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Update on Media Relations

November 2003 by Arupa Tesolin

What do you do if you’re a manager and suddenly have a corporate issue that receives media attention? This is not the time to start learning. This is the time to put your existing media relations training into action. I was invited to speak on creativity and innovation at a recent conference sponsored by IQPC (International Quality and Productivity Canada). I learned where this field is evolving.

Mind you, I’m no neophyte in this area. With Intuita I’ve been interviewed on TV and, as an official with the Ministry of Labour here several years ago, responded to health and safety issues. I’ve prepared numerous press releases over the years and guested on radio shows across North America. No matter how different the scenarios one thing remains the same, how to blend composure, knowledge and strategy to represent your company effectively.

Here is what they had to say:

95% of news in North America is generated outside the media. The number of employed reporters has reduced significantly over the years to control costs. The reality in the news room is about what makes news. You need to know where the media focus is, whether local or national issues, or specialties.

What to do if you are contacting the press? Be available, return calls promptly. Make clear what you can and cannot say. Don’t deny. Be direct and honest.

Computer Assisted Reporting: The average reporter spends about 3 hours a day doing research on the internet. What do they use if for? Research and fact-finding for everyday stories, accessing government and company reports (usually pdf’s), viewing web-sites, sorting and displaying data, deriving summary information from data-bases, performing calculations, mapping, ie. a study of traffic fatalities studied localities over 7 years and discovered a location pattern. Often database analysis is used in researching an article, using data in much the same way social scientists and business analysts do. GIS applications, geographical mapping systems are often helpful on constructing case associations. The result is that today’s reporters know a lot more about the institutes they’re covering and have a better understanding of numbers. They also tend to take a global look at issues.

The internet is a time-saver in a major media issue where a company can provide almost a minute-by-minute account of the issue and make it available on a corporate web-site. They make use of on-line databases, like Lexus-nexus and government web sites.

Press Releases: When pitching a news release to try and get media attention you have only seconds to make the grade and draw the interest of the reader who is reading press releases all the time. If you are sending an email, your title should be captivating enough that it gets opened and read. Make sure you show the name and contact number of the prime media contact.

Use simple direct language. Avoid boring corporate jargon and know where the media is likely to focus. Don’t use words like "enterprise" (it belongs to Star Trek) and "strategic partnership" (overused). Avoid the trap of writing for the boss. Give a lot of white space in the release.

Keep in mind attention span rules, 27 words, 9 seconds, 3 ideas maximum.

Don’t send Press Release SPAM and don’t leave long phone messages. If you are in the PR field take the time to build relationships with media people so they know you by name and face.

Next Generation Press Releases: One speaker advised that the traditional press release is dead, particularly so in the U.S. Next generation press releases are digital media packages delivered via the internet. Digital media such as live satellite interviews with executives and live event feeds offer the media better content.

Media Friendly Company Web Sites: Have company reports and investor information prominently posted. Some have a Media Room with specially tailored news and digital information of interest to the media.

TV - 80% of TV is visual. They need pictures. And if the news is national they need to be able to speak directly with a prominent company spokesperson like a CEO or CFO that can speak to point questions on earnings, company business and so on, NOT the Marketing Manager.

Arupa Tesolin is the founder of Intuita, a training company specializing in innovative corporate seminars on intuitive intelligence. She is a member of the Toronto Board of Trade. www.intuita.com, 905.271.7272.

Arupa Tesolin is the founder of Intuita, a strategic learning company and "The Intuita 3-MINUTE SOLUTIONS^TM" for INTUITION, INNOVATION, VISION, & STRESS. The Intuita On-Line Learning Institute offers management & employee training programs thru your desktop. She is the recognized author of numerous international articles on intuition in business, a trainer, speaker and consultant. 905.271.7272, http://www.intuita.com/, or email.