LECTURE ONE (MEDIA RELATIONS)

What is Media Relations?


Media relations is a specialist area of PR that focuses on promoting key messages about your organisation or cause through editorial coverage in the media. Editorial refers to the parts created by journalists, whereas advertisements and advertorials are paid-for sections.
How can media relations be useful?
Raise media awareness of biodiversity which in turn raises awareness among your target audience
Increase understanding of what you offer
Create a positive profile of the organisation through good news stories and ongoing achievements

Media relations is an effective part of any communications plan because:

Editorial tends to be ‘believed’ more than advertising
Editorial provides scope to expand on topics and provide more in-depth information
You can be more targeted with your communications
Examples of Media Relations:
Going Green Campaign

Artiste Album Launch

Golfer goes Pro

Coca cola new product
Discuss in groups which related media is relevant for each category. Give example of ONE story idea media can use in relation to each catergory.
What is Publicity?

At its core, publicity is the simple act of making a suggestion to a journalist that leads to the inclusion of a company or product in a story. Newspapers, magazines, TV programs and radio shows have large amounts of space to fill and depend upon publicists to help provide story ideas, interview subjects, background information and other material.
Good Publicity vs Bad Publicity!
Please do research of various sectors and the good vs bad publicity they have received. Give or bring along examples. Eg: Articles, brouchers and what you think is relevent.

Example of Publicity stunt within Malaysia:

Melaka presents Shah Rukh Khan with Datukship.

PM launches 1 Malaysia clinic.

Air Asia sponsors Manchester United soccer team.