MEDIA RELATIONS

Dick Kane

2006 HRM ConferenceTallahassee

Who am I?

Young, ambitious & greenNot trained in journalismDon’t know how agency worksSkeptical of any PR effortDon’t like being manipulated

TONIGHT’S TOP STORY

N-E-W-SRecent eventsUnusual or notableNegative

Mike McCurry’s “5Cs”

CredibilityCandorClarityCompassionCommitment

HURRICANE IVAN

Top Five List

Under promise, over deliverBe optimisticNo surprisesCYA – Cover Your AssetsCelebrate your successes

THE REEL/REAL WORLD

Jack Hilton

Be openBe honestBe newsyBe awareBe cooperative

“How to Meet the Press”

Jay Rayburn, Ph. D

Courteous treatmentNot to be hurriedKnow major topics in advancePR counselMake your own recording

“Your Rights”

YOU’RE ON!...3…2…1

60 – 30 – 10 - rule

60 percent – visual30 percent – verbal10 percent - message

THAT’S THE WAY IT IS

ALWAYS

Be honestBe candidBe factualBe preparedBe responsiveBe sensitive to deadlines

NEVER

LieGuessGet hostileGive opinionsSay “no comment”Go “off the record”

A whale of a tale