🎷Public Relations Techniques Unit 5 – Media Relations and Press Releases

What's Media Relations All About?

• Media relations involves managing the communication and relationship between an organization and the media
• Focuses on generating positive media coverage and managing the organization's reputation in the eyes of the public
• Involves proactively pitching stories, responding to media inquiries, and managing crises
• Requires understanding the media landscape and the needs of journalists
• Aims to position the organization as a thought leader and trusted source of information
• Helps to shape public opinion and influence stakeholder perceptions
• Supports overall public relations goals and objectives

Key Players in Media Relations

• Public relations professionals are responsible for managing media relations on behalf of their organization
  • They develop and implement media relations strategies
  • They act as the primary point of contact for journalists
• Journalists and reporters are the target audience for media relations efforts
  • They are responsible for researching, writing, and publishing stories
  • They have the power to shape public opinion and influence stakeholder perceptions
• Editors and producers play a key role in deciding which stories get published or aired
• Subject matter experts within the organization can provide valuable insights and commentary to journalists
• Influencers and thought leaders can help to amplify the organization's message and reach new audiences

Building Relationships with Journalists

• Building strong relationships with journalists is key to successful media relations
• Requires understanding the needs and preferences of individual journalists
  • What topics are they interested in?
  • What types of stories do they typically cover?
  • What is their preferred method of communication?
• Involves being responsive and providing valuable information in a timely manner
• Requires being honest and transparent, even in difficult situations
• Can involve providing exclusive access or information to trusted journalists
• Helps to position the organization as a go-to source for information and commentary
• Can lead to more positive and balanced coverage over time

Press Release Basics

• A press release is a written communication that announces something newsworthy about an organization
• Typically includes a headline, lead paragraph, body copy, and boilerplate
• Should be written in a journalistic style, with the most important information at the beginning
• Includes quotes from key spokespeople to add credibility and human interest
• Provides clear and concise information about the who, what, where, when, and why of the story
• Includes a call-to-action for readers, such as visiting a website or attending an event
• Should be tailored to the specific needs and interests of the target audience

Crafting a Killer Press Release

• Starts with identifying a newsworthy angle or hook that will grab the attention of journalists
• Requires understanding the target audience and what type of information they are looking for
• Uses a clear and concise headline that summarizes the main point of the story
• Includes a strong lead paragraph that answers the who, what, where, when, and why of the story
• Uses quotes from key spokespeople to add credibility and human interest
  • Quotes should be authentic and add value to the story
  • Avoid using jargon or overly promotional language
• Provides supporting details and background information in the body copy
• Includes a boilerplate at the end with information about the organization
• Is proofread and edited for clarity, accuracy, and style

Getting Your Press Release Out There

• Involves identifying the right media outlets and journalists to target
  • Consider the geographic scope of the story (local, regional, national)
  • Think about the type of media (print, online, broadcast) and the specific beat or topic area
• Requires having up-to-date media lists with accurate contact information
• Can involve using a wire service or distribution platform to reach a wider audience
• Requires following up with journalists to gauge their interest and provide additional information
• May involve offering exclusive interviews or access to key spokespeople
• Can be timed to coincide with other events or announcements for maximum impact
• Requires monitoring media coverage and responding to any inquiries or requests for follow-up

Measuring the Impact of Your PR Efforts

• Involves setting clear goals and objectives for media relations efforts
• Requires tracking key metrics such as media impressions, website traffic, and social media engagement
• Can involve using media monitoring tools to track coverage and sentiment
• May include conducting surveys or focus groups to gauge changes in stakeholder perceptions
• Involves analyzing data to identify trends and insights
  • What messages are resonating with audiences?
  • What types of stories are generating the most engagement?
• Requires reporting results to key stakeholders and using insights to inform future strategy
• Can help to demonstrate the value and impact of public relations efforts

Real-World Examples and Case Studies

• The "Ice Bucket Challenge" campaign raised awareness and funds for ALS research through viral social media videos (2014)
• The "Like a Girl" campaign by Always challenged gender stereotypes and empowered young girls (2014)
• The "Real Beauty" campaign by Dove celebrated women of all shapes, sizes, and ages (2004)
• The "Share a Coke" campaign by Coca-Cola personalized cans and bottles with popular names and phrases (2011)
• The "Get a Mac" campaign by Apple used humor to highlight the differences between Macs and PCs (2006-2009)
• The "Fearless Girl" statue by State Street Global Advisors promoted gender diversity in corporate leadership (2017)
• The "Taste the Rainbow" campaign by Skittles used colorful and quirky ads to appeal to younger consumers (1994)