media relation

Group members:Dương Thị Thùy Trang

Rliang Mas NriNguyễn Thị Hồng Vân

Đỗ Thị ThủyPhạm Thị Thu Hương

Trương Hồng PhúcPhạm Khánh Hạ

Nguyễn Huỳnh Minh Oanh

Media Relations is obtaining publicity or news for a PR practitioner’s client or

organization.

DEFINITION OF MEDIA RELATION

Example: Vinamilk’s PR

THE IMPORTANCE OF MEDIA RELATION

To be the “gatekeepers ” of the mass and specialized media

Stresses on third party endorsements of the product, service and firm or disseminate the

information to the target audiences.

Provide relatively economical and effective method for communicating with large and

dispersed publics.

MAIN FACTORS:

JOURNALISTSPRACTICTITIONERS

Uses only two components: writing and media relations

Focus on a mass audience and use only one channel

Use many componentsFocus on defined publics and

use a variety of channelsUse many components

Gather and select information Write for a mass audience

and publish their work through only one medium

Not inform public but change behaviors of public to organizationMore mediums : newspapers, television, social media...

THE RELATIONSHIP B/W JOURNALISTS & PR PRACTITIONERS

The public relations

practitioner's view of

the journalist

Mutual dependen

ce

Building positive

relationships

Tips for getting

along with journalists

THE RELATIONSHIP B/W JOURNALISTS & PR PRACTITIONERS

Vinamilk – GOOD RELATIONSHIP with many newspapers ( Tuoitreonline, Health and Family, Women, etc.)

Vinamilk – update new article before launching new products

THE RELATIONSHIP B/W JOURNALISTS & PR PRACTITIONERS

THE RELATIONSHIP B/W JOURNALISTS & PR PRACTITIONERS

THE RELATIONSHIP B/W JOURNALISTS & PR PRACTITIONERS

THE ROLE OF MEDIA IN PUBLIC RELATIONS

NEWSPAPERS

THE ROLE OF MEDIA IN PUBLIC RELATIONS

NEWSWIRE

THE ROLE OF MEDIA IN PUBLIC RELATIONS

MAGAZINES

THE ROLE OF MEDIA IN PUBLIC RELATIONS

RADIO

• You can target your advertising to a specific audience.

THE ROLE OF MEDIA IN PUBLIC RELATIONS

• A 30-second ad on radio is often less expensive than a 30-second TV ad and easier to produce

• Decide who you are trying to reach, and then choose the radio format that reaches your audience

Radio ads can be produced very quickly

THE ROLE OF MEDIA IN PUBLIC RELATIONS

MEDICINE FOR THE ELDERLY

THE ROLE OF MEDIA IN PUBLIC RELATIONS

THE ROLE OF MEDIA IN PUBLIC RELATIONS

TELEVISION AND

CABLE TELEVISION

TELEVISION AND

CABLE TELEVISION

Television reaches very large

audiences

THE ROLE OF MEDIA IN PUBLIC RELATIONS

THE ROLE OF

TELEVISION AND CABLE TELEVISION

ATM machine access

THE ROLE OF MEDIA IN PUBLIC RELATIONS

• Children can be reached during cartoon programming

THE ROLE OF MEDIA IN PUBLIC RELATIONS

Add more visuals, like images and videos, and easier to spread

THE ROLE OF MEDIA IN PUBLIC RELATIONS

ONLINE NEWS

SERVICE

• Increased traffic to a website • Enhanced brand awareness

THE ROLE OF MEDIA IN PUBLIC RELATIONS

SOCIAL MEDIA

SOCIAL MEDIA

SOCIAL MEDIA

• Social media optimization (SMO) is the use of a number of social media outlets and communities to generate publicity to attract the attention and increase the awareness of a product, brand or event.

SOCIAL MEDIA

SOCIAL MEDIA

Mass media Mass collaboration

SOCIAL MEDIA

Expertise Trustworthiness

SOCIAL MEDIA

PREPARATION STRATEGIES

ORGANIZATION

INTERVIEWEE

WORKING WITH THE MEDIA

OR

GA

NIZ

ATIO

N Psychological preparation: don’t need to feel intimidated

Identify objectives

Select a target audience

PREPARATION STRATEGIES

WORKING WITH THE MEDIA

INTERVIEWEE

• Deciding what needs to be said and say it – no matter what the reporter’s question may be.

• Having own agenda with the points to make no matter what the journalist may want.

• A positive mental attitude is essential.

