1. DA010 - Professional Diploma in Public Relations - COMM6024EP
Media Relations and New Media
Technology (2011/10)
Lecture 4
Building effective media relations with
press and broadcast media
Developed and Presented by
Roy Ying, Msc., B.Comm.
Note: Pictures used in this power point file
is for academic Purpose only

2. Table of Content
• Do Hong Kong media enjoy a high level of editorial
sovereignty?
• Strategy differentiation in building relationship with the
journalists, the editors, the columnist, the bloggers, and
the publishers.
• 10 tips in treading all media fairly
• Dos and Don’ts in dealing with media
• Writing a guest column
• Engaging networking events in partnership with
broadcasting media
• Tutorial – how politicians win battles on public policies
against the government using media relations?
• Review for mid-term quiz

3. Editorial sovereignty
• It is protected by Basic Law
• The Hong Kong Journalists Association
(Chinese: 香港記者協會) was established in
1968 for practising journalists in Hong Kong to
enhance press freedom and the integrity of
news coverage
• It is the reason why we study media relations
because money can only buy you
advertisements. Only news will earn its place in
the editorials

4. Hong Kong’s Press Freedom
• According to World Press Freedom Index, Hong
Kong’s ranking has been dropping from 18 in
2002 to 58 in 2006
• The worry over the Article No. 23 has been the
main issue:
– Introduced as a law to protect national security,
Article 23 of the Basic Law created much concern and
debate over Hong Kong's right to freedom of speech.
– The government has never ruled out the re-
introduction of this bill, and it is clear that it will be one
of the objectives for the next administration.

5. Vice Premier Li Ke Qiang’s Visit to
Hong Kong University in August
Class:
Class:
•• Was there
Was there
suppression of
suppression of
freedom of journalism?
freedom of journalism?
•• What worried you?
What worried you?

6. Sources of media
• Government Information Services

7. Sources of media
• TVB

8. Sources of media
• RTHK

9. Strategy in building relationship
with different media
• With GIS, there is really no need. All you have
to do is to subscribe yourself on the distribution
list.
• With TV, editors have a very short attention span
(even shorter than newspaper journalists)
– They want key points
Class:
Class:
– They want the news that •• How many pieces of
How many pieces of
best catch audience news can 6:30pm
news can 6:30pm
TVB news report in
TVB news report in
attention the 21-min program?
the 21-min program?

10. Strategy in building relationship
with different media
• With radio, there are a number of
broadcasting opportunities:
– News brief every hour
– Lunch, evening and late night news
– Talk shows
• Audio clips are as short (if not shorter)
than video clips.
• Sound bites are preferred.
• More opportunities for live phone-in

11. Strategy in building relationship
with different media
• With print media, PR firms can be effective
in generating interest because unlike TV
and radio, newspapers and magazines
can wait (just a little bit)
• Headlines are important
• Graphs, data and charts are welcomed
• Be sure to respond to the column writer’s
comments

12. Strategy in building relationship
with different media
• Social media – forget it. People will say what
they want. Make sure your senior management
is prepared to accept bad news every once in a
while, and you should have the courtesy to leave
them there.
• Bloggers – sometimes they carry a lot of
influence. Regular bloggers’ receptions may
help them get to know your company. Instead of
press releases, bloggers are looking for articles.

13. 10 tips in treating media fairly
1. Don't write the story for the media. Tell them what the story is and
how they can cover it, such as where and when the event will take
place or how to get a hold of the candidate for an interview.
2. Keep your releases to one page. Offer to provide supporting
documents, such as a position statement, but don't flood editors with
paper.
3. Don't send your releases to every person at each news outlet whose
name or email you can discover. Sending multiple copies of the
same release to dozens of people can backfire.
4. Identify the decision makers at the media that are key for your
campaign and develop a relationship with them. Get to know what
issues they think are important in the election and feed them
information on those issues.
5. Don't call up the media to ask "Did you get my release?" or "Are you
coming to our press conference?" Only make follow-up calls if you
have something additional to offer.

14. 10 tips in treating media fairly
6. As much as possible, treat all media equally. Don't discount a
reporter because she or he works for a weekly.
7. If your fax list has more than 40 or 50 numbers, use a delivery
service so that each outlet gets your releases at approximately the
same time.
8. Make sure the press can get a hold of someone from your campaign.
Answer press calls promptly.
9. Respond to events. If your opponent makes a statement you want to
comment on, put out a release that says your candidate is available
to respond…or include his/her response.
10. Don't give up if you don't get the coverage you would like at the
beginning of your campaign. Remember it's a marathon not a sprint.

15. Do's in Dealing with News Media
• Do introduce yourself to different media editors,
journalists, and freelancers by sending them an email
note or by inviting them out for coffee or lunch.
• Do follow up after the meeting with thank-you note,
mentioning that you will be in touch as appropriate. This
is important to set the stage for future dialogue.
• Do let them know what your goals are and what special
events, news, or programs you have coming up.
• Do send out news releases by email about two weeks in
advance, when you have a special event planned. Send
a follow-up email a few days later. Phone again at a
convenient time before the event to suggest a possible
meeting or interview at the event. The bigger the event,
the more advance notice should be given.

