EFFECTTVE MEDIA REL,ATIOIVS

WHILEthe pressreleaseis the basic tool of good public relations,it is not the onl;t one availableto the pressrelationsofficer,Because the volume of of pressreleases receivedin the newsroom,most edi+ors and reporterssay that pressreleases themselves by have littlechanceof gettingspaceor time, unless it carrieshigh-impactnews ThusNCOs should exploreother ways of establishing cordial and effective
relations with the media.

Butfirst some pointers: basic

and 1 . Alwayscheckthe names(particularly spelling), positions tiiles,addresses sex or the writingto them. of iournalists before Don't usefirstnames you when writingor speaking journalists havenevermet before. to But mostjournalists would not mind someinformality the second third meeting. or on lf 3. Ensure that thereis a contactnameand telephone numberon all your materials. you journalists they keep normal office hours,provideyour home telephone so numberto p.m. can reachyou after.5 4 . Takethe initiative. lf thereis an eventor issuein which your organization involved, is don't wait to be contacted. Makethe phonecallsyourself.But first,makesureyou have a statement ready,and that this will be supported your officers and members. by 5 . Keepa listof mediacontacts, whom you can get with addresses telephone numbers, and in touch with at shortnotice. Also compilea list of "sources," speakers or authoritative spokespersons, researchers officers your organization, theirtelephone numbers, or and of when the media ask you for somenamesfor interview. Keepboth listsup to date.Alert these"sources" aboutmediacalls. 6 . Keepinformedof mediadevelopments. Readnewspapers listento or watch radio and and television showsdaily to get a sense their general direction and the biof editorial (reporters, producers, hosts). Keep ases/beliefs/inclinations of decision-makers editors, trackof by-lines and be on the look-out possible for alliesin a mediainstitution.lt also helpsto be able to discuss with journalists within their recentwork and developments the industry.

Ttepress conference
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that Call a press interest significance it and conference only if you havenewsof sufficient personal or cannotbe conveyedby otherformsof mediacontacts, suchas a pressrelease m e e t i n g i t h i n d i v i d u ailo u r n a l i s t s . w . * Time permitting, issue writteninvitations the event,then follow-up abouta week before with individualphone callsto confirm. Your invitation shouldclearlystate attendance. the purpose the press of conference, speakers, the date,time and place. and the are In emergencies, can issueinvitations phone,but again,makesureall details you by clear.lt may also savetime to issue invitations the press to "corps"or groupof reporters covering particular a beat.

J.

When is the besttime of day to hold a press conference? news, lf you want your subjectmatter appearin the next day'spapers the evening or to a th.en late-morning noon affairwould be best. Cocktails a and dinnerare generally or (up time in a newsroom. bad idea,sinceearlyevening to about8-9 p.m.)is the busiest

4 . Whereto hold a press to Anywhere accessible mostmediapeople. lf you conference?

area are targetting metropolitan the holdingit in the Ermita/Malate would be the dailies, say,mostlythe bestsincemostnewspaper offices are in the vicinity. But if you expect, in press conference agriculture beatreporters attend, to then it would be bestto hold the offices. of QuezonCity,sincethey hangout at the Department Agriculture a You don't haveto hold a press in conference a poshvenue.Sinceyou represent nonUnfortunately, profit institution, most media people understandbudget limitations. however, who keepthemselves to'high-endcircuits. lf you think there are journalists for connections the thesecontacts necessary, are NCOs shouldexplore their institutional and traffic possibility holdingpressconferences theseplaces. Again,the distance in of by that is accessible public places issues makeout-of-the-way impractical.Any location mapto avoidconfusion. location transport is easy find would do. Provide a and to a a 5 . S h o u l dy o u f e e d t h e m e d i a h o r d e ? l f y o u s c h e d u l e p r e s sc o n f e r e n c e t n o o n , t h e , t. i s p r . e s u m etd i n c l u d el u n c h o r s o m e k i n d o f r e f r e s h m e nO t h e r w i s es i m p l e event o of and beverage to snacks suffice fulfillthe custom the country. aboutthe purbriefed mustbe sufficiently 6 . The principal speakeris the press at conference put to him by the pose of the gathering, lest he/shebe sidetracked the questions by before the and media. lt's a good ideato prepare list of questions "rehearse" speakers a matters to assure and of hand. lt is alsoa good ideato discuss handling controversial the given. in and consistency coherence the answers Nor line of questioning. 7 . Do not, however, expectthe mediato keep a singlepreferred openness conference, of to areas concern.At a press can you limitthe discussion certain ie r R w a n d f l e x i b i l i t y i l l e a r nm e d i a ' s e s p e c t . e m e m b e r t h e rs n o s u c ht h i n ga s a " w t r o n g " will only earn you the enmityof the in question. Attempting interfere the exchange to media.

