Course code- BA(JMC) 204
Course Title- BASICS OF PUBLIC RELATIONS
Unit -2 PR Agency- Tools and Techniques
Lesson – 2 “Media Relations: Multi-Media Release (press, audio, video
and social media), Press Conference, Press Kit, Press Briefings and
Familiarizing Tours”
Dr Praveen K Singh
VSJMC, VIPS
Media Relations
Creating and fostering relationships with members of the
media - journalists, editors, producers, and the like - is a
crucial part of working in the public relations industry.
Media Relations
1. Share and Engage with Their Content
Public relation is a profession in which you have to connect
media professional on Twitter. Follow them. Engage with
their Tweets if you have some value to add. Replying to
their Tweets with "great piece," or "Well written article.
Media Relations
Offer Your Resources
Making a journalist's job easier is a
safe way to establish and build an
ongoing, mutually beneficial
relationship. One way to do so is
offering your connections and
resources (clients, employees, your
network, yourself, etc.) for upcoming
stories.
Media Relations
Personal Touch
As good human beings have personal
touch with your media friends. Don't' be
robotic in your correspondence with them.
Check them out on Instagram, Twitter,
and other social media handle and
compliment their work and show some of
your personality, whether it be on social
media, email, or over the phone.
Media Relations
Mannerism
Introduce yourself. If this is the first time
you're reaching out to this media contact, let
them know who you are, what brand you're
representing, and what news you plan to
share with them in the future; don't blindly
pitch! A "thank you" to show gratitude for a
journalist including your client in a story
should be done every single time.
Media Relations
Genuine in approach
Media relationships are built on trust,
respect, and anticipating their needs. Always
be honest. Being genuine is perhaps the
most important tip when establishing and
building media relationships.
Media Relations
Press release
It creates a deeper story –A very specific press release
length PR professional need to meet. To keep your words
to a minimum so journalists can quickly get an idea of what
story is about.
Multimedia news release, include a video, links to additional
resource pages, or other media to tell more of the story.
This gives the journalists and other readers more
information, allowing company to communicate message
more effectively.
Media Relations
Journalists aren’t your only
audience – With online press release
distribution, journalists are no longer
only audience.
In addition to sending press releases to
key influencers, publish them on PR
distribution websites, blogs, and other
online medium.
Media Relations
Journalists find new angles for the story – By
sending out a multimedia press release with a brief
description of product announcement/story, the
journalists the additional information they need to put
their own spin on the story.
In this way, the multimedia news release is like a
bunch of building blocks. The journalist can view all
the different pieces-videos, links, charts, pictures, etc.
and arrange them in a way they determine builds the
best story.
Media Relations
A press release is a story that you tell about
your brand, such as:
•the launch of a new marketing campaign
•the results of a breakthrough industry
study
•or a new product that will change the
lives of consumers
Media Relations
Social Media News Release
The content of the SMNR can either be produced
in the “traditional” narrative style or be
deconstructed so that the core facts, quotes,
contact details and boilerplate are all individually
segregated to allow users to disseminate its
various elements. It can be company brand and
can accommodate images, audio and video
(including embedded social media video
including YouTube) as well as links to relevant
websites and coverage of resulting online
conversations.
Media Relations
Video News Releases
Video news release production service helps news
get noticed in the media, seen across social media
and gain visibility in web searches.
All of our video news releases are broadcast-
quality and are carefully crafted to reflect your
company’s key messages. By giving journalists
ready-to-use content you significantly increase the
chances of getting message seen by millions.
Media Relations
Video News Releases
Effective Video News Releases:
They significantly increase the exposure of your press
release
They maximise the exposure of good news
They help you handle bad news – on your terms
They’re edited, so ensure that you look and sound good
They give your story more prominence
They save you time and money
Media Relations
Press conferences
Press conferences are an indispensable tool for getting
media attention.
Usefulness
If there is something important to announce.
If a prominent individual (politician, celebrity) is present at a
campaign event.
The press conference should take place quickly after the
fact in order to sustain attention, correct misconceptions if
any, and reinforce key messages.
Media Relations
Before the press conference
1. Define the message
Message should be summarized in 3-5 key points. If a
date, a time, an address or phone number, or other specific
information is part of the message, state it more than once,
and display it prominently in your press kit. Double- or
triple-check any such information.
