Introduction to Public Relations Media Relations I Early PR practitioners were originally journalists but today they aren t but the tie to journalism is still very strong a Journalism helps them connect to the media b we need to learn and respect the art of journalism i PR professionals understand the media and have strong relationships build on trust and mutual respect ii most media cannot easily be fooled manipulated or silenced II The main goal is to have a positive relationship and not to just sell a reporter on a story III Media Today a Traditional media newspapers magazines TV b Nontraditional Media blogs consumer generated web content i nontraditional media is more competitive and aggressive ii 24 7 News Cycle creates greater competition to be the first person to report news to be exclusive iii Sometimes all the facts aren t true c Cable news channels show political bias i MSNBC Liberal ii Fox Republican IV First Amendment only negative news stories a Guarantees free press but not necessarily fair press i Devils Advocate Role Some concern that the media only covers ii Good news does not sell as much as bad news iii Can be arrested for public speech V Press and PR good and bad stories a media relations are crucial but media attention will always be risky b Want positive publicity its more credible than advertising i earn publicity buy advertising public understands the difference c it is critical to get your media organization in the limelight of the media and the public to tell your story VI Media during disaster a cannot hide from media during this time you need to embrace the media b it is important to tell the story honestly in order to promote your position c Seek publicity i to announce something new to announce a product improvement or rebrand to explain a news story or crisis when you do not have an advertising complicated product to get ahead of a bad budget VII Print Media a newspapers are on the downfall i merging closing declaring bankruptcy b newspapers are important to PR still they still set the news agenda i Wall St Journal NY times and Washington Post are powerful ii People still read newspapers online and bloggers get ideas from newspaper coverage c there are way more print outlets than TV or Radio d Magazines continue to thrive VIII Electronic Media a cable TV has made huge growth i However websites such as Netflix Hulu and Project Free TV b 24 7 News on cable creates a constant need for new content i specialized news networks such as the Weather Channel ESPN harm cable are growing ii huge popularity in fake news Jon Stewart and Colbert report C Internet media is immediate and persuasive but it is also breaking down the standards for accurate info i new media outlets Huff post and TMZ Celebrity gossip d Blogging can be economically powerful by pushing products promoting events baby care cooking shows i 181 million blogs and counting but only a few make news ii majority of bloggers are women and 1 in 3 are moms known as mommy bloggers iii half of bloggers are 18 34 years old f When you pitch a story i know deadlines do not bother reporters ii ask for the kind of coverage you want and provide specific details iii NEVER LIE OR HIDE DETAILS g Professional it be prepared for the industry to skin i do not go into any interview unprepared do research don t wing see your name in print develop a thick ii may not cover the event entirely iii the relationship you build with your reporter is more important than any story never buy a reporter