with written materialconat the B. Supplement informationconveyed the pressconference of the kit. of tainedin a press While the contents the kit may varydepending.on purpose following: it includes the conference, usually the press . and pressrelease and/or newsfeatureon the subjectmatterof the pressconference, material; otherinformation l materialon your organizao brochure,annual report,newsletter, other inforffiation or tion; r photosof the speakerA, project/s; or decals T-shirts. o promotional itemssuchas stickers, buttons,

crewscallsfor for The the 9. Provide mediaa "photo opportunity." requirements television conferlt is good tb set up the press more spaceplanningthan for still phoiographers. to someone, presenting plaqueor token a encearoundan activity:holdingup evidence, have both visual and a applaudingor congratulating peiforrner. Theseactions/gestures or photospace airtime. of your chances getting will enhance and content significance conference handedout at the end of a press please? Cash-filled envelopes 10.The envelope at havebecomea sadtliche in mediacircles.In fact,giftsof any kind are not necessary reporters Youngidealistic profession. are to all. And "envelopes" insulting the bestof the in Do that you think they are corruptible. not engage would even resent insinuation the and you in the bribery.You will only succeed discrediting organization represent arouse t h e s u s p i c i o no f t h e m e d i a . s

follow-ups Making
a and release hope it will get used. Aftersending 1 . It is not enoughto merelysenda press press release, a good ideato follow this up with a phonecall a day later(or laterthat it's recipient and to remind the to day,if it's urgent) checkif the material reached intended which may havegottenburiedin the mound of incomaboutthe material the addressee or ing mail. The phonecall may alsogivethereporter editora chancetoaskmorequesHowever,don't call about a pressrelease of tions or to askfor the.names more sources. your mediacontacts. morethan onceat the riskof annoying has 2 . Monitorthe mediato seeif any of your material beenused. Writeor call the reporter or or editorto thank himlherfor usingyour material.Nevercall a reporter editorjust to take has inquireif your pressrelease been used. Journalists that as an insult,and it reTV on lf for vealsyour incompetence. you arranged an interview a public affairs showor and/ on for radioshow,or arranged a magazine showto do a segment your organization or cause,be sureto watch or listento the show (or haveit taped).

The media advisory

media to conference ensure or release call a press a 1. You don't alwayshaveto issue press which is a noticeto mediaadvising coverage.You can also issuea "mediaadvisory," - a rally,a sit=in, the arrival somepersonage which of or event them oi an upcoming coverage. is newsworthy and deserves

time, firstthe subject, 2 . Yourmediaadvisory shouldbe writtendirectto the point. Indicate placeand the contactperson's Afterwhich, mentiondetails namewith phonenumbeir/s. inforthat you feel highlight newsworthiness providesomebackground and the event's would be the mation. Formostnewspapers, mostlogicalrecipient a newsadvisory of the reporter covering the beatand/orthe city or newseditor. yourself and your organiza3 . Mediaadvisories may alsobe done overthe phone. ldentify tion and sayyou are requesting coverage suchand suchan event. Cive the details for of - date,place, time - as clearly possible. as
4 . Thoughthis is not a press you conference, nevertheless, still invitedth'emediato come

desigand coverthe event. lf you cannotpersonally at handlemediarelations the event, natesomeone whosemain responsibility to look out for the mediaand provideinforis mationwhen necessary.

