Preparing to meet

Media
Source: Otis Baskin

Opportunities of media
contact
Publicity
Feedback

or reciprocation of any kind

from stakeholders
Highlight organisations policies,
performance, conduct etc.

Preparing to meet media

Tackling some myths.
Ambitious planning and preparation time
Its an OPPORTUNITY and not a PROBLEM!
DRAGGED into reporters questions
always
REPORTER-person in control
A positive MENTAL ATTITUDE is essential,
Once this is developed it is much easier
and less traumatic to prepare for
interviews

Publicity
It is a broad term that refers to the
publication of news about an
organisation or person for which time
or space was not purchased.
Credibility third party endorsement
from editor
Appeals to those suspicious of
advertising

Publicity
Of two types: Spontaneous or planned
Egs.????
Spontaneous: less time, careful
handling, openness
Planned: more time, better planning,
INTENDED, publicity perceived as good
or bad depending on publics reactions

Reaching the Media

Three ways of reaching the media
intentionally
Release
Discussion (conversation, phone call,
meeting or interview)
News conference

Tips for writing a news

release
Answer

the basic questions; 5 Ws and

H who, what, when, where, why and
how early in the release
Emphasise the most important or
interesting facts early in the story and
not the when aspect
Be accurate. Spell all names correctly;
get the facts straight and the quotes
correct

Tips for writing a news

release
Be

specific and not general

Do not advocate a viewpoint
Vary paragraph lengths
Precaution:Too many facts in the lead
make news less impactic. Few facts
that will attract the interest of the
editor;reader

Communicating orally with the

media
SPECIFIC INTERVIEWS
Establish the main point or the bottom
line of the interview
Gather information to support the
bottom line, and turn to it consistently
Consider the audience Journalist and
the ultimate audience; the reader
Anticipate the interview

Communicating orally with the

media

Have

information at your fingertips

Interview strategy

News conference

Plan the event carefully

Advance invitations to editors
Site having proximity to the event in focus
Enough coverage of the companys name,
logo etc.
Prepare executives and others to be
interviewed
PR practioners are the directors and the stage
managers however one must remember not
to supersede the authority and rights of the
journalist unless things go out of hand