prsa apr media prep

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Gina Luttrell, PhD Assistant Professor of Public Relations & Social Media Twitter: @ginaluttrell APR Prep Session: Media Relations Gina Luttrell, Ph.D. March 8, 2014

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For those studying for the APR comprehensive exams this PPT reviews media relations and SM having to do with media relations.

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Page 1: PRSA APR Media Prep

Gina Luttrell, PhD Assistant Professor of Public Relations & Social Media

Twitter: @ginaluttrell

APR Prep Session: Media Relations

Gina Luttrell, Ph.D.

March 8, 2014

Page 2: PRSA APR Media Prep

Intro

Gina Luttrell, Ph.D., @ginaluttrell

Professor of Public Relations and Social Media at Eastern Michigan University

15 years as a PR practitioner

Began teaching in 2007

My career has spanned large corporations to Non-profits

Loved media relations

AP, CBS Evening News, newspapers, TV, magazines

Consult, research, present & conduct workshops to keep active and current in PR & SoMe

Forthcoming Text: Social Media: A Complete Guide for Public Relations Practitioners – Share Optimize Manage Engage

PRSA-Detroit Member &PRSSA Faculty Advisor, Eleanor Wright Chapter

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Page 3: PRSA APR Media Prep

Pulse Check

How are you feeling so far about earning your APR?

How many consider media relations a key part of your job?

How has media relations changed or remained the same over

the past few years?

How would you define media relations?

What do you hope to learn from this session?

Interactivity in this session is a must!

Ask questions

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Page 4: PRSA APR Media Prep

Media Relations & APR

Media relations is an integral part of public relations

It is one of the key KSAs (knowledge, skills and abilities) tested in

the accreditation process

Demonstrate your media relations knowledge in the PR plan you

discuss during Readiness Review

Media relations accounts for 5% of the computer-based exam

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Page 5: PRSA APR Media Prep

Definition

Media relations definition

Mutually beneficial associations between publicists or public

relations professionals and members of media organizations as

a condition for reaching audiences with messages of news or

features of interest

Maintaining up-to-date lists of media people and a knowledge

of media audience interests are critical to the function

Dealing with communication media in seeking publicity or

responding to their interest in the organization

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Page 8: PRSA APR Media Prep

Who Does What?

Let’s Talk Roles &

Responsibilities

Page 11: PRSA APR Media Prep

Your Role

Good media relations ensures accurate, balanced and timely release of your organization’s information

We are the middlemen – the connector

PR & media have adversarial relationship, which serves the public interest

Cutlip’s guidelines for good media relations:

1. Be honest – never lie

2. Give service

3. Do not beg or complain

4. Do not ask to pull stories

5. Do not flood the media with news

Goal = establish trust and long-term relationships

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Page 12: PRSA APR Media Prep

Your Role: Establish Credibility

Proactive Media Relations

Get as much information as possible prior to meeting Reporter’s interest/bias

Reporter’s knowledge of the industry

Media outlet and its audience

1. Tailor message to audience and reporter

2. Time message to publication and/or reporter deadlines

3. Initiate contact

Deadline

Establish Your Agenda Analyze your audience

Identify your objectives

Identify three key points

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Page 14: PRSA APR Media Prep

Your Role: Know Thy Reporter!

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The Interrupter/Machine Gunner -- Don’t let them finish what

you mean to say

The Baiter -- Don’t confirm rumor or speculation, or let a

reporter put words in your mouth

The Doubting Thomas -- Establish your credibility

The Quiet One -- Avoid the temptation to fill white space

The Dumb Act -- Watch out for hidden agendas, attempts to

catch you off guard

The Unfocused Reporter -- Help him/her find an angle

Page 15: PRSA APR Media Prep

Your Role: Reactive Media Relations

Reactive

Information gathering Get all the information upfront, especially in crisis situations

Additional resources Offer reporters analysts and customers that will help them round-out their story

Time sensitivity “I carry my Blackberry and, like an addiction, must check it every few minutes; not to do

so can mean missed media opportunities, or worse, a newswire quote which reads,

‘couldn't be reached for comment’—which occurred recently when I didn't call a reporter

back within an hour. The journalist also expected instant gratification, and when I finally

did call back, it had already appeared on more than 80 websites. Is this indeed life

today?”

- Ronn Torossian, CEO, 5W Public Relations, in Bulldog Reporter

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Page 16: PRSA APR Media Prep

Your Role: PR’s Reputation

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Fatal Flaws

Off the record: no such thing.

“No Comment”: makes it look like you have something to hide.

Off the cuff: you’re risking an outrageous verbal faux pas

Missing a deadline: the news cycle moves quickly; help the journalist

meet deadlines.

“I carry my Blackberry and, like an addiction, must check it every few minutes; not

to do so can mean missed media opportunities, or worse, a newswire quote which

reads, ‘couldn't be reached for comment’—which occurred recently when I didn't

call a reporter back within an hour. The journalist also expected instant

gratification, and when I finally did call back, it had already appeared on more

than 80 websites. Is this indeed life today?”

