PART III: THE PUBLICS

Chapter Nine:
Media Relations/Print &
Broadcast

Learning Perspectives

The Internet has forever changed the

public relations practice of dealing with
the media.

This is due largely to consumer-generated

media.

The good old days of conventional media,

dominated by a few networks and truthminded reporters, are a relic of the past.

Learning Perspectives

Todays media is
fragmented,
omnipresent, and run by
journalists who may be
aggressive and
opinionated.

Competition has driven

many journalists to
compromise traditional
standards of truth and

Learning Perspectives

Modern public relations began as an

adjunct to journalism. Before 2000 or so,
most practitioners began their careers in
journalism.

Today, people enter public relations from

many different fields of study, directly
from college.

The importance of media relations cannot

be denied. In the 21st century, it has never
been more challenging.

Objectivity in the media

Securing positive publicity

through media defines the public
relations practice.
Objectivity is the traditional goal
of journalism: fairness and
neutrality in reporting the news.
Public relations always represents
a client, organization or point of
view.
Both sides should consider
themselves to be friendly
adversaries, not bitter enemies.

Now its your turn

Do you believe that the
media
can ever be truly
objective?

Why or why not?

What are the barriers?

Why dont the executives

get it?
Many of them fail to understand that:

The reporter wants the story, whether its

bad or good.

Organizations want to present things in the

best light.

Thats why many executives distrust the media

and consider journalists to be the enemy.

Print: number-one medium

In the Internet age, how can
this be?
Newspapers and magazines
still use news releases.
Newspaper circulation has
fallen, yet major
newspapers are still
powerful.
Newspapers dominate the
nations news schedule and
are picked up by bloggers
and Internet users.

Electronic media: a new

dominance

In the early 21st century, more and more

people turned to cable TV for daily news.
24/7 cable news forces world events into
one chaotic, continuous loop.
Specialized cable channels offer everything
from food and fashion, to weather and
history.
Talk radio is a massive social and political
force.
Satellite radio, despite its slow start, is on
its way (irrelevant anywhere else in the

The Internet factor

Love it or hate it, the Internet

has ushered in a new age of
journalistic reporting.

Newspaper Web sites are

increasing in popularity, and
many online news staff are
growing.

Online news sites are

providing fresh news targets
for public relations
practitioners.

The Internet factor

Blogs have sprung up in all shapes, sizes

and pedigrees. Reporters and bloggers use
them 24/7.

Regardless of the medium, the key to

success still lies in fairness and respect on
both sides.

The Internet factor

Need more proof of the Internets media
power? Visit this website:
www.drudgereport.com

Dealing with the media

You must orchestrate relationships
between your organization and the media.
Become a trusted
Always
remember:

A reporter is a reporter.
You are the
organization.
There is no standard
reporter.
Treat journalists
professionally.
Dont sweat the
skepticism.
Dont buy a

source.
Talk when not
selling.
Dont expect news
agreement.
Dont cop an attitude.
Never lie.
Read the paper!

Attracting publicity
Why do so many people confuse publicity
with advertising? The two are vastly
different.
Advertising:
is a paid message
Publicity:
prepared by a
costs only staff time and effort about
10% of advertising.
sponsor.
is far more credible than advertising.
enables you to
control size,
content, location,
reach and

Value of publicity

or any organization, publicity makes great sense for:

Announcing a new
product or service
Re-energizing an
old product
Explaining a
complicated
product

Projects with little

or no budget

Enhancing the organizations

reputation

Crisis response

Pitching publicity

Know deadlines.

Generally, write first.

Direct the release to a

specific person or editor.

Determine how the

reporter prefers contact.

Dont badger.
Use exclusives with care.

When you call,

do your own calling.

Dont send clips of

other stories about
your client.

Develop a relationship.

Never lie!

Online publicity
Online media work is still a relationship
business.
Here are eight key online publicity vehicles:
News releases
Libraries
Public appearances
Headlines
Promotions
News wires
Announcements
Events
Links
Newsletters

And remember, its the same as with print media:

The closer you are to online reporters, the more
fairly they will treat you.

Handling media interviews

Another primary task for PR professionals is to
coordinate media interviews for their executives.
Abide by these 10 dos and don'ts:

Prepare.
Know your lines.
Relax.
Speak in personal terms.
Welcome the nave
question.
Answer questions briefly
and directly.

Dont bluff.
State facts and back
up generalities.
There is no such thing
as off the record.
Tell the truth.

Summing it all up

A good portion of journalists will always

regard public relations practitioners with
suspicion.

Yet, the role of public relations

practitioners has become more respected
by journalists.

The key to productive media relationships

is professionalism and respect for the role
and practice of journalism.

PR Ethics Mini-Case
Dominos President Confronts the
YouTube Idiots
Review this case on pp. 217-218. As a group,
discuss:
How do you think Dominos handled the public
relations fallout from the unethical video?
What do you think the long-term impacts of this
incident will be for the Dominos brand?