ProStores PR 101
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Transcript of ProStores PR 101
Understanding the Media and Public Relations
June 2, 2010
eBay Inc. confidential2
Introduction
• Although the scope of Public Relations is wide, including Analyst Relations, Media Relations, Investor Relations, Internal Communications and Labor Relations, there is a strong focus on media relations and that is what we will focus on in today’s webinar
• We will focus on how to deal with the media and answer questions like:
– How many of you have participated in media interviews?
– What was your experience?
– What key message do you want to convey to your key audience?
– Is there one question you secretly hope the media won’t ask?
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What can public relations do for you?
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There’s never a dull moment
The Web has transformed everything
• User-generated content is everywhere– Blogs– Bylines– Social media channels
• Compressed publication times– Quick turnaround: News cycles are now 24/7
• Media outlets publish continuously– Your remarks may be published within seconds– Websites have replaced print editions
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Importance of the Internet to journalists
Reporters use the Web to:
• Publish and push breaking news to desktops
• Research stories
• Visit your site when you make news
• Use e-mail for feedback, story ideas, and asking questions
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Working with the media
Become a news engine—every company is a media company
• Newsroom
• Generate content: Bylines, blogs, press releases etc.
• SEO
• Tips & Tricks
• Leverage social media channels:
• Digg
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Elements that increase newsworthiness
• Simplicity
• Impact on audience
• Entertaining value
• Trends
• Unusual aspect
• Visuals
• Timeliness
• Multiple sides
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What makes headlines?
News has become story-telling; journalists are interested in:
• Good guys vs. bad guys
• Beating the odds, miracles, quirks
• Injustice
• Outrageous activity
• Exceptionally visual activity
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The truth hurts
News outlets report truth in different ways
• Your view of the truth may not match that of the editor
• Get your view to the public in the earliest reports
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What NOT to do?
Never lie to the media
• The truth will be told
• The cover-up is the killer
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Anticipate Topics
The reporter can ask anything
• Not bound to stick to the topic
• Check today’s newspaper for topics
Understand the scope of the report
Roundup or profile story
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It’s question time
Anticipate toughest questions• The reporter may be after a different story• The reporter may be seeking to provoke you
Develop responses to questions on all
potential topics, not just those you would like
to be asked
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Why talk to the media?
Understand the purpose. Use the interview as an audience for your message
• Develop embedded messages
• Quantified information
• Ideal headline
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Identify Terms
• Explain technical lingo
• Watch out for common words that may mean something else to reporters– White paper– Infrastructure– Sustainable
• Spell out acronyms– BIM– LEED– GIS
• Speak clearly
• Use care with regional accents
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RULES: How to handle media interviews
Use your embedded messages
• Don’t hang yourself with:
• Don’t comment on customers or competitors
• Don’t speculate
• Don’t try to fault the reporter
• Work toward half-minute answers
• Don’t defend yourself before you are accused
• Listen for false assumptions in the question
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The Technicalities
• Don’t ask to approve a story before it runs
• Don’t go “off-the-record”
• A reporter is likely to be in your audience
• Never let a reporter hear anything you don’t want reported
• Reporters are human beings too
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Use Effective Body Language
Presentation: Impact on Audience
Words 7%
Tone of voice 38%
Body language 55%
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Use Effective Body Language
Body language applies to print interviews, too
“Everybody Loves Raymond”
Use gestures to increase animation
Small gestures
Shoulder high
Arm motion, not wrist motion
Practice using gestures naturally
Q&A
Thank You!