July 14, 2010
Guidelines for Media Relations
1. Talk from the viewpoint of the public's interest, not the organisation's. The soft drink bottler who launches a campaign to collect and recycle bottles can frankly admit that it does not want to irritate the public by having its product litter the landscape.
3. If you do not want some statement quoted, do not make it. Spokespersons should avoid talking "off the record," because such statements may well wind up published without the source.
4. State the most important fact at the beginning. The executive's format may first list the facts that led to the final conclusion, but such organization will fail when talking with the news media.
5. Do not argue with the reporter or lose your cool. Understand that the journalist seeks an interesting story and will use whatever techniques necessary to obtain it.
6. If a question contains offensive language or simply words you do not like, do not repeat them even to deny them. Reporters often use the gambit of putting words into the subject's mouth.
7. If the reporter asks a direct question, give an equally direct answer. Not giving one is a common error executives are prone to make.
8. If a spokesperson does not know the answer to a question, one should simply say, "I don't know, but I'll find out for you." With this, the spokesperson assumes the responsibility of following through.
9. Tell the truth, even if it hurts. In this era of skepticism and hostility, the most difficult task is often simply telling the truth.
10. Do not exaggerate the facts. Crying wolf makes it harder to be heard next time out.
These guidelines simply add up to the rule that profitable public relations require adherence to the " Five Fs": dealing with journalists in a manner that is fast, factual, frank, fair and friendly.2. Speak in personal terms whenever possible. When many people have worked on developing a new product or adopting a new policy, it becomes difficult for the executive to say "I."
July 9, 2010
Press Briefing and Interview Mantras Part II
Beware of the informal after-interview chat
The interview is only over once the journalist has left. If you invite a reporter to "stay on" for an informal lunch or a drink after the interview, be careful when chatting "off-the-record" as you might reveal just what the journalist considers to be the "real story". Talking off the record should always be treated with caution but once you start to build relationships with selected journalists, based on mutual need, then a mutual trust will develop. For example, if you are able to help journalists with an angle on another story, they will respect your anonymity as a source - it's in their interests to do so.
Don't take a hostile attitude
Try not to be hostile or lose your cool under awkward questioning. The journalist is just trying to do his job and almost certainly isn't trying to upset you. If he sees that you're rattled he might think you're covering something up and the interview is bound to deteriorate. If you really don't want to comment on a specific subject, say honestly that you do not wish to comment. Don't waffle and create a smoke-screen. If you feel the journalist is being abusive, complain - politely - to his or her editor.
Maintain regular contact with the press
It's probably in your own interest to foster some key relationships with the media as it can have a two-way benefit, but don't overdo it. No journalist wants to be continually pestered with offers of lunch if there's nothing to say. Choose your contacts carefully and nurture them. Only feed your contacts with newsworthy material and don't lead them up the garden path. And if you are known to be too close to one journalist, others may become unwilling to give coverage or air time when your story merits it.
Take care with embargoes
Many journalists like to see material "under embargo" as it gives them extra time to digest it and follow it up. Use the system to your advantage by briefing journalists in advance of publication, but emphasise strongly the embargo. Embargoes are occasionally broken, but editors generally honour them. And remember that some journalists don't like embargoes at all: they are not happy to sit back and let the "competition" run the story first: sometimes they will have obtained details from another source and regard the embargo as a muzzle. Embargoes should be used for the benefit of the journalist, and not the client.
News conferences
Timing is of the utmost importance. Not only the time of day in view of the media being targeted, say evening or morning papers, but also for future planning. It can be beneficial to get an early entry in news editors' diaries, remembering that most editors hold weekly edit meetings looking at the week ahead as well as the routine daily events. Finally, before you call a news conference, ask yourself whether the story really merits it. You may be better off faxing or writing the story direct to news editors.
The interview is only over once the journalist has left. If you invite a reporter to "stay on" for an informal lunch or a drink after the interview, be careful when chatting "off-the-record" as you might reveal just what the journalist considers to be the "real story". Talking off the record should always be treated with caution but once you start to build relationships with selected journalists, based on mutual need, then a mutual trust will develop. For example, if you are able to help journalists with an angle on another story, they will respect your anonymity as a source - it's in their interests to do so.
Don't take a hostile attitude
Try not to be hostile or lose your cool under awkward questioning. The journalist is just trying to do his job and almost certainly isn't trying to upset you. If he sees that you're rattled he might think you're covering something up and the interview is bound to deteriorate. If you really don't want to comment on a specific subject, say honestly that you do not wish to comment. Don't waffle and create a smoke-screen. If you feel the journalist is being abusive, complain - politely - to his or her editor.
