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.