16. Do's in Dealing with News Media
• Do tailor your pitch for the needs of each medium. For
example, set up plenty of photo opportunities for
television media, human-interest stories for print, and
interviews for radio.
• Do give them the name of someone who has a personal
experience to tell. Remember that the media loves a
good story. Real life stories engage readers and makes
for better copy than just statistics relating to Linux and
open source.
• Do ensure that you or your designated spokesperson is
available for interviews at a moment's notice; otherwise
much of your efforts will be in vain. Both of you, of
course, should do your homework and rehearse
questions and answers in advance. You should have
facts, statistics, and anecdotes in your head, ready to
use.

17. Don‘ts in Dealing with News Media
• Don't send out a pitch or news release with vague,
general statements. You must convince the editor to
cover the news that promotes your organization rather
someone else's.
• Don't ever tell the media what you want from them.
Instead, ask them about the kinds of stories they're
looking for. By learning what they want, you can tailor
your communications to get what you want.
• Don't underestimate the importance of less prominent
media like community newspapers, cable TV, trade
journals, and special-interest newsletters. Look at the
entire spectrum of news media for different angles.

18. Writing a guest column
• What’s a column?
– Guest columns and editorials are newspaper
or magazine opinion pieces, usually 400 to
800 words long, that are written by someone
who isn't part of the publication's normal staff.
Class:
Class:
•• What’s the difference
What’s the difference Class:
between a regular Class:
between a regular •• How many ways can
editorial and a regular
editorial and a regular How many ways can
column? you think of for a
you think of for a
column? newspaper to invite
newspaper to invite
someone to write a
someone to write a
column?
column?

19. Writing a guest column
• Why do newspapers use columns and editorials?
– Guest columns and editorials, if written well, can be
important in swaying public opinion, especially on
current "hot-button" issues
• Any time that you want to express an opinion on
events and activities of concern to you as a
community organizer, you should consider
submitting a guest column or editorial.
– Do it fast as everyone else is doing the same thing to
pitch to different media

20. Writing a guest column
How do you prepare guest columns and editorials?
Step 1 - Find out in advance what the publication's policy is
on guest editorials and columns.
• Call the publication's editorial office ahead of time to find
out what their guest editorial policy is and what their
formatting requirements are.
• You may need to explain why your views are important
and why the publication should grant you this space.
• Space is limited and competition is fierce for guest
editorials, so be prepared to try to persuade the paper to
let you write.

21. Writing a guest column
Step 2 - Select a writer for the piece.
• If possible, find a known public figure who is involved
with or sympathizes with your cause. People DO notice
who the author is. If you can't get a well-known "name "
to write the piece, it won't be disastrous, but it always
helps.
• More importantly, find someone who is a good writer!
Even if your author isn't that well known in the
community, a guest column or editorial can be very
effective if it is well written. If necessary, your
organization may have to have others help in writing the
piece, but they will have to agree to be unsung heroes in
this case.

22. Writing a guest column
Step 3 - Know the format requirements for guest
columns and editorials.
• These requirements vary -- be sure to find out
the requirements of the specific publication
you’re writing for
• Most of the time, newspapers require the
following of guest columns and editorials:
– Submissions must be typed, double-spaced
– Title and author should be listed at the top
– The piece should be 400 to 800 words long
– At the end, the author, title, organization, and a one-
line description of the mission and membership base
should be listed.

23. Tips in writing attractive columns
• Startling or eye-opening facts.
• Intriguing questions.
• Exploring common myths.
• Interesting or amusing anecdotes.
• Slice-of-life examples.
• Interesting comparisons.
• Real-life testimonials
• Practical tips on what the reader can do to make
a difference.

24. Engaging events in partnership
with broadcasting media
• Working with a media partner can bring
great rewards such as free advertising,
increased profile and targeted editorial.
• But how do we create sustainable
partnerships with the media that are
mutually beneficial?

25. Typical deal
1. WHAT CAN WE OFFER
• Interesting stories
• Exclusivity
• Access to speakers or VIPs with a longer lead time
• Special reader offers and free tickets
• The opportunity to expand current readership/audience
• A single point of contact
• Brand association
• Branding opportunities
• Visibility
• Expertise and background information

26. Typical deal
2. WHAT WE WANT IN RETURN
• Coverage
• Advertising (free or a good deal)
• New members
• Profile
• Increased awareness
• Branding / shared association
• Improved quality of editorial and access to editorial
• New contacts
• Less work / More help

27. Engaging events in partnership
with broadcasting media

28. Class Discussion 1
• What happened next?

29. Class Discussion 1
• Then what?

30. Class Discussion 1
• What do you think of this development?