Earning Media and Cutting

through the Clutter

Public Relations and Earned Media

Public Relations
Types of Public Relations
Proactive.
Reactive.

Earned Media
Shortcut to reach the general public.
Establishes more credibility than paid media.
Less expensive than paid media.

Public Relations and Earned Media

Develop a Media List

Build and maintain an accurate media list:
TV/radio stations: call letters, station format,
coverage map, contact information for the news
director and political reporter.
Newspapers: paper name, coverage map, production
and publication schedule, deadline for press
releases, contact information for the editor and
political reporter.
Blogs: blog name, coverage topics, contact
information for the editor or relevant reporters.
Public Relations and Earned Media

Designated Media Area (DMA)

Public Relations and Earned Media

Monitor News Coverage

Track relevant news coverage.

Newspaper articles.
Letters to the editor.
Television news stories.
Radio talk shows.
Blog posts.
Tweets.

Public Relations and Earned Media

Press Releases

Public Relations and Earned Media

Press Releases
Writing effective press releases:

Use associated press (AP) style.

First paragraph: who, what, when, where and why.
Include good quotes. Use short, punchy sentences.
Limit the length of your quotes. Dont give the
reporter several options. Force the reporter to use
specific language.

Public Relations and Earned Media

Inverted Pyramid
Most important information
2nd most important
Medium importance
2nd least
Least

Public Relations and Earned Media

Tweets
Why pay attention to Twitter?
Elite-driven medium. Influencers/reporters.
Source of real-time information.

How to shape media coverage through Twitter?

Provide an immediate response.
Highlight specific issues.

Public Relations and Earned Media

Research Documents
What is a research or background document?
Fact sheet on a specific issue. Contains no opinion.
Provides specific sources for the information.
Sent to select reporters to get stories written.

What is the purpose of a research document?

Push more information about a particular issue.
Push negative information about your opponent.
Help a reporter provide a more favorable frame.
Public Relations and Earned Media

Tweets
Why pay attention to Twitter?
Elite-driven medium. Influencers/reporters.
Source of real-time information.

How to shape media coverage through Twitter?

Provide an immediate response.
Highlight specific issues.

Public Relations and Earned Media

Attracting Favorable Publicity

Tips for generating favorable coverage:

Find the local hook.

Provide something new.
Set expectations.
Ride the wave.
Spoon-feed the press.

Public Relations and Earned Media

Reporters
The average reporter is lazy, as the
rest of us are, and sufficiently
harassed by deadlines that he will
want to use material as filler without
need for an extensive rewrite.
Lee Atwater

Public Relations and Earned Media

Placing Stories
Questions to ask before placing a story:

What is the objective of the story?

Who is your target audience?
Which reporter would be interested in this story?
Which reporter will frame the story your way?

Public Relations and Earned Media

Dealing with the Media

Remember:

The media is not the enemy.

The press doesnt need you you need them.
Build relationships with reporters.
Never lie to a reporter. It will destroy credibility.
One person should talk to the media.

Public Relations and Earned Media

Questions

Public Relations and Earned Media