MEDIA RELATIONS

Define media relations.

• Definition: The practice of building and managing relationships with journalists, editors, bloggers, and other media professionals to secure positive coverage for an organization.

• Historical context: Historically strong ties between journalism and PR.

• Purpose: Publicity to shape public opinion.

• Note: PR is broader than media relations (PR > media relations).

• Related term: "Spin doctors" – a sometimes negative label for PR professionals who shape news coverage.

What are the key trends affecting media relations today?

• Rising: Number of PR practitioners and PR budgets.

• Decreasing: Number of journalists.

• Threat from new media: Websites, blogs, podcasts, wikis enable direct contact between corporations and publics (bypassing traditional media).

• Media partnerships: e.g., between an event and media (Tour de France, Salford Triathlon).

• Media as gatekeeper: Traditional media still control access to large audiences

List five benefits of good media relations.

1. Improve brand or company image.

2. Change the attitudes of target audiences.

3. Improve relationships with the community.

4. Influence government policy at local, national, or international level.

5. (Implied) Build mutually beneficial relationships with media contacts.

• Mnemonic: Image, Attitudes, Community, Policy, Relationships → "I Always Create Positive Relationships"

What are the five main activities in media relations?

1. Building relationships: Cultivating mutually beneficial relationships with media contacts as a trusted source of information.

2. Content creation: Writing press releases, media kits, and pitches tailored to specific outlets.

3. Media interaction: Managing inquiries, arranging interviews, training spokespeople.

4. Story pitching: Strategically pitching newsworthy stories that align with organizational objectives.

5. Monitoring and response: Tracking coverage and responding to events to manage public perception (including crisis communication).

What is an advertorial?

• Definition: A paid advertisement in a publication that is written in the editorial style of the journal, presenting information in a persuasive, informative, and often neutral-seeming style.

• Purpose: To portray a similar "feel" of objectivity to the editorial pages.

• Key point: It is paid content, not earned media.

• Example: A "special section" in a magazine about the benefits of a new skincare product that looks like a regular article but is labeled "advertisement

What is the difference between disinformation and misinformation?

• Disinformation: Targeted, intentional spreading of false news or content that looks like news. (Deliberately deceptive)

• Misinformation: False or misleading statements, including those made in good faith or without much regard to their truth or falsity. (Not necessarily intentional)

• Example: A satirical website posts fake story (disinformation if intended to deceive). Someone shares it believing it's true (misinformation)

What are the four main challenges facing media relations today?

1. Technological challenges – New platforms, algorithms, AI.

2. Ethical challenges – Fake news, transparency, bias.

3. Financial challenges – Shrinking newsroom budgets, fewer journalists.

4. The role of AI – Automated content, deepfakes, personalized misinformation

What is Advertising Value Equivalent (AVE)?

• Definition: A measurement of the column inches (or airtime) devoted to a client or product, calculating the equivalent cost if that space had been paid for as advertising.

• The question it raises: Is PR just advertising for free?

• Criticism: AVE is controversial because earned media (editorial coverage) is generally seen as more credible than paid advertising, so the "value" is not truly equivalent.

• Example: A newspaper article mentions your company across 10 column inches. If an ad of that size costs 5,000,theAVEwouldbe5,000,theAVEwouldbe5,000 – but the article may be worth more due to credibility.

What are the five classic news values?

1. Timeliness – News is about what's happening now. Events lose newsworthiness as they age.

2. Impact – How many people are affected, and how significantly?

3. Proximity – People care most about what happens near them (geographically or culturally).

4. Prominence – Events involving well-known people, institutions, or symbols get more attention. (A celebrity's tweet can be international news; an average person's identical comment may not.)

5. Conflict – Disagreement, tension, opposition, drama attract attention (political battles, legal disputes, protests, sports).

• Mnemonic: Timeliness, Impact, Proximity, Prominence, Conflict → "TIP PC" or "Every Intern Practices Press Coverage

What are the five key principles for effective media relations?

1. Act as a service to the media – Answer questions, return calls before deadline, provide information and context.

2. Accept the interdependence – Do not offer payment. Do not ask for copy approval.

3. Disclose your interest – Let the journalist know who you are representing.

4. Be available when news is bad – Be as available when news is bad as when you have good news to promote.

5. (Implied) Build trust – All of the above builds long-term credibility.

Describe these three media relations techniques: News fact sheet, Event listing, News release.

• News fact sheet: Bulleted newsworthy information: who, what, when, where, why, how, quotes, background info.

• Event listing: Brief about an upcoming activity or event.

• News release: A news story written by a PR practitioner and given to media gatekeepers to use edited or unedited. (Also called a press release.)

What is a feature release, and what are its four types?

• Definition: A story on a background aspect of the news, written by a PR practitioner and given to media gatekeepers to use edited or unedited.

• Four types:

  1. Biography – Profile of a person.

  2. History – Background of an organization or event.

  3. Backgrounder – In-depth context on an issue.

  4. Question-and-answer piece / Service article / How-to piece – Practical information presented engagingly.

• Key difference from news release: Focuses on background, not breaking news

Describe these three techniques: Press conference, Press tour, Social media release.

• Press conference: Organizational announcement with a group interview of an organizational news source by various reporters. (One source, many reporters.)

• Press tour: A visit and tour of an organization (on-the-ground or virtual) to increase visibility and build relationships with news media.

• Social media release: A news report prepared for blogs, websites, and other social media forums. (Shorter, more visual, designed for sharing.)

Describe: Media/Press kit, Online newsroom, Position statement.

• Media kit or press kit: A collection of news releases and related material on a particular topic or news event. (Often includes photos, bios, fact sheets, etc.)

• Online newsroom: An organizational website with current and archived news releases and other direct information subsidies. (A 24/7 resource for journalists.)

• Position statement: Factual background with an opinion-based conclusion. Types include:

  • Position paper

  • White paper

  • Position paragraph

  • Contingency statement

Describe: Letter to the editor, Guest editorial/op-ed piece, News interview.

• Letter to the editor: A short message written to a newspaper/magazine commenting on a recent article or issue. (Often used to correct, praise, or offer an alternative view.)

• Guest editorial or op-ed piece: An article written by an organizational representative (not the publication's staff) expressing an opinion. "Op-ed" = opposite the editorial page.

• News interview: A question-answer session by a reporter one-on-one with an organizational news source

What are the first eight key points for dealing with media in a crisis?

1. Always get back to a journalist. (Never ignore them.)

2. Credibility with all your stakeholders is key. (Trust is your most valuable asset.)

3. Check your information and references. (Accuracy prevents escalation.)

4. Don't defend the indefensible. (Acknowledge faults when they are clear.

5. Always consider the legal position, but remember lawyers can hamper action.(Balance legal caution with timely response.)

6. Think – before you speak. (Pause, don't react emotionally.)

7. Write down first what you want to say – so there are no "ifs" and "buts" about what has been said. (If you write it down, you can send it to the media to confirm what you said.)

8. But avoid paralysis by analysis. (Don't overthink to the point of inaction.)

What do media relations teams track when monitoring coverage?

• Sentiment analysis – Positive, negative, or neutral tone.

• Accuracy checks – Was the information correct?

• Identifying trends or emerging issues – Spot problems early.

• Reporting insights back to leadership – Inform strategy.

• Purpose: This informs strategy and future communication.