The most applicable part of this chapter (to me) is "Tools to attract media attention".
During lectures and tutorials, the importance of using eye-catching media releases to attract journalists' attention has been repeated over and over again; by both PR and journalism modules lecturers. However, this chapter gives me fresh insights, as it is not only through media releases that we can attract the media's attention.
1. Celebrate anniversaries
A refreshing concept! Anniversaries need to go through much planning in order to for it to be memorable, and for excitement to be generated. This will inherently draw media coverage.
2. Writing a really good media release (IMPORTANT!)
Shall write a short summary of it because it is the second most important skill of being a PR practitioner. The first being a creative and open mind to try out crazy ideas.
- Having a clear and concise media release is crucial. Standard method of writing media releases is the inverted pyramid style. Notice that it is similar to news writing because the easier you make the job for journalists, the more they like you.
- Include a verb in your Headline. Make it interesting, but not exaggerating. Don't use cliches, jargon, claims of uniqueness, or spectacular success.
- Use the active voice with strong interesting quotes.
- Keep in simple
Other technicals in regards to writing a media release can be further examined in the textbook
3. Illustrate your stories with great photographs
Good photographs and videos can get your story onto the front page headline or the main focus on television news.
4. Pitching your release
Pitch letters or emails and pitch phone calls are made in the hope of convincing an editor or reporter that the story is worth covering because it is newsworthy.
Points to take note when making a pitch call:
- Be succinct and persuasive
- Make your calls in the morning
This gives you a better chance of talking to reporters instead of their machines. It's also when most editors and producers decide what to cover in their evening news or next-day's paper. Afternoons in newsrooms mean deadlines, when no one has time to talk. - Follow up with written information
- Use pitch calls to build relationships
5. News conferences
A formal conference should only be called for the most important news. Stage the conference by decided who is to be invited.
6. Online newsrooms and video news releases
This is the used as the point of contact for journalists to follow up on information. It requires constant updating because journalists will go there for the latest media release. Important as well is a well-kept database of company statements, speeches, media releases, and other key information, as well as short video news releases (VNRs), biographies, and photographs of key personnel.
7. Offer media kits and case histories
Media kits are packages of information that include everything a journalist need to know in order to fill out a story.
Tagline for point 6 and 7: MAKE IT CONVENIENT FOR JOURNALISTS!
8. Train at lease one main spokesperson
Points to note if YOU are the spokesperson:
- Do not let journalists put words in your mouth
- Be careful of poison chalice. Restate the question posed by the journalist in order to respond in the way you intended
- Look out for hidden agendas
- Refusal to answer questions is BAD
- Rephrase hypotheticals in a positive way
Point 8 reminds me of the movie 'Fun with Dick and Jane' (see Lesson 4 post) as Dick was the spokesperson for his failing company in the movie.
Take a look at the following video! even terrorists have Public Relations strategies, plus a PR spokesperson!
Hello Joane,
ReplyDeleteNice summary of the chapter. Basically, this whole topic teaches us how to be besties with media people. Haha. But on a serious note, relationships with journalists and editors are almost as important as PR itself.
After all, these are the people who tell your stories to the public. A company can publish a beautiful story about how an oil spill is not their fault (sorry, oil spill example again). However, if the press presents facts in a way that puts the company in a dangerous position, there is little the PR department can do about it.
Journalists and the media can be your best friend, or your worst enemy.
Having said that, the PR practitioner must also remember that he or she has a role to play. Although forming and maintaining good relationships with journalists and editors gives the PR practitioner a good advantage, this does not mean that he or she has to be an all-out boot-licker.
Professionalism must be kept in check.
If the journalist or editor makes unreasonable demands or behaves unethically, for example, the PR practitioner must know when to stand his or her ground.
This is not a simple skill to grasp, but I believe that one can start somewhere and with enough time and experience, dealing with the media can be second-nature to a PR practitioner.
Hi syaz,
ReplyDeleteYes, journalists and the media can be your best friend, or your worst enemy. To put it in another way, they can either make you, or break you.
I remember Mr Felix, our journalism module lecturer mentioning once that journalists will never adopt the angle that a PR practitioner wish to bring across in its media release. And so this got me a little confused. By theory, PR practitioners are expected to write a media release with a clear angle so that the jobs of journalists can be easier; doesn't that conflict with the earlier point mentioned?
One last thing, would you explain further what do you mean by the journalist or editor making unreasonable demands or behaving unethically?