Number One Medium
Despite the growth of the internet and electronic media, print still stands as the number one medium among public relations professionals. The reason behind this is related with the fact that many departments at newspapers and magazines use news releases and other publicity vehicles compared with the limited opportunities on network and cable TV. Despite their circulation problem, newspapers still dominate the nation’s news schedule, specifically electronic news directors and bloggers who check news online. To conclude, even in the wired 21st century, print still sets the media agenda.
Objectivity in the Media
Securing positive publicity through the media still lies at the heart of public relations practice. This strengthens the idea of attracting publicity which is related with the fact that publicity is more credible than advertising. To attract publicity positively you have to establish a good relationship with the media.
Journalism is described as not objective by some. The total objectivity is impossible; everybody have biases and perceptions. The relationship between media and public relations people should be friendly. However, there is a major difference between the media and its organization:
The reporter wants the story whether bad or good
- Organizations on the other hand, want things to be presented in the best light.
The Internet Factor
The internet has ushered in a wide age of journalistic reporting. Others claim that it is responsible for the collapse of journalistic standards and the ascendancy of rumor mongering.
Dealing with the Media
In order to have a good relationship between the media and the organization, first an organization must establish a formal media relations policy. Second, an organization must establish a philosophy for dealing with the media, keeping in mind the following principles:
a reporter is a reporter
you are the organization
there is no standard issue reporter
threat journalists professionally
do not sweat the skepticism
do not buy the journalist
become a trusted source
talk when not selling
do not expect news agreement
do not cop attitude
never lie
read the paper
Attracting Publicity
Publicity through news releases and other methods are more powerful than advertising. Publicity differs from advertising [costs money]. The benefits of paid advertising include the following communications are content, size, location, research, and frequency.
Value of Publicity
Publicity makes a lot of sense in the following areas:
Announcing a new product or service
Reenergizing an old product
Explain a complicated product
Little or no budget
Enhancing the organization reputation
Crisis response
Pitching Publicity
The activity of trying to place positively publicity in a periodical of converting publicity to news is called pitching. The following notes will help understand it:
Know deadlines
Generally write do not call
Direct the release to a specific person or editor
Determining how the reporter wants to be contacted
Do not badger
Use exclusive but be careful
When you call do you own calling
Do not send clips of other stories about your client
Develop a relationship
Never lie
Online Publicity
Many vehicles form the nucleus of online publicity:
News releases
Announcements
Links
Newsletters
Libraries
Public appearances
Promotions
Events
Dealing with the wires
Wires services are compulsory vehicles for distributing news. The three paid wire services are PR Newswire, Business wires, and market wires. The public relations professionals must consider the following:
Always include headlines
The lead is critical
Identity the stock symbol
Include contact names and numbers at the end
Specify timing
Specify targets
Check for accuracy
Measuring Publicity
There are five services that help measure the results of the publicity
Media directories
Press monitoring bureaus
Broadcast transcription services
Media distribution services
Content analysis services
Handling print interviews
For an effective interview, there are ten dos and don’t to follow
do your homework in advance
relax
speak in personal terms
welcome the naïve question
answer questions briefly and directly
do not bluff
state facts
if the reporter is promised further information provide it quickly
there is no such thing a being off the record
tell the truth
Process Conference: Press conferences are not all the time the good idea, they can be regarded as suicidal. However, if the organization has real news to communicate, it can then organize conferences.
