Unit 4 Topic 2

Media relations

Media Relations involves working with the media to inform the public about an organization's
mission, policies, and practices positively and credibly. It's different from public relations, which
extends beyond the media to the general public. Building good relationships with journalists is
crucial, as they control what stories get covered. Keeping up with media interests by reading various
publications is essential. Organizations often maintain a media list to target relevant outlets.
Engaging with the media helps raise awareness, build public support, and mobilize opinions. Reasons
for reaching out to the media include product launches, events, financial results, and community
involvement. Media Relations originated from the efforts of Ivy Lee to improve relations between the
media and industry. Communication with the media shapes public opinion about a company.
Practicing effective Media Relations requires creativity, understanding media interests, and
knowledge of the organization. Techniques include organizing press events, briefings, and facility
tours for journalists.

Multimedia News Release

A multimedia news release combines various media formats such as text, video, images, audio, and
social media links to provide journalists and consumers with comprehensive information about a
story. It offers several benefits over traditional press releases:

1. Deeper Storytelling: Unlike traditional press releases constrained by length, multimedia releases
allow for more extensive storytelling. Videos, links, and additional media provide richer context,
enabling more effective communication of the message.

2. Audience Expansion: Online distribution platforms broaden the audience beyond journalists. Press
releases can be published on PR distribution sites, blogs, and other online platforms, reaching
customers directly. Incorporating video and social bookmarking encourages audience interaction and
content sharing, amplifying the message's reach.

3. New Story Angles: Multimedia releases provide journalists with diverse elements beyond written
text, allowing them to explore different angles for the story. By offering various media components,
such as videos, images, and links, journalists can create unique narratives, enhancing the story's
depth and relevance.

Overall, multimedia news releases serve as versatile tools for storytelling, expanding audience reach,
and providing journalists with diverse resources to craft engaging narratives.
Press Release

A press release is a concise written communication that provides specific information about an
event, circumstance, or other news related to a business or organization. It is distributed to the
media through various channels but doesn't guarantee coverage; its success depends on the news
value and relevance to the media's audience.

There are two basic types of press releases: immediate release and time-limited releases. Immediate
releases can be shared by anyone upon publication, while time-limited releases are offered to
specific media sources first before wider distribution.

The main purpose of a press release is to promote something significant and specific. It serves three
marketing and promotional purposes: informing the media about an event, attracting media
coverage, and promoting the business online through blogs, websites, and social networks.

Tips for Writing a Press Release

Press releases always begin with the name of the city where it originates from and the current date.
They should always be written in the third person. Write it as though you're sharing riveting
information. If your information isn't riveting, take a step back. Maybe there's something you can
add to your event or announcement that will make it more interesting. Of course, that "something"
has to happen. You can't mention that an A-list celebrity will show up at your event when you know
full well he won't.

In a press release you need to write the most important information at the top of the text, that is you
put the conclusion at the top. This is quite the opposite of the normal academic approach in a thesis
where you build up to the final conclusion at the end of the paper. Use the inverted news pyramid as
your guideline

When contacting the media, it's essential to send press releases to relevant editors and not spam all
journalists. Follow up courteously and avoid common mistakes such as sending irrelevant press
releases or using exaggerated language.

After releasing a press release, it's beneficial to reuse it in various media channels, including the
organization's website, social media, newsletters, and linking to media reports.

Audio Release

An audio news release (ANR), also known as a radio news release or RNR, is a brief scripted audio
segment lasting 30 or 60 seconds, featuring information about a product, service, company, or brand.
It includes a soundbite from a spokesperson and directs listeners to the organization's website or
business.

ANRs are effective for reaching mass audiences through radio stations and networks. They are cost-
effective solutions that encompass script writing, production, distribution, and metrics tracking.
ANRs inform, educate, raise awareness, and complement other broadcast vehicles as part of a
campaign.

Creating Audio News Releases Radio

stations will only accept audio news releases that meet professional broadcast standards.

Step 1: Select an appropriate vendor for the release.

