Tools to befriend the media!

PR people are usually a source of nuisance to the media. They hound them to put in a good word for their client, try and stop negative news and are always asking for more coverage for the client. But as PR folk, we must strike a balance and make sure this relationship between our main stakeholders, i.e. – the media folk is of give and take. Let’s see what we can offer them!

Information:
First and foremost, the job of PR folks is to have the information and provide that information according to need. We know what makes good news and we can channel it through to the right audience! Information is also what sets apart a great PR person from the PR folks.

Contacts:
Our highest privilege is our contacts in all spheres of life, especially our clients – we are able to provide access to extraordinary personalities who may otherwise not give the time of day to the media.


Reliability:
The crucial thing about news is, it is time sensitive – PR folk are extremely reliable sources when a reporter has a deadline to meet and input from a client is needed. A PR consultant can badger the client into catering to the reporter then and there in order to achieve two goal;


1. Most important, PR mileage for the client
2. Obliging the media when they need it the most


Corporate Favours:
Quite often you will come across a situation where one of your clients is in a position to favour a certain media person in need of something, example; a discount on airfare, expediting delivery of a product and if you are really lucky – with an exclusive story that the reporter needs. These are small things for the respective client but come across as you have gone over and above and favoured the journalist. Never underestimate the small favours you can do for a media person, they can go a long way and help build stronger relations as well as indebt them to help you out when you are having a dry spell with a client’s PR mileage.


Entertainment:
Albeit being a very small part, PR people need to keep interacting with the media as they are the main stakeholders of the PR industry. It is always good to invite a journalist from time to time to an event of his/her interest apart from work (one company expense of course!) to make them feel special.


Insider Info:
This tool can be used in following scenarios;


1. Crisis management – Imagine your client being in a fix, you are the first person the media will call and you can give them the right scoop while safeguarding your client’s interests.

2. Industry FYI – As PR professionals it is our job to have an insight into the business community. This enables us to keep abreast the latest happenings and serves very well as a conversation starter with just about anybody. The trick is to share your insider knowledge by gauging the journalists’ area of interest and then give them the information as a thoughtful gesture of your close personal relationship with them, especially if the information is not related to any of your clients. It shows that you are well informed and the best source of information for the journalist.

3. The other side of the story – With your contacts, you can help a journalist out in getting the ‘other side of the story’ from time to time. This usually works in the case of policy matters involving large corporations.

Know Your Media!

They key to any successful PR campaign is knowing your media and their various social segments.

1. The Head Honchos:

These are the owners/publishers and their extended families and friends who basically feel like they own everything they touch as they are the people with the contacts! They are the glitterati of the media, usually spotted in the Sunday editions of magazines as part of every social event of the week.

How to handle:


They are easy enough to approach at a social gathering if you are dressed right and have a host of renowned clients to flaunt. Name dropping is an easy tactic to attract their attention.

 

2. The Serious Journalist:

You can spot this type of journalist by their appearance. They tend to be scruffy, always carry a notepad, wearing the press card like a badge of honour (usually stained and battered as though it was created in 1900) and dressed in clothes that were never in style. This breed almost always works in print—important to remember because the bad business situation of that medium really angers this folk and they are determined not to accept that newspapers will ever go out of style. References to it should be avoided at all costs! They HATE the PR people, firstly because they earn a lot less and always believe the latter to be lying to serve a client’s agenda.

How to handle:

Handle this group with care, and prepare for brusque behavior—and the distinct scent of stale cigarettes.

3. The Cub:

These are the fresh out of J-school lot who come with a vigor for the truth and nothing but the truth! They’ll be demanding, pushy, and generally unpleasant if they don’t get what they want. They have the power of knowledge and usually no respect for anyone other than themselves.

How to handle:

Don’t worry too much this breed; the Cub is not sent to cover stories of major consequence and is easily handled. However, they may go around sniffing for negative stories which may lead to a byline for them!

 

4. The I-am-the-media People:

They believe themselves to be the most IT-thing in media. Mostly the face of the show on the television or the local RJ who never intended to be journalists but are fulfilling their failed dreams of becoming a model/actor through the world of news. These are also the entertainment journalism folks who live under the delusion that their news sells more than actual news. They spend considerably more time on their looks than on learning the facts of a story.

How to handle:

Be careful – they may look impressive what with their designer clothes and almost always perfect hair but to get your message through REPEAT!

 

5. The Social Media Guru:

This mafia has come into force in the recent decade with the influx of social media. They call themselves Bloggers. These are the folks who perceive themselves to be the influencers of the masses today. They are usually the ones creating havoc on the internet and talking about controversial topics just to build a following.

