Media Relations

Effectively working with your

target news sources
 What’s being covered today?
• How media relations fits into PR
program
• Establishing the relationship
• Media tactics
• Media relations measurement
 PR: A formal definition

A management function to
establish mutually
beneficial relationships
between an organization
and its publics.
 PR: A simple definition

The practice of doing the right

thing—of performing—and
communicating the substance of
that performance.
 How media relations “fits”
• Media comprise a “public”
• Media key in communicating “substance
of our performance”
• Every organization can benefit
 Value of media relations
• Communications for the budget-
challenged
• Reputation enhancement
• Crisis response
• Product announcement or
re-introduction
 Media policy
• Written policy
** Who receives media calls
** Who is spokesperson
** Interview procedures
** Written material for media
** Media kit
 Establishing the relationship
• Research
** ID media, contact people, current
information
** ID preferred methods of receiving
information
 Establishing the relationship
• Target key media
** Geography
** Specialized departments & “beat”
reporters
** Your message:
“We are the expert
resource!”
 What do media want?
• Newspaper – Dailies
** Local angles
** Interview arrangements
 What do media want?
• Newspapers – Weeklies
** Make their job easy
 What do media want?
• Television
** Concise information
** No pictures, no coverage
** Topics that fit with
programming
 What do media want?
• Radio
** Concise information
** Topics that fit format
** Entertainment medium
Be prepared!
 Media relations tactics
• Media visits
** Establishes rapport
** Learn their priorities
** Pitch specific topics
 Media relations tactics
• Power of the news release
** Regular distribution (“News Release
of the Month”)
** Employee announcements
 Media relations tactics
• Letters to the editor
• Visits to editorial board
 Special tactics
• Special programs, sponsorships,
personalities
• Unique twist on an on-going program
• Be prepared with information
 Tactics to use sparingly
• News conferences
• “Exclusives”
 Media measurement
• Why measure?
** Quantify PR efforts in meaningful
ways
** Gauge message frequency, location
** Use as benchmark
 Measurement tools
• Advertising equivalency
• Impressions
• Content analysis
 Measurement example
• “Quilt memorializes tissue donor” –
Rockford Register Star
** 33 inches
** $91.83/inch advertising cost
** $3,030 advertising equivalency
** 71,562 impressions
** Positive!
 In conclusion…
• Media relations:
** Part of ongoing relationship building
** Communicates the substance of your
performance
** Quantifies your efforts to your
company’s management