PR Ch 9: Media Relations

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PR Ch 9 Media Relations

• PREVIEW
• Lets look at the two problems on p. 173
• Role of Technology (all newer stuff)
• The Role of the Media
• Relations between Journalists and PR
• Working with the Media
• Elements in the Media Relations Program
• Video
• Crisis Communication
• Class discussion Hurricane Katrina

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PR Ch 9 Media Relations

• PREVIEW
• Multinational Corp v. Bloggers (environmental)
• New Orleans Police (disaster)

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PR Ch 9 Media Relations

• ROLE OF TECHNOLOGY TODAY
• The Internet
• Blogs, iPods and RSS Feeds
• Intranets, Extranets and Web Sites

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PR Ch 9 Media Relations

• Role of Media Relations in PR
• Key Point UNCONTROLLED media
• Newspapers
• Newswires and Wire Services
• Magazines
• Radio
• TV and Cable TV (segmentation..)
• Online News Services

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PR Ch 9 Media Relations

• BASIS OF JOURNALIST/PR RELATIONS
• Media as Watchdog
• Agenda-Setting Function of the Press
• Journalists have difficultly getting everything
  they need

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PR Ch 9 Media Relations

• BASIS OF JOURNALIST/PR RELATIONS
• PR view of the Journalist
• Mutual Dependency
• Building Positive Relationships
• Tips for getting along
• Establish a relationship
• Cultivate the relationship
• TRUST and GOOD SERVICE

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PR Ch 9 Media Relations

• WORKING WITH THE MEDIA
• Preparation Preparation Strategies
• Research and Planning
• Spontaneous
• Planned

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PR Ch 9 Media Relations

• MEDIA RELATIONS PROGRAM ELEMENTS
• News Release
• Six types of features (business, consumer,
  financial, product, pictorial, public service)
• Media Kit or Press Kit
• Distributing Release
• Media/News Conferences

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PR Ch 9 Media Relations

• VIDEO USAGES
• Video News Release
• Electronic Media Kit
• Satellite Press Conference
• Satellite Media Tours
• Web Media

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PR Ch 9 Media Relations

• CRISIS COMM. What is a CRISIS?
• Cohn Wolfe advice (six activities)
• Plan specifics
• Putting public interest first
• Taking responsibility
• Being open and honest
• Designate a spokesperson
• Establish a central media center
• Respond to inquiries with predetermined guidelines

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PR Ch 9 Media Relations

• CRISIS COMMUNICATION
• Best defense is a good offense
• Maintain trust and credibility
• Keep audiences informed
• Tailor each message to the audience receiving it
• Establish rumor control but keep two-way
  communication open
• Monitor effects of rumors intervene early!

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PR Ch 9 Media Relations

• Should PR be licensed?
• What do you think of APR and ABC

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PR Ch 9 Media Relations

• Martha Stewart Case Study
• One group will answer questions 1 2
• Second group will answer questions 3 4