How to handle:


This cult requires plenty of information and they want it now! The best way to handle them is proactively. Lobbying is a strategy applied best with this media.


Knowing the media will enable you to handle them such that your campaign gets an all rounded applause!

PR - 101

Growing up to the awesome-ness of Samantha Jones of Sex in the City, PR fascinates many. It looks like easy money – but the truth is its not!

To me, PR is living and breathing! It is a career built above all industries, politics and people. It is a lifelong learning which almost always pays off. Here are the basics of what a PR guy MUST know:

1. Research:

Knowing how to design and execute a research is a crucial part of the job. A core PR guy always knows the client’s business better than the client!

2. Writing skills:

A PR guy has the flair of writing. From basic letters to the drafting of a legal contract – a PR guy must know it all!

3. Media relations:

A good PR guy will never rely on allies such as media coordinators etc. They will know reporters, desk staff as well as the editor. Where delegating is an important part of managing the PR strategies, it is always best to be in control of your key stakeholders – the media. Clients will come and go, but good media relations will a long way.


4. Dealing with the media:


A good PR guy will always know how to handle what type and level of media. Where trial and error is part of every work sphere, dealing with the media is not something a PR professional can afford to just wing it!


5. Shaping the debate:


Everybody knows what goes on in mainstream industries. The job of a PR guy is to bring shape to that debate in people’s lives using PR tools to the advantage of their clients.


6. Planning an event:


From press conferences to hosting benefits, to lunches and dinners and so much more, a PR guy must know who to call for what and have the contacts to pull off an event which will be memorable.


7. Crisis management:


The bane of PR is managing the crisis! Identifying the issue at the right time and giving out a statement with sufficient facts in order to minimize the rumors. Key factor is, the media is the last to know your news, so always give them enough material so they don’t snoop around more, but not too much that they don’t come back for more if needed!


8. Using PR to create advocates for your client:


A good PR campaign will influence the masses. The key to influencing the masses is to convince the messenger to advocate your key messages with conviction. This will ensure good word of mouth and top of mind recall in the target audience.


9. Always tell the truth:


Always keep your ethical obligations in check – never compromise on the truth! Sometimes, in the heat of the moment, it's tempting to skip steps, make assumptions, and push the button before the facts are checked. Sometimes the client is asking you to do things that push the boundary of the truth. Sometimes it's your boss. Don't be tempted to take shortcuts that will undermine your credibility with your team, client, or employers.


10. Constant Learning:


PR professionals should be among the smartest people on the team. They're articulate, well read, and care deeply about the subject matter they represent. They keep up on current events, read the newspaper, and know about what's going on in the world. They must keep abreast the knowledge of everything and aspire not to learn their way about new PR/media tools but in fact want to be the one to invent new avenues of PR.

If Pakistan had never been...

Some thought provoking arguments come to mind when I see the state of our beloved country today and it all lands on; what if Pakistan had never come into being?

All the Indo-Pak history tells us that those were difficult times and that there was a need for a separate nation for the Muslims of the subcontinent. I however wonder - was there really? I mean look at India today, they are well established, higher literacy rate, successful, patriotic and there are Indian Muslims in high ranking positions not just in the private or entertainment sector but in the government and legislature today.
Of course this argument is now a moot point because Pakistan does exist and is sadly being run down into the ground by its own people.

Taking a look at our political and economical history I would say Pakistan started off really well. Pakistanis had a dream and everyone pitched in and did their part to get the country up and running. May it have been the militant rule or a democratic government, Pakistan was a production of its people. And today the people can make a difference again.

I think about how I can contribute in little ways and here are some things that come to mind;

• Promote Pakistani products

This is easy. Here I start with myself. No matter all the Maybaline(s), Clinique(s) and Mac(s) of the world, when it comes to my eyes, I trust only the "Hashmi Surma". I buy it and I know the majority of our female population buys it. When it comes to fizzy drinks, my preference is always "Pakola". If it comes to juices, why go for Nestle when Engro Food's "Olfrute" is just as awesome? Small things we can make a difference with, buy local products to improve the economy.

• Market our local industries internationally

Pakistan being an agricultural country has an amazing opportunity in the textile sector. Why don't we market our Gul Ahmed, Al-Karam and likes of it internationally? If we can have international designer outlets here in Pakistan, why can't our local brands have outlets abroad? Same goes for our crafts. We sell our own local crafts such as khusas, hand embroidered materials in various forms, ajraks and other cultural delicacies so expensive here, why can't we have a streamlined export of our cultural products worldwide?

