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9-1 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall

Chapter Nine:Media Relations/Print & Broadcast


The Internet has forever changed the public relations practice of dealing with the media.

This is due largely to consumer-generated media.

The good old days of conventional media, dominated by a few networks and truth-minded reporters, are a relic of the past.


Today’s media is fragmented, omnipresent, and run by journalists who may be aggressive and opinionated.

Competition has driven many journalists to compromise traditional standards of truth and objectivity.


Modern public relations began as an adjunct to journalism. Before 2000 or so, most practitioners began their careers in journalism.

Today, people enter public relations from many different fields of study, directly from college.

The importance of media relations cannot be denied. In the 21st century, it has never been more challenging.


Securing positive publicity through media defines the public relations practice.

Objectivity is the traditional goal of journalism: fairness and neutrality in reporting the news.

Public relations always represents a client, organization or point of view.

Both sides should consider themselves to be friendly adversaries, not bitter enemies.


Do you believe that the media can ever be truly objective?

Why or why not? What are the barriers?


Many of them fail to understand that:

The reporter wants the story, whether it’s bad or good.

Organizations want to present things in the best light.

That’s why many executives distrust the media and consider journalists to be the enemy.


In the Internet age, how can this be?

Newspapers and magazines still use news releases.

Newspaper circulation has fallen, yet major newspapers are still powerful.

Newspapers dominate the nation’s news schedule and are picked up by bloggers and Internet users.


In the early 21st century, more and more Americans turned to cable TV for daily news.

24/7 cable news forces world events into one chaotic, continuous loop.

Specialized cable channels offer everything from food and fashion, to weather and history.

Talk radio is a massive social and political force.

Satellite radio, despite its slow start, is on its way.


Love it or hate it, the Internet has ushered in a new age of journalistic reporting.

Newspaper Web sites are increasing in popularity, and many online news staffs are growing.

Online news sites are providing fresh news targets for public relations practitioners.


Blogs have sprung up in all shapes, sizes and pedigrees. Reporters and bloggers use them 24/7.

Regardless of the medium, the key to success still lies in fairness and respect on both sides.


Need more proof of the Internet’s media power? Visit this website:

www.drudgereport.com


A reporter is a reporter. You are the

organization. There is no standard

reporter. Treat journalists

professionally. Don’t sweat the

skepticism. Don’t “buy” a journalist.

Become a trusted source.

Talk when not “selling.”

Don’t expect “news” agreement.

Don’t cop an attitude. Never lie. Read the paper!

You must orchestrate relationships between your organization and the media. Always remember:


Advertising: is a paid message

prepared by a sponsor.

enables you to control size, content, location, reach and frequency.

Publicity: costs only staff time

and effort – about 10% of advertising.

is far more credible than advertising.

Why do so many people confuse publicity with advertising? The two are vastly different.


Announcing a new product or service

Re-energizing an old product

Explaining a complicated product

Projects with little or no budget

Enhancing the organization’s reputation

Crisis response

For any organization, publicity makes great sense for:


Know deadlines.

Generally, write first.

Direct the release to a specific person or editor.

Determine how the reporter prefers contact.

Don’t badger.

Use exclusives with care.

When you call, do your own calling.

Don’t send clips of other stories about your client.

Develop a relationship.

Never lie!


News releases Headlines Announcements Links Newsletters

Libraries Public appearances Promotions News wires Events

Online media work is still a “relationship business.” Here are eight key online publicity vehicles:

And remember, it’s the same as with print media:The closer you are to online reporters, the more

fairly they will treat you.


Prepare. Know your lines. Relax. Speak in personal

terms. Welcome the naïve

question. Answer questions

briefly and directly.

Don’t bluff. State facts and back

up generalities. There is no such thing

as “off the record.” Don’t say “no

comment.” Tell the truth.

Another primary task for PR professionals is to coordinate media interviews for their executives.

Abide by these 11 “do’s and don'ts:”


You’ve just been assigned to pitch the upcoming college campus tour of a progressive rock band.

What would you need to know to pitch them?

Where would you pitch the band?

How would you handle interviews and news conferences?


A good portion of journalists will always regard public relations practitioners with suspicion.

Yet, the role of public relations practitioners has become more respected by journalists.

The key to productive media relationships is professionalism and respect for the role and practice of journalism.


“Domino’s President Confronts the YouTube Idiots”

Review this case on pp. 185-86. As a class, discuss:

How do you think Domino’s handled the public relations fallout from the unethical video?

What do you think the long-term impacts of this incident will be for the Domino’s brand?

For more information on this case, go to:http://www.nytimes.com/2009/04/16/business/media/16dominos.html

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