"On Deadline: Managing Media Relations" - An Analysis (part 2)

Getting Started: Setting Up Your Program (part B)

by

Charles Lamson

The Formal Structure

There are numerous ways to structure your media relations program. Select the way that best suits the day-to-day management techniques, language and operations of your organization. The following example may be of help.

Media Relations Program: XYZ Company

GOAL 1. To support the company's goal to attain financial stability through increased investments by the public.

First Objective: To help financial media have a better understanding of the organization's future.

Tactics

1. Select three key financial writers who reach an influential target audience. 
2. Arrange for each writer to interview a selected specialist in the finance department; each interview should occur at separate times, covering separate topics.
3. Send undated information to all financial journalists on the distribution list.
4. Develop a special "Financial Information" section on the XYZ Company "News" Web site.

Second Objective: To provide the financial media with timely, accurate earning information.

Tactics:

1. Develop a "Financial Information" section on the XYZ Company News Web site. 
2. Establish contact with a key person in the finance department who will provide information to the media relations department on prearranged schedule.
3. Create a  checklist of financial reporters in general, also business and trade publications that reach targeted audiences.
4. Prepare questions and rehearse answers in advance to inquiries by journalists about the organization's finances.
5. Issue earnings announcement each quarter.
6. Provide detailed briefings for financial reporters at the annual meeting.

Third Objective: Tohelp encourage targeted audiences to invest in the organization by making them aware of the solvency and growth of the company.

Tactics:

1. Determine the key investor audiences by working with the investor relations department.
2. Determine which publications or types of publications those audiences are likely to read.
3. Attempt to place six articles, which reflect the growth of the company, in those publications.

GOAL II. To support the organization's goal of hiring and maintaining a well-trained employee body with a low percentage of turnover.

First Objective: To inform targeted audiences of the employment opportunities and benefits of XYZ Company

Tactics: 

1. Work with the personnel department to make sure the "Working at XYZ Company" Web site is both functional and attractive.
2. Notify industry media of the employment Web site.
3. Pitch specialized stories to specialized newspaper sections, such as "Living," "Education" and "Business."

Second Objective: To show the organization as a good corporate citizen.

Tactics:

1. Compile a list of all employees involved in civic and volunteer activities.
2. Develop a list of all organizations benefiting by XYZ Company employee service and support.
3. Work with service organizations to have them include XYZ Company in their news releases on corporate support.
4. Create the link the "XYZ Company Community Service" Web site to the company's News Web sites.
5. Develop data profile of company's community activities (number of employees involved, number of hours in service, dollars saved for service organizations, etc); distribute to media and place on the company's News Web site.

While the XYZ Company example is somewhat simplistic and altruistic, it does show that a media relations program can be planned by writing concise goals, objectives and tactics. Of course, each tactic should have a specific time frame and budget included with it as well as the name of the person responsible for the tactic.

When the plan is completed, send it to the key executives in your organization for review and comment. This action serves several purposes. First, it shows your top management that you are attuned to the workings of your organization because your departmental activities are geared to support the entire organization and its objectives. Second it allows each person the opportunity to have some input to the plan. Everyone likes to ask his or her opinion of some thing most people like to respond with a suggested change or two. A word of caution: Do not automatically incorporate all suggestions into your plan. Look at each suggestion and, as objectively as possible, consider both its source and what happens to related activities if it is.incorporated.

The reason to take some time with these suggestions is that not everyone sees the world in the same way. The vice president of labor relations will have concerns quite different from those of the vice president of financial relations, who, in turn, will focus on different issues than the vice president of marketing, who will see things very differently than the general attorney.

Understanding each person's viewpoint will help you understand the suggestion he or she made. At that point you can see what the implications might be if you automatically incorporate that person's suggestion about your media program. You may find that all suggestions are actual improvements on your plan; you may find that none of the suggestions will improve the plan but that they reflect territorial concerns rather than overall organizational issues.

Of paramount importance is making sure you and your organization's legal counsel have a clear understanding of your individual roles, and a good working relationship. You need cooperation and mutual respect to be effective.

After incorporating any new data, make sure these same people see the final document labeled as your "working document." This is the plan from which you will work day to day. This also is the basis for the measurement of your program and your individual performance. Each person on the media relations staff should have a copy of the final plan as well. It should be referred to often and updated regularly.

Provide quarterly updates to your key executives, including progress, challenges, delays, deletions, etc. Also plan to provide a year-end report based on your plan.

*SOURCE: ON DEADLINE: MANAGING MEDIA RELATIONS 4TH ED. 2OO6,  PGS. 16-19*

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