Week 7

After having gone through the readings I have decided to put together my own how to guide for dealing with media relations:
1. Monitor the media and its coverage: this helps when dealing with issues and judging the landscape/trends.
2. Know news values and the importance of deadlines: the more you understand what a journalist wants the better coverage you will get when needed.
3. Understand the newsroon: this means knowing who to send particular information to, who to invite to events and who to know by name giving you credibility over another PR consultant.
4. Cater for different mediums: a press release is not always going to cut it. Television news needs visuals, papers need photographs and radio needs up-to-date sound snippets for their regular news.
5. Target your audience: in other words don't send information about a sporting event to the editor of the lifestyle section. Also don't forget minority media, such as alternative radio stations or gay press.
6. The PR practitioner has three main tools to deal with the media they are outlined below.
7. The Press Release: headline, lead and layout are the most important elements. Write for the journalist and fax or email your release.
8. The media kit: include a fact sheet, a backgrounder, a feature article however only made up of ideas the journalist can use. If necessary include profiles, maps, passes, calendars. Always include a business card with contact details and keep everything within the kit clear and uniform.
9. The media conference: it must be on at a conveniant time for journalists, avoid clashing with other events. Target the appropriate media by email invitation. A call on the day and a call for those who did not show is appropriate. The venue must be well equiped for demands such as parking. Monitor media attention afterwards and send press kits to those who did not show up.
10. Always remember people will not remember what you did right they will remember what went wrong.
Follow these basic steps and even in crisis media relations will hopefully be positive ones.