Manage the authority's relationship with the media. Providing news and information to the media. Monitoring. Message development and presentation. Message distribution and relationship building. Cooperation in providing material Building Personal rapport with the Media Provide expert support on major events and emergency situations. Issuing constant press releases. Targeting news to particular journalists. Cultivating personal contacts with the media person.

1. CORPORATE MEDIA
RELATIONS
Vivek Nagarajan

2. Role of Corporate Media Relations:

Manage the authority's relationship with the media.

Providing news and information to the media.

Monitoring.

Message development and presentation.

Message distribution and relationship building.

Cooperation in providing material

Building Personal rapport with the Media

3. Role of Corporate Media Relations:

Provide expert support on major events and emergency
situations.

Issuing constant press releases.

Targeting news to particular journalists.

Cultivating personal contacts with the media person.

4. PRESS RELEASE

5. Press Release are used for:

Announcement launch of New Events.

Business News and Corporate Announcements.

Social and Government News.

6. Points to remember:

Write the news for journalists and media NOT as articles or
stories.

Make sure you post full contact address with phone number.

Keep it short with 5 paragraphs.

Do not use promotional or marketing language.

Pick an Attractive TITLE to catch attention of media persons.

DO NOT WRITE PRESS RELEASE IN UPPER CASE.

7. Format of a Press Release:

Title or Headline - The main title of the news.

Date & Place - Contains the release date.

Introduction - Highlight the importance of the news in this
paragraph.

Body - Further explanation, statistics, background, or other details
relevant to the news.

Boilerplate - Providing independent background on the issuing
company, organization, or individual.

Contact Information - Name, phone number, email address of the
PR or other media relations contact person.

Ending: ### Indicates the end of press release.

8. PRESS KIT

9. Press Kit:

Also referred to as a Media Kit.

Set of promotional materials of a person, company, or
organization distributed to members of the media.
Used for:

Product launches

New company launch

Mergers and acquisitions

News conferences

Large events / Industry trade shows

10. Components of a Press Kit:

Background with historical information on the company or individual.

Fact sheet listing specific features, statistics, or benefits.

Biographies of key executives, individuals, artists, etc.

Past press coverage

Photos or other images (high resolution) of key executives, logos, products, etc.

A press release detailing the current news the media kit is sent in reference to

Media contact information (usually of a public relations department or
spokesperson)

A CD, DVD, software title, video, etc. as appropriate for the sender of the release

Collateral advertising material, such as: postcard, flier, newspaper ad, etc.

11. PRESS
CONFERENCE

12. Organizing a Press Conference:
A press conference can help publicize your event to many news
outlets.
Who‟s coming?
To maximize media attendance at your news conference, it is
beneficial to have at least one high-profile personality
participating.
Location:
Use a location that is easily accessible but also visually
interesting for the media.

13. Setup:

The right equipment: Are you using a microphone? Is there electricity?
Do you have/need a podium? Do you have something for the
microphone to sit on or attach to?

Arrange a press table: This is where reporters sign in and pick up
materials. One person should be the "meeter & greeter" of reporters.

Permit: Do you need a permit for the location you have selected? Get
one, bring it.

All participants should stand together behind the mike or podium so that
everyone is in the picture.

Make sure that visuals are not placed too high so as to be out of the
picture, or too low so as to be blocked by the participants.

14. Speaking Order:

Determine the order of speakers in advance.

It is preferable to have each person come to the microphone and
introduce him/herself.

Remember to distribute a speakers list to the press as well as the
speakers themselves.
Length:

Each speaker should keep remarks short.

The overall length of the news conference should only be 20--30
minutes (including Q & A period).

Speakers should distribute copies of their statements to the media.

15. The Dove Campaign
for Real Beauty
(CFRB)

16. CFRB:

The Dove Campaign for Real Beauty (CFRB) began in England in 2004.

The study evolved out of a desire to talk to women around the world
about female beauty.

Dove wanted to understand how women define beauty; how satisfied
they are with their beauty; how they feel about female beauty‟s portrayal
in society; and, how beauty affects their well-being.
Target Audience:

All women, all ages and of all sizes.

17. Objectives:

Increase sales of Dove beauty products and new product lines.

Create dialogue, debate, and discussion about the true meaning
of beauty.

Attract national TV and print media coverage.

Drive users to the CFRB Web site to share their thoughts and
opinions about the campaign and beauty stereotypes.

Create a call to action for consumers to join the movement
through website pledge that activate a donation by Dove for selfesteem awareness programs.

18. Advertising Tactics:




Dove launched a global advertising campaign in October 2004
questioning whether “model” attributes, such as youth, slimness, and
symmetrical features, are required for beauty - or if they are completely
irrelevant to it.
“Wrinkled? Wonderful?” featured Irene Sinclair, 95, of London, England
with a wrinkled face and asked: “Will society ever accept old can be
beautiful?”
“Gray? Gorgeous?” featured Merlin Glozer, 45, of London, England with
a natural mane of gray hair and asks: “Why aren't women glad to be
gray?”
“Oversized? Outstanding?” featured Tabatha Roman, 34, of New York,
NY a plus-size woman and asked: “Does true beauty only squeeze into a
size 6?”

19. Advertising Tactics:

“Flawed? Flawless?” featured Leah Sheehan, 22, of
London, England with freckles and asked: “Does beauty mean
looking like everyone else?”

Each ad directed readers/viewers to
www.campaignforrealbeauty.com where they could cast their
votes.

Dove established the Dove Self-Esteem Fund to raise awareness
among young girls of the link between beauty and body-related
self-esteem.

20. Media Coverage:

CFRB was featured on national morning shows such as Good
Morning America, The Early Show, and The Today Show.

CFRB was featured on popular talk shows such as The Ellen
DeGeneres Show, The View, Oprah and The Tyra Banks Show.



Molly Prior of Women‟s Wear Daily called the campaign “gutsy” and
chronicled the beginning of CFRB.
In a January 12, 2007 article in Women‟s Wear Daily, Michelle Edgar
described the efforts of Dove in introducing Pro-Age Campaign.
USA Today featured CFRB in an article about Dove‟s 2006
Superbowl ad. Writer Theresa Howard called the ad “inspirational.”

21. Criticism:

The Chicago-Sun Times, columnist Lucio Guerrero devoted a
column to criticizing the campaign, saying, “The folks at Dove
want us to embrace our „real beauty‟ and love who we are no
matter what we look like. If that‟s the case why are they selling
firming cream?”
Overall, Dove did an excellent job of
controlling how their campaign was
presented

22. THANK YOU