An introduction to media relations and what it can do for your business Presentation to the First Friday Business Club 6 July 2012 Honest Thoughtful Personal Creative Organised Experienced
What is media relations and why does it matter? A (very) rough guide to the media today Top ten tips for a good media profile (handout) Honest Thoughtful Personal Creative Organised Experienced
What is public relations? “ Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.” CIPR Honest Thoughtful Personal Creative Organised Experienced
Trust Edelman Trust Barometer 2012 Honest Thoughtful Personal Creative Organised Experienced
Where do you start? • What do people currently think about you? – Customers, prospects, staff, market influencers • Research and feedback • Constant development as reputation develops • Set yourself measurable goals – Not “Increase awareness” but “improve awareness of my company proposition among these key consumer groups by 10%” Honest Thoughtful Personal Creative Organised Experienced
Deserved reputation Honest Thoughtful Personal Creative Organised Experienced
Deserved reputation Honest Thoughtful Personal Creative Organised Experienced
Deserved reputation Honest Thoughtful Personal Creative Organised Experienced
Deserved reputation Honest Thoughtful Personal Creative Organised Experienced
How do you see the media? Honest Thoughtful Personal Creative Organised Experienced
How do you see the media? • Journalists are a vital conduit between you and your audience • They are trained to have a questioning attitude – and that is right • They bring you INDEPENDENCE • They rely on people talking to them for their information – if you don’t, someone else will • You are very unlikely ever to speak to John Humphrys – but if you do, you can handle it! Honest Thoughtful Personal Creative Organised Experienced
Your media • Who is your audience? • What are they reading, watching and listening to? Honest Thoughtful Personal Creative Organised Experienced
Your media Print publications Local news Consumer lifestyle titles Your trade titles Specialist magazines Broadcast – TV and radio The free for all we call the Web Social media Photocredit:http://www.flickr.com.photos/blogdog/274235206 Honest Thoughtful Personal Creative Organised Experienced
The web Honest Thoughtful Personal Creative Organised Experienced
It’s just a Wellington Honest Thoughtful Personal Creative Organised Experienced
Hunter saw things differently No, it’s the ultimate festival accessory. Honest Thoughtful Personal Creative Organised Experienced
Hunter interaction Honest Thoughtful Personal Creative Organised Experienced
What have you got to say? Apply TRUTH to all stories T: Is it topical and timely? R: Is it relevant to the readers/viewers/listeners? U: Is the angle unusual? Or unique? T: Tell the truth, be honest H: Human interest, can you add a people angle or humour? Honest Thoughtful Personal Creative Organised Experienced
Ten top tips • Know your key messages • Understand your audiences and how to reach them • Treat the media with respect – Don’t lie – Don’t flannel – Don’t see it as ‘free advertising’ – Target appropriately – don’t just scatter – Call them back when they call you • Tell them a good story, not just about your product • Apply the TRUTH principle to everything you write or say Honest Thoughtful Personal Creative Organised Experienced
Ten top tips • If writing a press release make sure grammar, spelling and sense is correct • Get media trained, feel confident about interviews • Adapt your news for the web • A good picture is worth a 1,000 words • Integrate your media relations with your business planning – does the image match reality? Honest Thoughtful Personal Creative Organised Experienced
What next? • We are developing a training programme to help companies handle their own PR • Create a robust and viable PR plan for your business – “crafting the stories” • Be clear about your role in the PR team • Confidently take that plan to the media and to your other stakeholders Want to find out more or contribute to how the programme addresses your needs? Contact us on 0800 0831 271 Honest Thoughtful Personal Creative Organised Experienced
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