Communication and Public Relations Tips and Tricks

The most visible public relations component for any institution definitely is its communication with the
media. The courts communications with the media results in increased visibility and change in the
general public perception of the institution. There are few subcomponents of media communications:
press conferences, briefing journalists, one-on-one interviews with the media, etc.

1.1. Media communication principles

In media relations one has to follow the rules:

- Independence and unbiased relations;

- Quick reply and honouring of the procedure;
- Availability, publicity and transparency;
- Continuity and possibility of forecast;
- Being correct and precise in the messages delivered in simple language;
- Ethics, equality and unbiased treatment of media representatives;
- respecting the professionalism of the media representatives.

1.2. Press Releases

The press releases are the tool which helps us in communicating official information in short time
period. This communication channel can and should be used for efficient information sharing about
activities of the Institution.

Press Releases can be prepared in various occasions:

General News Release

A general press release is the most common type of press release and the type of press release that
come to the most people's mind. This type of press release simply included news that must be
disseminated to the media people. The goal of this type of press release is to generate interest,
coverage and exposure for the institution that distributed the press release. For instance, if your
institution holds a contest, bags an award or has some news about the institution, person,
organization or its site, you would create and distribute a general news release.

Launch Press Release

A launch press release is similar to a general news release in terms of format, but it's intent is much
more specific. A launch press releases is more urgent or timely, and its main purpose is to create a
buzz regarding a launch -- whether it's about launching a institution, campaign, website or some sort
of initiative.
Product Press Release

A product press release oftentimes comes in a format that is different from a general news release.
This is because a product press release typically includes product specifications. A product press
release can be used in conjunction with a launch release if the focus of the latter is, obviously,
launching a product. A product press release is the type of press release you would create and
distribute if you are launching a new product, if your institution’s product wins an award, reaches a
milestone, have to be recalled, or if a new or upgraded version is released. A product press release is
more effective when it includes a photo or several photos of the product.

Executive or Staff Announcement News Release

An executive or staff announcement news release is what you send out if there are staff changes in
the institution, particularly if these changes involve high management levels. This type of press
release is different from a general news release in the sense that it can contain biographical
information to support the information. An executive or staff announcement press release also often
includes photo or photos of new staff or executives.

Expert Positioning Press Release

An expert positioning press release is less urgent compared to a general news release. This type of
press release can focus on institution report and include statistics or results. It can also include news
from another organization and other supporting information. You would create and distribute an
expert positioning press release if you want to show an individual's expertise in a subject area with
the goal of building him or her up as the person media people would go to in the future.

Event Press Release

An event press release has a different format than a general news release primarily because it needs
to clearly lay out to members of the media the 5Ws -- who, what, when, where and why. An event
press release typically looks like a list or outline instead of having paragraphs. An event press release
is different from a media advisory in such a way that you would distribute an event press release with
the hope that the media will make your event known to the public. A media advisory, on the other
hand, is aimed towards getting the media people to attend an event.

1.2.1. Basic principles of the press release

- To make it relevant – connected to the topic which is important to the public

- The information needs to reply to the answers on: Who? What? When? How? and Why?, so
the text is clear, useful and understandable;
- The text should not be pretentious;
- It should be written in understandable simple language.
Components of a Press Release

Although there are many appropriate forms for press releases, there are basic parts of all press
releases that should appear the same. The following is detailed information about what sections
should appear in your press releases:

1. Headline/Title
This section is pretty self-explanatory. Be sure to make your headline attention-grabbing, yet
honest and descriptive to your content.

2. Dateline
This is the part where you put the date and location from which your release was distributed.
This is often the lead-in to the main body of the press release when it is published.

3. Main Body
This is the part of the press release where you actually give the news. Go with a direct
approach, answering right away all of the possible questions a reader may have such as how,
what, who, why, when, and where. Follow that up with the supporting evidence, witness
accounts, and quotes.

4. Boilerplate
This is a paragraph where you give information about the topic of the press release. You can
include background information about the main company, individual, or group written about in
the press release.

5. “Sales Pitch”
This is a one-sentence attempt to close the sale or call the reader to the desired action and a
sentence with brief media contact information for you or your media relations person.

6. Contact Information
This is where you give the full contact information for you or your media relations person.

7. Closing
This is just where you put ### or write “end” at the centre of the page to tell the news editor
that this is the end of the press release.

5 Ways NOT to Get Your Press Release Read

It only takes a few minutes to find plenty of information on writing press releases. You'll find
numerous articles giving tips and advice on press release writing.

