Transcript Media relations as a practical tool in public participation

Media relations
as a practical tool
in public participation
Kristina Kurm
PR specialist
Peipsi Center for Transboundary Cooperation
Kristina Kurm, Peipsi Center for
Transboundary Cooperation, 2006
Media - “fourth estate of the realm”
Media aware, “mediatised” society
439 million people buy everyday
one of the 7,700 dailies publishes in the world.
Readership is more than one billion
everyday.
The audience for newspaper websites
increased 200 percent over the past five years.
(World Association of Newspapers (WAN), 2006)
Kristina Kurm, Peipsi Center for
Transboundary Cooperation, 2006
What is communication?
 Communication is the transmission of ideas,
information and attitudes from one people to
another, from one organization to another,
sometimes through the mass-media means.
 Who says what to whom, through which channel
and with what effect?
 Aims of communication: to inform, to persuade,
to appeal to do or not to do sth.
Kristina Kurm, Peipsi Center for
Transboundary Cooperation, 2006
What is PR?
 Public relations (PR) is constant and systematic
process in order to create and sustain favourable
bilateral relationship between organization and
public (Black)
 PR = communication management.
 Media relations is a part of public relations
 Two-way symmetrical model of PR
(Grunig, Hunt; 1992)
Kristina Kurm, Peipsi Center for
Transboundary Cooperation, 2006
What is journalism?

Journalism – paid writing (and audiovisual equivalent) for
public media with reference to actual and ongoing events of
public relevance. (McQuail, 2000)
Ideal model of action in journalism:
1. Event
4. Postition
2. News
5. Public opinion
3. Discussion
(Ruussaar, 2004)
Kristina Kurm, Peipsi Center for
Transboundary Cooperation, 2006
Pro-active and re-active media relations
Pro-active
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Re-active
Organization informs on its
own initiative (pressrelease)
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Media channel informs on
its own initiative (replying
on query)
Kristina Kurm, Peipsi Center for
Transboundary Cooperation, 2006
Characterics of Estonian media
 media-abundance
 limited amount of consumers
 limited market for quality-journalism
(Ruussaar, 2004)
“Estonia is a media society. Mass media is more
important source of information than personal
experience.”
(Study “Me. World. Media II” University of Tartu,
Department of Journalism and Communication, 2005)
Kristina Kurm, Peipsi Center for
Transboundary Cooperation, 2006
What makes a good communication?
 60 % attitude
 20 % techniques
 20 % talent
(Mounter, 2004)
+ PLANNING
Kristina Kurm, Peipsi Center for
Transboundary Cooperation, 2006
PR techniques
PR techniques make up only
a top of the iceberg in
everyday PR.
The underwater part consists
of studies, planning
process, evaluation of
campaigns and consulting
leaders of the
organization.
Kristina Kurm, Peipsi Center for
Transboundary Cooperation, 2006
Strategy and tactics
Strategy – where, why and
for who we are moving?
Tactics – what are we doing
for that, how we are
moving (means and
resources), who moves,
what costs?
Kristina Kurm, Peipsi Center for
Transboundary Cooperation, 2006
Components of communication strategy
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Introduction
Description of an
organisation
Analysis of the external
environment
Analysis of the internal
environment
The aims of the
communication
Key messages
 Priorities of the
communicative activities
 Expected results, criterias
and methods of evaluation
 Resources needed

Kristina Kurm, Peipsi Center for
Transboundary Cooperation, 2006
Tactical media plan
For each activity or event:
 Time
 Target group
 Message
 Form of the message / genre
 Channel
 Spokesperson
Kristina Kurm, Peipsi Center for
Transboundary Cooperation, 2006
Golden rules of communication
 Identify few key messages
 Find the right language for each audience which
makes sense of day-to-day experience.
 Don`t lie!
Kristina Kurm, Peipsi Center for
Transboundary Cooperation, 2006
Key messages
 Key messages originate from target group analysis
and organisation goals
 Every key message comes from overall key
message of an organisation, which bases on it`s
mission, vision and ground values.
 Key message is modified to different target groups.
Kristina Kurm, Peipsi Center for
Transboundary Cooperation, 2006
How to benefit from media?
Know everyday procedures/mechanisms
in media organizations.
The power of journalism
is in choosing the news
and in changing the meaning.
(Rebane 2001)
Kristina Kurm, Peipsi Center for
Transboundary Cooperation, 2006
Integrated communication
 Integrated communicative activities
 Involving partners inside and outside the
organisation
Two-step flow of communication
Kristina Kurm, Peipsi Center for
Transboundary Cooperation, 2006
How to communicate with the media ?
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Agreements should be made before interview
Prepare properly for the interview. If necessary and possible, take extra time for
preparation.
In case the question was not understood, ask for repetition and specification
Answer honestly and precisely. If you do not know the answer, admit it.
Be outspoken, polite, calm and natural.
Be in control of your thoughts and expressions. (I know what I am talking about, not
I speak as much as I know)
Speak of the things you know, what you believe in and what you are convinced of.
Try not to get upset when the questions are unpleasant.
Kristina Kurm, Peipsi Center for
Transboundary Cooperation, 2006
Things to remember!
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It is the journalist`s job to get information. In helping him
you will create positive preconditions for cooperation with
the press.
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Don`t use the phrase “I don`t comment!” easily! You must
always give reasons for your decision. You can`t forbid
journalist to write an article!
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Journalist isn`t usually as good specialist in your area as
you are – he must write about different thematics.
Kristina Kurm, Peipsi Center for
Transboundary Cooperation, 2006
News
“News” is the key word in media relations
 Topical
 Influential, significant, beneficial
 Extraordinary
 Geographically and emotionally related
 Containing conflict
 Entertaining
 Celebrity-related
 Fresh
Kristina Kurm, Peipsi Center for
Transboundary Cooperation, 2006
Press-release must answer 6 basic
questions
 Who?
 Is doing what?
 Where?
 When?
 Why (this is important)?
 How?
Kristina Kurm, Peipsi Center for
Transboundary Cooperation, 2006
Structure of the press-release
Press-release has to correspond to a standard.
 Logo or data of organization
 Date
 Heading
 Lead
 Amplifying paragraphs
 Contact information
Kristina Kurm, Peipsi Center for
Transboundary Cooperation, 2006
Writing a press release…
 It should be precise, concise, clear, full of
substance (no more than one page)
 Fact and comment should be kept apart
 Objectivity is relevant
 Language and style should be accurate
Kristina Kurm, Peipsi Center for
Transboundary Cooperation, 2006
Thank You!
Kristina Kurm, Peipsi Center for
Transboundary Cooperation, 2006