Week 7 What is Media?

PR and advertising combined

(PR people) care about advertising. Quite often, it's done in conjunction with public relations. That's called "Integrated Marketing": meaning that the campaign (message) is distributed - or put out to the public - in a variety of ways, using earned, paid and/or owned media. We can buy a billboard that ends up leading to free coverage on the news. *Public Relations is not the same as journalism or advertising- but is dependent on advertising- to try to retell stories in the right light or to get the right info out

three main categories of media we look at, for marketing a business:

-Paid media: Advertising we have to pay for, such as TV/radio/online ads, billboards, etc. -Owned media: Outlets we own (we have control over) and use for the purpose of communicating with others, such as our company website, social media (our own Facebook, Instagram) or creating videos on our YouTube page. -Earned media: Typically news sites, blogs, vlogs, podcasts that cover our client. By earning it, it means we try to get reporters/bloggers to write/talk favorably about our client without us having to pay for it.

In Lebron billboard add: How the campaign generated media (news) coverage How ESPN learned about it How the company spread the word

-Power Home Remodeling aimed to engage its 2,400 staffers across 14 states to help spread the story and share on social. Allen & Gerritsen, Power Home Remodeling's PR partner, helped drive media outreach efforts and social engagement. -To help introduce the campaign to media that same day, the campaign team pitched reporter Darren Rovell at ESPN.com by sending him an exclusive first look at the billboards going up. Rovell quickly tweeted out photos to his 2 million Twitter followers and also crafted a story on the activation, which appeared on ESPN.com. To further the media buzz, Raphael was made available in pitches to dozens of outlets for follow-up interviews over the course of the next week. "Including the hashtag #PhillyWantsLeBron on one of the billboards definitely helped to drive social conversation," said Bauer. "That hashtag had never been used before the campaign launch and, by the end of the first day, there were more than 5,000 tweets using it." The #PhillyWantsLeBron billboards resulted in more than 300 media placements across print, broadcast, and online. Although the campaign team focused on sports outlets, the story got coverage in mainstream outlets such as USA Today, Good Morning America, NBC's Nightly News, and CNBC. Social traffic includes more than 15,000 tweets referencing the billboards to date.

"Trade up the Chain"

Let's say you're doing public relations for company called StrollerScooter. you have to prove that Steve's product is worth talking about, and that he's ready for the big leagues of TV. The way to do this is to start small and local... and build from there. You book him on the smallest show/outlet to start. Your hope is to be collecting clippings of his appearances along the way, and put them into what's called "a media reel". In other words, you want to be able to show examples of what Steve can do - and why he's a valuable media guest/contributor. You'd have to start as small as you possibly can. You could reach out to a hyper-local magazine such as "Oviedo Life". Steve would be a great fit for a magazine like that because they're focused on a real small area and they highlight local people and issues. From there, you wouldn't just reach out to them and say, "Steve's available for an interview". You'd need to give the reporter a reason to write a story about Steve. The big thing to be aware of here isn that you have to be careful not to be pushy or "Advertising-ish" about the product. Or sales-y. If you come in with that approach, the editor will tell you to go buy an ad. Instead, you should find a unique story angle - like Steve as a local inventor who created this product because he loved his own scooter so much as a kid that his parents nicknamed him Scooter! And now look what he's turned that love of scooters into. As a PR person, it's not necessary to cram the product down anyone's throat. We even just look for "mentions" of it - that's enough to make a PR person excited. We want to be able to say, "Stroller Scooter was mentioned in Oviedo Magazine, Fox35 and Magic 107FM". That builds credibility. You'd have your media "clipping" - a copy of the Oviedo Magazine article or a link to it. You could then go to a bigger outlet like "Parents" Magazine (national publication) and tell them that you'd like to pitch a story to their magazine for their "baby shower" issue in June. You could talk about the fact that ScooterStroller makes a great baby shower gift for a new mom. You'd then tell the magazine that Steve's worked with other media (and send them the clips/links). This boosts Steve's credibility and the credibility of the product - to show that he's media savvy and that other outlets see the value in telling a story about him. Of course, you're not pitching the same story. You're always looking for a unique angle that fits the outlet you're pitching. If it's a fun and lighthearted blog, be fun and lighthearted. If they're about serving the local area, talk about the local owner. Be who they need you to be! The idea is to build enough clips and segments for Steve to be considered an expert. "Good Morning America" would pay more attention to your pitch if Steve was a guy everyone was talking about. ***Some great places to start when you're trading up the chain are: bloggers, podcasters, local magazines and newspapers, etc.