Maintain regular contact with the press
It's probably in your own interest to foster some key relationships with the media as it can have a two-way benefit, but don't overdo it. No journalist wants to be continually pestered with offers of lunch if there's nothing to say. Choose your contacts carefully and nurture them. Only feed your contacts with newsworthy material and don't lead them up the garden path. And if you are known to be too close to one journalist, others may become unwilling to give coverage or air time when your story merits it.
Take care with embargoes
Many journalists like to see material "under embargo" as it gives them extra time to digest it and follow it up. Use the system to your advantage by briefing journalists in advance of publication, but emphasise strongly the embargo. Embargoes are occasionally broken, but editors generally honour them. And remember that some journalists don't like embargoes at all: they are not happy to sit back and let the "competition" run the story first: sometimes they will have obtained details from another source and regard the embargo as a muzzle. Embargoes should be used for the benefit of the journalist, and not the client.
News conferences
Timing is of the utmost importance. Not only the time of day in view of the media being targeted, say evening or morning papers, but also for future planning. It can be beneficial to get an early entry in news editors' diaries, remembering that most editors hold weekly edit meetings looking at the week ahead as well as the routine daily events. Finally, before you call a news conference, ask yourself whether the story really merits it. You may be better off faxing or writing the story direct to news editors.
July 5, 2010
Press Briefing and Interview Mantras Part I
Be sure of your facts
If you plan to make claims about any product or services, make absolutely sure beforehand that what you say cannot be successfully challenged, otherwise both you and your organisation will appear unprofessional to journalists and you will create a bad impression for the future.
Be available
Someone who is rarely available to journalists will obviously never get a word in print or on air. Furthermore, if you are never "available", you will just irritate the media. On the other hand, avoid answering "off the cuff" and never agree to a spontaneous question and answer session on the telephone. Take the journalist's number, promise to call back – collect your wits and make sure you do call back within minutes. For live interviews, prepare responses to the questions you are likely to be asked.
Know your brief and stick to it
Most journalists are simply after the facts. Brief yourself thoroughly before talking to the journalist and have all the facts at your fingertips. Don't ramble or drift off the brief and never offer those "juicy company titbits" which could overshadow the main message you are trying to get across in the interview.
Be there on time
If you've agreed to see a journalist or take part in a telephone interview, make sure you do so. There's nothing more infuriating for a reporter than being kept waiting. If you must cancel try and allow plenty of notice. Avoid sending a substitute who will probably not have your depth of knowledge and will be unable to conduct the interview with authority. The reporter is bound to feel short-changed. Interviews can go wrong. Remember the tremendous coverage skilled self-publicists, such as Richard Branson, conjure up from well-orchestrated interviews.
Don't "promote" company jokes
Most companies have inside jokes about their products and personnel activities. Don't share the joke with the press. This could create a sensation among the media and result in bad press for the company.
If you plan to make claims about any product or services, make absolutely sure beforehand that what you say cannot be successfully challenged, otherwise both you and your organisation will appear unprofessional to journalists and you will create a bad impression for the future.
Be available
Someone who is rarely available to journalists will obviously never get a word in print or on air. Furthermore, if you are never "available", you will just irritate the media. On the other hand, avoid answering "off the cuff" and never agree to a spontaneous question and answer session on the telephone. Take the journalist's number, promise to call back – collect your wits and make sure you do call back within minutes. For live interviews, prepare responses to the questions you are likely to be asked.
Know your brief and stick to it
Most journalists are simply after the facts. Brief yourself thoroughly before talking to the journalist and have all the facts at your fingertips. Don't ramble or drift off the brief and never offer those "juicy company titbits" which could overshadow the main message you are trying to get across in the interview.
Be there on time
If you've agreed to see a journalist or take part in a telephone interview, make sure you do so. There's nothing more infuriating for a reporter than being kept waiting. If you must cancel try and allow plenty of notice. Avoid sending a substitute who will probably not have your depth of knowledge and will be unable to conduct the interview with authority. The reporter is bound to feel short-changed. Interviews can go wrong. Remember the tremendous coverage skilled self-publicists, such as Richard Branson, conjure up from well-orchestrated interviews.
Don't "promote" company jokes
Most companies have inside jokes about their products and personnel activities. Don't share the joke with the press. This could create a sensation among the media and result in bad press for the company.
June 30, 2010
Writing a Press Release
- Start dating. It’s good practice to place the date at the top of a press release. You should also number your pages.
