Chapter 9 Print Media

Print Media Relations
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

1. 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.