The Public Announcement Senrice

1 . The PublicService Announcement a very brief noticethat runsfor only 10 or 30 secis ondsand is writtenin radioor TV scriptforms. lt is usedto eitherpromoteawareness of (like an event,activityor cause, especially non-profit for organizations yours). 2 . As with the press release, with yourtelestartby writingyour nameas the contactperson phonenumberA the upperrighthandcornerof the paper. at 3 . I n d i c a t e t h e t i m e l i m i t a n d t h e " k i l l d a t e " o r e x p i r a t i o n d a t e o f t hl en o eA .p i r a t i o n i s f PS x just indicate stated, "none"or supplythe time span. -4 . Prepare morethan two two versions a 1O-seconder a 3O-seconder. Avoid sending and copiesat once.You may sendextraversions the time or dateof airinghasa connection if 'occasions. to certain special 5 . Usesimplelanguage easyreading for of and understanding your receivers. you may eventap 6 . Seekto tailor your PSAs the medium. For youth-oriented to activities, pop or rock musicstations.

Personal contacts
1 . Bothyou and the journalist you dealwith havea job to do. While you are not expected that the to panderto them, you shouldn'ttreat them as adversaries, either. Remember way reporters feel about you and your organization will make a differencein the way your groupis writtenabout. Keepyour relations cordialbut proper.Alwaysbe available for commentor information. com2 . One-on-one explaining meetings with journalists goodfor developing contacts, are plicated or detailedstoriesor coverage. The meetingdoes not have to be timed for a D m e a l .P l e a s a ns u r r o u n d i n g h e l p m a k e a b r i e f i n gm o r e e f f e c t i v e . o n ' t w a s t ey o u r t s guest's your time; issue invitation to information or an only if you haveworthwhile

con.vey that can be usedin a futurestory.lf .budget tight, and there is an urgentneedto is contact journalist, mightevenbe bestto askfor an appointment his/her a it in office. You can also invite journalists observe to your round-table discussions, seminar-workshops, conferences evenmeetings, site-visitsto projector community. ready.lf or Be or a he/sheshows particularinterest an issue,supply him/herwith information in material suchas newsletters, research papers, studies and the like.{*
4 . Invest time pitchingstories your mediacontacts, just spotdevelopments, also to not but

(e.g., new and different treatments old or recurring population of issues and familyplanning,agrarian reform, foreigndeb0. j . 5 . I t d o e s n ' t p a y t o d e c e i v eo u r n a l i s t sJ o u r n a l i sds n ' t l i k e b e i n gu s e do r l i e d t o . l f, b y to mistake, you pass wrong information, on rectify errorat once and call up the journalthe iststo whom you had passed the inaccuracy. on Doingso enhances your credibility with your contacts/ it provesyou are scrupulous as you aboutthe qualityof the information handout.
6_ A personal dimension facilitates your dealings with the media.Your mediacontacts ap-

preciate thankyou notes, messages cardson holidays and like Christmas. lf you strongly agree with or app.reciate something reporter columnnist haswritten, a or don't hesitate call or write the person. Evenbetter, to you couid also furnishthe publisher and/oreditora copy of your letter. The sameholds true when you strongly disagree with something you've read or heard Most journalists would not mind gettinga phone call or letterclarifyingor correcting something they'dwritten.Takecareto stick to the facts. Avoid showingany signof hostility. Address the persondirectly, only in extreme casesis it necessary courseyou to complaint throughthe publisher/owner the person,s or Disagreements difsuperior. and ferencesshouldbe kept on balance you neverhaveto burn bridges maKepermaso or nentenemies the media. in