Lecture 6: Media

Relations Techniques and

Tools (Cont.)
Modern Media Relations
Main Factors for Modern Media Relations

• Decline of mainstream media

• Explosion in internet usage
• Less start-up investment and production cost
• Increasingly sophisticated and demanding society
Discuss

• What are major differences between traditional media relations and modern media relations?

• More personal?  impersonal 

• More cost                      reach ; lower cost; speed
• Demography 
• Interactivity 
• Multi-media 

• What are similarities?  accurate, truthful information – companies to be genuine/authenticity

Structure for Modern Media Relations

• Centralized model
• Hub and Spoke
Discuss

What are some key considerations for practicing modern

media relations?
Who and where are your audiences  ; when do they use
the social media sites; and how   - personal
Up-to-date on features; apps – capabilities of your
manpower
Time speed and reach and interactivity  - sincere
Discuss

• What are some main challenges?

• Too many channels /information overload– who and where are

your audiences
• Misleading information – anonymity; speed and reach  - loss of
control
• Technical knowledge and multi-tasking skills
• Expectations of target audience
Advantages

• Freedom to post news that may not be strong enough for mainstream
media but are still of interests to journalists
• Accessibility of mobile device to the Internet
• Ease of use of social media tools
• Publish multi-media content
• Ability to publish content quickly
• Use Twitter to initiate conversations with journalists
• Lower costs
Discuss

• What are the disadvantages?

• Loss of control
• More risks  - trolls
• Speed and reach 
Planning Modern Media Relations

• What are your goals?

• Who is your audience?
• Where is your audience?
• When is your audience online?
• How will you manage the channels of modern media relations?
• How will you measure effectiveness?
• What are your competitors doing?
Example
Discuss: Case Study on MyStarbucksIdea.com
Bloggers and Influencers

• No longer just celebrities

• Person who has experience or passion