DMA for Televison

A DMA is similar to a city, but usually a little bigger area. If you're looking at the Orlando DMA for TELEVISION, it's all the people who can watch Orlando-based TV stations. That would include about 9 counties in Central Florida - all the way from Kissimmee to the beach and up north toward Ocala.

Who's your target audience? Who do you want to reach?

At first glance, you might say kids. Kids go to Disney, sure. But who buys those Disney admission tickets? Probably parents, right? Maybe moms? In your family, was mom the one who made decisions about trips and vacations? Quite often moms are the gatekeepers (and decision makers and grocery shoppers). Not always, but a lot of times. So, in this case, let's say we'll narrow our target to women. Specifically, moms. And if the ideal age for a kid to beg mom and dad to visit Disney is about 5-12 years old, we might hypothesize that most of those moms will fall into the 25-55 age group. And let's say you're promoting an opening day event at Star Wars Galaxy Edge for local students in STEM programs. Well, that narrows it down geographically to Central Florida. So we just created a target market of women, age 25-55, who live in Orlando and have children. From there, we'd try to buy ads (or in the case of PR, pitch stories) on stations that have audiences to fit that demographic.

Add Rates/ how people decide on costs for adds

DMA information is important because radio and TV advertisers pay for their ads based on how many people they can reach. Nielsen (TV) and Arbitron (radio) are the companies that measure all this data. Drill don to how many people watch and listen and come up with rates Even though PR isn't the same as advertising, we can still see the value in a DMA ranking. For example, if you were a PR person and you booked your client a TV show in New York, that's a much bigger deal than if it was on a station in Paducah, Kentucky.

ways we can segment the audience:

By media outlet: People listening to a certain radio show....or watching a particular TV show... or reading a certain online news site... or watching their favorite YouTuber. By geography: People watching/viewing/reading in certain cities, states, regions, or countries By demographics: Gender, age, income level. The wider our reach, the more people who can potentially see/hear our message. Now, obviously, there are exceptions to this. For example, just because a billboard is on the side of the highway, doesn't mean someone driving by will see it (or pay attention to it). Same with radio ads. That's why advertising relies on frequency: people often have to hear the message over and over to have it sink in. Or to hear the message when they actual need to hear it (such as hearing an ad for car dealer when you're in the market for a car). As you can imagine, it would be impossible to afford to run ads on every station everywhere in order to reach EVERYONE. You'd run out of money. So, you need to be careful where you focus your efforts. You need to identify who your target audience is, so you can spend your money in the most efficient way possible.

Editorial Calendar / how do media outlets decide what they're going to talk about each day?

For TV news, it's pretty straightforward: it follows what's happening in the world. An event happens and they report it. It's reactive rather than proactive, for the most part. outlets that aren't as time-sensitive? i.e magazine Editors do it at least a year in advance. They decide what stories they'll have in the magazine. For starters, it's based on calendar events. So, December will have things that are holiday-related, such as holiday decorating ideas. July will have summer-themed stories, such as "How to put together the perfect Fourth of July Party." So, as a PR person, why do I care? Because it helps me to understand what stories they want to hear about. Let's say my client is a brewer and we want to promote a new milkshake flavor IPA. And let's say my key talking point is that the milkshake flavor the latest hot trend in beer. As I put together my pitch, I can see that June and July would be a great fit, when the magazine is focusing on outdoor entertaining and summer parties. I'd probably have less success pitching in August, when that month's theme is house ideas.