- Gotcha! Develop a headline that sums up the message in one snappy sentence or phrase. Within reason, be bold, original and creative with your title. Your headline – and indeed your news release - is likely to be changed before it is printed, but a good headline will help grab the attention of a journalist.
- Who? What? Where? Why? When? How? After the headline, the most important feature of your press release is the introductory paragraph. It must attract the readers’ attention and summarise the story.
- What are you trying to say? The rest of the news release should expand on your introduction. Remember your key messages. You should include details of any partners or sponsors and their involvement.
- Prioritise facts too, leading with the most important information.
- Short is sweet. Make your news release short and certainly no more than two pages. Keep it simple and avoid long sentences and jargon.
- Say it with words. Include a comment from a relevant person or persons, for example your chief executive or that of a partner/sponsor and ensure they approve this before you issue your news release.
- Don’t be a stranger. Provide your contact details so journalists can get more information – and make sure you are available for calls.
- Snap. Include photo call information if there is opportunity for a picture. For example, if you are unveiling a new facility, you may wish to invite the media to take photos of your chief executive or the spokesperson.
- News extra. ‘Notes to Editors’ should include any information on the organisation that is not entirely relevant within the main section. For example, background information on your organisation or further details of a research project mentioned in the news release.
June 29, 2010
Advertising, Public Relations and Advertorials
Listed below is a simple checklist highlighting the main difference between PR, advertising and advertorial.
Advertising
- Advertising is paid for by buying space in the various media available.
- Advertising is something a company says about itself. It can say almost anything it wants to as long as it does not infringe advertising codes or laws.
- With advertising a company has control over what and when it will appear.
- With advertising, you get as much as you pay for.
Public Relations
- Editorial space is not paid for. It is only available on merit.
- PR is all about disseminating information about a company; correctly projected it will reach a wide audience.
- Editorial material is based on information that has been supplied or that the media has obtained independently. You have no control over what happens, so don’t ask!
- The amount of space a paper or publication devotes to a story is purely an editorial decision. One favourable paragraph or short story can be worth a whole page of advertising - and it’s free.
Advertorials
Advertorials offer a number of benefits including guaranteed coverage, control and image enhancement. Research shows that advertorials do attract good readership. They can, however, prove expensive as you actually buy space in the publication. Unlike an actual advertisement, your information appears in the form of an editorial - usually in a highly visual format. You can command a high degree of influence over the content, both photographically and editorially. The publication, in close cooperation with you, will produce the copy to retain their editorial style.
June 28, 2010
What is Public Relations?
Just what is Public Relations or PR? It's a strategic form of communicating that is used to obtain positive exposure for your company and keep key publics informed. It’s news releases, feature stories, interviews, analyst meetings, application stories, speaking engagements, newsletters, websites, product launches and events.
It's also developing a key message that differentiates you from your competition and selecting which mix of tactics will get your message to the marketplace with the most impact.
In order for the media to succeed, they need information that is both useful and entertaining for their readers. A company that is ‘in the news’ is more visible and more interesting. Good publicity can attract capital, partners and employees as well as potential customers. It can position a business as ‘the expert’ and ‘thought leader’.
The publicity generated is almost always the most valuable and cost effective way of promoting an offering. Unlike an advertisement, editorial publicity carries the perception of an unbiased third-party endorsement. And the benefits of a positive endorsement by the media can hardly be overstated.
Many people confuse public relations with advertising, but there is a world of difference between the two disciplines. Advertising is destined to sell a product or service by means of, for example, a TV commercial or newspaper advertisement, whereas the role of PR is to inform and educate by means of a whole variety of promotional activities which result in media editorial coverage.
It's also developing a key message that differentiates you from your competition and selecting which mix of tactics will get your message to the marketplace with the most impact.
In order for the media to succeed, they need information that is both useful and entertaining for their readers. A company that is ‘in the news’ is more visible and more interesting. Good publicity can attract capital, partners and employees as well as potential customers. It can position a business as ‘the expert’ and ‘thought leader’.
The publicity generated is almost always the most valuable and cost effective way of promoting an offering. Unlike an advertisement, editorial publicity carries the perception of an unbiased third-party endorsement. And the benefits of a positive endorsement by the media can hardly be overstated.
Many people confuse public relations with advertising, but there is a world of difference between the two disciplines. Advertising is destined to sell a product or service by means of, for example, a TV commercial or newspaper advertisement, whereas the role of PR is to inform and educate by means of a whole variety of promotional activities which result in media editorial coverage.
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