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MEDIA RELATIONS:

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by

Neill Fitzpatrick

on 5 June 2015

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Transcript of MEDIA RELATIONS:

Assignment Editor aka
"The Dealer"

The Story Shuffle:
events, stories, and issues that affect us...
What Reporters Want:
"No comment!"
What Reporters Get:
Build trust in "good times"...

Maintain the relationships!

The best media relations strategy is a
consistent, proactive approach
.

Feed "The Beast"...

Do the work...find students/teachers/visuals to enhance the story...


Good Media Relations
Develop strategic, consistent key messages...positive or negative stories/events...

Communicate/disseminate those key messages...

Analyze the coverage you get...or don't get

Ask "What can I do better?" and try again...



Determine what you want to say..say it..then say it again.

Control the conversation...

Focus on, and return to, your key messages...

Provide background and/or additional expertise...

Follow up...
The Interview
MEDIA RELATIONS:
THE WINNING HAND

weather, health, personal safety, finances...

visual stories for TV/online...

making-a-difference, "feel good" stories...




"We'll have to call you back."
"It's confidential."

"We'll issue a statement."
"Do you really think that's news?"
Sifts through many submitted, suggested stories...

Picks based on many factors:
resources/other events/timing...

Establish relationships thru editorial boards, "Coffee with"..
Setting the Agenda...
Winning Hands:
-Look for the "nuggets"...
- Try, try again...
- Get social...
- Timing is everything...
- Plan ahead for the inevitable crisis...
The silent treatment...
Consider the fallout/reaction:
Do Your Homework...
- Anticipate/plan for the questions...
Look for opportunities:
Seize chances to send your messages:
Direct contact with reporters...
In a highly unusual news conference, the five pilloried Rachel Notley’s “amateur” NDP policies and highlighted the “solid” track record of Jim Prentice’s Progressive Conservatives. Combined, the five have given nearly $95,000 to the Tories since 2010, and some have received millions in government contracts over the past three years.

“We want to make sure that people are thinking — thinking straight — when they enter into the ballot box on May 5,” said Doug Goss, who has donated $7,450 to the Tory party since 2010 and $5,000 to Jim Prentice’s leadership campaign, according to Elections Alberta records.

He has served as a PC election campaign co-chair and a party vice-president, and has received high-profile Tory appointments to the boards of governors for both the University of Alberta and NAIT.


Top Tips
- Establish a relationship with the media

- If something goes wrong, respond quickly

- Strategize key messages

- Say what you want to say...say it again

- Look for opportunities to promote
Full transcript