Lifestyle Programs

Lifestyle programs are shows like "Rachel Ray". She doesn't cover hard news, like murder, war or politics, in the way that traditional news outlets would. She has cooking segments, decorating segments, and "softer" content. But "Rachel Ray" is a national show, so that would be tough to break into.So, let's drill down locally instead, since you've learned it's easier to get publicity right in your hometown than it is to get it on a program that airs across the entire United States. In Orlando, our local Fox affiliate has a show called "Good Day Orlando". That would check a lot of the boxes, in terms of what you'd be looking for (for your interior designer): 1. It's local, and Fox35 focuses on local stories (like those from a local interior designer). 2. Fox35 has lifestyle content: cooking, decorating, parenting, health/beauty. 3. Fox35 runs segments that are 3-5 minutes long - allowing for an expert to come into the studio and chat with the hosts.

How do we gain access to radio stations?

computers, cell phones and satellite systems give us access to radio stations, TV stations and newspapers all over the world.

paula the cardboard cutout

I have a friend who works at WKMG-TV and I went to visit her one time for lunch. I noticed a big cutout of a person in the corner of the conference room, and it looked a lot like the lady in the picture above. My friend told me it was Paula - their target news viewer. So, when the producers and editors and reporters try to figure out what news stories to include each day (or when they try to figure out which angle to take for a particular story) they'd do it as if they were talking to Paula! Paula is very appealing to advertisers. She holds the purse strings in the family, so advertisers are constantly trying to reach her. On the news side, producers want to connect to her so that she'll pick their station to watch, over others in the market. They want to tailor their stories to her. They aren't interested in reaching kids. That's not their target. For example, the juuling trend was a hot topic in news for quite a while. If you were talking to Paula about it, she'd probably want to know how to tell if her kids were doing it! So the story angle might be about "Signs your kid is juuling." Obviously, different media outlets have different target audiences. Paula Deen's cooking magazine has a higher female readership than a male one. Field and Stream hunting magazine has more of a male audience. It's up to you to try and understand who each media outlet caters to. Sometimes it's based on geography (people in Orlando) and sometimes interests (hunters). It's up to you to try and crack the code for the media outlets you're reaching out to!

Targeting your Audience/ perfect marketing scenario

In a perfect marketing scenario, an advertising team puts out the same messages as the PR team does. Consider when Walt Disney World launched its "Star Wars Galaxy's Edge." There were ads for it on billboards (paid media)...you saw reporters covering it in the news (earned media)...and Disney posted updates on their social media accounts (owned media). You might have noticed all these stories contained the same selling points - key pieces of info about cool things the new land would have. That's because the PR team provides reporters, bloggers and YouTubers with the details they want everyone talking about. The point is, we need to reach "the masses" with our messages. Looking at it from an advertising perspective: If we only run radio commercials about the opening of Star Wars Galaxy's Edge on a country music station in Orlando, our reach is limited to that particular audience (people who listen to country music in Central Florida). To expand our reach, we might spread to other outlets (meaning that we could also run TV ads rather than just radio ads) or we could spread to other cities (Miami, not just Orlando) or even to other formats (hip-hop also, instead of just country). That helps spread the message to a bigger audience. That example relates to buying an ad. But it also works for public relations. The more media I reach out to (to pitch the story of Star Wars Galaxy's Edge), the bigger opportunity there is for coverage. That's why I want to reach out to radio stations, TV stations, bloggers, newspaper writers, vloggers, etc.

an exclusive

It relates to WHO you're giving the story to.

You can be my one and only!

Journalists want to be the first to tell a story. That's why there's so much focus on breaking news. Once somebody else tells the story, it's old news. Especially in this online era.

trade publications

Magazines, newspapers, and books that relate current information about and for a specific industry. A trade publication is a magazine/newspaper/website that's geared to people working in a particular industry. i.eLet me explain how it works: My daughter is into movies and music and celebrities, so she likes the website/show TMZ: it has all the gossip from Los Angeles. That's not a trade publication. It's geared to the general public and people who have a shared interest in a certain thing (celebs!) An example of a trade publication is the Hollywood Reporter: that one's written for people who WORK in the entertainment business. It's got stories about what's going on at the different movie studios....which executives have been promoted...and what trends are shaping the industry. You can still subscribe to a trade publication if you don't work in the industry, but you might find that it's not all that relevant (or interesting) to you, if you don't work in the field. But if you're looking to work in a certain industry, it's a great way to "dial in" to what's going on. ICON - is an example of a trade publication for people working in the interior design industry. That's different from House Beautiful, which targets people decorating their own homes.

