttoHelpspeopleunderstandthestateofthemarketandtheappealHelpscreateawarenessandchangepeoplesmindsIsthestrongestmostpersuasiveformofproofifthesourceisareliableoneSometimestherearesurveyoverloads,Backtoourinfluences,TheTiredMother,SevenSeasNewclinicaldatarevealingthattakingaProbioticMultivitamincanreducethecommoncoldbytwodaysHeldamediaeventwithKOLsplusextensivemediaoutreachRESULT:Seena50%increaseinsalesfromthepreviousweekandyearastheresultofPRalone(noadvertising,nopromotionalactivity!),Challenge:Abingdon/OgilvyInternalCommunicationsbeganworkwithLondonUndergroundinOctober2002.WiththePublicPrivatePartnershipscheduledtotakeplaceinamatterofmonths,andagainstabackgroundofpaydisputesandindustrialaction,itwascriticalthatLUpeoplebegantocommunicate,engageandcommittotheupcomingtransformation.Thiswasnosimpletaskforanorganisationwithalegacyofcommandandcontrolstylemanagementandhighlyadversarialindustrialrelations.Addedtothesepressureswasanetworkthatmanyfeltwasunderthreatofdisintegrationfollowingdecadesofunder-investment,ahostilepressandconsequently,lowlevelsofemployeemotivation.Insight:Anyinterventionswouldneedtoachieveashiftinbalancefromprioritybeinggiventomicromanagementandthedaytodayrunningoftherailwayandmoretimegiventolongertermissuesofmotivation,brandbuildingandcreatinganempoweringmanagementenvironment.Idea:AttheheartofourrelationshipwithLondonUndergroundistherealisationoftheirvision“aworldclasstubeforaworldclasscity”andwhichisalignedtotheirexternalbrandpositioning.TheLUvisioncreateslinksbetweentheideaofLondonasagreatandaspirationalcityandtheTubeasatransportsystemofequalimportanceandhighquality.ItengendersasenseofprideinboththeorganisationandthecityandservesasacalltoactiontoeveryoneinvolvedwiththeTubetohelpittoliveuptoitspotential.,TheTubeDriver,TheTubeDriver,Campaign:Ourcommsstrategytooktheformofat