how to conduct a good media relations - universitas...

How to Conduct a good

Media Relations

Tips for Public Relations Practitioner

Rachmat Kriyantono, Ph.D Materi ini sudah sy tulis di buku PR Writing (2012, 2009, 2008)

.

Basic PR/FIS UB by Rachmat Kriyantono

What is Media/Press Relations?

The activity to build a good interaction

between organization and media in order

to gain maximum publicity of PR

messages in creating public’s knowledge

and understanding.

Getting maximum publicities requires:

1. writing skills

2. a good media relations

Basic PR/FIS UB by Rachmat

Kriyantono

Why it is so essential?

Media is the most important public because of its power

Gaining public’s support through media Long term investment

Reaching public effectively & efficiently

PR & Media are dependent each other

Basic PR/FIS UB by

Rachmat Kriyantono

Media has a power

• Gatekeeper/filter

• Third party endorser

• Uncontrolled media


The Barriers

•Misperception about

the nature of PR & Media

•Bad news is Good News

•Hidden Advertising


Kriyantono

Misperception:

Media

Focuses on:

•Rumours

•News-values

•Sensations

•Negative news

PR

Focusses on:

•Publicity

•Superlative puff

•Promotion

•Positive news

VS

NEWS IMAGE


Kriyantono

Why does “Bad News is Good news”

Occur?

Bad Integrity of Media

a. Sensational

b. Lack of knowledge

about Freedom of the

press

Bad Works of PR

a. Closed

Communication

channel

b. PR is not as

Dominant Coalition

c. Bad media relations


Kriyantono

HIDDEN ADVERTISING

Reducing the Media’s sensibility of

critic

Reducing public right to know

Less creativity


Kriyantono

Develop Media Relations

Successful

Media Relations

Communicate

Effectively

Understanding

media

Media

Needs

Media

Characters

Basic PR/FIS UB by

Rachmat Kriyantono

Media Characters

• Types of Media

- printed, electronic, CMC

• Media’s owns regulation

- cut of times, typography, pattern of news,etc

• Distribution system

- local, national, weekly, daily, monthly, etc

• Types of Reporters

- High critical & curiosity

- Prefer to making news comprehensively &

exclusively

- Non-protocol

- busy but free time

- tend to advocate marginal group


Understanding of media Needs

Giving information truthfully

Keep your promise

No “no-comment”

Media empowerment

Best service to Media works:

- Do not wait for media contact

- Information available on 24 hours

- Fairness to every media

- provide media access to Top Management

- Giving details information


Understanding Media Needs

Be professional

- tempting, money

- complain

- asking the media not to publish

- public interest

- understanding code of ethics

• Develop comm. Continuity & personal


The End

Further Reading:

- Rachmat Kriyantono, Public Relations

Writing (2012)

- Otto Baskin, The profession and the

practice of Public Relations (1997)

- Cuttlip & center, Effective PR (2005)

Thank You

Rachmat Kriyantono, Ph.D

HAPPY STUDYING


how to conduct a good media relations - universitas...

Documents