ICM CorpComm Week 4 Media Relations 2024 PDF

CORPORATE COMMUNICATION Annelies Nauwelaerts 1 ICM - Academic year 2024-2025 Chapter IV. MEDIA RELATIONS Chapter overview o Intro on the media o How the world changed past decades o Media landscape & news o 3 ways to approach the media o Press release o Press conference o Intervi...

CORPORATE COMMUNICATION Annelies Nauwelaerts 1 ICM - Academic year 2024-2025 Chapter IV. MEDIA RELATIONS Chapter overview o Intro on the media o How the world changed past decades o Media landscape & news o 3 ways to approach the media o Press release o Press conference o Interview o Extra: o Newsroom o PR agencies How does your media use look like? 4 How the world changed in the past decade  Election of Pope Benedict XVI Election of Pope Francis TODAY EVERYONE CAN BECOME A SOURCE OF INFORMATION / NEWS Trend 1 - Citizen journalism Citizens film the deadly passage of a terrorist who killed 2 Swedish football fans in Brussels a year ago. In 2015, after the Paris attacks, citizens were offered hundreds of euros for their videos of the attacks. source: https://www.vrt.be/vrtnws/nl/2023/10/16/liveblog-schietpartij-brussel/ Example BBC, Oct 2023 example big events/ importance of news - War in Israel – Palestina - Role of news - Credibility of news media versus fake news  Trend 2 - Fact checkers As a result of social media, clickbait and ultra- fast news, it is sometimes difficult to be sure of the truth of news. Major media players share 'fact checks' to show that their news has been verified. Example BBC, Oct 2023 1. Why are media important for corporate communication? Media communication is a central area in corporate communication. Media relations (or press relations) involves managing communication and relationships with the media. Media are important for corporate communication for 3 reasons: o Press can generate broad attention for your organization and topic o The press coverage about your company or organization may influence important other stakeholders, like investors, customers, employees. o Coverage in press delivers third party credibility. handsome, smart and successful he is – that’s advertising. If the young man tells his date she’s intelligent, looks lovely, and is a great conversationalist, he’s saying the right things to the right person and that’s marketing. If someone else tells the young woman how handsome, smart and successful her date is – that’s PR.” S. H. Simmons 15  YOU TALK TO JOURNALISTS TALK THE PRESS TO TO YOU TO GET A GET YOUR NEWS STORY STORY ACROSS 2. What is news? IMMEDIACY How recent has this happened ? 8 news PROXIMITY values How close is this story to our reader ? TRENDING Is it ‘the time’ for our topic? UNIQUENESS How special and bizarre is this? EMOTION How does this move our reader ? IMPACT Numbers do matter! PROMINENCE What is the importance of people & events? CONFLICT How are two parties displeased ? Why is this news? 3. Key tools in Media Relations 1. Press release 2. Press conference 3. Interview 4. Q&A 5. Newsroom  3.1 PRESS RELEASE = a piece of news or information that companies send out to inform the public and the press about something noteworthy or of material significance. Press releases are usually handled by a company’s public relations department. source definition: https://www.investopedia.com/terms/p/pressrelease.asp Elements of a press release Answer to all these questions are in your press release Write a short, catchy headline. Get to the Point –summarize your What? subject in the first paragraph. Who? Body – Answer the 5W +H Add a boilerplate + contact Why? When? information Add pictures Where? How? Add storytelling elements to make your story more appealing POSITIVE QUOTES ANECDOTES EXAMPLES STORIES RESULTS OF A STUDY BIG NUMBERS APPEALING IMAGES TESTIMONIALS BREATHTAKING VIDEOS  3.2 PRESS CONFERENCE = is an event organized to officially distribute information and answer questions from the media. Press conferences are also announced in response to specific issues and crises. source definition: https://www.investopedia.com/terms/p/press-conference.asp 5 steps to prepare for a press conference 1. Define your messaging – what is your BIG NEWS? 2. Identify your spokespeople – who is going to tell the news? 3. Prepare your guest list & press invitation – which journalists are you going to invite? 4. Prepare your press file – press release, images, facts & figures 5. Train your spokespeople – q&a , mediatraining 6. Prepare your logistics - location, technical equipment, food & drinks 26 3.3 INTERVIEW o Reactive (per request) or pro-active (‘pitched’) o Possible spokespeople: o CEO o Expert o Spokesperson – press officer o ‘Other’ specific co-workers o Prepare key messages and Q&A 3.4 QUESTIONS & ANSWERS(Q&A) Internal document Prepared by the PR department & specialists Anticipates on all kinds of questions a jourrnalist could possibly ask This is a key preparation tool in press relations  3.5 ONLINE NEWSROOM Newsrooms evolve > full media rooms (video, social media integration, …) Content management system behind Sending out releases Managing Press list Stakeholder list Influencers Providing insights (clicks, reads, engagement) Example Coca-Cola Media center Example Newsroom The Coca-Cola Company Newsroom https://www.coca-colacompany.com/news Mix of corporate & commercial news Company initiatives Corporate news CSR initiatives Innovation Example: https://www.coca-colacompany.com/news/coca-cola-supports-flood-relief-efforts-in- kentucky Brand campaigns New product & brand releases Special campaigns Example: https://www.coca-colacompany.com/news/what-the-fanta-mystery-flavors-campaign Exercise: Example Coca-Cola 1. Read this press release issued by The Coca-Cola Company: Coca‑Cola Signs On as Global Implementation Partner for The Ocean Cleanup’s River Project Link: https://www.coca-colacompany.com/news/ocean-cleanup-partnership 2. Analyse this press release: Identify the key message in this press release Are the what-who-where-why-when-how questions answered? - Identify! Identify at least 3 storytelling elements Who are the spokespeople quoted & why do you think that is? Are there any elements missing in this release? If so, explain. Do you see the news value in this release? 3. Is the Ocean Clean-up partnership big enough news for a press conference? How would you organise the setting? Press selection Location – photo opportunities Spokespeople 31 Exercise: Example Coca-Cola 4. Prepare for an interview about this project. Can you come up with some Q&A questions? 32 A note about PR agencies ‘In between’ companies and media/stakeholders They offer strategic recommendations and practical support Disciplines: Corporate Communications Crisis communications Lifestyle, design & fashion PR Influencer relations Activities (examples): Strategy, press conferences, press releases, press relations, influencer events, press monitoring & analysis, … Examples: Weber Shandwick, Edelman, Ketchum, Hill + Knowlton Strategies, Evoke, Fleishman & Hillard, Grayling, Lewis  Key concepts to know & remember Media today The importance of media relations News value Key tools in media relations Press release Press conference Interview Q&A Newsroom What is a pr agency 34 Questions ? Ask in class or contact me: [email protected]