Understanding the Media and Public Relations

June 2, 2010

eBay Inc. confidential2

Introduction

• Although the scope of Public Relations is wide, including Analyst Relations, Media Relations, Investor Relations, Internal Communications and Labor Relations, there is a strong focus on media relations and that is what we will focus on in today’s webinar

• We will focus on how to deal with the media and answer questions like:

– How many of you have participated in media interviews?

– What was your experience?

– What key message do you want to convey to your key audience?

– Is there one question you secretly hope the media won’t ask?

eBay Inc. confidential3

What can public relations do for you?

eBay Inc. confidential4

There’s never a dull moment

The Web has transformed everything

• User-generated content is everywhere– Blogs– Bylines– Social media channels

• Compressed publication times– Quick turnaround: News cycles are now 24/7

• Media outlets publish continuously– Your remarks may be published within seconds– Websites have replaced print editions

eBay Inc. confidential5

Importance of the Internet to journalists

Reporters use the Web to:

• Publish and push breaking news to desktops

• Research stories

• Visit your site when you make news

• Use e-mail for feedback, story ideas, and asking questions

eBay Inc. confidential6

Working with the media

Become a news engine—every company is a media company

• Newsroom

• Generate content: Bylines, blogs, press releases etc.

• SEO

• Tips & Tricks

• Leverage social media channels:

• Twitter

• Facebook

• Digg

eBay Inc. confidential7

Elements that increase newsworthiness

• Simplicity

• Impact on audience

• Entertaining value

• Trends

• Unusual aspect

• Visuals

• Timeliness

• Multiple sides

eBay Inc. confidential8

What makes headlines?

News has become story-telling; journalists are interested in:

• Good guys vs. bad guys

• Beating the odds, miracles, quirks

• Injustice

• Outrageous activity

• Exceptionally visual activity

eBay Inc. confidential9

The truth hurts

News outlets report truth in different ways

• Your view of the truth may not match that of the editor

• Get your view to the public in the earliest reports

eBay Inc. confidential10

What NOT to do?

Never lie to the media

• The truth will be told

• The cover-up is the killer

eBay Inc. confidential11

Anticipate Topics

The reporter can ask anything

• Not bound to stick to the topic

• Check today’s newspaper for topics

Understand the scope of the report

Roundup or profile story

eBay Inc. confidential12

It’s question time

Anticipate toughest questions• The reporter may be after a different story• The reporter may be seeking to provoke you

Develop responses to questions on all

potential topics, not just those you would like

to be asked

eBay Inc. confidential13

Why talk to the media?

Understand the purpose. Use the interview as an audience for your message

• Develop embedded messages

• Quantified information

• Ideal headline

eBay Inc. confidential14

Identify Terms

• Explain technical lingo

• Watch out for common words that may mean something else to reporters– White paper– Infrastructure– Sustainable

• Spell out acronyms– BIM– LEED– GIS

• Speak clearly

• Use care with regional accents

eBay Inc. confidential15

RULES: How to handle media interviews

Use your embedded messages

• Don’t hang yourself with:

• Don’t comment on customers or competitors

• Don’t speculate

• Don’t try to fault the reporter

• Work toward half-minute answers

• Don’t defend yourself before you are accused

• Listen for false assumptions in the question

eBay Inc. confidential16

The Technicalities

• Don’t ask to approve a story before it runs

• Don’t go “off-the-record”

• A reporter is likely to be in your audience

• Never let a reporter hear anything you don’t want reported

• Reporters are human beings too

eBay Inc. confidential17

Use Effective Body Language

Presentation: Impact on Audience

Words 7%

Tone of voice 38%

Body language 55%

eBay Inc. confidential18

Use Effective Body Language

Body language applies to print interviews, too

“Everybody Loves Raymond”

Use gestures to increase animation

Small gestures

Shoulder high

Arm motion, not wrist motion

Practice using gestures naturally

Q&A

Thank You!