Delivering Your Message

1
Delivering Your Message

• Means Should Match the Message and the Target
  Audience

2
Technology

• The internet has only been available to the
  public for a little over a decade, yet it has
  revolutionized the way we communicate and conduct
  business.
• The web impacts our political, economic, social
  and cultural life -- at least in Western
  countries.

3
Technology

• Is there a digital divide?
• Over 300 million people use the World Wide Web
  -- globally.
• But 91 percent of Internet users come from 19
  percent of the worlds population.

4
Technology

• However, the Internet is the most rapidly
  growing means of receiving news releases, story
  ideas, audio and video files from public
  relations sources.
• Its also the primary means of reaching an
  audience for your product, service or
  organization.

5
Technology

• Fiber optic cable (very thin strands of glass)
  increases the volume and speed of transmitting
  data. A 500-page novel can be transmitted in just
  over two seconds.
• Digital transmissions improve the quality of
  television. Sounds and pictures are broken into
  electronic codes before they are sent -- they are
  reconstructed once they reach their destination.

6
Technology

• Wireless transmissions allow accessibility to
  cell phone technology and the Internet from
  almost anywhere.

7
Technology

• New Opportunities for Public Relations efforts
• Internet web pages, video, podcasting, chat
  rooms, webcasting, emails
• Cell Phones text messaging, alerts

8
Technology

• Reality of the Internet
• Reach is worldwide (reactions may come from
  unexpected places)
• Content is virtually uncontrolled. There is no
  traditional media gatekeeper to control the
  spread of rumor, innuendo and just plain lies.
• Tracking usage is easier.

9
Websites

• Websites can be very effective public relations
  tools.
• Should be easy to use and navigate
• Well designed and reflective of companys image
  and message
• Up-to-date
• Provide contact information

10
News Releases

• Public relations experts have traditionally
  used news or press releases to alert the media of
  new, interesting or important information.
• The media relies on news releases since most
  media organizations spend their money on
  talent, not news-gathering. Most reporters
  spend their time processing information, not
  gathering it.

11
News Releases

• Public relations people are often considered
  unpaid reporters.
• News releases are judged on their
  newsworthiness, timeliness, interest to readers
  and other traditional news values.
• Media outlets are under no obligation to use
  the information provided. However, a news release
  that provides valuable, newsworthy information is
  more likely to be used.

12
News Releases

• Traditional News Releases
• Sent electronically (email/fax)
• Through the mail

13
News Releases

• Up-to-date media list
• Key message of news release
• Who is the primary audience?
• What does the target audience gain?
• Whats the objective (increase sales, enhance the
  companys reputation, increase attendance)?

14
Successful News Releases

• Topical
• Relevant
• Turthful
• Well-written
• Appropriate
• Follow AP style (AP stylebook)

15
Media Advisories

• Short news releases/bulletins to let the media
  know of opportunities or events that they might
  want to cover
• Company employee featured or honored by
  organization
• Local contest
• Visiting dignitary

16
Media Kits

• Provide information and resources for reporter
  or news organization to make the reporters job
  easier

17
Pitch Letters

• Correspondence to targeted media members
  suggesting coverage

18
Newsletters

• Most organizations publish newsletters on a
  regular basis
• Distributed by email or mail

19
Brochures

• Provide information about an organization,
  product or service
• Often targeted to specific group

20
Video News Releases

• Many companies produce video news releases to
  send to television news organizations or
  programs.
• These productions resemble a news story and are
  often run on stations with no credit to the
  producer of the spot.

21
Promotional Announcements

• Public Service Spots
• Posters/Flyers/Billboards

22
Media Tours/Blitzes

• Bringing the media to your organization

23
TV/Radio Appearances

• Let local/national media know what your employees
  do
• Experts in fields of education/health/business/spo
  rts/politics
• Unique facilities/approach

24
Product Placement

• Agreements to provide product in return for
  exposure

25
Public Appearances

• Speeches
• Meet and greets
• Events

26
Corporate Sponsorships/Events

• Events that match your image/corporate mission