Step 2: After selecting a vendor, the basic steps for creating the audio include: writing, editing,
review, approval of the script, and the final recording. “Writing for audio is a specific skill – be sure to
take advantage of your vendor’s expertise for your ANR,” Lustig advises. And look for opportunities
to include audio that isn’t just a talking head

Step 3: Monitoring ANRs is essential for measuring effectiveness and overall PR campaign success.
Some services offer speech-to-text talk radio monitoring, overnight alerts of radio clips, and
integration of data sources into a single dashboard for easy analysis.

In conclusion, ANRs are powerful tools for reaching audiences and promoting PR and marketing
messages. PR professionals require specialized skills to craft quality scripts and utilize radio
monitoring tools to track effectiveness.

Video Release

A video news release (VNR) is a pre-packaged video segment resembling a real news report, but
produced by a marketing, PR, advertising agency, business, or government agency. It's distributed to
TV newsrooms to shape public opinion, promote products or services, publicize individuals, or
support various interests. The goal is to garner attention by providing media-ready content that
portrays the business, product, or service positively. News agencies may use VNRs in full or in part, or
incorporate them into news reports at their discretion, based on relevance and viewer interest.

Elements of a Video News Release

A good VNR will contain each of the following elements:

 A professional news reporter, someone who has on-air experience with the news, or an actor.

 Interviews with experts who usually have legitimate expertise in a topic, though that expertise may
be biased.

 Eye-catching visual elements, such as a company’s logo.

 Demonstrations of the products or services that are being discussed.

 A short run time; typically no longer than 2 minutes. Things to Avoid If you want a video news
release to be effective and meet your objective, you are going to want to stay away from certain
things.

The following things should be avoided when creating a video news release:
  Highly promotional - Though the goal of a VNR is to promote a company, a product, a service, or a
person, it shouldn’t appear too promotional. If it does, it will be viewed as an advertisement rather
than “news”.

 Excessive producing - Some producing is fine, but too much can detract from the value of a VNR. If
it’s too produced, news agencies won’t be able to put their own spin on it, which is what they intend
to do.

 Inappropriate visuals - Video news releases should contain visuals, but they should contain the
right visuals. In other words, images should match the content that is being shared

Benefits of a Video News Release

A VNR can provide several benefits, and if done correctly, can serve as a powerful part of a public
relations campaign.

Some of the most notable benefits that VNRs offer include:

 Audio and visual elements of the story, which makes it more engaging than a written press release.

 They show journalists and viewers the story you are aiming to share rather than having them
imagine the story after they read it.

 They can boost the credibility of a company, organization, or individual, as they highlight expertise.
 They are much more attention-grabbing than standard press releases, which mean that they can be
a highly effective marketing tool.

 They’re more effective than standard press releases because viewers can easily obtain the
information they contain in a very short span of time.

Criticisms of Video News Releases

Though they can be an effective marketing tool, not everyone agrees with them. In fact, critics have
referred to video news releases as deceptive propaganda that tries to influence viewers under the
disguise of real news. This is particularly true when it is not made clear that a VNR isn’t real news. In
fact, that’s why many people refer to video news releases as “fake news”.

SOCIAL MEDIA RELEASE

The social media release, pioneered by Shift Communications in 2006, was a significant advancement
in reaching audiences via mobile and social media platforms. While it didn't drastically change the
concept of a media release, it enhanced it to cater specifically to the digital age.

Social media releases resemble today's multimedia releases in format and design but are optimized
for online interaction and sharing. They complement traditional releases by targeting social media
platforms while traditional releases focus on traditional media outlets.

Key features of social media releases include responsiveness to different devices and online posting
for easy searchability and sharing. Incorporating multimedia elements boosts views significantly.
It's important to note that the quality of content in social media releases reflects the quality of
traditional media releases. Traditional releases often go unnoticed by social search engines,
remaining invisible in the digital landscape.

