Professional Documents
Culture Documents
PR Strategies
PR Strategies
PR Strategies
Staying on Message
Media today
q 24-hour news cycle
q Fewer reporters working harder
q Get it first, correct later
q Anyone can do it (social media)
Media vs. PR
o You are PR
o Youre the authority
o Youre the spokesperson
o Youre responsible
SIMILARITIES
Public Relations/News (Done Well!)
oHonest
oResponsive
oAccurate
oCreative/Compelling
SIMILARITIES
Public Relations/News (Done Well!)
oAuthoritative
oValuable/Useful/Informative
oCompassionate/sensitive
oTelling a story
Distinctions
Public Relations
News
Out of time
Wants to explain
Sells sizzle
Craves steak
Distinctions
Answers questions
Asks questions
Seeks to influence
Resists influence
Subjective
Objective
Specialists
Generalists
Distinctions
Represents power
Challenges power
Has a message
Distinctions
Will spin
Hates/loves spin
Should be consistent
Shouldnt speculate
Loves emotion
STAY ON MESSAGE!