Chapter 10 "Media Relations"

Key Points

• Media relations is a term often grouped with publicity. This is a large part of media relations but in modern PR it covers a much broader range of responsibilities. These include managing various publics, sponsorships and media crowds.
• The media is a massive industry in contemporary society, meaning that media relations has had to evolve with the times and accommodate for media monopolies held by moguls such as Murdoch and Packer.
• All media outlets should be considered in terms of their target audience. Not every media outlet is part of mainstream media. Small ethnic radio stations need to target certain publics.
• Public relations and media share a two way relationship. Each gives the other vital information. A large part of PR is staying afloat of the news and what's happening in the media.
• Newsworthiness is ascribed by seven major categories; impact, timeliness, currency, conflict, proximity, prominence and bizarreness. Human interest also comes into consideration as does sex, drugs and animals.
• When practicing media relations, a practitioner should be aware of the needs and constraints of the various media outlets they are catering for. They should be aware of deadlines that must be met by radio stations, magazines, newspapers etc to ensure that everyone is getting the news at a convenient time to go to print. This will also promote good relationships between PR people and media people. Practitioners should familiarize themselves with the personnel of the newsroom to ensure the right people get the information and to create relationships with these people.
  
• The media cannot be viewed as a homogenous mass. Each media type has specific requirements which PR people should try to cater for. For example magazines require photographs and text, television needs film to enhance stories effect. Practitioners should also be aware of the publications target audience to ensure they are giving the right material to the right outlets.
  
• The media release is an important tool for getting your information out to the right people. One should try to adhere to a news style of writing so as minimal editing has to be done. That is using inverted pyramid style of writing and employing Kipling's six strong serving men, who, what, where, when, how and why. The lead is extremely important. 20-25 words containing the crux of the story.
  
• Practitioners should be able to manipulate various means such as blogs, fact sheets, backgrounders (narrative, background account of events), feature articles etc. They should also have a media kit containing the above and other tools.
• Media conferences are used to disseminate information to a wide media demographic, giving all media access to the same story at once and allows journalists to ask follow up questions. There are various situations when a media conference is likely to be held such as when a product must be recalled, in a crisis or when a prominent person will soon be visiting the area. A conference should be held at a convenient time for journalists, around 10am is usually good as is earlier in the week. Considering who to invite is important to ensure the information reaches the right publics.
  

Other Sources

• The key points about public speaking and group presentations were that it need only be intimidating if you let it by being unprepared and that teamwork is integral in succeeding. You should draw from your strengths in order to work well as a team.
  
• The goal in presenting is to get across a clear message without convoluting it.
• Presenting is similar to PR in that target audiences must be addressed. One must consider how best to reach this audience in a meaningful way.
• Teamwork requires an even amount of work from everyone. The workload and stressload must be shared and individuals must combine their abilities for the sake of the team.