Everyone in public relations knows that good publicity is the best advertising. A well-placed article, a positive radio show or the right interview on TV are all what good publicists and media relation’s people dream about.
The Growth of business coverage in the media: -
Before the 1970s,business news was relegated to a few pages toward the back of the newspaper (consisting mostly of stock quotations) and to a handful of business magazines; it received virtually no coverage at all in the national and local television news broadcasts.
As public attitudes changed, however, the business news section in the newspapers gained recognition and began to expand
Six Tips for Better Media Relations
When pitching the media, it’s important that you know something about whom you are calling. If it’s a magazine read, not simply page through, and a couple different issues and if it’s a radio show, listen to it. http://www.mediarelationsblog.com/
- Identify who you are and why you are calling.
- Ask if this is a good time to talk. If it isn’t, ask the reporter to suggest the best time you should call back. Never ask a reporter to return your call. If it is a good time to talk, proceed to the next step.
- Let the reporter know you are familiar with the publication or with stories she writes about.
- Explain the idea in a sentence or two.
- Explain quickly why readers will care.
- Ask if the reporter is interested.
A popular Blog always has something to write about so if PR pros continue to pitch blogs the same way they pitch mainstream media, they will increasingly find themselves being ignored or worse, to have poorly written and executed pitches published and mocked for all to see. Make it easy for the blogger, while still being relevant and personal, and the job of gaining Blog coverage will become much easier.
Media Interview Tips
- Keep answers short
- Avoid “No Comment!” response
- Listen to each question
- Use “bridging” to move closer to your objective
- Use anecdotes
- Keep body language in mind
Simple Techniques for Media Interviews
Walk the bridge: One technique is called a "bridge." This is a phrase that allows you to make effective transitions. A bridge is also a great metaphor. Picture yourself walking across a bridge to safety, away from dangerous issues. Also, picture yourself walking toward your goals, toward the key messages you are seeking to deliver.So, instead of answering a question with one message and stopping, you can bridge to each of your other messages.
Examples: "That's a good point, but the key issue is." " In addition, our research shows." "Not only have we grown profits, but we've also.
"Flag it: The other device is called a "flag." You use a flag to signal to your audience that a particular point is critical. The metaphor, of course, is waving a flag for attention.For instance, in answering a question about your area of expertise, you might say, "The most important thing for people to remember is." "The critical issue is." "The focus of the debate is."Gentle warning: It's important to note that these devices are best used with some subtlety. Don't be like a presidential candidate, leaping from one topic to another with no logical transition between.
http://www.aboutpublicrelations.net/ucmillen1.htm
Carry your flag, and cross your bridge, with finesse. You won't be elected president, but you'll find you've more effectively communicated with your key audiences.
11 tips for using photos and graphics for public relations.
1. Make sure you have good-quality, above-the-shoulders photos of all your experts who are likely to be interviewed by the media.
2. Consider asking your photographer to shoot "environmental portraits" of your experts. An architect, for example, might be shown holding several rolled up architect's renderings under her arm. A construction executive can be shown holding a hard hat or other tools of his trade. Weekly newspapers that don't have big photo staffs would probably welcome these photos.
3. Have interior and exterior shots of your company available for the media. The interior shots can show people at work. Please, no cliche "on the telephone" or "working at the computer" shots.
4. Submit photos with news releases about routine announcements such as new hires, promotions, retirements, awards, etc.
5. Pie charts, bar charts and other graphics can often help readers understand complicated issues such as budgets. Offer to supply information to media outlets so they can create their own graphics to accompany the article they're writing about.
6. If you're sponsoring an event that doesn't necessarily warrant a story, call the photo desk at your local newspaper and let photographers know what's happening.
7. If a photographer from a newspaper or magazine takes photos at your company, never demand to see the negatives, or dictate what photo they should use with the article, or ask for free copies of prints. The negatives are the property of the media outlet, and the media maintain full control over their use. If you want prints, expect to pay for them.
8. Make sure all photos are scanned at print-quality 300 dots per inch and available for instant download at your website, preferably under a button called "Media Room" that can be accessed from the homepage.
9. Avoid using big clunky photos at your website because they slow down the time it takes a page to load.
10. Never, ever ask a newspaper or magazine to take photos of a check passing, groundbreaking or ribbon-cutting ceremony. The media hate these staged events. And don't wimp out by uploading these cheesy-looking photos to your expensive website. http://www.aboutpublicrelations.net/ucstewart1.htm
11. Offer an architect's rendering instead of a groundbreaking shot. In place of a check-passing photo, take a photo that illustrates what the money will be used for. Instead of a ribbon-cutting photo, how about a photo of a businessperson with a customer on the first day of business?
Building a successful media relations program
1.Involve media relations personnel in strategy.
2.develop in-house capabilities
3.Use outside counsel sparingly
4.Developing an online media strategy.
Example: -Adolph Coors Company is a brewery company, which faced a big problem because of NATIONWIDE BOYCOTT. They were not having good relations with media, which creates a big problem for them at the time of BOYCOTT.
PERSONAL EXPERIENCE: Now a days all companies have established a separate department for media relations because of its huge importance. In all most all companies (specially in INDIA) personnel department performs this activity.
REFERENCES: -http://www.mediarelationsblog.com/
http://www.aboutpublicrelations.net/ucmillen1.htm
http://www.aboutpublicrelations.net/ucstewart1.htm
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