This article, however, gives you 5 sure-fire ways you can get your press release ignored. All you need
to do is remember these 5 things, avoid committing them when you're writing your press release, and
you'll be sure that your press release will get the attention it deserves!
1. Leave out Media Contact Information

Journalists need to know where and how they can contact you if they deem that your press release
has a news angle. If you leave out media contact information in your press release, you can be sure
that your phone won't ring or your inbox won't be flooded with requests for interviews. Regardless of
how newsworthy your press release is, no reporter is going to be trying to write about you or your
company if they have no way of getting in touch with you.

2. Forget About Making Your News Angle Clear in the Press Release Headline

Make it hard for journalists and the other media people to find a newsworthy angle in your press
release. Also go for cutesy title instead catchy. When a reporter reads your press release, you should
leave them wondering what its news value is.

3. Don't Proofread Your Press Release

One sure-fire way your press release is going to be ignored by the media is to distribute one that
hasn't been edited or proofread. Press releases that are simply full of typographical and grammatical
errors are sure to be ignored and discarded.

4. Craft the Press Release so that it sounds Like an Advertising Piece

Use hype in your press release. Use words like "best", "awesome", "great" and "wonderful" in your
press release. This is a sure-fire way to turn off reporters in a heartbeat. Make sure that your press
release sounds like an advertisement.

5. Write a Long Press Release

Hundreds of press releases come out every day so if you want journalists to ignore yours, write a
really long and very blocky press release. Make it hard for journalists to capture the essence of your
press release in a glance. You can achieve this by crafting really long headlines and huge blocks of
texts.

1.2.2. How and where to publish the press release

 having it published on Commissions web site;

 on social media of partner organisations
 distributing it by email to the distribution list
 fax

1. Event
In media relations area the standard event that we invite press for are the press conferences. Please
note that if you are inviting other guests to sit in your press conference they should not be taking
space that is prepared for press. The press conferences are the communication channel that will
provide direct contact between you and press. The press conferences can be organized in following
cases (few samples):

1. Report presentation
2. Launch of campaign or initiative
3. Important dates
4. Changes in staff (new members of commissions)

Do not organise press conference just for sake of press conference, if you feel that the press release
will not be sufficient to carry the message, and then prepare the press conference. However, you
have to be prepared to receive questions from press that will not be related to the topic of the press
conference. Therefore it is important to prepare well and to have questions and answers moderated
and prepared in advance.

When preparing the press conference you have to know why you are organizing it – the goal needs to
be set.

ADVANCE PREPARATIONS:

 Set date(s) for this meeting (avoid major conferences in your field, holidays, etc.)
 Determine who should be invited (only press or do you want to invite some other
stakeholders)
 Estimate numbers expected
 Reserve press conference venue, but take into account that the space needs to be easy
accessible.
 Determine date for formal invitations to go in the mail. (for invitees other than press)
 Prepare and circulate planning timetable (with deadlines) for all involved.
 Define the Agenda (scenario) of the press conference agendas from program leaders and
coordinators
 Invite and confirm speakers.
 Determine, draft, prepare & copy all hand-out materials, including:
o Press release
o Summary of the report or the report
o Promotional brochures
o Any other relevant material
 Draft and mail media advisory
 Determine Audio Video needs; (do you want to tape the conference).
 Contact special events and grounds personnel, if an outside event.
 Prepare the sing in sheet for press
 Hold a preparation meeting or rehearsal just before event begins, for last-minute info and
instructions

Media Advisory is very important as it serves as invitation for the press, and it has to be written in a
way to get the journalists interested in your topic. It also needs to be send two to three days before
the conference in order to allow for phone follow up to be done, and to make sure that press is aware
of the event. The Media Advisory is very similar to the press release but the goal is to inform the press
about upcoming event, so press can decide if they will report about the event or not. The Media
Advisory needs to contain the information about “who, what, when, why, and where”, and should not
be longer than one page.

Just before the conference starts, one staff member needs to be designated to welcome press and to
have them sign in the sign in sheet. In this way you will be creating your own list of the media
representatives following your portfolio.

Also you have to decide in advance when you will distribute the material to press, before or right after
the press conference. To avoid paper shuffling and to have press concentrated on the presenters,
maybe it is better to have the materials distributed right after the conference.

Moderator – this person is important to keep the flow of the press conference. Moderator can be one
of the speakers. This person will greet and start the Conference; also this person should be
moderating the Q&A session of the conference.

Once the official part of the press conference is over including the Q&A session, the journalists might
approach the speakers to ask for additional statements or question. These requests should be
accepted. With this you are basically given the opportunity to repeat you message.
However please note that your statements should not be longer than 15 to 20 seconds, to avoid editor
cuts.

After the press conference the press release needs to be distributed via the distribution lists and
posted on the web site.

One of the staff members should be designated for press clipping. This means that the person would
need to search the news portals for the press reports on the conference, watch the news broadcasts
that evening/afternoon and to check the print media on the day after.
The articles should be archived/scanned, reports from the website should be downloaded, and for the
TV and radio broadcasts at least the report and length of broadcast should be recorded.

