A Napier presentation on understanding the role of the media, as well as journalist expectations.

1. Understand the Role
of the Media

2. Public Relations is the art of arranging
the facts so that people will like you,
trust you, believe you and care about
what you’re saying.

3. Always remember which type of publication you are
talking to…
News Titles (Daily, Weekly, National, Local, Broadcast,
Print) report public interest news
Business Publications report trends and issues
(financial, management, marketing)
Trade Publications report on developments (new
products/services & developments, channel issues)

4. Trade Publications

5. European editorial
teams are small &
may consist of only
one editor

6. It’s important to
remember that editors
won’t necessarily be an
expert on your company
or product…

7. Nor will they have a
lot of time, and they
definitely won’t
forget being let
down…

8. But they will focus on interviews with the
companies that have helped them
produce the best stories in the past.

9. What do journalists want?

10. Most want to help you – they are
on your side and want to promote:
- You (as a personality)
- The technology
- The industry

11. They will also want validation of
their interest, time & ink/noise

12. Journalists are often under pressure to
deliver copy, so need news

13. Don’t forget that journalists can be biased,
although they generally aren’t “out to get you”

14. Finally, never confuse journalists/editors with analysts!