Why should we visit the media? Perhaps, its seems strange to start with this kind of question but it is an important question for PR firms to ask themselves before beginning a relationship with the media. Attempting to use the media is like picking up your lover or enemy. Media is a powerful tool that can lift, kill and even destroy. It should be approached with carefulness and understanding what you want from the media.
There are so many ways/strategies PR Firms/organizations can use in order to build a good relationship with the media. Well, Director of Salina & Associates PR instructed that we should start working outdoors ( being exposed to PR work outside). Yes, we did a media visit which was done as a way of building media relation.
We went to New Straits Times Press( NSTP) to meet editors. Fortunately, that day they had a session called BOOK CLUB. It's a book review which is held every Wednesday of end of month. The book review comes out in New Straits Times Book Review. It was interesting because they analyzed books the same way we did for FTV III. They looked at things like genre, theme, characters, creativity etc. Wow! it was interesting. We had a chance to meet editors like Theresa who is the founder of NSTP book review. We also met writers like Samuel and we had a chance to have a discussion with him regarding creativity in writing as his books are based on poetry and motivation.
Building a good relationship with individual journalists is possible. If they are really interested in your issue they will offer the best if you give them the best. We also went to Utusan( newspaper) and Kosmo! (newspaper) to deliver High 5 press release for media coverage of the event "High 5 cooking session " to journalists. We gave them gifts (High 5 products).
We used this time to deliver the media invitation for another event which is going to be held at the end of this month.
Well, this one is interesting. The founder of Nandos, Malaysia ( S&APR client) went to South Africa to view world cup. She came back with Nando's Hot Chakalaka Peri Peri Sauce from Nando's South Africa ( the newest flavor edition to the famous Nando's Peri Peri range of sauces).
The sauce is dressed in the Bafana Bafana green and gold as a way of support " Nando's and Bafana rocks. " The client decided to offer the sauce to different media outlets as it is not for sale but to keep the memory of the world cup alive.
Nando's Hot Chakalaka Peri Peri Sauce
Source: http://www.sundayworld.co.ca/Entertainment
Yes, we delivered the package to Utusan and Kosmo. Because I am African I had to do a rationale but as in explanation regarding the colors used which symbolizes the flag of South Africa , Bafana Bafana ( South Africa National Team) and Chakalaka( home made dish). This reminds me of the picture we uploaded for High 5 competition " High 5 and the mood of world cup"
This was a very busy day, we also delivered press releases to Healthy, Stage, Hot and Hello magazine.
This is it for today people. Note that media outlets function differently. Find out how it works before visiting. Research is recommended here.
Regards
Boikanyo Neo Motekwane LUCT
5 comments:
Your experiences illustrates the importance of the relationship between PR and media.Media relations plays an important role in building a good reputation with all the relevant stakeholders.The Nandos intiative of coming with a new product in line with the world cup,shows that Public Relations is all about inovation and keeping abreast with what is happening.
Hello Boniface, thanks for your comment. I have a strong belief that PR foundation should be based on media relation strategies that focus on corporate communications strategy. This should help in planning how to approach the media.
A tip guys! How many of you have drivers licence? If not i think you should get one or plan to go for driving school.
Driving is vital at work because at times you will be asked to attend events on behalf of the organization, deliver media releases, media gifts to different media outlets. The question is who is going to drive you?
So it means I am on the safe side Boikanyo since I am attending a driving school... lol.
Visiting the media is another strategy to build and strengthen a relationship with them (media). The more you visit them the more they become familiar with you and the easier it becomes for them to attend what you invite them to.
It also becomes easy for you as a pr person to choose the right media to target for the publication of your clients' events.
Yes Molly, I encourage you guys to take driving seriously because I have realized it's importance.
I believe media relation should be the head strategy of organizations. Having a good media relation determines the success and good reputation of organizations.
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