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Successful PR, Lobbying and Advocacy at EU level Part 2: Working with the media in the EU arena Fran

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the media report policy news and political announcements every day or on a regular basis ... Embargoed Press Releases (issued in advance to allow journalists time to ... – PowerPoint PPT presentation

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Title: Successful PR, Lobbying and Advocacy at EU level Part 2: Working with the media in the EU arena Fran


1
Successful PR, Lobbying and Advocacy at EU
levelPart 2 Working with the media in the EU
arenaFrancesco Longu, UEAPMEPress and
Communications OfficerIstanbul, 17 September 2008
PHARE Business Support Programme of the European
Union UEAPME - SME FIT II
2
Overview
  • The media as a lobbying tool
  • Media strategy and media policy
  • How we work with the media
  • Getting the message across dos and donts
  • Questions and answers

3
The media as a lobbying tool
  • It makes sense to use the media as part of an
    organisations lobbying strategy since
  • the media report policy news and political
    announcements every day or on a regular basis
  • the media enjoy a wide general audience or a
    small but targeted one - in both cases, they have
    a multiplier effect that can rise an
    organisations profile
  • policymakers are concerned about their image
    conveyed by the media
  • the media may generate pressure on policymakers

4
Media strategy and media policy
  • Advance planning is crucial, nobody can afford to
    sit idle until a crisis looms or bad coverage
    appears
  • Media strategy decide how, when and why an
    organisation works with the media to get its
    message out
  • Media policy establish clear internal procedures
    about who handles relations with the media and
    how
  • Some other issues that require attention human,
    financial and technical resources, crisis
    management, performance evaluation

5
How the media operate, and how to respond
  • Tight deadlines must be understood and respected
  • Editorial planning know their schedule, if there
    is one
  • Editorial roles know who to talk to, and at what
    time
  • Have a story to tell, provide additional
    background information, do not try to write their
    story
  • Follow up, but dont be a pain
  • Use the right tools for the result you want to
    achieve
  • Try and target the medias media, i.e. the
    media journalists themselves are likely to use

6
How we work with the media
  • Focus on Brussels-based media (EU-wide outlets or
    Brussels-based correspondents)
  • Main recipients press agencies, daily bulletins,
    online newspapers
  • Less frequent contacts with TV and radio
  • Main tool used news releases

7
How we work with the media
  • News releases are our main output. There are
    different types of releases
  • Advisory Notices (advance warning to be followed
    up)
  • Press Releases (who, what, where, when and why)
  • Press Statements (quick reaction with quotes)
  • Press Briefings (more in-depth and comprehensive)
  • Embargoed Press Releases (issued in advance to
    allow journalists time to investigate and prepare
    their story)

8
Anatomy of a press release
  • Logo
  • Date, place, embargo notice
  • Title
  • First paragraph the 5 W
  • Direct quotes
  • Editors notes
  • Contact names for follow-up

9
Getting the message across dos
  • Be on the story
  • Be realistic
  • Be consistent
  • Be proactive
  • Be helpful
  • Be accessible
  • Be ready to provide figures and images
  • Be ready to follow up

10
Getting the message across donts
  • Do not assume, but cross-check
  • Do not obscure the message
  • Do not use jargon, clichés or unexplained
    abbreviations
  • Do not exaggerate
  • Do not make claims you cannot prove
  • Do not use irony (wit is ok)
  • Do not make defamatory statements
  • Do not use the media (only) to speak to someone
    else

11
Current trends in media relations
  • Online media and online information will gain
    importance in the coming years, so it is crucial
    to
  • Consider these media as full-fledged outlets
  • Provide policy positions and backgrounds online
  • Update the organisations website in real time
  • Adopt new forms of content distribution such as
    RSS
  • User-generated content (blogs and social
    networks) will be a factor for organisational
    reputation
  • The attention crash it is harder to stand out
    when media are overloaded with information

12
Questions and answers
13
Thank you for your attention!
PHARE Business Support Programme of the European
Union UEAPME - SME FIT II
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