Media Management:

It is studied under three categories:

1. Video Press release 2. Invite for press conference. 3. Attending press interview 4 Crisis
management

1. Video press release

Today most of the corporations use video to replace paper releases.

Past videos are used to provide information to employees, today they are also used for community
relations, investor relatios, crisis communication, environmental awarness programmes etc

VNRs is also called as a propaganda technique

Prime reason for video news release (VNR) is that many people do not read papers or magazines.

VNR must be of good quality. It must have all the television news features.

VNR length is 5 to 7 1/2 minutes neither too long or short

Hire a professional production company to produce, edit, and distribute your VNR

• VNR scripts are written and negotiated like press releases and should closely followed

• Buying satellite time – The company should purchase satellite time to "broadcast" the VNR to
the media.

• When the company purchases satellite time, it will receive "coordinates." Satellite coordinates
include feed date, time, satellite name and transponder numbers, downlink frequency, and
audio channels - all essential information.

• On the day of the satellite feed, the company should send out a media alert, which includes very
general information about the content of the story and the satellite coordinates, to broadcast
media.

• Post the VNR on social media sites that your firm utilizes, including YouTube and Facebook.

• To get an estimate of how many people saw your VNR, make sure your distributor utilizes
electronic tracking services such as Nielsen, SIGMA, VMS or others.

2. Inviting for Press conference

• Determine whether press conference is necessary, if not go for press release.

• Pick up the right location like good conference room fully equipped and right time for news
release

• Be prepared with:

• consider having chairs, tables, pads and other stationery.

 • Prepare statements and handouts in advance

• Invite and receive the media properly

• Arrange for all supporting staff, equipments like bulbs, mike etc

Always make the conference concise and short

3. Attending a press interview

• Determine the reason for the interview and select the right person depending on the situation.
Always experts should face the interview. Avoid negative mind set approach

• Prepare for the interview by organising your thoughts, analyse the audience mind.

• Anticipate the topics and questions. Prepare with a right and proper answers. Always be positive
and clear.

• Build strong transitions and bridges for all your answeres. Support with evidence.

• Be tactful while answering tough and tricky questions.

• Turn the negative questions to positive answers.

• Always keep your cool and dress for the occasion.

• Be ready for the spontaneous questions.

• Always display confidence in your voice.

• Finally evaluate post interview session and any correction if required.

4. Strategy when crisis hits

Within the first 60 min of the crisis initial statement must be distributed.
With the first three hours the crisis management team should be assembled.
By the end of first day short term operations and communication process must be up and
running.
From the initial point to end of the crisis regular press release and possible press conferences
will become the norm.
In the initial statement: Describe the crisis situation, Assess the public economic and
environmental danger, intimate local authorities, additional steps taken as remedy, people to
contact for further assistance.
Make full use of companies web site will required information and assistance