Media relations

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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Is your CEO really the best crisis spokesperson?

01 Jun, 2020 Issues and crises, Media relations

What to say in a crisis and who should say it? Those two questions can determine whether your organization’s reputation is enhanced or irreparably damaged when things go wrong. Answering those questions also exposes four myths about crisis management. Myth 1: Only the CEO can speak for your organization The CEO absolutely should be visible and speak when there is a crisis, especially to demonstrate compassion and commitment to action. But that is very ...

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Tip sheets are great for creating publicity

01 Jun, 2020 Media relations

If you are seeking to create publicity for a product or service, try writing a tip sheet. A tip sheet or advice sheet can be remarkably versatile, being valuable for use in a large or small business, government department and even an NGO. Media tip sheets are typically lists of tips on how to do something, or solve a particular problem, that are printed in newspapers and magazines and appear on television. An example ...

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Email still the key for pitching stories to news media

01 Jun, 2020 Media relations

Predictably, the COVID-19 pandemic has caused significant changes to the scope of news reporting everywhere. For instance, the 2021 Muck Rack State of Journalism survey responses showed that 51% of the 2,482 reporters from the US (68%) and other countries (32%) estimated that "some" of their reporting had pivoted to angles related to COVID-9, while 39% said "most". Around 65% covered more stories "about COVID-19 and/or health and wellness" while 33% also said they ...

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What can you do with draft news material that isn’t newsworthy ?

01 Jun, 2020 Media relations

What can you do with news material that is not newsworthy? Many consultants and media relations professionals have to grapple with this dilemma. It can be a difficult judgment call, but there are smart ways to overcome the problem. Here are lots of ideas that will help you to be more successful with content that currently has little news value: 1. What makes your product or your company different from your competitors? Dig deep ...

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Use better words than “excited” in your writing

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

Many press releases over-excitedly announce information that has no real news value – it is in effect fake news. No wonder journalists delete most releases! Media relations pros are often under pressure to energize ordinary announcements and other information by hyping up the text. However, they usually haven’t dug further to find any real news behind their breathless announcement, or they have just gone through the motions to satisfy their bosses or the marketing department.Therefore, it’s time to use better words than “excited” in your writing.

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“Attention wave” – an integrated way to approach publicity

01 Jun, 2020 Media relations

  Blogger and PR commentator Dan York advocates looking at publicity activity in terms of an integrated attention wave of traditional news releases combined with social media. He has written a thought-provoking article on how the attention wave approach makes publicity activity more effective: So you have some news you want to get out there. You are thinking of issuing the standard old news release... Yet in the era of the "real-time web", when ...

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You need to fact-check your PR material more carefully now

01 Jun, 2020 Media relations

Fewer journalists have to do more work in today’s newsrooms. News outlets are cutting the number of journalists they employ, and those remaining are obliged to write more quickly and more often. Frequently they have minimum time to fact-check their stories. Therefore more media releases are being used directly as supplied. Thus the onus is more on communication pros to check facts before sending material to the media. This applies especially to material that ...

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How to generate ‘street-smart’ publicity

01 Jun, 2020 Media relations

Seeking publicity is a percentage game – a matter of providing the media with the information you wish to convey in a win:win:win way – a way that benefits you, the media outlet and your target audience. As a communicator, another way to look at the media is to consider yourself a wholesaler of news. You prepare and package the news commodity for the media, which are retailers. They rework your material into a ...

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Following up media pitches is a key PR role

01 Jun, 2020 Media relations

Pitching news angles successfully to journalists is always a tough PR task. You need to tailor your approach to the individual needs of each journalist you contact. This means you have to use your judgment to thoroughly prepare each time. Here’s how to do it.

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