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
