Laura Vanessa Munoz has been invited to deliver a guest lecture for the students of ITESM campus Mexico City via webcast from London. She will talk about Stakeholder Mapping and Pitching.

1. Guest Lecture by
MA Laura Vanessa Muñoz
Communications and Project Manager
Mexico City and London

2. I. PR in different parts of the world: USA, UK
and Mexico
II. Stakeholder mapping
III. PR Best practices before contacting
journalists
IV. Pitching
V. Following up

3. United States
•Strategic
•At the board of directors
•Takes risks
•Big PR stunts, parties and
events
United Kingdom
•Strategic
•At the board of directors
•Innovative
•Focus, hiper-local
•Traditional
Mexico
•Strategic
•Centralised
•Media Relations
•Traditional

4.  It should be one of the first stages of strategic
management, the communication with
stakeholders helps to develop the stable, long-term
relationships that an organisation needs to
build support and to manage conflict when issues
and problems arise.
 The goal of the analysis is to measure which
stakeholder or group of stakeholders has the
greatest potential to affect the company and
therefore decide which stakeholders will need
particular attention.

6. The stakeholders in this way are broadly divided into four groups; low interest/low
power (A), high interest/low power (B), low interest/high power (C) and high
interest/high power (D).
Group A
The company may require little or no effort to be focused on this group. The
stakeholders pose no threat due to a lack of both interest and power.
Group B
This group, although having a high interest, has little power to exercise control so they
can be maintained through the management of information to keep them informed of
company events.
Group C
This group may or may not realise the degree of effect they have over the company
and therefore must be kept satisfied. However, because of their low interest in events,
they are unlikely to cause significant disruption.
Group D
The company must try to satisfy this group first and foremost as they have the power
to effect the company and a high degree of likelihood that they will use their power.

7. Did you know that a Journalist gets 80 press
releases in average per day?
¿How do I get published?

8. 1. Read previous articles of the
journalist you are contacting
2. Offer personalised information
3. Know your client and its
industry
4. Send as much information as
posible about the topic
5. Have pictures, videos and
statements ready for the
journalits

9. Who am I pitching to?

10. “Pitching” the story
A news reporter gets at least 20 calls a day
from people trying to get him interested
How do you make your story stand out?
Get Ready

11. You only have30 seconds to:
 Introduce yourself
 Give him/her information
 Know if he/she is interested

12. Prepare your “pitch” (write notes to help you)
 Let him/her know who you are and why you are
calling
 Ask him if he/she is busy or you can call him back
 Demonstrate that you know his/her style and
that you read his/her work
 Explain the central idea in no more than 4
sentences
 Explain why the readers would be interested
 Ask him if he/she is interested in the info

13. Individual work
Let’s prepare a pitch!!!!
You are the PR consultant of a pharmaceutical company and
you are introducing a new pain killer with Ibuprofen,
Paracetamol and Caffeine, that not only eliminates pain but
gives you energy.

14. Follow up the call and send him/her more
information…
Be helpful for the reporter and provide:
 Pictures
 Statistics
 Contact information
 A deeper interview with your client

16. MA Laura Vanessa Muñoz
Twitter @_LauraVanessa
Community @ProMediosMX
www.lauravanessamunoz.com
www.profesionalesenmedios.com