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Media management

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by

Fae Heaselgrave

on 12 May 2014

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Transcript of Media management

The PR and media relationship
Media releases
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Lecture outline
Media relations
Build relationships with journalists and editors - get to know them:
names of individual journalists who cover particular topics or industries
know their deadlines
review previous stories to understand their tone and agenda
research demographic attributes of audiences
tailor communications accordingly

Maintain up-to-date media lists - including Twitter 'handles'
Know what is news and what is not - which news values are in your story
Develop a media strategy - details of the PR activity, "match the content of the news with the media outlets"
Always meet deadlines - respond efficiently to media enquiries
Embrace and engage in new media - convergence
Media release writing
Use the inverted pyramid style: LEAD with the most important news first
The PR and media relationship
Understanding controlled and uncontrolled communication
Media management
Week 8

http://en.wikipedia.org/wiki/Inverted_pyramid
Localise the story - make it relevant
Include a punchy, eye-catching headline
Not much, social media releases (SMRs) have the same structure, BUT....

SMRs are about conversation, so....

Make as much content sharable as possible:
hyperlinks to other SM platforms
embedded videos and audio files
photo gallery with downloadable logos and images
social commenting function - Facebook, Gmail
Social media share buttons
http://www.shiftcomm.com/2012/12/social-media-press-release-2-0/
Emphasise contact details
Media management or media relations? The PR and media relationship
Understanding controlled and uncontrolled communication
What media think of PR
The media need PR
PR needs the media

Media relations - essential tips for effective media relations

Media relations - developing relationships with the media
tools and techniques
Media releases
Essential tips for effective media relations
MClean and Phillipps, in Chia and Synnott 2012, pp. 347 - 351
Casterphen and Wells 2004, p. 78
Social media releases
What's the difference?
Include attributable quotes from local, then national spokespeople


To help communicate to target publics:

credible, third-party endorsement through opinion editorials (op-eds)

free publicity

media outlets enable PR to shape the news agenda, which helps to shape public opinion

convergence and audience reach - stories by print journalists will also appear online (91%), TV journalists will also publish stories on Twitter (69%) and online journalists also post on Facebook (80%)
24/7 news reporting puts pressure on output (greater demand for news) and investigative journalism

Study into British journalism in 2008 revealed 19% newspaper articles and 17% broadcast stories came from PR material





In 2011, an international study of journalists found 62% (n=500) sourced stories from PR agencies

2012 media survey (BBS communications) found journalists visit the media release section more than other page on a corporate website (84% of journalists, n=61)

PR professionals facilitate interviews, offer exclusive (breaking) news and organise photo/film opportunities
Bailey in Tench and Yeomans, 2009
The media need PR
PR needs the media
What the media think of PR
Journalists perceive:
themselves as truth-seekers, reporting on and responding to issues that affect society, making them more accountable to it

PR practitioners as biased, protecting the organisation's reputation and promoting its interests

PR professionals as gatekeepers who guard or withhold information, obstructing the news gathering process
Bailey in Tench and Yeomans, 2009
Controlled communication is material that is produced by an organisation, and has full editorial control over content:
Printed collateral -
annual reports
newsletters
brochures
posters
Paid-for advertisements or public service announcements

Uncontrolled communication material that is produced by an organisation but has NO editorial control over the content used
a news/media release
Micro-blogging - re-tweet on Twitter
Media relations tools and techniques
Media conferences - reactive
PR to address a crisis, or
proactive to announce
exceptional news

Media partnerships - mutual
benefit; joint editorial rights, cash donations, extensive or regular airtime in exchange for exclusivity rights - AFL and Seven network

Media releases - "The best known communication tool" for public relations
Mclean and Phillipps in Chia and Synnott, 2012
Developing relationships with the media
Provide accurate and timely information in a non-obstructive manner

Acknowledge news deadlines - daily print and TV journalists, 3pm - 6pm, radio 6am-9am and midday, online media midday and 3pm (BBS Communications)

Regularly review and update website content - media releases and contact pages

Maintain online activity - BBS communications survey found 67% of journalists source news from Facebook and 63% from Twitter

Provide well-briefed and available spokespeople
Media relations
NRL CEO, David Smith responding to the 2013 doping scandal
An example of a media release (right) that has been ripped and reproduced into a media article
http://www.abc.net.au/mediawatch/rip-n-reproduce/

Johnston (2014) p.150, in Johnston & Sheenan
Full transcript