News Media and Public Relations

Summary

The speaker highlights the critical role of media relations within public relations, emphasizing that even the best campaigns can't succeed without media coverage. Using a personal anecdote about a song’s remake, the speaker illustrates how media exposure can revive interest in something valuable. The script discusses the purpose and evolution of media, the importance of ethical standards, building relationships with journalists, and the best practices for pitching stories. It also covers methods for measuring the impact of PR efforts, such as Advertising Value Equivalent (AVE) and the Barcelona Principles, while stressing that measurement depends on specific PR goals.

Takeaways

• 😀 The media's main purpose is to make money, even though it may serve other functions like informing, entertaining, or persuading.
• 😀 Media relations is a key aspect of public relations, but it is just one part of the overall PR strategy.
• 😀 Understanding the state of the media is crucial for public relations practitioners, as it is constantly evolving, with a shift from print to electronic to social media.
• 😀 Media is pervasive in our daily lives, and public relations professionals must recognize its omnipresence to effectively reach their audience.
• 😀 Building professional relationships with journalists and media gatekeepers is essential for effective media relations.
• 😀 Ethical standards must be followed in media relations, avoiding unethical practices like pay-for-play or bribing media professionals.
• 😀 Monitoring the news media and understanding its role helps public relations practitioners craft and deliver their message more effectively.
• 😀 A key strategy in media relations is pitching stories to journalists in a way that aligns with their outlet's format and audience.
• 😀 Public relations professionals can influence the media agenda by crafting messages that appeal to their target audience and the media's interests.
• 😀 Measuring the impact of public relations efforts can be done using methods like Advertising Value Equivalent (AVE), Barcelona Principles, and impressions, though there is no perfect way to measure ROI.
• 😀 In the end, the success of a public relations campaign depends on its specific goals, whether those goals are to raise awareness or create a specific impact through the media.

Q & A

What is the main message of the transcript regarding the relationship between public relations and media?

The main message is that media relations are a critical aspect of public relations. A PR campaign can be great, but if the media doesn't cover it or put it in front of the right audience, it won't have the desired impact. PR professionals need to build strong relationships with media to ensure their messages are heard.

Why does the speaker mention Uncle Kracker's remake of *Drift Away* in the context of PR?

The speaker uses the Uncle Kracker remake of *Drift Away* as an example to illustrate how important it is to get a message in front of an audience. Despite not liking the remake, the speaker acknowledges that it brought attention to Dobie Gray's original song, similar to how media exposure can revitalize and spread a PR message.

How does the speaker define the primary purpose of the media?

The speaker argues that the primary purpose of the media is not to inform, entertain, or persuade, but to make money. Media outlets are businesses that need to generate revenue, and understanding this is essential for PR professionals when engaging with the media.

What does the speaker mean by saying the news media is in a constant state of evolution?

The speaker highlights that news media is constantly changing in how it operates and delivers content. The shift from traditional print and broadcast to digital and social media platforms is part of this evolution, and PR professionals need to stay updated on these changes to effectively engage with the media.

What role do ethical standards play in media relations?

Ethical standards are crucial in media relations. PR professionals should build relationships based on trust and respect for journalistic integrity. Unethical practices like 'pay for play' or bribing journalists should be avoided to maintain credibility and long-term relationships with the media.

What are the best practices for PR professionals when engaging with the media?

The best practices include monitoring the media to stay informed, developing strong relationships with media personnel, pitching relevant stories in a way that aligns with the outlet’s format, and understanding how to shape the media agenda to reflect the PR campaign’s goals.

What is the purpose of pitching in media relations?

Pitching is the process of presenting a story or message to the media in a way that resonates with the outlet's audience. A successful pitch should align with the outlet’s interests and format, whether it’s for a short news segment, a podcast, or a long-form article.

How can PR professionals measure the impact of their media relations efforts?

Measuring media impact can be done using methods like Advertising Value Equivalent (AVE), which compares media coverage to the cost of purchasing the same amount of advertising. However, more structured methods like the Barcelona Principles offer a better framework for evaluating the true impact of PR efforts.

What are the Barcelona Principles?

The Barcelona Principles are a set of seven guidelines that help PR professionals measure the effectiveness of their media relations efforts. They provide a more structured approach to assessing the impact of PR campaigns beyond just advertising value equivalence.

How does the speaker suggest PR professionals should think about measuring impact?

The speaker suggests that measuring impact depends on the goals of the PR campaign. For some campaigns, impressions—how many people see the message—may be more valuable than any monetary return on investment. The key is understanding the specific objectives of the campaign and using the appropriate metrics.