CHAPTER 3: Media and PR planning and strategies

Media PR team

People involved in talking and coordinating with media in order to develop a good relation with media stakeholders

1. Spokesperson 2. PR coodinator 3. PR writer

Talking to Media ( Media PR team) : The Spokesperson

Spokesperson are assigned individuals from the company who interact with media for interviews, opinions and
sharing company’s information

Not all people can/ should talk to media.

Spokesperson are trained and oriented by company PR division or PR agency for interviews and opinion
sharing

Spokesperson are trained and oriented by company PR division or PR agency for interviews and opinion
sharing

Can be company heads, marketing managers, PR reps who knows the business and have the confidence
and composure to face media.
Spokesperson Do’s and Don'ts

Do’s Don’ts

Be prepared. Don’t talk something you don’t know.

Know the topic of interview. Don’t keep talking to fill silence
Remember to use key messages Don’t bad mouth or make personal remarks
Provide details Don’t say things ‘off the record’ ( nothing is!)
Analyze and prepare for expected questions Don’t provide private information about the
Rehearse company that isn’t authorized
Be honest and ethical Respect the interviewer and his/her time
Background check of reporter/ media before interview
Be professional
Talking to Media ( Media PR team) : The Media Coordinator

Media Coordinator is the person who coordinates with the media on a day to day basis.

Makes press calls, updates media database, and maintains good rapport with media people

Main job is to develop relation with the media ( reporters, journalists, editors etc)

Ensures media presence in press conferences and events, distribute/ supply newsfeeds and Press release to media,
follow up for news coverages, coordinates for media interviews and briefing sessions.
Talking to Media ( Media PR team) : The PR writer

PR writer is the person who writes PR, News story, articles etc. for the company brand.

Has good writing skills

Must have a good understanding of the organization because everything that is written and released must
reflect accurately the position of the organization.
Discuss and develop PR
ideas and strategies to
persuade men to shave
 Developing the Media relations Plan

Step 1:  Define the objectives for PR and media relation plan. ‘
Will it be designed to:
- Establish expertise among peers, the press, or potential clients or customers
- Build goodwill among your customer, supplier, or the community
- Create and reinforce the brand and corporate image
- Inform and create good perceptions regarding the company and services
- Assist in introducing a new service or product to your market?
- Generate sales or leads
- Mitigate the impact of negative publicity and corporate crisis?

•Step 2:  Define goals in achieving this objective .

specific, measurable, results-oriented and time-bound activities .
These goals must be in-line with your overall business, marketing, and
sales objectives.
Media relations goal can also be based on number of articles/ news/
stories published, monetary value of published articles, media that needs to
carry the articles etc.
Step 3:  Determine  the target audience
Who is it that you want to reach with this campaign
What is the key message
Brand target audience vs. audience covered by specific media

Step 4:  Develop a schedule for your public/ media relation campaigns.
Create synergy by coinciding your public relations plan with other marketing and
sales efforts. ( e.g. New year scheme, new product launch, peak season campaigns,
events and activities.
Schedule and activities for non advertising/ marketing activities phase ( scoops,
success stories, articles, opinions etc.)
 PR schedule

Month

S.NO Activitiy Jan Feb Mar Apr

    WK1 WK2 WK3 WK4 WK1 WK2 WK3 WK4 WK1 WK2 WK3 WK4 WK1 WK2 WK3 WK4

1 New Brand Launch event                                

2 Consumer testimonies                                

3 Pre hype ( raise product interest)                                

4 Media interviews with spokesperson                                

  New product PR and coverages                                

5 Brand activation (malls and collegess)                                

6 Retail push ( retail activation)                                

7 Product demo ( banks, corporate houses)                                

8 Product demo ( media reviews)                                

9 Success stories ( international)                                

10 Success stories ( Nepal)                                

11 Maintenance activities ( 2nd quarter)                                

Step 5: Develop your plan of attack.
What communication vehicles will you use to get your message to the public?
Examples may include:
• Press releases
• Articles
• Customer Success Stories
• Letters to the Editor
• Press Conferences, Interview, or Media Tours
• Radio, Television, or Press Interviews
• Seminars or Speaking Engagements
• Event Sponsorships

•Step 6: Put measures in place to track the results of your public relations campaign.
After each campaign, review the results.
Did you achieve the defined objectives and goals of this campaign?
Should you consider modifying your original plan? If so, how and why?
Stakeholders Mapping
( media )

Mapping/ categorizing stakeholders based on their influence and their level of interest in your business/brands

Different media may have different level of influence to the target audience.

- People/ Population they reach

- Area they cover
- Trust and seriousness of media targets/ people towards media

Different media may have different level of interest in the business or brands that company offers.

- New Contents/ area they specialize

- History of relationship with brand/ company
- relative importance to the brand and company ( may be due to advertising, personal relationship,
participations in brand / company activities)
High

Meet their needs Key Player

Engage and consult Manage closely

Increase/ maintain level of Involve in projects and
Influence/ Power of Media

interest decisions
Aim is to move them to the right Engage on regular basis
Could be a risk/ threat Work to maintain the relationship

Low Priority Keep Informed

Monitor Make use of interest through involvement
Communicate Generally to keep updated Consult on their area of interest
and expertise
Aim to move right
Can be a supporter / Ambassador

Low High
Interest of Media
 Benefits of a PR plan

1. Planning helps focus on efforts

2. Improves effectiveness
3. Gives a long term view of actions and activities
4. Enhances proactivity
5. Reduces conflicts and confusions
6. Minimizes mishaps
7. Demonstrates value for money
8. Helps in resources planning
Develop a PR plan for a brand of your choice

CIE 1
1. Define objectives
2. Define goals and activities in achieving this objective
3. Determine  the target audience

Media Target
Brand Target
Media list Rationale

Geography

Demography

psychography

Behavioral
4. Develop schedule of media relations campaigns

Month

S.NO Activitiy Jan Feb Mar Apr

    WK1 WK2 WK3 WK4 WK1 WK2 WK3 WK4 WK1 WK2 WK3 WK4 WK1 WK2 WK3 WK4

1                                 

2                                 

3                                 

4                                 

5                                 

6                                 

7                                 

8                                 

9                                 

10                                  
4. Develop your plan of attack.
5. Review and Monitoring

Monitoring Mechanism Contingency plan

 Stakeholders in PR :

a) Employees
b) Investors and board of directors
c) Customers
d) Media
e) Consumer forums and groups
f) Government
g) Vendors and suppliers
h) Creditors and Financial institutions
i) General public and community

Stakeholder mapping ( as in media mapping discussed earlier) is mapping the relevant stakeholders in
the Power/ interest grid inorder to identify their power and their interest in the company’s business/
brands.
Mapping the stakeholders helps companies to devise relevant PR strategies and activities.
High

Meet their needs Key Player

Engage and consult Manage closely

Influence/ Power of stakeholder

Increase/ maintain level of Involve in projects and

interest decisions
Aim is to move them to the right Engage on regular basis
Could be a risk/ threat Work to maintain the relationship

Low Priority Keep Informed

Monitor Make use of interest through involvement
Communicate Generally to keep updated Consult on their area of interest
and expertise
Aim to move right
Can be a supporter / Ambassador

Low High
Interest of Stakeholder
High

Influence/ Power of stakeholder Meet their needs Key Player

Low Priority Keep Informed

Low High
Interest of Stakeholder