Please enable JavaScript.
Coggle requires JavaScript to display documents.
CHAPTER 8 PUBLICITY AND MEDIA RELATIONS, NUR NAJIHAH BINTI AMIN NASER…
CHAPTER 8
PUBLICITY AND MEDIA RELATIONS
Definition
Publicity is information about an event, an individual or group or a product, disseminated through the news media and other channels to attract favorable public notice
Wilcox et. al. (1995)
Publicity, through news releases and other methods, is design to broaden knowledge and positive recognition of an organization, its personnel and its activities
Publicity is information about an organization that is carried as editorial (not advertising) content in publication or news medium
PUBLICITY TOOLS
Information Release
News/press/publicity releases
Format is build around information drawn from situation that already exist therefore it is inexpensive and widely used
Story include new products/services, products/services improvements, favorable test result, significant contract awards, innovation, case history of successful usage situation
Special/ Staged Events/ Publicity stunts.
Press tours, plant tours, newsworthy company projects, commercially sponsored news happening
Newsworthy situation created to generate press, radio or TV coverage
Participation
Promotional opportunity residing in an event or setting that presumably does not inherent to your brand but possess high audience appeal
Press/ News Conference
Offer news and forum for exchange of information
Used only if information cannot be disseminated through some other mechanism like publicity release
Media Interviews/ Talk Shows
Whether one-to-one or part of panel of experts
Opportunity for media to have good stories, and for organization to convey key messages
Spokesperson need to be coached in interview techniques to face some times combative styles of journalist
MEDIA CATEGORIES/OUTLET
Newspaper
Normally divided into section such as national, international news, sports business, entertainment, home living, science, real estate and others
Each editor serves a different target audience and is interested only in what each news items means in terms of the interest of that particular audience
Moving force in society. Powerful force in shaping public agenda
Reading newspaper has become people's daily habit
Newsletter
Popular because of brief format
Concise information in a small publication
Easy, fast and inexpensive to produce
Most organization rely on newsletter to communicates news in a timely and targeted fashion
Magazines
Proliferation of specialized magazines make news placements easier in terms of identifying particular audience
Magazines enable communicators to target specific message to a specific audience more economically than other media
When using magazine, aim for special issues instead of trying to broadside a publication throughout the year
Magazines provide more durable information than newspapers. Readers have opportunity to read and reread
Radio
The broadcast range is important factor in deciding your news placements
Understand the product line of each station in deciding which station to use
Use ‘call-in-talk-show’ to explain issues to public
Specialized radio-program. Opportunities to present subject matter or expert talking about consumer items, technology or farm
Television
Great forces and scope as a publicity medium
Provide window to the world. Live coverage
The prime source of news and entertainment
TV's influence is pervasive because time spent on watching TV is more compare to other medium
Talk-show provide an excellent medium for subject matter experts if they are well trained to talk about, demonstrate and respond to an issue
MEDIA RELATIONS
Several keys tasks for media relations people
To source information on media and maintain up-to-date files / subscribe to media information service
To maintain personal contact with editors relevant to your work
Up-to-date with new media and developments. Aware of all useful reference materials on media
Maintain updated information on key contacts in the media through personal liaison
Keep abreast with the new channel of communication and evaluate the relevance for public relations practitioner
Coordinate advance editorial schedules for print media and broadcast media.
Importance of Media Relations
Build confidence in your organizations integrity.
Build recognition factor so that press release will be given the attention
Establish personal relationship. Editor or reporter willingness to present your side of the story
Rules of Good Media Relations
Shoot Squarely
Be honest when dealing with the media
Never deceive, speak the truth
If practitioners are honest with bad news, they are more likely to be trusted with good news
Do not favor news outlet over the other
Give Service
Provide newsworthy, interesting and timely stories that the media want when they want them and in the form they can readily used
Practitioners must know and adhere to media requirements
Do not Beg or Carp
Do not beg to have stories used or complaint about story treatment
Do not pressure the editorial side by holding hostage the organization's advertising business
Do not Ask For Kills
Do not ask media to suppress or kill a story. It seldom work, unprofessional and brings only ill will
Ask for delay in publication, or ask for a correction if the situation has merit
Do not Flood The Media
Be more selective with news offerings
Keep your mailing list current
Send to only one journalist at each news medium
Basic Assumption for Working With The Media
Always tell the truth. Information about your product is always accurate.
