Public Relations and the Media

Michael Sznajderman, APR

Manager, Corporate Information
and Media Relations

Alabama Power

I supply the Listerine to the commercial dandruff on

the shoulders of corporations.
Benjamin Sonnenberg
Public Relations Pioneer
The rarest of all things in American
life is charm. We spend billions every
year manufacturing fake charm that
goes under the heading of public
relations. Without it, America would
be grim indeed.
Anita Loos (1888-1981)
Screenwriter and humorist

Public Relations TODAY:

Brand/Reputation
Management

Its story telling, you know. Thats what

journalism is all about.
Tom Brokaw
A journalist is basically a
chronicler, not an interpreter
of events. Where else in
society do you have the
license to eavesdrop on so
many different conversations
as you have in journalism?
Where else can you delve
into the life of our times?
Bill Moyers

Media TODAY:

24 hours
Get it first (Right? Maybe )
All about clicks
Scandal, sex and cute puppies
Wheres the video?
EVERYONE IS A REPORTER (sort of)

SIMILARITIES
Public Relations/News (Done Well!)

Honesty
Accuracy
Good Writing
Creative/Compelling

SIMILARITIES
Public Relations/News (Done Well!)

Authoritative
Valuable/Useful/Informative
Compassionate/sensitive
Telling a story

Distinctions
Public Relations

News

Represents special interest

Hates special interests

All the time in the world

Out of time

Wants to explain

Wants a sound bite

Sells sizzle

Craves steak

Spreads good news

Spreads bad news

Distinctions
Answers questions

Asks questions

Seeks to influence

Resists influence

Subjective

Objective

Specialists

Generalists

Distinctions
Represents power

Challenges power

Has a story idea

Has a different story

Has a message

Has a different message

Has a specific audience

Seeks a broad audience

Distinctions
Will spin

Hates/loves spin

Should be consistent

Searches for contradiction

Shouldnt speculate

Wants you to speculate

Shouldnt get emotional

Loves emotion

Tips of the PR Trade

Know your audience

Stay on message
STAY ON MESSAGE!!
Dont speculate
Know your beat
Practice, practice
Be friendly
Be empathetic
Admit mistakes and fix
them

Questions?