Elements of a social media release include:

1. Headline: A concise and straightforward title that captures attention with key keywords.

2. Secondary Headline (optional): An additional important piece of information to entice readers.

3. Overview: A brief summary of the release, engaging the reader with keywords and thoughtful
sentences.

4. Body: The main content of the release, presenting the news objectively, covering essential details
like who, when, what, where, why, and how.

5. Facts: Statistical data or bullet points supporting the main content, easily shareable for reference.

6. About the Company: A brief company bio with links to the website, Twitter, and Facebook pages.

7. Multimedia Links: Links to videos, images, RSS feeds, etc., enhancing the release's social aspect
without distracting from the message.

8. Relevant Links: Links to related releases or products, further promoting the company's offerings.

9. Tags: Recommended sharing methods such as social bookmarking sites, Twitter hashtags, or
Facebook pages.

10. Contact: Information for contacting the company, including name, email, and social media
aliases, adding credibility to the release.

Biggest Mistakes to Avoid

While the elements you do focus on are relatively uniform, there are also things that can quickly turn
your social media release into junk mail or a one-time visit from a journalist, customer or blogger.
Those mistakes include:

• The release is too focused on your company and not on the product or service you are offering. Let
the user learn about your company when they want to visit your website.

• Content is full of marketing lingo rather than being conversational/shareable

• Written to appeal to a broad audience on the web as opposed to specific bloggers or consumers

Press conference

As a PR Practitioner, you will be solely responsible for organizing press conferences from time to
time. A press conference is generally used as an occasion for the release of news simultaneously to
all media, provided the subject is news worthy.
What is a press conference?

A press conference is a tool designed to generate news – in particular, hard news that can advance
the cause of your organization. Hard news is defined as a story in the print or electronic media which
is timely, significant, prominent, and relevant.

You should hold a press conference for special occasions when you want to make a significant
impression beyond what press releases, interviews, or informal media contacts can achieve.
However, press conferences should not be held too frequently. Only call a press conference when the
subject demands a discussion between your organization's spokesperson and the media, such as
announcing a major policy, addressing a labor-management issue, or launching a product that
requires demonstration. For routine announcements, a press release will suffice.

Here are the simplified steps for holding a press conference:

Here is a slightly more descriptive version of the steps for holding a press conference:

Before the press conference:

1. Define the key message(s): Clearly outline the main points you want to communicate during the
press conference. These should be summarized into clear and concise key points that align with your
objectives.

2. Schedule the date and time: Choose a suitable date and time for the press conference, taking into
consideration the availability of key participants and potential conflicts with other media events. Aim
for weekdays, preferably Tuesdays, Wednesdays, or Thursdays, during the late morning hours for
optimal media coverage.

3. Choose a suitable location: Select a venue that offers adequate space, parking facilities, and visual
appeal. The location should be easily accessible to reporters and provide a backdrop that enhances
the relevance of your message.

4. Select and train participants: Identify individuals who will serve as spokespersons during the press
conference and ensure they are well-prepared to effectively convey the key messages. Provide
training if necessary to ensure they can handle press inquiries confidently.

5. Contact the media: Compile a comprehensive list of media contacts, including assignment editors,
news directors, and reporters from relevant outlets. Send out press advisories about a week before
the event to inform them of the press conference and generate interest.
6. Prepare a press kit: Assemble a press kit containing essential materials such as participant lists,
press releases, background information on the issue, biographies of key individuals, and relevant
news articles. Distribute the press kits to attendees upon their arrival.

At the press conference:

1. Welcome and registration: Greet members of the press as they arrive and facilitate the registration
process. Provide them with press kits and any necessary materials to help them cover the event
effectively.

2. Setup and seating: Arrange the venue to accommodate participants and media representatives
comfortably. Ensure participants are seated behind a designated table, facing the reporters, and that
there is adequate space for media equipment.

3. Commence the conference: Begin the press conference on time and open with a welcome
message from the moderator. Introduce the topic of discussion, the key participants, and outline the
agenda for the event.

