Download - Media relation
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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
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Media Relations is obtaining publicity or news for a PR practitioner’s client or
organization.
DEFINITION OF MEDIA RELATION
Example: Vinamilk’s PR
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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.
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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
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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
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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
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THE RELATIONSHIP B/W JOURNALISTS & PR PRACTITIONERS
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THE RELATIONSHIP B/W JOURNALISTS & PR PRACTITIONERS
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THE ROLE OF MEDIA IN PUBLIC RELATIONS
NEWSPAPERS
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THE ROLE OF MEDIA IN PUBLIC RELATIONS
NEWSWIRE
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THE ROLE OF MEDIA IN PUBLIC RELATIONS
MAGAZINES
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THE ROLE OF MEDIA IN PUBLIC RELATIONS
RADIO
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• 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
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Radio ads can be produced very quickly
THE ROLE OF MEDIA IN PUBLIC RELATIONS
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MEDICINE FOR THE ELDERLY
THE ROLE OF MEDIA IN PUBLIC RELATIONS
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THE ROLE OF MEDIA IN PUBLIC RELATIONS
TELEVISION AND
CABLE TELEVISION
TELEVISION AND
CABLE TELEVISION
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Television reaches very large
audiences
THE ROLE OF MEDIA IN PUBLIC RELATIONS
THE ROLE OF
TELEVISION AND CABLE TELEVISION
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ATM machine access
THE ROLE OF MEDIA IN PUBLIC RELATIONS
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• Children can be reached during cartoon programming
THE ROLE OF MEDIA IN PUBLIC RELATIONS
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Add more visuals, like images and videos, and easier to spread
THE ROLE OF MEDIA IN PUBLIC RELATIONS
ONLINE NEWS
SERVICE
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• Increased traffic to a website • Enhanced brand awareness
THE ROLE OF MEDIA IN PUBLIC RELATIONS
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SOCIAL MEDIA
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SOCIAL MEDIA
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SOCIAL MEDIA
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• 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
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SOCIAL MEDIA
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Mass media Mass collaboration
SOCIAL MEDIA
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Expertise Trustworthiness
SOCIAL MEDIA
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PREPARATION STRATEGIES
ORGANIZATION
INTERVIEWEE
WORKING WITH THE MEDIA
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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
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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
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RESEARCH AND PLANNING IN MEDIA RELATION
RESEARCH PLANNING
WORKING WITH THE MEDIA
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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
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PLANNING
ORGANIZATIONAL NEWS
PUBLICITY
RESEARCH AND PLANNING IN MEDIA RELATION
WORKING WITH THE MEDIA
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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
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• 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.
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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
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• 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
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Important form of
publicity, highly prized
by many organization
MEDIA RELATIONS PROGRAM ELEMENTS
1. Business Feature
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Newspaper, magazines, tv
stations… designed to
assist consumers
MEDIA RELATIONS PROGRAM ELEMENTS
2. C
onsu
mer
serv
ice
feat
ures
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Most newspaper, magazines,
radio stations…
carry financial
news.
MEDIA RELATIONS PROGRAM ELEMENTS
3. Financial Features
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Stories about product in
newspapers, magazine, TV…
MEDIA RELATIONS PROGRAM ELEMENTS
4. Product Features
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Newsworthy of unusual
photographs can
communicate a message
MEDIA RELATIONS PROGRAM ELEMENTS5. Pictorial Features
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Messages in the public
interest disseminated by the
media without charge
MEDIA RELATIONS PROGRAM ELEMENTS
6. Public Service Announcement (PSAs)
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MEDIA RELATIONS PROGRAM ELEMENTS
Packaging News Releases
Distributing News Releases
Organizing Press/ News Conferences
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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
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Distributing News Releases
Likely to arrive by e-mail, faster than fax, regular mail or hand-carried delivery
MEDIA RELATIONS PROGRAM ELEMENTS
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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
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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
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• 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
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• Take on added and somewhat different importance
• Result of the Internet
THE ROLE OF TECHNOLOGY IN PUBLIC RELATIONS
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The InternetTurn every newsroom in the world into a round-the-clock operation
THE ROLE OF TECHNOLOGY IN PUBLIC RELATIONS
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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
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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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