public relations 101
DESCRIPTION
Public Relations 101. May 21, 2014. INTRODUCTION. Objectives. Understand how media operates to maximize success Build positive relationships with reporters Understand what’s newsworthy Develop memorable key messages Capture the media’s attention Effectively handle interviews - PowerPoint PPT PresentationTRANSCRIPT
Public Relations 101May 21, 2014
• Understand how media operates to maximize success• Build positive relationships with reporters• Understand what’s newsworthy• Develop memorable key messages• Capture the media’s attention• Effectively handle interviews• Prepare written materials in a reporter-friendly format • Understand how to leverage social media
Objectives
INTRODUCTION
Why is PR important?
• Offers unique benefits over company-produced ads or publications• Provides credibility• Can influence public thought• Can reach several audiences at once• Creates a better understanding of an issue or position
PR BASICS
PR Tactics
• Op-eds- 350 to 450 word opinion pieces • Media pitch- description of a potential story to send to a journalist to land an
interview or further coverage• Social media• Press release• Media advisory- who, what, when, where and why of an event
PR BASICS
Press Release
PR BASICS
Media Advisory
PR BASICS
PR Tips
• Learn the media landscape• Define your message• Release news, and only news• Build and leverage relationships• Have a crisis response plan• Practice interviewing• Capitalize on social media
PR TIPS
The Media Landscape
• Beats vs. General Reporters• Growth of the internet• Understand what the media wants = successes• Get to know the media covering your area or industry• Remember- nothing is guaranteed
PR TIPS
Release News and Only News
• Send news to reporters that is truly news• Understand what gets noticed
– Releases that have attention grabbing headlines– Clearly explain the who, what, when, where, why and how of a topic
PR TIPS
What is newsworthy?
• Human interest stories• Trends• Timely activities• New programs/initiatives• Unique activities
PR TIPS
Is it newsworthy?
• Ask yourself if it’s– New– Unique– The first– The only– Local– Timely
PR TIPS
Developing Key Messages
• Could you explain your organization in 2-3 sentences?• Are your key messages:
– Few in number?– Written down?
• Messages should:– Follow basic speech structure– Reflect an inverted pyramid structure– Provide structure for the rest of your information
PR TIPS
What Makes a Good Key Message
• Short and concise• Strong and compelling
– i.e. “The National Multiple Sclerosis Society is dedicated to ending the devastating effects of multiple sclerosis.”
• Uses statistics or analogies
PR TIPS
Capturing the Media’s Attention
• Tell the story people want to hear, not necessarily the one you want to tell• Understand that editors and writers have tight deadlines• Leverage social media to share your story
PR TIPS
Building Relationships
• Relationships are key to earning media coverage• Media relations is the relationship an individual or organization builds with
journalists
PR TIPS
Crisis Response Plan
• Develop and test a crisis communications plan• Best crisis situations are those that are planned for and anticipated
– Anticipate EVERYTHING that could happen
CRISIS COMMUNICATIONS
The Interview
INTERVIEW TIPS
Before the Interview
• DO ask who will be conducting the interview • DO inquire about format and duration• DO prepare and practice• DO treat your interview as a business relationship• DON’T allow yourself to be interviewed on a topic outside of your expertise• DON’T request specific questions to be asked
INTERVIEW TIPS
During the Interview
• DO be honest and accurate• DO deliver key messages• DO stress the facts• DO state the conclusions then data• DO speak in sound-bites• DO provide detail• DO listen to the question • DO think about your answer
INTERVIEW TIPS
During the Interview Cont.
• DON’T keep talking to fill the silence• DON’T talk too fast• DON’T lie or cloud the truth• DON’T raise issues you don’t want in the story• DON’T speak for others• DON’T speculate or guess• DON’T express personal opinions• DON’T engage in off the record conversations
INTERVIEW TIPS
Avoid Communication Pitfalls
• Abstractions• Attacks• Attitude/Non-verbal messages• Humor• Jargon• Negative words • “Off the record”
INTERVIEW TIPS
After the Interview
• DO be helpful, volunteer to get additional information• DO watch for and read the resulting story• DO ignore minor reporting errors that don’t impact the point of the story• DON’T assume the interview is over• DON’T refuse to talk further• DON’T ask, “How did I do?”• DON’T ask to review the story beforehand
INTERVIEW TIPS
Social Media
SOCIAL MEDIA
• Technology platforms where social interactions of individuals on public forums take place
Facebook vs. Twitter
SOCIAL MEDIA
• Facebook – Incorporates the immediacy of Twitter with the interactivity of a blog or online journal– Users can see what you’re doing, view your photos and videos, create events and join groups
• Twitter– Brief text updates (up to 140 characters) & photos– Share and receive news with individuals, companies, organizations – Use @mentions and #hashtags
Social Media
SOCIAL MEDIA
Common Uses for CMHs
• Announce upcoming events• Share news stories• Interact with key audiences• Share mental health topics or facts • Post photos• Post job vacancies
SOCIAL MEDIA
