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7	Public Relations
8	Public Relations
9	Positive Media Relations Communications planning Making the best media choices Working with the press
10	Positive Media Relations Formulate Research Audience Message Evaluate
11	Positive Media Relations
12	Positive Media Relations The real world
13	Positive Media Relations The real world, part 2
14	Positive Media Relations Think strategically Focus on desired outcomes Consider a range of options Put it in writing, but be flexible Include measurements of success
15	Positive Media Relations Decide on tactics/tools Specific activities to implement your strategies Set time frames Budget organizational resources Select appropriate media
16	Positive Media Relations Surveys (formal, informal, focus groups) Talk to opinion leaders Analyze media Review your files Evaluate before, during, and after
17	Positive Media Relations
18	Positive Media Relations If you had only 30 seconds, what would you say? Different messages for different audiences (audience segmentation)
19	Positive Media Relations Radio TV Newspaper
20	Positive Media Relations Internet Fact sheets, position papers Direct mail Speakers bureaus Exhibits Conventions and seminars Posters (more)
21	Positive Media Relations Dedications and commemorations Maps and guidebooks Open house events T-shirts and logo wear Hotlines Billboards Premiums (buttons, stickers, pencils)
22	Positive Media Relations Examples of demographic preference* TV ads more popular with women Radio more popular with 24-34 age group Mail inserts more popular with 55-64 age group *(from City of Eugene stormwater survey)
23	Positive Media Relations Examples of media preferences* Direct mail 37% TV ads 16% News articles 16% Radio 15% TV news 13% Newspaper ads 12% Program newsletter 6% *"What’s best method to get information?” (Eugene survey)
24	Positive Media Relations Advertising Seen as self-serving Higher cost (perception of cost) Good message control
25	Positive Media Relations Research can determine usage Survey your customers Hits, visits, unique visitors
26	Positive Media Relations Keep it simple, not condescending Avoid jargon Most important facts first (inverted pyramid) Look for a hook Know deadlines and production requirements
27	Positive Media Relations Understanding TV Tight deadlines, several times a day Small news holes (60-second stories) Fewer reporters to cover “beats” High priority on visuals Assignment editors are key
28	Positive Media Relations Understanding newspaper More in-depth reporting (tougher questions) More reporters, specialized “beats” Daily or weekly deadlines (need advance to scoop TV) Graphics, human interest count
29	Positive Media Relations Understanding radio Hourly deadlines, mostly during drivetime Very few reporters (rely on call-in information) Fastest to air new stories Often 15 seconds to tell story Beware of talk radio
30	Positive Media Relations Handling tough interviews Candor Confidence Consistency Control
31	Positive Media Relations Candor in tough interviews Always tell the truth Use easy-to-understand language If you don’t know, it’s OK to say so Don’t cover your eyes or your mouth Don’t guess about people’s motives
32	Positive Media Relations Confidence in tough interviews You’re the expert; you have the information people need You’ve thought about your key messages and you’re ready to put them to good use You care about the people you serve; the media helps you speak to those people
33	Positive Media Relations Consistency in tough interviews Understand the issues before you agree to an interview Stick to key messages Different media doesn’t mean different answers (realities of “pack” journalism) Pick a spokesperson and stay with that person
34	Positive Media Relations Control in tough interviews Anticipate questions and answers Practice key messages, use them, and repeat them Give the most important facts first Never go “off the record” Use your own words (don’t parrot a reporter’s words) Give full answers, not just yes or no
35	Positive Media Relations Smile, You’re on Candid Camera Think about the background Remember safety Express confidence, professionalism in your posture Be as relaxed as possible
36	Positive Media Relations Saying “no” to an interview Is there a good reason to say “no”? (be prepared to say why; your refusal may be the news story) Are you the right person to interview (if not, who?) Try to assist the reporter even if you can’t grant an interview
37	Positive Media Relations Protect yourself and organization Make notes or tape record interviews Whatever you say is “on the record” (radio interviews live or taped?) Consider replying in writing to a set of written questions Correct errors -- don’t let them become “facts”
38	Positive Media Relations The bottom line You positively will have relations with the media; with a lot of preparation and a little luck those relations can usually be positive.