Media Relations
2. Schedule the date and time.
Ensure the date and time for the press conference does
not conflict with other press events or media deadlines.
Check with the local media and the wire services about
such deadlines/events.
Media Relations
3. Pick the site.
Choose a location for the press conference that is easy to
reach and not too far for reporters to travel. Ideally, the site
should offer visual interest and relationship to the topic
e.g. a government building, a courthouse, or a local clinic.
Media Relations
4. Select and train participants.
Speakers must be knowledgeable and articulate. They
should be able to handle press questioning and scrutiny as
well. People with high credibility, such as local politicians,
the director of a well-known organization, a physician or a
judge may make effective spokespeople.
Media Relations
5. Contact the media.
Create a comprehensive mailing list of reporters and editors
at television stations, news directors at radio stations, and
at major newspapers, editors at weekly newspapers and
news wire services.
Media Relations
6. Follow up with the media.
Follow up your press advisory with phone contact to the
major media outlets on the third day after you sent it, and a
second time the morning of the press conference.
7. Develop a press kit and prepare a sufficient number of
copies
Media Relations
8. Prepare the room
- Check the location of electrical outlets for microphones
and lights
- Set up the room with a table long enough to seat all
your spokespeople, with name cards
- Provide enough seating in the room for reporters, and
room for their equipment
- Display visuals as a backdrop to your speaker's table,
e.g. charts and posters.
- Have a sign-in pad for attendance
- Have coffee, tea, water, and any other refreshments
set up
Media Relations
At the Press Conference
Welcome members of the press as they arrive. Have them
sign in, with their affiliation, and give each of them a press
kit. Check the sign in pad to see which media outlets are
represented.
Tape or video record the event, for your own records, and
for possible media use in the future.
Start approximately on time. Have the moderator
welcome the press, and introduce the issue and
participants.
Media Relations
Each participant should present for no more than 3-5
minutes, making his/her 3-5 key points
After all the presentations, the moderator should entertain
any questions from the press, and direct questions to the
appropriate participants
After about 30-45 minutes, bring the formal conference to
an end. Thank the participants for presenting, and the
media for attending. In many cases, you may want to
encourage the media to stay for further informal
conversation with the speakers.
Media Relations
After the Press Conference
Contact representatives of the major media outlets
represented. By looking through attendance register, PRO
should be able to determine which major media were not
represented. Deliver a press release and press kit to these
people, send a recording of the event, or schedule an
interview with a reporter and one of the press conference
speakers.
Review the press conference with others from your
organization that attended. What went well? What could
you have done better? And how will you improve the next
press conference you hold?
Media Relations
Press visits
Press visits are occassions when journalists / reporter visits
your organisation and describes something about your
organisation in the form of story.
•First hand visit in the organization should be made by the
qualified journalists . That is one of the best vehicles for
getting feature stories.
•To provide the press with a newsworthy hook. A firm
should personally reach out to their editorial contacts as
well as freelancers are working in the top-tier publications.
Media Relations
Press visits
•A good news hook can be a renovation, a new service, an
event at the destination, or anything else that will make the
story interesting and relevant. These trips can also be tied
in with trends, such as “India has become a hot
destination,” and providing data to back up your angle.
•Public relations firms should map out itineraries
•The itinerary should include a property tour and trips to
places of interest. Hosted meals at popular local markets.
Media Relations
Press kit
The press kit should include:
1.A press release.
2.A background info sheet on your campaign.
[Link] biographies and quotes of speakers and
ambassadors of the project (if any are involved).
4.A DVD or USB stick with some pictures or a video about
your campaign.
5.A business card of the spokesperson for the campaign.
Media Relations
Press kit
6. Include key information to help the journalist understand
the central issues:
1. Always try to have hard data and facts.
2. Try to include practical examples or case studies.
7. The information should be up to date, factual, accurate,
comprehensive and well presented.
Media Relations
Electronic Press Kit
[Link] Backgrounder
[Link]/Staff Bios
3.A Selection of Important Press Releases
[Link]/Services Fact Sheet(s)
[Link] Studies
[Link] Press Coverage
[Link] Awards and Accolades
[Link] Artwork
[Link] Information
Media Relations
Press Briefing
Press Briefing by White House COVID-19 Response Team and Public Health
Officials
[Link]
efing-by-white-house-covid-19-response-team-and-public-health-officials-17/
How to conduct press conference
[Link]
THANK YOU