Unformatted text preview: Media Relations
Role, Programs & Policy Your Role Who do you represent To the Reporter you represent the organization To your organization you represent the reporter To do this you must know everyone's objective Reporter wants a story Your organization wants a message delivered The Program Passive/Reactive Not seeking any kind of story Active/Proactive You have no job/future here!! Plan, implement and measure a well conceived media relations program that supports your organization's goals and objectives! Developing a Communication Policy
"The rules that will determine the behavior of the communication specialist and the management of the flow of information"
Dr. Amanda HamiltonAttwell Rules for Responding Always respond to a reporter immediately Who in the company may respond What data should remain confidential and what can flow free Always be accurate and only discuss what you know When you talk to a reporter you are talking to the world Nothing is off the record! Keep it simple Take notes after the interview and forward them to your client/boss Must Haves Update emergency phone numbers Organization's vitals Department and Leadership Subject matter experts Company History Org Charts Executive Info Finances (annual reports for last five years) Key/Interesting Stats Company Goals Developing the Proactive Media Relations Program Must be created to support the client's or campaign's goals and should further the mission of the company Must garner feedback Must be understood and supported by client/company Must have legal support Legal must also understand your role and the benefit of a proactive media relations program General Template Goals Objective Tactics Goals and Objectives in Campaign Planning Goals Objectives A goal is a general statement of intent to solve a significant problem or achieve a significant result. A goal is somewhat abstract. A goal lacks specific direction. An objective is a specific and measurable outcome statement that fits within a goal. Objectives must be measurable in terms of their outcomes. Objectives add specificity to the goals to which they are related. Seitel's Five Questions for Goals Do they clearly describe the end result? Are they understandable to all parties involved in the organization? Do they list a completion date? Are they realistic, attainable, and measurable? Are they consistent with management's mission statement, goals, and objectives? Begin with "to" and follow it with a verb describing the direction of the outcome. Specify the outcome. State the amount of change in measurable terms. Set the target date when the outcome will be achieved. Cutlip, Center, and Broom Advice for Objectives Example Goal Objective Tactic To support the State of Oklahoma's goal of having college graduates remain in or return to Oklahoma, after graduation, to seek and obtain employment in the State of Oklahoma. To increase the awareness of job opportunities for graduating students who currently or previously resided in Oklahoma by 25% before 2012 Develop an Oklahoma centric media campaign that outlines the benefits of living in Oklahoma. Create... ...
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