How Calendars Inspire PR people

Now imagine you're an editor for an online home decorating site. You'd have to try and come up with 365 days worth of stories. That's a lot of work! One of the first things an editor will do, for inspiration, is look to annual holidays and events. Why? Because that's what people are talking about at those times of year. In August, people are buzzing about back-to-school. In December, it's holiday shopping time. So, journalists want to be talking about what matters to their readers. Some holidays are top-of-mind: Christmas, Thanksgiving, Halloween. Others aren't as readily known, but they can still be a source of great content: things like "Secretary's Day" or "Kid's Day" get a lot of traction on social media. So, journalists want to talk about what matters to their readers/viewers. And PR people want to pitch stories with that in mind. We want to customize the angle of our stories accordingly. For example, if I was building a promotion around McD's fries, I might build it around National Potato Month in September. And don't rule out wacky holidays. For example, I once create a promotion for McD's where we gave away a free Filet O'Fish on National Talk Like A Pirate Day. (Ahoy, matey, you had to ask for it in a pirate voice!). As you can imagine, it got a lot of media coverage!

What is PR all about? How do we use PR in adjusting how people feel about a company?

PR isn't just about sales. It's about employee relations, reputation management and all those other things related to how people FEEL about a company.

Where do Americans get their local news?

TV, online, print, then media- see image in pr folder

Biggest DMA's in country

The #1 DMA in the country has the most people (NYC and the surrounding area). The #2 DMA has the second most people (Los Angeles). ***This information is important because radio and TV advertisers pay for their ads based on how many people they can reach.

Radio DMA

The RADIO DMA looks at all the people who can listen to local Orlando stations It's only the stations that broadcast over the airwaves (those are called terrestrial radio, as opposed to satellite or internet stations).

Why do you need a company media message?

The curve of forgetting- the more time passes- the less that is remembered- the only way to keep curve from dropping is with repition - to move audience to unawareness to action you dont want to keep repeating the same message or words over and ver again so you dont look like you are attempting to spin a message- dont think of them as verbatum sayings- but more over overarching themes or messages, repitition and consistancy etc. i.e dangers of smoking statistic of cancer related deaths

Lead Times

The lead time in publishing refers to the amount of time a journalist has between when they get the assignment to write a story and when the story goes to print. This could range from a couple hours (for online stories) to a whole year (for a feature article or an investigative report in a print magazine). So, I've hammered it into your head that you need to be mindful of calendars when you're reaching out to any type of journalist, whether it's online (social media) or traditional media (radio/TV). But keep in mind that different outlets will have different lead times. As a PR person, you need to work backwards. If you want to get into the holiday issue (or on a TV show), you need to think about how far ahead of time you need to pitch to the journalist. Here are some very rough estimates of how long that would be: Magazines: Pitch the story 4-6 months before the publication date. So, for the holiday issue in December, you should reach out as early as June. It's better to be early than late. If you're too early, the reporter can always tell you to reach back out the next month. If you're too late, it's game over. Morning TV shows: 1-2 months Daily newspapers and online outlets: 2-3 weeks. The reason is this there's such a range in lead times is due to the fact that the process for putting a magazine together is a lot more complex that running something online. Sure, the magazine story will still require many of the same elements as if it were appearing in a blog (the story still has to be written...photos need to be chosen), but there's also the matter of layout, printing and shipping. All these components will add up to a much longer production time for a magazine than an online outlet.

"the mass media" for public relations purposes

We're communicating with the masses (people/audiences) using a variety of media channels (things like radio, TV, and newspapers).

Media institutions video 0 crash course government

Which mainstream news outlets tend to break a lot of stories to the public? new york times and washington post (print media) - break most major news story and provide a lot of details and breaking news for other media outlets rely on them for news The downside of broadcast (TV) news stories? shaping public opinion because they are short and less informative The downside of internet news? updating news is so instant that people have entire teams to keep social media presence - much of it is likely to bias and you are unlikely to get the full story The downside of commercial based TV? since financed by advertising , news organizations don't typically report on parent companies etc. typically biased stories. Whether news organizations lie and/or are they biased? they don't typically outright lie but they are biased What's one way of getting a reporter to write favorably about you? leak information to them- helps to cultivate relationships- which they then will be more likely to report stories the way they want a reporter to write them The reason news organizations like press releases Who is least likely to watch the news? lower the cost of producing information- likely to be biased programs and news are produced for the people who are most likely to watch tv - working class, union, religion, veterans, and minority groups are least likely to watch so many things that are not covered in media that we never hear about.

