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Media relations are relations that deal with thecommunications media in seeking publicity or
responding to their interest in the organization.
Build goodrelationship
with journalists
Introduce yourproject to the
media
Promote storyideas to the
media
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It will help by gettingrecognition for the
projects
Demonstrate the benefitof the projects to the
target audiences
Improve chance of morefunding
It is another method toinfluence regional policy
Will have a legalrequirement to do
communications & PublicRelations activities for
the projects
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Influence your audiences towards action
Enhance your organization's reputation
Promote your organization's services
Provide third-party endorsements
Establish positive relationships that can "smooth over" difficult times
Make your organization the "go to" resource
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Unless there are reasons forwithholding information,
arrangements should be made forproviding information to the media, at
their request or to meet
organizational requirements
These arrangements make up theorganizations approach to managing
media relations
Relationships with journalists, editorsand other media personnel should be
established and built over time
Information provided to journalistsand others should be of genuineinterest to them, it should be
newsworthy or fit the needs of thepublications or programmers for
which they work
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Always providehonest, factual
information
Do not showfavoritism toward
any individualstations,
newspapers, or
magazines
Give news releasesto all the media at
the same time
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Study newspapers atfirst hand
Read the profiles on any publications
Make use of the media lists supplied by thePublic Relations people or by the
organization
Keep up to date with news of newpublications and publishing plans as
announced on the Internet or and mediumof media
Subscribe to information sources availableeither through e-mail, mail etcetera
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The value of openness is particularlyapparent at times of crisis, but its benefits
are also realized whenever theorganizations activities are called into
question
The organization can guarantee for itselfgood and favorable coverage, or good
publicity, which it cannot, but so that linesof communication are open
Where relationships are alreadyestablished and the organization is knownto journalist, members of the organization
know who they can contact to explain
their objectives and activities
Favorable coverage cannot beguaranteed, but having relationship withthe media already in place will improve
the likelihood that coverage will be
informed
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MEDIA RELATIONS PUBLIC RELATIONS
Display and classified ads in newspapers, consumer
magazines, trade technical and professional journals
News Stories, features article, picture of the press.
Internal and external journals
Commercial (films or video-tapes) and advertising
films for showing on televisions and cinema screens
Documentary, sponsored or industrial films, video-
tapes, video discs, slides, television programme
material, television newsPosters, signs and other outdoor and transportations
advertising
Taped radio interviews, studio interviews, phone-ins,
news
Public, trade, private, mobile exhibitions Educational visual aid posters
Sales promotion and merchandising schemes
Seminars, conferences - spoken words sometimes
combined with film shows, slide presentations andexhibits
Point-of-sale displays Press facility visits, works visits
Leaflets and catalogues
Annual reports and accountsDirect mail
Door-to-door mail drops
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Daily Morning
Newspapers
Regional or CityDaily MorningNewspapers
Sunday
Newspapers
Magazines Televisions Radios
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Publicity is the communication that a postproduces or attempts to get in connection
with an event or activity.
Publicity can be in the form of a talk, specialevent, dinner, demonstration, exhibit,
interview, conference, news story, featurestory, or photo essay.
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Maintaining apositive public
presence
Handlingnegativepublicity
Enhancing theeffectiveness
of otherpromotionalmix elements
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Sound editorial judgment, diverse and
versatile enough to apply to a greatvariety of media
Creativity, capable of finding and
defining the interesting, the novel, thesignificant in any subject that arises
Writing skill, graphic communications,and an ear for vocal communication
High productivity and motivation
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Local community involvement Industry community involvement Newsletters, newspapers, and company magazines Employee relations Media relations
1. Continuous public relationsactivities
News or press releases News or press conferences Ceremonies, openings, and events Announcements Feature stories Press and trade seminars
Marketing research
2. Pre-planned, short-termactivities
Negative publicity Media interviews
3.Unpredictable, short-termactivities
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NEWS RELEASE :
New release/press release/publicity release is a document that alerts theprint media (newspapers and magazines) of an upcoming newsworthy
event. It can be written in such a way that they will be eager to promote the
event in advance and cover the event as it happens. There is a basicformat that press releases follow and the media expects to receive.
The following rules should be observed in any news release:Be accurate
FactualBrief
InformativeObjective
Be specific.
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RADIO AND TELEVISION
Local radio and television stations are another source forplacing news items and stories. As with newspapers, it isimportant to know the media and the types of stories in
which they might be interested.The following suggestions are helpful in trying to place
stories:
Make contactsDraft proposalsGet professional help
Evaluate news subjectsConsider the production of programs
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TYPES OFINVITATION
Publicrelations
newswires
Telephone
faxmemo
letter
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Determine yourtarget audience
Determine the
purpose of theadvertisement
Determine how tomatch the purpose of
the advertisementwith the needs of
your target audience
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GUIDELINEPROVIDED
EXHIBITION
Theme
Impact
Identification
PropsPhotos
Professionalassistance
Location
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news value
High credibility
significant word-of-mouth messages from
interpersonal sources
perception of having mediaendorsement of media
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the timing of news release isalmost entirely up to media
not always reported theway provider wants it
there might be
errors due toomissions
inaccuracy.