Media Relations 101 -- for functional managers
This presentation was developed for middle managers who are cleared to provide media interviews on their own, without a professional communicator being present. The idea is to get increased coverage of specialized functional departments. In typical companies, it could be aimed at coverage of information technology initiatives such as the introduction of an electronic exchange or a new way of approaching e-mail; human resources policies such as recruitment,  retention or new benefits; marketing developments such as a new advertising campaign or pricing policies; or sales policies such as new channels, introduction of new dealers, revisions to distribution programs, etc.

It presupposes that the middle-management and senior functional managers speaking with the media have received media training, and are working with material that has, in broad strokes at least, been cleared by the communications department, in order to avoid confusion and conflicting messages.

Some information on the thinking behind each slide is added, much like a presenter would explain the slides to the audience.

This presentation was written for BAK's Report by Jana Schilder, manager of firm-wide communications at KPMG in Toronto.

Media Relations 101
How to get quoted in print media

By Jana Schilder -- For BAK’s Report, Winter 2001

1/
Internal benefits of media relations

Pride
Support our drive to be “Corporate Mission Goes Here”
Existing employees
Prospective hires

2/
Re-cycling articles

Circulate printed articles in:
   Photocopy form
   Company print publication
   External web site
   Internal web site (intranet)

3/
The magic of media

When people read it in the newspaper, they tend to believe it more than in firm or company publications
A clear signal of change the firm

4/
How do we get quoted?

Understand how the media work
Play on their turf
Gotta be fast
Have something to say

5/
The cycle of a newsroom

9:30 - 10 am: reporters roll in
10 - 12 noon: review releases & assignments
12 - 2 p.m.: reporter starts story
2 - 4 p.m.: reporter wants reaction
4 - 6 p.m.: reporter writes story, files story earlier if done!
6 p.m.: story must be filed with editor

6/
Reporter’s behaviour

Hunting for profound and thought-provoking quotes - story runs bigger!
Send out a volley of calls
Whoever calls back first, wins!
Reporters develop a network of people they can rely on for quotes

7/
Other stuff

Reporters work on more than one story at a time
Completed stories are immediately posted to the website, preceding the print version
Reporters sign their work

8/
Freelancers

Ditto
Ditto
Ditto
Ditto

Even more cut-throat!

9/
Seeds to be planted

Newspaper Special Reports on HR, Technology, Marketing, International, Region, etc .
Trade magazine monthly editorial feature themes
Company strategic media, like daily papers in cities with plants

10/
How to play

After sowing a seed …
1- Check your voicemail every hour
2- Make yourself available for a 15-minute interview
3- Communications pros will help prepare Key Messages
4- Call back reporters FIRST!, before you return other calls, go to lunch, ...