Media Relations 101

©Louise Bannon, 2010

Media Relations and You

©Louise Bannon, 2010

Today…

• You Will: – Meet media relations– Deciding if you want to engage– Key characteristics – Nature of the relationship – Engagement – Preparation – Delivery

©Louise Bannon, 2010

Meet Media Relations

©Louise Bannon, 2010

Why Should I Interact with the Media?

• Strengthen relationships• Build credibility• Increase revenue and sales• Encourage awareness• Create a strong public profile• Obtain investors • Bolster your network

©Louise Bannon, 2010

Key Characteristics

• Always changing• Dynamic and sensationalized• Citizen journalists• Online focused • Word-of-Mouth heavy • Self help oriented

©Louise Bannon, 2010

The Nature of the Relationship

• There are several types of media stories– Hard news – Analysis/opinion stories– Features

• Your Message = A Great Opportunity– Print (daily or weekly) – On camera (taped or live)– Radio (taped or live)– Online / electronic media

©Louise Bannon, 2010

Decided to Engage, Now What?

• Develop key messages that are:– Interesting– Newsworthy

• For people who read or watch the media that you are speaking to

– Factual – Offer the best possible headline, such as: “New

Green Project Improves Service and Cuts Waste in Half”

©Louise Bannon, 2010

Dress the Part

YES!!! NO!!!

©Louise Bannon, 2010

Good Headline vs. Bad Headline

©Louise Bannon, 2010

Messages• Messages are building blocks for news• Statements or arguments should be:– Simple– Clear– Strong Consistent

• Include 2 or 3 basic ideas • Prepare and memorize them • Back them up with proof-points

©Louise Bannon, 2010

Harness Your Energy and Deliver Messages With:

• Confidence– Enables you to go into an interview as an equal and

enthusiastic participant• Control – Enables you to communicate your own message clearly

• Clarity– Enables your audience to believe that message

Remember to think before you speak!

©Louise Bannon, 2010

Don’t Have Sweaty Palms, Prepare!

• Deliver the headline• Give short answers• Be polite, charismatic and genuine• Back it up with proof points• Use descriptive words or a personal testimonial • Reiterate your key message• Everything you say, even if it’s in an off-handed

way, can be quoted – Nothing is “off the record”

©Louise Bannon, 2010

Avenues for News • Television• Newsletters• Print• Radio• Online – Mommy bloggers– Cynics and anonymous commenters– Social media – Online news sites

Want to learn more? Interested in having Louise teach you or

someone you know the media relations ropes?

louisembannon@aol.com