1. CHAPTER 8
PUBLICITY AND MEDIA
RELATION
ASMA
NABIHAH
BT MOHD
ARSHAD
FATIN
NUR
FARISHA
BT MOHD
RAZALI
1

2. DEFINITION OF PUBLICITY
An information
about an event,
an individual or
group, or a
product
disseminated
through the news
media and other
channels to
attract favorable
public notice.
2

3. PUBLICITY TOOLS
• INFORMATION RELEASE
• News, press or publicity release
• SPECIAL EVENTS
• Press tours, plant tours, newsworthy company projects
• PARTICIPATION
• Promotional opportunity residing in an event or setting
• PRESS OR RELEASE CONFERENCES
• Offer both news and forum for the exchange of the information
• MEDIA INTERVIEWS OR TALK SHOWS
• One-on-one or part of a panel or expert
3

4. Knowledge of
the topic to be
discussed
Understand
overall objection
and strategic
Ability to tell
what she or he
know
The confidence
of talk
management
Desire to do
interview
4

5. PREPARATION FOR SPOKEPERSON
DATE, TIME, PLACE AND
EXPECTED LENGTH OF THE
INNER VIEW
TYPE OF STORY THE
REPORTER IS WORKING
ON
WHAT THE REPORTER
TOLD YOU SHE/HE WANTS
FROM THE INTERVIEW
WHAT INFORMATION YOU
HAVE PROVIDED THE
REPORTER
List the materials you send as part of the background
package, eg an annual report
attend the in person in a view or set up the phone
interview needed by the reporter
whether the reporters has clear story or is doing an
overview piece
quotation on corporate objectives
5

6. PREPARATION FOR SPOKEPERSON
BACKGROUND
ON THE
REPORTER
PHOTOGRAPHY
ARRANGEMENT
REVIEW Insist on the need to get together to review
What are the special arrangement you are making for
the reporter or TV crew
Include sample of the reporter or TV crew
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7. MEDIA RELATIONS
An outlet for
disseminating
information
about
organization
7

8. Build confidence
in organization
integrity
Build a
recognition
Establish a
personal
relationship
8

9. MAIN MEDIA CATEGORIES
PRINT
MEDIA
•Newspaper
•Magazines
•Newsletter
SPOKEN &
VISUAL
MEDIA
•Radio
•Television
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10. HOW DO WE GET THE MEDIA
ACHIEVE PUBLICITY GOALS
Must
know how
to work
with media
Recognize
that the
media
have their
own needs
Try
putting
ourselves
in the
position of
the
journalist
10

11. RULES OF GOODS MEDIA
RELATIONSSHOOT SQUARELY
• Honest when dealing with their press
GIVE SERVICES
• Provided newsworthy, interesting and timely stories and pictures
DO NOT BEG OR CARP
• Does not beg to have stories used or complaint about story
treatment
DO NOT ASK TO KILLS
* Do not ask the media to suppress or kill a story
DO NOT FLOOD THE MEDIA
* Be more selective with your news offerings, keep your mailing list
current, send to only one journalist at each news medium 11

12. KEY TASKS FOR MEDIA RELATIONS PEOPLE
Source
information on
media and
maintain up to
date files
Maintain
continually update
information on key
contact
Maintain
personal
contacts with
editors
Keep abreast of
the new channels
of communication
and evaluate it
Be aware of all
useful
reference
material
Coordinate
advance editorial
schedule of
relevant print
media, radio and
television
12

13. WORKING WITH MEDIA
PERSONALIZE
*Send brief cover note, not
photocopied pitch letter
GETS OUT FROM
BEHIND YOUR
DESK
*Know the
journalist on a one
to one basis
DON’T WASTE
THEIR TIME
*Keep it brief,
respect deadlines
RESPECT THE
‘NO’ AND
PREPARE
FOR IT
*If story is
rejected, find
out why.
ATTITUDE
*Wise,
polite,
professional
GET BEYOND
VOICEMAIL
*Leaves a succinct,
proactive and
targeted message
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14. HANDLING MEDIA
INTERVIEW
Never go into
media interview
unprepared
Have an agenda
with at least 3
major points
The mediums
determined the
message
Stay composed at
all time
Dress
conservatively
You can ask a
reporter to
interview his texts
of the interview
Audience has a
short attention
span
14

15. ADDITIONAL HINT FOR PRESS
CONFERENCE
FAMILIARIZE YOURSELF
*Several hours before the news conference
DON’T MINGGLE WITH REPORTER
*Don’t ask if everyone can hear you
FORMAL REMARKS
*Just begin your formal remarks
OPEN THE SESSION
*Open the session up to questions
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16. INTERVIEW NO-NOS
Don’t ask if you can review the story in
advance or change the way it is treated
Don’t mention how much your organization
advertises in the reporters medium
Don’t tell broadcast reporter you think 30 or
60 seconds is too short a time to tell your story
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