Tactic that controls WHEN the story is released

You send the press release as an EMBARGO. If there's no embargo, it will say, "For Immediate Release", which means journalists are free to talk about it right away. In other words, you're telling journalists, "Keep this secret until the date/time I say it's OK to start airing/printing it. You can ask me questions before then, so you can have a great story that's ready to go, but don't let the story get out publicly until the time I told you to run it." The problem is that some evil PR people have ruined it. They know a secret sparks excitement, so they started sending everything as an embargo, to make lame stories seem more important than they actually were. And let's face it: Journalists aren't dumb. It only took a few times of someone trying that trick before journalists were onto the scam. So, if a PR person reached out to a journalist with a stupid story about how Burger King cheeseburgers now have 4% more cheese, we'd call that an "ugly duckling" embargo.

Local vs. National broadcast media

You want to make sure when you are trying to get media coverage if what you have to say is local, that you got to local coverage, same with commercials i.e john morgan local verses target which is national you are paying for the exposure of the commercial i.e superbowl, most expensive commercials verses local small market commercial Ryan seacrest is nationally syndicated program hundreds of stations Margaret and bob obsal 5'oclock local news bad fire locally

press junket

also known as a media tour or press tour the whole day is filled with interviews that will eventually air all over the United States. This is earned media. The movie producers aren't paying the TV shows (like "Entertainment Tonight") to air interviews with the celebrities to promote Justice League. The TV shows WANT to do it because it gives them CONTENT for their shows. They get good material with high-powered celebrities. That's what the audience wants, so it's good for the show. It really is a win-win.

press tour

celebrities travel around from show to show, city to city they are touring around to meet members of the press/media. TV show gets something their audience loves (celebrity interviews) and the movie gets publicity.

roundup

back door way to get into print (and on air) A clue that you're seeing a roundup is a word like "Best" or "Top", such as "Best birthday gifts for teen girls to show that you're a cool aunt." For example, "Good Morning America" may do a segment in December about "The best stocking stuffers this holiday season" Or a magazine may run a "Holiday gift guide". These happen all year long: from summer cookouts to back-to-school "must have's". These are very popular in print/online and on TV. That's because we love to know what's hot and what everybody's buying. It goes back to that Cialdini principle of social support. We don't want to miss out on what everybody else knows is great. You can research the time frame for annual lists by trying to find an editorial calendar for a particular publication OR by going through that site's archives and seeing what they've done in the past. If they've done a "Best products for your summer cookout" every year for the past 3 years, it's pretty likely they'll do it again. You can bet that Oprah's going to do her favorite things again this year - she's been doing it since 2002!

Techniques in public relations

don't want people to know that they are engaging in public relations utilizing press releases/ social media etc well written press release doesnt seem or sound like press release sounds like news article seems to be consumer driven- not trying to sell product or service best PR campaigns dont look like one -

ways to get media coverage

earned, paid, owed

Where things don't work well in press tours

if the CONTENT doesn't appeal to the TV show's audience. Producers want good content, which makes viewers want to watch, which brings revenue from ads, because they can charge more when more people watch

When you have a small business (one location), what is your starting point for getting publicity?

local radio, TV and newspaper. The ones that operate here in town. Like WKMG (TV), XL106.7 Radio or the Orlando Sentinel.

