MODULE 5
MEDIA RELATIONS
Introduction
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Media relations refers to the relationship that a company or organization develops with journalists (media people).
Media relations is the ongoing facilitation and coordination of communication and relationship between an individual, group or organization and media.
While the public relations extend the relationship beyond the general public.
ROLE OF MEDIA IN PR
- Newspapers
- Newsletters: bulletin issues periodically to a member society or the organization
- Magazines
- Radio
- Websites
- Wire services/news service: a news agency that supplies syndicated news by wire to newspaper, radio, and television stations)
- (ex: united press international, USA press association
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TOOLS OF MEDIA RELATIONS
- Press release/ News release
- Press conference
- Social media
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PRESS RELEASE
Press releases are the most common and among easiest ways for organizations to get the information they feel is important to media.
PRESS RELEASE
CHARACTERISTICS
- It should be newsworthy
- It should be factually true
- Brief and precise
- Drafted in simple language
- It should be suitable for publication
- 5 W's
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PRESS CONFERENCE
- When information is especially innovative or important or it involves other institutions, it can be called a press conference.
- It is an interview given to journalists by a prominent person in order to make an announcement or answer questions.
Press conference
MAJOR STEPS FOR SETTING UP PRESS CONFERENCE
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- Clearly stating a good reason for holding a press conference.
- Deciding what message one wants to deliver through media.
- Working out the location of the press conference.
- Setting the date and time of the press conference
- Inviting the media
- Inviting the guests
- Preparing the spokesperson to deliver the message
- Choosing the moderator for the press conference
- Preparing background materials
- Practicing the roles with members of group
- Preparing visual aids
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SOCIAL MEDIA
It refers to interacting with other people sharing information with by them and receiving information from them.
CHARACTERISTICS
- Participation
- Openness
- Conversation
- Community
- Connectedness
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TYPES OF SOCIAL MEDIA
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- Social networks: Facebook, LinkedIn
- Bookmarking sites: centralized online service which allows users to add, edit and share bookmarks of web documents Ex: delicious & stumbleupon
- Social news: digg and reddit
- Media sharing: youtube & flickr
- Micro blogging: twitter
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BENEFITS OF SOCIAL MEDIA
- Low cost
- Unlimited access
- Simple
- Global reach
- Contact building
- Flexibility
- Measurability
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WORKING WITH THE MEDIA
Working with media is an excellent way to promote participation is ongoing work for the organization.
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PROCESS OF WORKING WITH MEDIA
- Step 1: establishing personal relations
- Step 2: giving them what they need
- Step 3: asking for what is required, with reason
- Step 4: always being pleasant and respectful
- Step 5: being resource to media
- Step 6: keeping a current media log
- Step 7: providing up to date information
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MEDIA RELATIONS PROGRAMME ELEMENTS
- Plan
- Press kits/ media kit
- Media lists
- Public service announcements (PSA's)
- "Op-ed” articles
- Letter to editor
- Press conference
- Media tours
- Press clipping services
- Special events
- Trade shows
- photography
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Continued...
- Audio tapes
- Internet monitoring
- Community meetings
- Specialized fact sheets
- Quarterly newsletters
- Annual reports
- PR campaign measurements
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ROLE OF TECHNOLOGY IN
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- Internet
- Blogs
- Podcasts
- RSS feeds
- Intranets
- Extranets
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Thank you
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