• Market local talent internationally

Now Coke Studio has really taken our musical artists forward and it is great to have a world renowned top brand such as Coke back up our artists. However, our media (radio and music channels) can play a big role here by not only airing known artists but maybe taking one step forward and playing our national songs on a regular basis instead of just on 14th August. Our artists can do covers of these songs! So much can be done in this department...!
Same goes for our designers and designer brands. The leading names in our industry such as HSY, Rizwan Beg, Sana Safinas, Deepak Perwani, Amir Adnan, Nilofer Shahid, Bunto... and the list goes on... Instead of buying Armani or Gucci, spend the same amount buying from them! Gulabo, our very own truck art - then why bring back tuk tuk models from Thailand?


One can go on and on with ideas but the first and foremost idea is to take ownership. It is our country people - lets take it back! For whatever reason the partition happened, now it is done, lets make the best of it. Lets not get disheartened which leads our next generations to completely lose faith in our country. Sportsmen, politicians, actors and the likes come and go. Lets not let their mistakes become our identity. Lets not only come together during catastrophes like earthquakes and floods, lets be a nation all the time.  Lets be hopeful again... its a good feeling... :)

Pakistani Media - Friend or Foe?

The Pakistani media on many occasions has proved to be rather irresponsible and insensitive. Take the recent floods or the earlier Air Blue crash this year. The media was unstoppable! While one showed a cartoon plane crashing over and over again, others gave out misinformation about survivors etc. And now the constant flood footage! Whereas the awareness is good, I believe there is more to journalism than criticizing the government. There is a human element there, its people's lives and livelihoods, these are real time stories - but hardly anyone has captured anything factual and human apart from the obvious.

The Pakistan Electronic Media Regulatory Authority (PEMRA) was established by Musharraf in 2002 to facilitate and regulate the establishment and operation of all private broadcast media and distribution services in Pakistan; in turn giving freedom of speech to the local media. Today, the same media which had literally limited or no rights whatsoever doesn't hesitate to criticize the man who provided this platform. 

How can we have forgotten the time of our former leaders when the media was allowed to provide nothing more than the essential news? How about the reign of Zia which made it mandatory for all women to have their heads covered whilst appearing on television? (An era more popularly know as the "Dupatta Culture") A romance scene in the dramas seemed like siblings conversing. Bhutto made it impossible for newspapers to print the truth by countering their every move. Junoon (Pakistani band) was banned from performing within their homeland during Nawaz Sharif's tenure for singing Iqbal's poetry in a new way to have more outreach, whereas in fact, the ban was an indirect caution to their single "Ehtesaab".

Then the media was given the chance to rise and today Pakistan hosts more electronic mediums than most developed nations. The media influences people, has the right to say or do whatever and clearly has no sense of regard for responsible journalism. I've noticed people are scared of the media. This is not how it should be, the media needs to be your source of information. There needs to be more to news than just yellow journalism which is a result of unprofessional media personnel being inducted into the work sphere of media outlets. Reporters are people who have had no formal educational training in the field, they don't know the right questions to ask or the right stories to investigate. This leaves our media a joke for the rest of the world and in turn an unreliable source. Channels get banned due to their tactless means and come back on air leaving no respect for authority which results in making Pakistan itself look foolish.

Our literary media, i.e; the writers, are a limited resource. Our film industry, once the classic silvers screen is now stuck in the same "Gandasa Culture" imposed in the 80's.

At the same time, we are all easily influenced by the media as well because it is a source of knowledge as well as entertainment and is easily intertwined in our daily lives. If anything, the media can bring forward a positive image of Pakistan and having spoken to various journalists on occasions, I know that they want to. But somehow it is not visible. 

What we don't realize is that news is not the only form of media., media itself is communication. Written records such as books are the purest form of media. Then evolving, newspapers, magazines, radio, television, film and now the internet - all media. Communication is a powerful platform which can make or break anything. The media industry itself is supported by advertisements, again, a form of media, i.e; influencing. It all falls into a cycle. One can't exist without the other. Then how is it so difficult to utilize these resources humbly, with caution? With all the pros and cons of the media industry, is there really a balance within our local media? Are we heading towards trouble, or is this the way Pakistan will move forward? Does conventional media still count as important or will new media take over and every layman will be a journalist in his or her own right? The question remains - our media, friend or foe?

