How To Write A Media Policy.
By Mark Aiston
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About this ebook
PR Media Training. How to write a media policy.
An invaluable guide for any organization that deals with the media in any way.
Written by Mark Aiston.
I am currently employed as Network Ten’s sports host for the stations 5 PM News service. I’m also co-host on the highly rating radio breakfast show on Mix102.3. I began my media career in Adelaide in 1981 as a race broadcaster I then joined ABC television in 1984.
I have worked in MEDIA NEWSROOMS since 1981.
Why is this important? It’s important because whilst working in those media newsrooms, I have become very aware of the GOOD things that organizations do when dealing with the media, and the BAD things they do as well.
It’s my view that most of the organizations that dealt with the media in a professional and confident manner probably had a media policy of some kind in place, but the organizations that handled the media poorly probable didn’t.
Every organization should have a plan in place for dealing with the media.
Table Of Contents
Chapter 1. What is a media policy and why have one?
Chapter 2. Dealing with the media
Chapter 3. The media unit
Chapter 4. Choosing your media gatekeeper
Chapter 5. Your spokesperson
Chapter 6. More strategies to use during an interview
Chapter 7. When the media calls
Chapter 8. The media release
Chapter 9. Writing a media release
Chapter 10. Common mistakes
Chapter 11. The social media release
Chapter 12. Media coverage checklist
Chapter 13. Your social media strategy
Chapter 14. The media conference
Chapter 15. Building relationships
Chapter 16. Crisis management policy
Chapter 17. Media database
Chapter 18. Media kit
Bonus chapters
Promoting your story to the media
Chapter 19. Media opportunities
Chapter 20. Other hot issues
Chapter 21. Now try it yourself
Chapter 22. Pitching ideas to the media
Chapter 23 Closing remarks
Mark Aiston
Mark has worked in the Australian media since 1981. He is the owner and founder of Mediainsider, a media training and education facilitator.
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Book preview
How To Write A Media Policy. - Mark Aiston
A media policy is a document that sets out the protocols and procedures that need to be followed by an organization when dealing with any media situation.
Certain steps must be taken if a staff member is responding to a reporter’s request for an interview, attempting to handle a major crisis, writing a media release or setting up a media conference.
Case Study:
You run a company that manufactures car parts. There are rumors that a particular car part you supply is faulty. The media is aware of the rumor and rings your organization for an interview. The receptionist takes the call and the reporter starts asking questions. The receptionist hasn’t been media trained and inadvertently offers snippets of information assisting the reporter with the story. The receptionist isn’t aware they have done anything wrong and place the call through to the company spokesperson. The reporter is now armed with extra information that could be detrimental to the business.
Case Study:
An organization is about to sack a number of workers. The media is alert to the situation and one media outlet requests an interview with the organization’s spokesperson. The request is done properly through the media gatekeeper. The spokesperson is experienced, and during the interview offers appropriate responses to a number of tough questions. However an hour later, another reporter from a different media outlet bypasses the media gatekeeper and company spokesperson and contacts the CEO of the organization directly. The CEO makes the mistake of speaking to the reporter and offers a slightly different story to the official spokesperson. Mixed messages can prove disastrous for your organization, and can severely dent credibility.
F#@k it’s the media
will clarify everyone’s role within your organization, ensuring your receptionist doesn’t offer key information to a reporter, and your CEO doesn’t contradict your media spokesperson when speaking to the media.
Case Study:
You run a Credit Union and launch a brand new financial product that will help save money for young homebuyers. You offer the story as an exclusive to a print reporter who writes for a local morning newspaper. You also send out a media release announcing a media conference on the same day as the story appears in the newspaper. You are hoping for extra coverage. The response to your media conference is disappointing with just one media outlet