KaiBee's Blog

Notes taken from:Public Relations Writing and Media Techniques

Getting Along with Journalists

A. The Importance of Media Relations

     1. Media relations is the core activity in many public relations jobs

     2. One survey of 539 large companies by the Public Affairs Group found that media relations was the number one job responsibility of their public relations staffs.

B. The most common complaints journalists have about public relations people, according to a PRWeek survey are:

     1. lack of familiarity with editorial requirements and format

     2. poorly written materials

      3. too many unsolicited e-mails and phone calls

       4. lack of knowledge about their product or service

        5. Repeated calls and follow ups

C. Tips for Public Relations Practitioners

     1. If you need to set the record straight, begin with the reporter who wrote the story

     2. Don’t irritate reporters by asking, “Did you get my news release?” Also, don’t ask to see an advance copy of hte story or when a story will be published

       3. Crisis comunications is a test of excellent media relations, You need to work closely with the media to assure tha the public is fully informed

Reaching the Media

1. Media Databases
   1. Provide essential information such as:

                                  i.      names of publications and broadcast stations

                                  ii.      mailing addresses

                                   iii.      telephone & fax numbers

                                  iv.      e-mail addresses

                                  v.      names of key editors and reporters

1. 3 main databases

                                   i.      newspaper & magazines

                                                             ii.      radio/TV/cable

                                                            iii.      Internet media

1. Editorial Calendars
   1. A listing of topics and special issues that a periodical will feature throughout the year
   2. Tip Sheets
      1. Weekly newsletters that report on recent changes in news personnel and their new assignments, how to contact them, and what kinds of material they are looking for.
      2. Distribution of Materials
         1. The vast majority of publicity materials are now distributed in digital and electronic formats
         2. Today’s primary distribution channels are:

                                                               i.      e-mail

1. the oldest feature of the internet
2. approximately 10 trillion e-mails were sent in 2006

                                                             ii.      online newsrooms

1. has 5 key components
   1. Contact information
   2. Corporate background
   3. News releases and media kits
   4. Multimedia gallery
   5. Search capability

                                                            iii.      electronic newswires

1. 3 major newswires:
   1. Nudinrdd Eitr
   2. PR Newswire
   3. Marketwire

                                                           iv.      mat distribution campanies

                                                             v.      photo placement firms