Media relations

Ensure your URL is included in your media release

01 Jun, 2020 Media relations, Social media

In addition to sending media releases to the news media, many organizations also have a list of bloggers on their distribution list. It is important for bloggers that you include a link to the URL of your media release, which you should have ensured has been posted in your website. If the release contains some useful news, bloggers will comment something like: “XYZ Company announced in a news release today that they plan to ...

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Your media relations campaigns should have a strategic purpose

01 Jun, 2020 Communication plans, Media relations

Like most of life, media relations - or publicity or earned media as it is also called - has grown more complex in recent years. The good news is that this activity has become more scientific and focused over time. Media relations or publicity are the terms for activities that involve liaising directly with the people who are responsible for producing the news and features in the traditional print, radio or television news media. ...

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How to make your spokespersons’ quotes sound more authentic

01 Jun, 2020 Media relations

Television interview of Kim Harrison in 2016, when he was CEO of Crime Stoppers Western Australia, about the seizure of weapons in a drug campaign. A media release quoting him as spokesperson was included with the interview. Recently I wrote an article on using alternative words to “excited” to express happiness in press releases: “Time to get excited about using better words than “excited” in your writing.” Christopher Penn obviously feels the same, as ...

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Would you ask a reporter this key question BEFORE an interview?

01 Jun, 2020 Media relations

New York blogger and web marketing consultant, BL Ochman, said she has finally learnt the magic question to ask a reporter when pitching a story angle. In one of her blogs, Ochman said it is fine for the story angle to be featured in the media and for the reporter to be interested your potential as a future source of news. But first you need to ask the magic question: "Will you include the ...

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How to dig up useful news angles when you have little information

01 Jun, 2020 Media relations

When seeking a suitable story angle for an article or other text, the task can seem quite difficult. We can’t be experts or even very knowledgeable about everything, and therefore we are not sure where to start. One of the best ways to find good angles is to do your homework – dig up background information and facts that will illuminate your understanding of the topic. Do your homework Google is the logical starting ...

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Make it easy for journalists to find information in your website

01 Jun, 2020 Media relations, PR and the internet

Traditional media relations activity has consisted of a ‘push’ approach to providing information to the media. The internet provides a ‘pull’ approach in which a journalist obtains information from your website only when they want it. Many journalists use the web as a basic research tool. They start their research on your organization by accessing your website directly. Others start their research by using a search engine such as Google. This creates a need ...

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Speeches need to be promoted

01 Jun, 2020 Media relations, Speeches and presentations

Whether we are an in-house communicator or a consultant, we know a speech isn't worth giving unless it reaches the right audience and directly supports your organization's or client’s mission and goals. Reaching the right audience means reaching more people than those who attend on the day. It means promoting the speech in various ways to maximize the benefits from the opportunity. Firstly, some tips for ‘selling’ a speech proposal As a communicator you ...

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Create a better media page in your website to improve media coverage

01 Jun, 2020 Media relations, PR and the internet

Good media coverage is still a key objective for most communicators. One way to maximize the odds of better coverage is to make it easier for reporters to find the information they want in your website. Most reporters these days use the web as their most important search tool. Web usability guru Jakob Nielsen conducted a series of studies on media use of the web to access corporate information. He found that most journalists ...

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Simple techniques for writing strong headlines

01 Jun, 2020 Marketing communication, Media relations, Writing and layout

These days, isn’t the need for journalistic skills fading fast? Don’t the web and social media mean news writing skills are going the way of traditional news media – dying out in front of our eyes? Actually, it's quite the opposite! Strong headlines and intros/leads (first paragraphs) are even more crucial to good writing on websites, in social media and in mobile technology. Research shows that readers these days scan text most of the ...

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Use the power of positive language in your public communication

01 Jun, 2020 Media relations

The disciplined use of positive language brings you benefits in all types of media interviews, public meetings and confrontations with pressure groups. Contrary to popular belief and much PR mythology, negative articles and headlines are generally driven by the negative language and examples that spokespersons use. Even the best interview often results in a story with a negative slant simply because a single negative phrase was used. Reporters and others habitually phrase their questions ...

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