Know your outlet before you call. Knowing the newspaper or magazine or the reporter's beat
Attitude-wise. Be warm, polite, professional and clear in your communication
Believe in your story. See yourself as a resource for news and information
Do not waste their time. Keep it brief, respect the deadlines
Personalize. Send brief cover notes not photocopied pitch letters
Characteristics of Good Spokesperson
Knowledge of the topic to be discussed which the reporter
Understand the organization's overall objection and strategic
An ability to tell what she or he know
The confidence of top management
A desire to do the interview. Take head when people believe that they are poor choices for the assignment
Preparing Spokesperson for Interview
Date, time, place and expected length of the interview
Type of story the reporter is working on
What the reporter told you she or he wants from the interview
What information you have provided the reporter
Background on the reporter
Photography arrangement
Key point
Tactic in handling media
Review
Handling Media Interview
Remember, you are always on the defensive side but if properly handled, you will score/do fine
2.Never go into media interview unprepared. Have discussion with PR professional, media trainer or trusted counsel
3.Have an agenda to raise during the interview. Raise the point at appropriate time even it was not ask by the reporter
The medium determines the message. Take your time to answer newspaper interviews and answer promptly for radio or television interview
Never assume that your agenda and the reporter’s agenda are alike. Reporter’s question may have a wider scope. Try to build a bridge between two agenda
You are not obliged to reveal confidential information but do not answer with ‘no comment
7.Be friendly, be brief and be positive
8.Avoid jargon, speak plainly and use examples and illustrations expressed in simple terms
9.Stay composed at all times. Stick to your point of view with short and clear answer
Say what you have to say, then stop. Let the reporters come up with the next question
Dress conservatively. Do not let your wardrobe overwhelm your words
Always reply with a brief answer and then add a point preferably from your prepared agenda
You can ask the reporter to review his text of interview but not the writing styles
Stay cool and never follow the journalist inflammatory mood or approach.
If reporters uses negative, hypothetical or incorrect words , don’t legitimize them by repeating in your answer
Develop three levels of ‘tiers’ of an answer to the most difficult question (Short summary, Concrete example, and Further elaboration)
Audience have short attention span, so simplify for the media
Do not give in to pressure to go beyond the bounds of your stated position
Do not make ‘off the record’ statements
20.Control your wisecracking instincts
21.Do not be concerned into meeting a reporter’s deadline if it forces you to provide incomplete or unsubstantiated facts
Be extra careful with media request over the phone. Check out the reporter, what he wants and why he might want it
11 Extra Tips for Handling Media Interview
Breath
Be concreate
Don't lie, if you don't know, say so
Avoid making negative comparison to others
If you don't present the other side of the story, someone else will
Know yourself
Listen carefully before you talk
Passion is contagious and smiling is underused
Talk inly about what you know. Be an expert
This is a business transaction, not a conversation
You are responsible for the answer, not the questions
Additional Hints for Radio
Have your points written out and handy where you can see them be careful not to crackle the pages
Shorten your sentences and eliminate difficult phrases to avoid situation like reading prepared response
Speak in a conversational tone as you would with a friend on the phone. Gesture as you are having a normal conversation
Be cautious with the microphone. Do not tap the microphones as there are audio crew who is going to handle it
Interview No-nos
Don’t ask if you can review the story in advance or change the way it is treated.
Don’t try to threaten the media by stressing that your organization give good advertising business to them
Don’t tell the broadcast people that time is limited for you to give a good response to their questions
NUR NAJIHAH BINTI AMIN NASER (2019420906) BA111 4C