PR and media - WordPress.com 02, 2014 · Media are one of the primary ... Philippine Daily Inquirer...
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Transcript of PR and media - WordPress.com 02, 2014 · Media are one of the primary ... Philippine Daily Inquirer...
§
AN OVERVIEW:
PR and media
People remember:
§ * US Bureau of Advertising
Make your messages
§ US Bureau of Advertising
§ 48
Viewers perceptions are
What percentage of each?!In other words: which is most important?
100%
ContentTone Body Language
0%
§ 49
100%
Content – 7%Tone – 38% Body Language – 50%
0%
• The attention span of the average viewer or listener is 20 seconds.!
• The average viewer, listener or reader recalls 7% of the interview.!
• More justification for proper spokesperson training!
§ 9
§YOU §THEM
§ 10
What Editors Want
�News!
�To report story well and in a timely fashion!
�Access to background information, people, trends!
�Balanced resources!
What You Want �Positive news coverage about your advocacy, constituency,
�company or industry �Fair and balanced reporting on stories of controversy
�To be viewed as a resource
§ 11
�Media are one of the primary – and best – ways to deliver your key messages to your target audiences!
�The better way is to build and use pro-active media relations
It should be …
THE JOURNALIST: Practice & Realities
§ 34
!
!
!
Philippine Media
9 national broadsheets
TV networks
8 VHF Channels
7 UHF Channels
694 FM and AM radio stations
Online publications
You!(The Deliverer)!
and !Your Messages
Your Key!Target!
Audiences,!both!
Primary!and!
Secondary
Filipino journalists give importance to relationships/affinity with sources
!
Journalism then Journalism now
� “Tell me about it over a drink” � Typewriters and faxes �Meeting contacts in person � Long lunches �More time
!� “Can we do an e-‐mail interview?”
�Digital output (websites, blogs) �High information turnover � Even less time and more pressure
Filipino journalists give importance to relationships/affinity with sources
!
Journalism then Journalism now
� “Tell me about it over a drink” � Typewriters and faxes �Meeting contacts in person � Long lunches �More time
!� “Can we do an e-‐mail interview?”
�Digital output (websites, blogs) �High information turnover � Even less time and more pressure
Role of the journalist
What they want:
�A story
�The facts
�Your cooperation
What they dislike: !
�No comment
�Stalling
�Late or no call backs
�Aggression
§
Dealing with print media
� Understand they work in an understaffed environment!
Cover more than one beat!
Tighter deadlines/daily story quotas!
� Fast turnover of reporters!
Prestigious but low paying job!
Not enough time to become experts in certain fields!
� Certain beats are news cartels!
� Would not like to be corrected through editors, therefore requesting for erratum
CmE Public Relations
Dealing(with(TV(media(! Mobile'crew'get'their'assignment'beginning'of'the'day'and'on'the'spot'
! Most'TV'stations'are'undermanned'! Crews'cover'4<5'different'events'everyday'
! Calamities,'scandals,'celebrities'and'the'President'of'the'Philippines'are'priority'–ALWAYS'
! Mature'media'! Unless'earth<shaking,'press'releases'rarely'get'picked'up'
! Can'tell'the'difference'between'legitimate'news'and'“advertising'in'disguise”'
CmE Public Relations
Dealing(with(Radio(media(! Deal%with%radio%media%with%CAUTION%at%all%times%
! Can%be%the%most%emotional%and%unprofessional%! Highly%biased%! Monitored%by%both%print%and%TV%for%news%leads%
! Topics%for%discussion%are%picked%up%from%papers%! Rarely%have%background%information%on%the%subject%being%discussed%
! Corrupt%practices%! Radio%news%programs%also%shown%on%TV%! Widest%coverage%for%%archipelago%%
SOCIAL MEDIA, the game changer
Journos and Social Media
Journos and Social Media
A third says social media is unreliable!BUT half uses it as main source of information
Half says consumer opinion are more! reliable than statement of organization. They check !
social media but do not verify reliability
20% check facts. Half publish ASAP, to correct later
Universal PR practice varies. Others focus on !sending out news, others prefer dialogue, !
direct contact with media !and consumers.
60% says they are less bound by rules in social media, !sharing personal insights that are not allowed !
in traditional media
*
p
Publish first, correct later (if necessary)
*2014 ING study: Impact of social media on news among int’l PR pros and journalists.
Media summary
�A good relationship with media is founded on mutual respect and understanding
�If treated properly, media can be the best ‘third party advocate’ for any company, product or service.
Focus on style of top 3 papers:
Philippine Daily Inquirer
Philippine Star
Manila Bulletin
!
!
!
!
Manila Times!
Malaya!
Manila Standard Today!
Daily Tribune!
BUSINESS WORLD/ BUSINESS MIRROR
1. Interest� Is controversial, provocative: would cause
people to talk about it!
� Demonstrates drama, conflict, extreme conditions!
� Is unusual, entertaining!
� Has human interest!
� Arouses emotion!
2. Consequence
� Educates and informs!
� Is important to lifestyle or ability to cope!
� Has a moral or social importance!
� Is "should know" material!
� Is Topic-specific
3. Timeliness
� Material is current, is NEW!
� A new angle on people or events!
� A new trend, with relevance to many people
4. Proximity
� Local issues, trends or events relevancy!
� Local impact of regional or global news!
� Direct effect on the media audience
§ 40
5. Prominence
� Concerns famous or important people!
� Concerns famous events!
� Has received other media coverage, or is part of an ongoing story, issue or event
§ 15
Role of the journalistWhat they will always have
� The last word!
� The power to distort or misinterpret information!
� Full control of the story!
!
But they also …
§ 16
Journalists’ expectations
They want …
� Experts: Select from management!
� Sources: Draw from research!
� Networking: Establish connections!
� Consideration: Give access to spokespeople!
� Insight: Share your knowledge!
§ 17
Reporters’ Styles�False premise!
�Hypothetical question!
�Multiple questions!
�Leading Questions!
�Interruption!
�Hostility and Accusations
§ 18
The Reality� Market driven!
� Narrow news hole !
� Controversy makes for more interesting news.!
� Stories have to be simplified.!
� Tabloids love sensationalism!
� Media corruption!
� Trends dictate the news, so should be reported “ as it happens.”!
� Efforts to be objective dictate that a reporter must get as many sides of the story as possible.!
§ 19
What Makes News�Winners and Losers!
�Heroes and Villains!
�Criticism and controversy!
�Trend or change!
�New, unusual, different!
!
Dealing with print media
�Establish friendships on a professional level!
�Make their work easier by anticipating what they need!
�Identify one or two possible angles!
�Background information!
�Access to credible persons!
�Understand the pressures they deal with!
�Deadline!
SELECT YOUR OWN SCENARIO (for press conference topic)
A new positive development on the CCT!
Golden Rice now available!
Binay Batangas land to be under DAR coverage
Scenario 1!
Discussion (8 mins, by groups)
Benchmark, group 1 and 2