4. Participant presentations: Allow each participant to present their key points, emphasizing clarity,
brevity, and relevance to the topic at hand. Encourage concise statements and avoid lengthy
monologues.

5. Q&A session: After all presentations are complete, invite questions from the press. Ensure that
questions are addressed to the appropriate participants and facilitate an open dialogue between
participants and reporters.

6. Closing remarks: Conclude the press conference by thanking participants and media
representatives for their attendance. Offer additional resources or information for follow-up
inquiries.

After the press conference:

1. Follow-up with media: Make personal contact with media representatives to reinforce key
messages and offer further assistance or information as needed. Address any outstanding questions
or concerns raised during the press conference.
2. Evaluate and review: Conduct a debriefing session with your organization's team to assess the
success of the press conference and identify areas for improvement. Review feedback from media
coverage and adjust future strategies accordingly.

Press Briefings

Press briefings are different from press conference in that they are informal and do not require
elaborate arrangement. They are used to give updates. Press briefings can be both proactive and
reactive. By proactive, it is meant that certain clarification or points are required to be given after a
crisis situation.

In this case, some media persons are invited for press briefings. In case of critical issues, besides an
informal briefing by the spokesperson, a written statement is also handed over to avoid
misquotation.

In case of reactive press briefings, a pressman seeks an audience with the chief spokesperson for
seeking certain clarification or to find out his point of view before filing the story. Similarly the
spokesperson may have been misquoted, and he invites media persons for clarification.

Press briefings are set up just like a press conference, but are usually set up to a schedule, such as
once an hour or every three or six hours. It is up to the people who are in charge of the incident and
how important they think the release of information is. For a large wildland fire a press briefing may
be held every few hours, but if you have a large event like a large street party or race which has
thousands of people at it, a press briefing every hour may be necessary.

One rule of press briefings is if you set up a time schedule, stick to it. Even if you do not have any
new information to release, still have your briefing and advise that nothing has changed. Press
briefings are also used for special events such as advance information before a heat wave or cold
spell.

The media is invited to the conference room and give safety tips and maybe have some props on
display for pictures and video. The event is like a press conference but not as intense or formal. There
is almost always a question and answer period during a press briefing.

Familiarizing Tours

Press tours, also known as facility visits or press visits, are organized tours for media personnel to
visit projects, factories, installations, or events for firsthand observation and coverage. These tours
offer an opportunity for journalists to gain insights and gather information for their reporting. Here's
a simplified breakdown of key points about press tours:

1. Definition: A press tour involves inviting selected media representatives to visit a specific location
or event, such as a factory, project site, or disaster area, to observe and report on the activities or
developments firsthand.
2. Purpose: Press tours serve as a strategic public relations tactic to foster relationships with
influential media members. They aim to facilitate face-to-face interactions between media
professionals and company representatives, increasing the likelihood of media coverage.

3. Timing and Setting: Press tours can be organized independently or in conjunction with trade shows
or industry conferences. They offer an opportunity to engage with journalists in a conducive
environment outside the typical office setting.

4. Tactics for Success:

- Leverage Relationships: Utilize existing connections with editors and reporters to streamline the
pitching process and enhance credibility.

- Meet on Their Turf: Offer to meet journalists at their offices to accommodate their busy schedules
and create goodwill.

- Bring Senior Executives: If possible, involve top executives like the CEO or president to add
prestige and appeal to the tour.

- Provide Compelling Reasons: Offer meaningful incentives for journalists to participate, such as
product demonstrations, exclusive insights, or discussions on upcoming developments.

- Attention to Detail: Pay close attention to logistical details, such as transportation, scheduling, and
potential delays, to ensure a smooth and successful tour experience.

5. Benefits: A well-executed press tour can enhance the company's public relations efforts, generate
media coverage, and establish long-term relationships with key media contacts. By strategically
planning and executing the tour, companies can position themselves as credible and valuable
resources for the media.

Overall, press tours offer valuable opportunities for companies to engage with the media, showcase
their activities, and build mutually beneficial relationships that can contribute to positive media
coverage and public perception.