Media Relations Training
The Salween Institute
for Public Policy7 September
2013
IntroductionsIntroductions
ObjectivesObjectives
• Insight into how the media
work and what journalists
want
• Understand different types
of media
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of media
• Know how to prepare and
engage media as an
community
• Practical Tips!
Outline Outline
• Introduction to Media Relations
• Why is Media Important?
• Understanding Changing Media Landscape
• When do you (need to) talk to Media?
• How do you talk to Media?
• How to get your story covered?
• Pitching your story
• Media advisory
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• Media advisory
• Media Relations and Crisis Response
• Kachin crisis
• What can I/we do (individually or as a community)?
• Practical Tips
Introduction to Media RelationsIntroduction to Media RelationsThe Salween
Institute
Why Media is Important?Why Media is Important?
• Public Perception
• Brand your organization
• Image building
• Inform the Public/build accountability & Trust
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• Shape/influence Public opinion
• Position/build reputation
• Control damage
• It affects our lives
Changing Media Changing Media LanscapeLanscape
Social media
Digital/Multi-Media
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You can be the influencer
free of charge!
What is news?International Media Landscape International Media Landscape
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Regional Media Landscape Regional Media Landscape
• Chanel News Asia
• Bangkok Post/The Nation
• Straits Times
• The New Straits Times / The
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• The New Straits Times / The Star
• Jakarta Post/Jakarta Globe
• Asia Times/The Diplomat/East Asia Forum (Analysis)
Private Broadcast Media
• Daily free radio programs, BBC, VOA, RFA, DVB, City FM broadcast in Burmese and some other local dialects are most effective in reaching out to Myanmar’s mass rural
Private Print Media
• Privately-run daily/weekly journals are widely read among major urban cities such
as Yangon, Mandalay and many State’s Capitals
(Mainstream) Media Landscape in Burma/Myanmar (Mainstream) Media Landscape in Burma/Myanmar
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some other local dialects are most effective in reaching out to Myanmar’s mass rural population.
• Daily free 24-hour TV programs in Burmese by Norway-based DVB are watched by almost every household in the country.
• SKYNET – a paid cable TV program that covers live broadcast of significant events and entertainment shows in the country has also become increasingly popular among urban middle class.
• Social media – Facebook
Burma/Myanmar Ethnic Media Landscape Burma/Myanmar Ethnic Media Landscape
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When do people talk to media?When do people talk to media?
• Launch of a new product/service
• Organization sponsored events or awards
• Raise awareness about an issue
• Calls for help in cases of emergency, disasters or humanitarian crisis
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• Calls for help in cases of emergency, disasters or humanitarian crisis
• Visits from organization dignitaries/celebrities
• Involvement in local/community activities
• Calm down public worries in times of uncertainty
How do you talk to media?How do you talk to media?
Individuals vs. Organizations/Public Figures
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Organizations/Public Figures need more than
Media Relations, but also Public Relations.
What challenges you have in talking to media as a What challenges you have in talking to media as a
Group? Group?
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How do you talk to media as a Group? How do you talk to media as a Group?
Preparation Media
Savvy
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Teamwork Pro-active
How do you get your story How do you get your story
covered?covered?
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How information becomes news? How information becomes news?
Current popular issues
e.g., Syria, Haze, Ceasefires
Pitching a story
Various ways
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Pitching a story
Media advisory
Press Release
Citizen Journalism: Simple well-crafted e-
mail/Phone call
Pitching your story to a reporterPitching your story to a reporter
Clarify your overall goal(s) and target audience
Craft key messages
Identify collateral materials that you have to offer,
such as data/statistics, community voices, or a
unique perspective
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unique perspective
Track reporters' coverage of related issues in media
outlets of interest
Look for opportunities to pitch your story
Media AdvisoryMedia Advisory
What is Media Advisory?
A media advisory is an abbreviated form of a press release
often in bullet format, sent the day before or early the day of
an event. It reminds the media of the event by providing basic
facts: who, what, when, where and why.
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Press Release Press Release
A press release is a written statement providing
information to the media to pursuade them to cover
an event, performance, or newsworthy item on the
day of the event.
- Quotations
What is Press Release?
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- Quotations
- Short to the Point with key facts/figures
- Media contact (different language if needed)
Media Relations and Crisis Media Relations and Crisis
ResponseResponseThe Salween
Institute
Case Study (1)Case Study (1)
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Case Study (2) Case Study (2)
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Case Study (3)Case Study (3)
Remember what President Thein Sein say about the
Kachin people and KIO?
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Practical Tips The Salween
Institute
What it takes to talk to media as a Group? What it takes to talk to media as a Group?
Preparation Media Savvy/
Media FriendlyMedia team
Media list
Journalist List
Media strategy
Media monitoring/
Analysis
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Teamwork Pro-active
Write story
Key message
Editor
Spokesperson
Media contact
Media advisory
Pitch story
Prepare to
talk/response
Crisis response
Preparation
Get background on journalist
If responding to call - buy time agree deadlines
Investigate subject
Develop / know your position and
Prepare: Prepare: ResearchResearch
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key messages
Anticipate related issues
Understand your audience
Ensure materials are based in media
reality
Structuring Structuring messagesmessages
Build your message house
What is your desired headline?
What statements can you give?
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What statements can you give?
What facts can you give to back
your statements up?
What stories can you tell to get
your points across?
Pitching Story and Media Monitoring (ETS)Pitching Story and Media Monitoring (ETS)
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Media Monitory & Analysis (Media Monitory & Analysis (AirbnbAirbnb))
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Spokesperson Spokesperson
Bridging phrases
“That’s not for me to answer. What I
can tell you about. . .”
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“That’s not how we see it. Our research
shows us . . .”
“That’s an interesting question. The
important point here is…”
“Let me answer you by saying that . . .”
Keeping on Keeping on tracktrack
FLAGS
“What is important is . . .”
“The key thing is . . .”
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“The key thing is . . .”
“Let me just say what is critical . . .”
“There are three important points here …”
ReviewReviewThe Salween
Institute
Q & A Q & A
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Have Have we achieved our objectives?we achieved our objectives?
• Insight into how the
media work and what
journalists want
• Understand different
types of media
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for Public Policy
types of media
• Know how to prepare
and engage media as
an community
• Practical Tips!
Thank you!
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