Оглавление
Allan Bonner. The Bonner Business Series â Media Relations
— Table of Contents —
Foreword
Introduction
Chapter 1: The Media and You
What is News?
Your News Value
Your Situation
Being Positive
Questions
News Media
Media Relations
Chapter 2: Arm Yourself. SOCKO: A Definition
The Power of SOCKOs
Strategic
Overriding
Communication
Knowledge
Objective
Framing
Chapter 3: Get Ready
Preparation
Communications Matrix
Media Liaison Plan
Chapter 4: Get Set
Understanding the Media
Newspeople
The Changing Media
Chapter 5: Go! Working with the Media
Media Kit
We Prepare You For The Unthinkable!
Company History
Clients
Facts and Figures
Biographies
Writing News Releases
An Analysis of Newsworthiness
Leads
Hooks
Press Release Format
Chapter 6: Face-to-Face
Interviews
Case Study
Print Interviews
Broadcast Interviews
TV Tips
Scrums
Ambush Interviews
Attitudes
The Newsmakers’ Attitude
The Reporters’ Attitude
Answering Questions. Q & A Pitfalls
The SetUp or False Premise
The Either/Or Question
Answering Questions by Not Answering Them
The SetUp
The Either/Or question
The Irrelevant Question
Sandbag
The Empty Chair
Revisionist History/Multiple Question
FlipFlop
The Unfocused Question
What If?
Challenging Silence or Pregnant Pause
No Comment
Off the Record
Chapter 7: The HowTo
Organizing and Managing a News Conference
Planning
Preparation
The News Conference Room
Dressing Rooms
Rehearsal
Dress
News Conference Countdown
Managing the News Conference
During the News Conference
Tough Questions/Situations
Mingling (FollowUp)
Reporter Pools & Photo Opportunities
Media Work Centre
Temporary Public Affairs Room
Public Affairs Desk
PreEvent Checklist
Checklist for Beginning of Shift
Checklist For End of Shift
The Technology Trap
Media Contacts
Use of Employee Skills
Chapter 8: When Things Go Wrong. Setting the Record Straight
Letter to the Editor
OpEd Page Articles
Meeting with Editorial Boards
The Libel Chill Letter
Dark Websites
CONCLUSION
APPENDIX 1: Sample SOCKOs
APPENDIX 2: News / Media Terms & Definitions
APPENDIX 3: Charts and Worksheets
Photos
Epilogue – Media Relations
Отрывок из книги
My media relations experience began in the media. I was the recipient of news releases, pitches and complaints on a daily basis for 14 years. I found that many people who called me hadn’t thought past the phrase “I think I have a good story for you” when they wanted me to cover something. They also hadn’t thought past “that’s not news” when they wanted me to kill a story.
I also found that few newsmakers had a clear, powerful message to deliver. Most sounded guilty of something. It was years before I realized that many people are just nervous of the media. That’s when I decided there was room in the marketplace for a course on media relations and media training.
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While reporters, line up editors and producers may often overreact or have misplaced priorities, you dismiss or ignore the media at your peril. Organizations must actively participate in the information flow.
This is particularly true when reporters are interested in a potentially negative story. If there is a problem, acknowledge it — then enumerate the actions being taken to correct the situation. This same information should be provided to stakeholders. All communications and actions should be taken with the focus on the long term interests of the stakeholders. Each direct contact with the stakeholders or contact with the media should be viewed as an opportunity to transmit the organization’s message and build rapport. The questions and needs of all stakeholders including the media should be anticipated and met in a timely fashion.
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