Floods, PK 2010

JazakAllah! The people of Pakistan have once again come together to help their nation. I have been overwhelmed by the effort each and every individual has been making, especially after my worries regarding our Pakistaniat.
First and foremost - I applaud you all!
The Pakistani business community has been making tremendous efforts and thankfully everyone is donating to NGOs and responsible authorities, even setting up camp themselves and not relying on the government. Smart move people!
What I believe is important at this moment in time is the complete understanding of the picture before us, the casualties have taken place but there will be a lot more if a proper procedure is not followed. The affected areas are not only in monetary distress but in actual mortal peril. The disaster is massive and the repercussions are yet to be seen. 
From my observation through various mediums, there are thousands of people camped in one area with unthinkable sanitary conditions. This is just going to increase the intensity of diseases to come. *Safai Nisf Eman Hai* one of the basics of our religion, Lets concentrate on cleaning up the mess and cleaning after ourselves. The displaced may be in a state most of us can not understand but educating them about hygiene is important. I do believe the media has the power to impose the severity of this and corporations must speak out about it at various forums as well, as they are currently being approached by the media to speak about their relief efforts.
Just as water, food, medicines, clothes, tents and other daily use items are necessary for the affectees, proper sanitary equipment is also just as important to decrease the risk factor. It is important to have adequate cleaning facilities like washrooms and toilets, antibacterial soaps, toilet cleaners and a proper monitoring of these aids.
Preventive measures are always the way to go about things. Due to climate change and global warming we can expect many a floods in the coming years, lets stop procrastinating and work towards building smaller dams and reservoirs. The government has proven time and again that they will be useless throughout their tenures - lets work on it privately. I have seen various professionals talking about this very same thing on television and corporate social responsibility is a major part of any organization. This is a CSR project just waiting to be taken up. The people are willing to invest for the betterment of the country as is obvious, with complete transparency there is no reason why anyone will hesitate to fund these projects. It would be a very wise move on the part of the government to work clean and clear through this crisis and rebuild the faith but lets face it - that is just wishful thinking.
I know that as an average patriotic citizen, I myself will be honoured to help Pakistan in any way I can. I believe this catastrophe can be the right time to focus on being a Pakistani and making a better Pakistan. Each individual effort towards one goal is what makes unity - I urge us forward through this difficult time to come out in a better Pakistan tomorrow. Ameen.

Are we Pakistani only *once* a year?!

I was entering my apartment compound a few days ago when there was a water tanker in front of me and so the procession was slow - a car behind me kept honking throughout and when finally the driver overtook me and parked in front of B block a very hoity toity young girl came out of the back seat. I excused and requested that she ask her driver not to honk at residents within the compound premises and she turns around and says to me with a very strong fake accent, "Why? Everyone else does it." So I still said, "Yes but if everyone is wrong we don't have to be." and she says, "Why?"
To this day I am in shock about these educated fools who call themselves so civilized and elite. I do believe they are the real terrorists destroying Pakistan.
I write here complaining because the very same girl came to my building and asked for money to host a bar-b-q on 14th August yesterday! I was appalled at the short sightedness of people. The United Nations is giving out statements saying, these floods are worse than the earthquake of 2005 and the tsunami put together and the woman wanted to collect money for a bbq!
I ask - what is the point of celebrating an independence day when we are slaves to our own moronic-ness? All year round Pakistan is the worst country to live in and the people here are the worst - but on 14th August everyone is a patriot. As much as I appreciate that sentiment and the thought that there is still something holding this country together, I am very sad to say that it is not the lower class of this country which makes it backward - it is people like us who don't even have our priorities straight. We are living in limbo in a world only made for us, pointing fingers at each other and not realizing where we might be wrong. There is no sense of loyalty or humbleness left in us. We are selfish cowardly people, living life as if we will live forever.
Wearing our national dress or colours is not going to make us better Pakistanis, nor will it be anything more than yet another excuse to party.
I remember my childhood years in school, I think every boy in our class wanted to be a part of our armed forces. They wanted to make a difference. Today I don't see any of them serving the nation but at least they had shown an interest. I asked my 12 year old nephew the other day how is new school is treating him and his answer was great! glad I left the other school because this girl obsessed with me was spreading rumors about us. I was shocked. What has happened to our youth? Why are the kids growing up so quickly in all the wrong departments? Where has the innocence gone?
Are we really just Pakistani once a year? Where does our patriotism go all year round? Where are the national songs and colours throughout the year? Because I honestly remember a friend describing someone wearing a really cheap green jora at a mehndi - which describing she said, "yaar that ganda Pakistan green!" Yes I am associated with such people and probably am one of these people. But I want to speak out and say that yes I have been wrong and I don't want to be Pakistani only on 14th August. I want to be a good citizen all year round. I want to be considerate and law abiding and yes it is hard when people around me are not on the same page - but I do believe it is worth the effort. Each individual in his or her own right can help build a better Pakistan. Our youth can still be trained to care and not grow up heartless and cold. Lets work towards making ourselves better people. Lets work on us before anything else.