2. Interview

The interview one on one with journalists opens the door for open and frank conversation about the
issues that are of interest for public. By participating in TV and radio shows, one can always
contribute to clarification of issues and better presentation of the Commission.
Commission should have regular communication with journalists, however due to the complexity of
the structures within which the Commission exists it is always necessary to be well prepared and
flexible. The interview requests need to be considered with due diligence. The preparation means: to
ask for questions in advance, or to confirm the topic of the interview, to look into the background of
the media and the journalist who will be doing the interview, what were the previous relations, and if
the journalist has reported earlier about the Commission.
Before the interview you need to know what is your goal, what do you want to achieve. Although you
might be nervous, the good preparation will help you to be more confident. Try to prepare few ways
of how you will present your statement and how you will emphasise the key points. You can use
interesting illustrations or examples. In communication with media you need to be confident. Do take
care not to get mad or frustrated in communication with media. The golden rule is “to tell the truth”.
It is better to say “I don’t know at this point” then to say the smallest lie.

Before you accept the interview, you have to know your goal and target audience. To focus better
write down the title of the article you would like to see in press after your interview. Also you have to
decide if the interview will assist you in reaching you goals.

During the preparation for radio and/or TV show one has to take into account the following:

1. Who are other persons being interviewed

2. Will you be the only guest in studio
3. Will there be live phone call ins from the audience (specially for radio shows)
4. Is the show live or it will be edited and broadcasted at later stage

When accepting the interview you have to have a message you want to send to the audience. During
the interview you have to:
- Always speak the truth
- Be honest and punctual. Your credibility depends on this
- If you don’t know the answer to the question – admit it and offer to give the answer at some
later stage
- In case of mistakes, do correct them immediately. Say that maybe the answer was not
adequate and that you would like to clarify any possible misunderstandings.
- Avoid official and expert language. Use simple everyday language.
- Assume that everything you say is on the record
- Be open with the press to the extent it is possible
- When you notice a mistake in journalist reporting, do call the journalists, and explain that
mistake has happened.
- Always return the phone call to the journalist.

Assessing the interview request

Please take into account the following:

• What is the topic of the interview?

• Is there some special reason for interview?
• What is the media who wants to make the interview?
• Who will conduct the interview?
• When and where the interview will take place?
• How much time is needed for the interview?
• What is the deadline?
• When will interview be published?
• What kind of story is in question? Story for the news? Feature story? Q&As?
• Is journalist planning to interview some other persons on the same topic?
It is useful to know

• If the media has a position on your story

• How knowledgeable is the journalist
• What is the target audience of the media in question?

Please note that the interview starts the moment journalist enters your office, and ends when the
journalists leaves the office.

In media relations do not:

• Lie – Ever.
• say « No comments » – Ever.
• Improvise, speculate or guess. Good journalists always do background check. If you are wrong your
credibility is ruined.
• After you have stated something on the record don’t try to make it off the record
• Don’t be unavailable
• Don’t ask for publicity before you have the information that deserves the publicity. Do not publish
the news and then draft the press release.

Background briefing for press

Background briefings are important for the transparency and are useful tool to inform the journalist on
the work of Commission. At the same time you are “educating” journalists who are reporting about
your topic.

- The topic of the briefing generally is not announced in advance so there is no need to send
media advisory.
- The briefing is usually held by one speaker on certain issue
- The main characteristics of the briefing is duration
- The newest information on certain issue are presented, or complex issues.
- The speaker can answer only on the questions she/he already has authorisation to reply,
otherwise call journalists back
- The Commission determines the frequency of the briefings, but some pattern should be
adopted (i.e. bi-monthly)

Statements

Commission officials can be asked for brief statements by journalists during or after some event. In
those cases please make sure you speak concise and deliver the message. Your statement needs to
be stated within 15 to 20 seconds in order to avoid any editing by the journalist.
 3. Dress to Impress

Our body speaks volumes especially during the interviews. Below are some tips and tricks for the TV
Interview.

 Look at the journalist directly or depending on the situation do look at the camera. Do not
hesitate to check with the cameramen where should you look.
 Dress solid colors but not white and not black. Middle colors are the best –navy blue or dark
grey.
 Avoid patterns, stripes, glitter and similar colorful designs.
 Try to down play the accessories, be careful with earrings, and avoid bracelets as they tend to
make noise.
 In case you wear shirt and ties – the tie should be darker then the shirt.
 Don’t be afraid to move your hands it is perfectly natural. But be careful with your facial
expressions, smile is ok, but frowning is not.
 If you want to say something do not hesitate, take the word.
 Pay attention to your body position and posture. Leaning forward and facing the journalist
unconsciously communicates receptiveness and interest. Turning away or staring off into
space says you're not really there.