Media relations

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 ...

Read more

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 ...

Read more

Email is the key for pitching to media

01 Jun, 2020 Media relations

Despite all the chatter about the importance of social media, traditional news media still command the largest audiences. And the most effective way to provide story ideas to journalists is through email pitches. Email pitches favored by reporters Recent media surveys provide some valuable highlights for communicators. The Muck Rack State of Journalism Survey 2019 found targeted ("1:1") email by far the preferred channel to receive pitches (93%). Every other channel was disliked, as ...

Read more

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 ...

Read more

“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 ...

Read more

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 ...

Read more

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 ...

Read more

Pitching news angles to journalists – should you follow up?

01 Jun, 2020 Media relations

Pitching news angles successfully to journalists is always one of the toughest PR tasks. There is no simple answer to handling these situations because you need to focus your approach specifically to the needs of each individual journalist to do well. It is a game of percentages - you need to use your professional judgment and prepare thoroughly to increase your chances of success. Timing Good timing is vital - because no journalist is ...

Read more

Deal with news media on your own terms

01 Jun, 2020 Media relations

Selective engagement Selective engagement is a communication strategy that basically involves engaging on your own terms – you choose when and with whom you communicate. It applies mostly to media, either directly or indirectly, and particularly in crises. Selective engagement as advocated by US consultant Jim Lukaszewski means you don’t necessarily respond every time your organization’s name is raised in the media or in other forums or when a journalist contacts you. Many media ...

Read more

How credible and trusted are different spokespersons?

01 Jun, 2020 Business management, Media relations, Reputation, trust, stakeholder relations

How credible are different sources of news and information in people’s opinions? When putting PR programs together, it pays to understand how well different spokespersons are respected and to focus on the most trusted for best results. You could even keep these results at hand as a reference when planning communication programs. Below is the graph from the annual Edelman Trust Barometer global survey, 2020, which shows the extent to which various sources of ...

Read more

Articles, Ideas & Information to boost your career