most common forms of media:

media outlets (newspaper, radio, TV, web, outdoor) -Online: is also referred to as digital or Internet, (as you know, unless you've been living under a rock)o. Online can include blogs, websites, YouTube, Instagram, etc. -"Out of home" is the kind of advertising you'd see when you leave your house... billboards, signs on taxis, and ads on park benches. -Print OR Online: Media Overlap :there is some overlap in these media outlets. For example, you can get a newspaper in hard-copy, print form (like your grandparents do, LOL). But you can also get a newspaper online from your computer or your phone. In that way, our local newspaper, the Orlando Sentinel, could be classified as print OR online. **Mobile and online can have a lot of similarities. For example, you can read BuzzFeed on your phone or computer. But a text campaign would be an example of how mobile and online might differ. In other words, if you're at an Orlando Magic basketball game and they tell you to text your photos to 34567, it's intended to be done from your cell phone at the game, it's not an online campaign. Other forms of media: books, works of art, etc. The reason you won't hear me talk about them much is that they usually aren't a great way for PR people to publicize a client. Think of how long it takes to get a mainstream book published (I'm talking about one you'd see in a bookstore, not an e-book). By the time it goes to print, it's old news. That's why PR people usually focus on media outlets with daily news, talk or commentary. That's where we get our best coverage: allowing us to spread up-to-the-minute info about our client.

spread awareness is through paid advertisements

radio, TV, internet, print and outdoor ads... utilize a press junket

DMA (Designated Market Area)

system that rank Radio and TV stations

leak

that someone may spill the beans and tell the story ahead of time. This happens all the time with theme park news. Whenever the parks try to keep a new ride or attraction a secret, it's inevitable that plans end up as online rumors or in discussion forums. I mean, think about how many people are involved in planning something that important! The more people who are involved with the top secret details (employees, outside vendors, journalists), the more likely secrets will be spilled.

Social Media Calendar

the Southern Living Editorial calendar was a simple one because it was a plan for a monthly magazine. Imagine, instead, that you're running the social media accounts for Southern Living. That's going to get a lot more complicated because you'd likely be posting every day, through a variety of outlets (Facebook, Twitter, Instagram, YouTube, Pinterest). So, here's an example of what a social media calendar looks like for JUST ONE day! And this isn't even the most complicated one I've seen. Others include hashtags, links, etc. Imagine the work that goes into planning that many posts and customizing for each outlet!

Best PR campaigns

the best campaigns use as many outlets as possible (especially free ones) to spread a favorable, consistent message. PR people typically don't have the big budgets like an advertising department does, so PR focuses on (free publicity) news outlets. Here's an example of how one company bought a billboard (paid media) and promoted it on social media (owned media) to get some news coverage (earned media): https://www.earnedmediarising.com/?p=5931 The ad SEEMED to be for LeBron James, but in the end, it really ended up promoting the company that bought it because everybody was talking about it. Do you think that might have been the plan all along? That's what we call a PR "stunt". It's designed to get media attention using out-of-the ordinary methods.

separation of church and state

the division between religion and government -in media - there should be a separation of news anchors(journalism) and people in the sales department

PR person

trade magazines present a great opportunity for pitching stories. Let's say I work for Nintendo and we had an incredible year with six of the top 10 best-selling video games of 2019 being Nintendo-only games.

exclusive

you could work with one media outlet ahead of time, and give them the exclusive. In other words, they could be the first to tell the story. So you might reach out to WESH-TV (NBC) and offer to work with them exclusively. What would be the advantage to WESH-TV? They'd get the scoop. That's very appealing to them: to be able to tell the story first. And why would that be an advantage to you? It becomes more of a partnership. You work WITH the media outlet and give them all the info. It would increase the likelihood of you being able to tell the story in the way you want it told. Plus, if it's a big deal to them to get the scoop, they'd be more likely to make it the top story of the day. And as you know, the top stories are the ones that get the most attention and the most clicks. Your hope would be that a headline-making, in-depth story would then spread like wildfire to other outlets, after the announcement. Once the story runs on WESH-TV, you can then start pitching it elsewhere. Of course, there are no guarantees. WESH may not run the story exactly as you wanted or WHEN you wanted it to run. They may run it on the 11 p.m. news and you were hoping for 5 p.m. slot. The best way to avoid that situation is to have conversations ahead of time with the journalist about your preferences. How does the journalist know that you won't go behind their back and give the information to someone else, so that everyone gets the story? They don't. But if you do that, you'll break the reporter's trust. It's not an ethical thing to do, and it would probably ruin your relationship with that journalist and the publication. That would damage your future clients and stories you'd be promoting.