Chapter Nine: Media Relations/Print & Broadcast

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The Internet has forever changed the public relations practice of dealing with the media. This is due largely to consumer-generated media. The good old days of conventional media, dominated by a few networks and truth-minded reporters, are a relic of the past.

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Todays media is fragmented, omnipresent, and run by journalists who may be aggressive and opinionated.
Competition has driven many journalists to compromise traditional standards of truth and objectivity.

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Modern public relations began as an adjunct to journalism. Before 2000 or so, most practitioners began their careers in journalism. Today, people enter public relations from many different fields of study, directly from college. The importance of media relations cannot be denied. In the 21st century, it has never been more challenging.

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Securing positive publicity through media defines the public relations practice. Objectivity is the traditional goal of journalism: fairness and neutrality in reporting the news. Public relations always represents a client, organization or point of view. Both sides should consider themselves to be friendly adversaries, not bitter enemies.
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Do you believe that the media can ever be truly objective? Why or why not? What are the barriers?

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Many of them fail to understand that:

The reporter wants the story, whether its bad or good. Organizations want to present things in the best light.

Thats why many executives distrust the media and consider journalists to be the enemy.

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In the Internet age, how can this be? Newspapers and magazines still use news releases. Newspaper circulation has fallen, yet major newspapers are still powerful. Newspapers dominate the nations news schedule and are picked up by bloggers and Internet users.

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In the early 21st century, more and more Americans turned to cable TV for daily news. 24/7 cable news forces world events into one chaotic, continuous loop. Specialized cable channels offer everything from food and fashion, to weather and history. Talk radio is a massive social and political force. Satellite radio, despite its slow start, is on its way.

Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

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Love it or hate it, the Internet has ushered in a new age of journalistic reporting. Newspaper Web sites are increasing in popularity, and many online news staffs are growing. Online news sites are providing fresh news targets for public relations practitioners.
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Blogs have sprung up in all shapes, sizes and pedigrees. Reporters and bloggers use them 24/7.
Regardless of the medium, the key to success still lies in fairness and respect on both sides.

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Need more proof of the Internets media power? Visit this website: www.drudgereport.com

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You must orchestrate relationships between your organization and the media. Always remember:
A reporter is a reporter. You are the organization. There is no standard reporter. Treat journalists professionally. Dont sweat the skepticism. Dont buy a journalist.

Become a trusted source. Talk when not selling. Dont expect news agreement. Dont cop an attitude. Never lie. Read the paper!

Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

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Why do so many people confuse publicity with advertising? The two are vastly different. Advertising: is a paid message prepared by a sponsor. enables you to control size, content, location, reach and frequency.

Publicity: costs only staff time and effort about 10% of advertising. is far more credible than advertising.

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For any organization, publicity makes great sense for:

Announcing a new product or service Re-energizing an old product Explaining a complicated product

Projects with little or no budget Enhancing the organizations reputation Crisis response

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Know deadlines.
Generally, write first. Direct the release to a specific person or editor. Determine how the reporter prefers contact.

When you call, do your own calling.

Dont send clips of other stories about your client. Develop a relationship.

Dont badger.
Use exclusives with care.

Never lie!

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Online media work is still a relationship business. Here are eight key online publicity vehicles:

News releases Headlines Announcements Links Newsletters

Libraries Public appearances Promotions News wires Events

And remember, its the same as with print media: The closer you are to online reporters, the more fairly they will treat you.
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Another primary task for PR professionals is to coordinate media interviews for their executives. Abide by these 11 dos and don'ts:

Prepare. Know your lines. Relax. Speak in personal terms. Welcome the nave question. Answer questions briefly and directly.

Dont bluff. State facts and back up generalities. There is no such thing as off the record. Dont say no comment. Tell the truth.

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Youve just been assigned to pitch the upcoming college campus tour of a progressive rock band.

What would you need to know to pitch them? Where would you pitch the band? How would you handle interviews and news conferences?

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 A good portion of journalists will always regard

public relations practitioners with suspicion.

Yet, the role of public relations practitioners

has become more respected by journalists.

The key to productive media relationships is

professionalism and respect for the role and practice of journalism.

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Dominos President Confronts the YouTube Idiots

Review this case on pp. 185-86. As a class, discuss: How do you think Dominos handled the public relations fallout from the unethical video? What do you think the long-term impacts of this incident will be for the Dominos brand?

For more information on this case, go to: http://www.nytimes.com/2009/04/16/business/media/16dom inos.html

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