The document outlines the main functions of media relations, which include pitching stories to media, building relationships with reporters, fulfilling information requests, advising leadership, monitoring media coverage, crisis communications planning, and implementing publicity initiatives. It also provides tips for media relations professionals such as reading industry media, researching outlets, using online tools to track coverage, consistently building relationships with journalists, and communicating with internal management. The overall functions and goals of media relations are to gain positive coverage and visibility for an organization through proactive outreach and being a resource to reporters.
5. MR Functions
• 1. Pitch and place stories with media
* The traditional role of Media Relations
* Work with local, regional, national, and
trade media
* Now expanded to online/social/digital
media (influential bloggers)
6. MR Functions
• 2. Build relationships with media
members
* Most critical role in MR with traditional
and new media members.
* Focus on mutually beneficial
relationships.
* Develop relationship by providing
relevant, impactful, and meaningful info
7. MR Functions
3. Fulfill reporters’ info requests
•Company spokesperson/contact role
•YOU are the subject matter expert on all
parts of your organization
•Become a valued/trusted resource for
reporters/bloggers
8. MR Functions
• 4. Counsel management on media
* Educate management on realistic
expectations.
A. Fairness and accuracy
* Educate management on media’s role in
overall corporate strategy
* Alert management to potential media
opportunities, pitfalls and challenges
10. MR Functions
• 5. Media monitoring
* Monitor key media outlets (including
blogs) for stories/posts/blogs on:
A. Your company
B. Your competition
C. Your industry or field
Issues and trends affecting A, B, and C
11. MR Functions
• 6. Crisis Communications
* How you handle bad news can define a
company in publics’ eyes
* Plan for a crisis BEFORE it happens!
12. MR Functions
• 7. Publicity
* Recommend, plan, and implement
publicity initiatives (special events,
launches etc.)
* A strategic and often a tactical role
14. Getting It Done
• 1. Reading and monitoring
* Read and digest all traditional and new
media covering your organization as well as
all local media
* Don’t forget bloggers and online outlets.
(An RSS feed is essential)
15. Getting It Done
• 2. Research media
* Research outlets that cover, may cover,
and that you want to cover your
organization
* Find out what stories they like to run
* Then, after proper research, tailor
appropriate stories to specific outlets
16. Getting It Done
• 3. Use online resources:
A. To track:
1. Stories
2. Issues
3. Writers
Lexus-Nexus, Dow Jones, Google Alert, FB,
Topsy, Addict-O-Matic, and other online
tracking services.
17. Getting It Done
• 4. Ongoing and consistent relationshipbuilding
* Understand journalists’ needs/concerns
Know and respect deadlines
Know what a reporter/blogger writes
about
NEVER WASTE THEIR TIME!
18. Getting It Done
• 4. Ongoing and consistent relationshipbuilding (continued)
* Individualize and tailor pitches to
specific reporters/bloggers
* Rarely use mass email pitches
* NEVER WASTE THEIR TIME!
19. Getting It Done
• 5. Communicate with management
* Compile and distribute daily/weekly
“e-clipping reports”
* Develop MR plans that help support
organizational objectives
* Talk to management about publicity
opportunities
24. Your assignment
Journalists and Public Relations pros:
adversaries or allies?
Blog of at least 250 words
Take a side and support your conclusions
Due Thursday, 1/16 by 2:15 p.m.