- Ronn Torossian, CEO, 5W Public Relations, in Bulldog

Reporter

Page 17: PRSA APR Media Prep

Your Role: Tell the Truth; Just the Facts

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BP CEO Tony Hayward

“I think the environmental impact

of this disaster is likely to have

been very, very modest.”

“I’d like my life back.”

Untruths: Don’t lie, the truth

will out; and don’t withhold

bad information, it will turn

into a damaging, negative

story.

Don’t pick a fight: reporters

are neither friends nor

enemies; they are

professional colleagues.

Page 19: PRSA APR Media Prep

Best Practices

Media relationship best practices

Keep the audience in mind when pitching the

story

Keep it simple – jargon free

Use short, informative sentences

Start with your most important message point

Don’t argue with the reporter

Don’t repeat false statements

Don’t over-answer

Focus on key messages/bridge back to main points

“Well, what’s really interesting is … or… what’s

really important…”

Use facts at hand, not from memory

It’s okay if you don’t know an answer, but get back

to the reporter as soon as possible

Say “I don’t know, but let me find out and I’ll get

back to you” rather than winging it

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Be truthful

Never give personal opinions (speak to issue,

message and goals)

Do not respond to hypotheticals, stick to facts

Don’t only contact reporters when you want

something

Additional resources

Offer reporters analysts and customers that

will help them round-out their story

Never go “off the record”

Be gracious – say “Thank You!”

Page 20: PRSA APR Media Prep

Social Media

Page 21: PRSA APR Media Prep

PR/Communications Influence

Corp Communications, specifically PR, is best-positioned to “own” a company’s social media activity

Let’s break bread and share a meal

Social media is consumer influence and communications

Don’t take on SoMe if you don’t have the resources to maintain it

Message and branding strategy

Content production and distribution

Thought leadership is critical

Community relations, media relations via digital

Not about selling, not about ROI (I know, I know nobody wants to

hear that!)

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Page 22: PRSA APR Media Prep

The Circular Model of SoMe for Social

Communication - Share, optimize, Manage, engage.

Up to this point, there has yet to be a widely

accepted model for social media planning. In

keeping with a more simplistic approach to

understanding the application of social media

planning the Circular Model of SoMe for Social

Communication is based on the fundamentals

supporting the Cluetrain Manifesto and Grunig’s

two-way symmetrical model of communication.

Page 23: PRSA APR Media Prep

The Circular Model of SoMe for Social

Communication - Share, optimize, Manage, engage.

Page 24: PRSA APR Media Prep

What Works in SoMe

Published content should be personable, yet connected to the brand

Leave the “I, I, I” “Me, me, me” at home!

Holistic voice with combination of PR, marketing and customer service

Multiple contributors with one manager (“air traffic controller” or “editor in chief”)

Thought leadership, business focus are expected

Responses are expected, even if it’s not an answer (“we’re checking on it”)

Quick responses are REQUIRED, not OPTIONAL!

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Page 25: PRSA APR Media Prep

What works in SoMe/Crisis Comm

Amy Neumann, (@CharityIdeas) a digital media and technology expert, recommends incorporating the following actions during a crisis:

Stay on top of conversations about your company with simple tools

Watch for sudden changes in tone and sentiment from positive or neutral to negative

Set up and monitor keywords related to your business

Monitor who is talking to you across all social media platforms and website comments

Respond, both individually and more broadly

Use updates on the same platforms someone talks, and invite them to email you if deeper interaction is needed

Acknowledge there is a situation

Keep real-time updates flowing

Be honest and straightforward with details

Make sure customers feel heard by replying, directing them to resources for updates

Answer questions directly

Be gracious for their feedback, and do not delete negative comments

Update social media platforms with outcome, update websites

Notify the media for additional outreach

Outline the resolution, what was learned, and how similar situations will be prevented in the future

Neumann, Amy. "5 Steps for Crisis Management Using Social Media." Huffington Post, August 20, 2012. http://www.huffingtonpost.com/amy-neumann/5-steps-for-crisis-manage_b_1791673.html (accessed October 16, 2013).

Page 26: PRSA APR Media Prep

Summing it UP

Page 27: PRSA APR Media Prep

Keys to Success

Provide compelling information

Know the reporter’s audience

Traditional and Social

Prepare and practice

Focus on key messages

Three key messages

Stick with your agenda

Answer the questions you want to answer

Act courteously

Be confident and positive

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Page 28: PRSA APR Media Prep

Wrap Up

Recap of media relations

Resource / mentors

Contact me to connect!

@ginaluttrell

Media Training 101: A Guide to Meeting the Press by Sally Stewart

Public Relations, A Values Driven Approach by David Guth and Charles Marsh

Q&A

Thank you and Good Luck!

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