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Chapter 2

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19 views23 pages

Chapter 2

Uploaded by

My Ha
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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HCMULAW Nguyễn Minh Đạt

Course objectives
• Critically evaluate the role of media relations
within PR practice
• Identify the key purpose and principles of
media relations activity
• Evaluate the factors that cause media relations
activities to succeed or fail
• Identify the key trends in communications and
the media
• Identify the ethical issues involved in media
relations practices
HCMULAW Nguyễn Minh Đạt
Definition- what are media relations
• Working with media for the purpose of
informing the public
• Tend to go with positive, consistent, credible
manner
• Try to connect publics through traditional and
modern media

HCMULAW Nguyễn Minh Đạt


Roles of media relations
• Depend on each information, PR practitioners
choose the right channel to deliver information
• Covering issues in easy and attractive
• Contacting with media channels (journalism,
magazine etc.)

HCMULAW Nguyễn Minh Đạt


Important of media relation
• News coverage > paid advertising
• Cost usually lower than advertising cost
• Reputation through third party endorsement
• Branding
• Advantages in the future for maintaining
relationship

HCMULAW Nguyễn Minh Đạt


HCMULAW Nguyễn Minh Đạt
Media relation techniques
• Ring rounds
• Entertaining
• Press conferences
• Media contact lists
• News release

HCMULAW Nguyễn Minh Đạt


How do we maintain the relationship
with the medias
• Coffee invitation
• Sending gift (flowers, wines, others valuable
presents)
• Money for each successful news
• Dinner invitation
• Giving out travelling to other branches
(different location and even overseas if
available)
HCMULAW Nguyễn Minh Đạt
What should we avoid as a PR
practitioner
• Attacking the journalist/ media through Email,
calling
• “reward” is sent with informal way
• Do not invite two journalist from the same
Press company

HCMULAW Nguyễn Minh Đạt


What happen if there is an uninvited
journalist coming to your events?
• Nicely take the business card for information
check
• If the journalist comes from well-known press,
give the press kit and invite them in the event
• Tabloid press, may invite them inside and send
them press release. If the journalist want to have
“reward”, kindly response to them
• call out security if there are any non- cooperate
actions
HCMULAW Nguyễn Minh Đạt
Ethical of PR practitioners
• Expertise
• Independence
• Loyalty
• Fairness

HCMULAW Nguyễn Minh Đạt


Ethics audit questions
• What is code of conduct of an organization
• How are we communicate those standard for us
and for the others?
• How well do publics understand about our ethic?
• The successful of our code of conduct and why
• The fail of it and why
• How can we enhance the strength and reduce the
weakness

HCMULAW Nguyễn Minh Đạt


What happen if we fail to achieve the
code of conduct
• Loosen the relationship with internal factors
• Weakening the most powerful weapon of PR:
the trustworthy
• Running against any relationship with “win-
win” situation

HCMULAW Nguyễn Minh Đạt


Press release
• Can be called under many names: news
release, media release, press statement
• Is often written communication about certain
events, circumstance or other happening

HCMULAW Nguyễn Minh Đạt


The important of press release
• Key search engine optimization (SEO)
• Permanent parts of a company’s public record
• Direct communication tools that can deliver
unfiltered information
• Images help drive interest
• Instant world wide distribution
• Expanding public knowledge
• viral

HCMULAW Nguyễn Minh Đạt


Topics that are being done
• New launch products or services
• New promotion
• Business report
• Changing in business structure
• Business reward (for group or individual)
• Solution for business’s crisis
• Charity
• Important guest
• Research and study
• Typical individual (usually granted from government)
HCMULAW Nguyễn Minh Đạt
How to write the press release
• Source of information (company name)
• The paper title (Press Release)
• Content title
• Date of information and summary of whole
news
• Main content
• Outline of company (maybe previous event
description)
• Other contact for further information
HCMULAW Nguyễn Minh Đạt
HCMULAW Nguyễn Minh Đạt
Normal content structured
Source of company information Top left

Released period (immediate or Top right


released on dd/mm/yyyy)

Paper title (press release) In the middle

Content Follow up
according to
HCMULAW Nguyễn Minh Đạt
normal template
The 5W+H
• Who
• What
• When
• Where
• Why
• How

HCMULAW Nguyễn Minh Đạt


The reverse pyramid

Most important

Main
content
Less
HCMULAW
important
Nguyễn Minh Đạt
Most Who? What? When? Where? Why?
important How?
The information that the publics
need to know

Main content Describe , deliver information about


specific event, problems in detail

Less important Recall previous information, briefly


describe company background

HCMULAW Nguyễn Minh Đạt


Notice
• Press release must be short and straight to the
point
• The press release have clarified all the
information that a company wants yet?
• Typo is a must not have in press release
• Where should this press release be sent?

HCMULAW Nguyễn Minh Đạt

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