PREPARATION STRATEGIES

WORKING WITH THE MEDIA

RESEARCH AND PLANNING IN MEDIA RELATION

RESEARCH PLANNING

WORKING WITH THE MEDIA

Who you are

dealing with.

What they are interested in.

Understanding the organization with management and media.

RESEARCH AND PLANNING IN MEDIA RELATION

WORKING WITH THE MEDIA

RESEARCH

PLANNING

ORGANIZATIONAL NEWS

PUBLICITY

RESEARCH AND PLANNING IN MEDIA RELATION

WORKING WITH THE MEDIA

PLANNING

Organizational news:

RESEARCH AND PLANNING IN MEDIA RELATION

WORKING WITH THE MEDIA

• Dealing , lay out goals or objectives

• Identify key audience and specify key message and media channels

• Appearing in the form of a story rather than an advertisement

PLANNING

RESEARCH AND PLANNING IN MEDIA RELATION

WORKING WITH THE MEDIA

Publicity:• The publication of news about an

organization or person for which time or space was not purchased.

a conscious effort to attract attention to an issue, event, or organization

PLANNING

RESEARCH AND PLANNING IN MEDIA RELATION

WORKING WITH THE MEDIA

Publicity:Divided into 2 categories

SPONTANEOUS

PLANNED

accident, fire, explosion, strike,

or any other unplanned event

• New releases: the most common type of publicity

• 6 types of releases

MEDIA RELATIONS PROGRAM ELEMENTS

Business Features1Consumer Service

Features 2Financial Features3

Product Features4Pictorial Features5

Public Service Announcements6

Important form of

publicity, highly prized

by many organization

MEDIA RELATIONS PROGRAM ELEMENTS

1. Business Feature

Newspaper, magazines, tv

stations… designed to

assist consumers

MEDIA RELATIONS PROGRAM ELEMENTS

2. C

onsu

mer

serv

ice

feat

ures

Most newspaper, magazines,

radio stations…

carry financial

news.

MEDIA RELATIONS PROGRAM ELEMENTS

3. Financial Features

Stories about product in

newspapers, magazine, TV…

MEDIA RELATIONS PROGRAM ELEMENTS

4. Product Features

Newsworthy of unusual

photographs can

communicate a message

MEDIA RELATIONS PROGRAM ELEMENTS5. Pictorial Features

Messages in the public

interest disseminated by the

media without charge

MEDIA RELATIONS PROGRAM ELEMENTS

6. Public Service Announcement (PSAs)

MEDIA RELATIONS PROGRAM ELEMENTS

Packaging News Releases

Distributing News Releases

Organizing Press/ News Conferences

Packaging News Releases• In form of media kits (press kit)

MEDIA RELATIONS PROGRAM ELEMENTS

News Releases Photographs Fact Sheet Background Information• No need to be elaborate and

costly

Distributing News Releases

Likely to arrive by e-mail, faster than fax, regular mail or hand-carried delivery

MEDIA RELATIONS PROGRAM ELEMENTS

Organizing Press or News Conferences• Considered a basic component of media

relation

MEDIA RELATIONS PROGRAM ELEMENTS

• Press or News Conferences: structured opportunities to release news simultaneously to all media

3. Coordinate the Meeting with Public Relation Practitioners Serving as Directors and Stage Managers

MEDIA RELATIONS PROGRAM ELEMENTS

Guidelines for ensuring success1. Plan the Event Carefully2. Prepare Executives and Others to Be Interviewed

• Became a major method of media in the 1980s• 4 common uses of video

1. Be a short news2. Electronic media kits: similar to the conventional

media kit3.Satellite press conferences: provide an opportunity

for TV4. Satellite media tours: provide individual interviews

USES OF VIDEO

• Take on added and somewhat different importance

• Result of the Internet

THE ROLE OF TECHNOLOGY IN PUBLIC RELATIONS

The InternetTurn every newsroom in the world into a round-the-clock operation

THE ROLE OF TECHNOLOGY IN PUBLIC RELATIONS

Blog, Podcasts, and RSS Feeds

• Blog: simple online Web journals• Podcasts: audio and/or video cast of

content for later use• RSS Feeds: technology for distributing

and displaying content for the Web

THE ROLE OF TECHNOLOGY IN PUBLIC RELATIONS

Wikis, Intranets, Extranets, and Web Sites

• Changed media relation the most• Intranet: computer-based systems for

communicating• Extranet: same process for reaching

THE ROLE OF TECHNOLOGY IN PUBLIC RELATIONS

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