CHAPTER 9 IN PR

1. Media Relations
Communicating with the Print & Broadcast Media

2. Organization
Board of Directors
Investors
Unions
Government
Employees
Consumers
Community
Media
Media Relations

3. Types of Media

4. Types of Media

5. Types of Media

6. Types of Media

7. Types of Media

8. Securing positive publicity through the media
Heart of media relations:
Establishing a relationship with the media

9. Securing positive publicity through the media
Heart of media relations:
Establishing a relationship with the media
Media as channel
Media as public

10. Publicity vs.Advertising
Which is considered more credible?
Publicity

11. Publicity vs.Advertising
Which is considered more credible?
Benefits of advertising:
• content
• size
• location
• reach
• frequency
Publicity

12. Publicity vs.Advertising
Which is considered more credible?
Benefits of advertising:
• content
• size
• location
• reach
• frequency
Benefits of publicity:
• costs less
• carries implied 3rd
party endorsement
Publicity

13. Difference between PR and Advertising

14. PR-generated News:
Jet Blue Example

15. In the 1950's, when I Love Lucy was the
#1 show in the US, what percentage of
the US market could an advertiser hit by
advertising during the program?

16. I Love Lucy audience reach: 74% of the population
In the 1950's, when I Love Lucy was the
#1 show in the US, what percentage of
the US market could an advertiser hit by
advertising during the program?

17. I Love Lucy audience reach: 74% of the population
Big Bang Theory (2017 #1)
audience reach: 5.8% of the population
In the 1950's, when I Love Lucy was the
#1 show in the US, what percentage of
the US market could an advertiser hit by
advertising during the program?

18. Publicity vs.Advertising
Dove’s Campaign for Real Beauty
2006 Superbowl Commercial

19. Publicity
Dove’s Campaign for real beauty

20. CNN coverage of the
Dove Story

21. 2006 Superbowl Ad
• Aired only once on TV
• Average cost of a 30 second ad
on 06 Superbowl: $2.5-2.6 million
• Dove ad was a 45 second spot
• 90 million impressions directly from ad
• 400 million from pre- and post-game publicity

22. Dove’s Web video
• Generated 3 times the amount of traffic to the
Dove site than the Superbowl ad
• 1.7 million views on YouTube
• Publicity on:
• Ellen, The View, Geraldo, Entertainment Tonight
The message was “more powerful because it came from an objective
source” in the form of the TV news and entertainment shows.
-- Todd Tillemans, VP North American skin care

23. Difference between the
commercial & the web video:
Not a penny of paid media!

24. Advertising Age named Dove’s
effort as the #1 campaign of the
21st Century for its transparency,
its authenticity, its groundbreaking
use of global viral video that started
with the anti-photoshopping film
“Evolution”, and its educational
efforts to boost self-image among
young girls.

25. Web video as a PR tool
• Produced by Ogilvy & Mather, Toronto
• Publicity effort by Edelman, New York
Campaign outcome:
• Strengthened brand loyalty
• 2/3 of brand sales from people buying
more than one product
• Gained shares

26. Dove’s Later Campaign (Feb.2007)
Banned from TV

27. TV Commercial
Trying to create publicity?

28. Where’s
The Media
RIP
Traditional Media
?

30. © Jason Kintzler | pitchengine.com | 2009
Traditional PR Distribution Model
pr with press release
Media Relations Model: Pitching Journalists

31. © Jason Kintzler | pitchengine.com | 2009
Traditional PR Distribution Model
pr with press release
journalist
broadcast and print
Media Relations Model: Pitching Journalists

32. © Jason Kintzler | pitchengine.com | 2009
Traditional PR Distribution Model
pr with press release
consumers
journalist
broadcast and print
Media Relations Model: Pitching Journalists

33. © Jason Kintzler | pitchengine.com | 2009
pr with press releases
(and plenty of cash)
Traditional PR Distribution Model
PR Wire Services Model

34. © Jason Kintzler | pitchengine.com | 2009
pr with press releases
(and plenty of cash)
Traditional PR Distribution Model
PR Wire Services Model
more journalists
broadcast and print

35. © Jason Kintzler | pitchengine.com | 2009
pr with press releases
(and plenty of cash)
Traditional PR Distribution Model
PR Wire Services Model
more journalists
broadcast and print
consumers

36. © Jason Kintzler | pitchengine.com | 2009
pr with press releases
(and plenty of cash)
Problem with that Model
Social media offers new way for publics to receive news

37. © Jason Kintzler | pitchengine.com | 2009
pr with press releases
(and plenty of cash)
Problem with that Model
Social media offers new way for publics to receive news
more journalists
broadcast and print

38. consumers turn to social
networks, online news
sources, friends, blogs, in
addition to print and
broadcast media
© Jason Kintzler | pitchengine.com | 2009
pr with press releases
(and plenty of cash)
Problem with that Model
Social media offers new way for publics to receive news
more journalists
broadcast and print

39. © Jason Kintzler | pitchengine.com | 2009
PR with social media release
and rich social content
Modern PR Distribution Model
Content spread through social channels/direct engagement

40. © Jason Kintzler | pitchengine.com | 2009
PR with social media release
and rich social content
i
n
fl
u
e
n
c
e
r
s
journalists
Modern PR Distribution Model
Content spread through social channels/direct engagement

41. © Jason Kintzler | pitchengine.com | 2009
PR with social media release
and rich social content
i
n
fl
u
e
n
c
e
r
s
journalists
Modern PR Distribution Model
Content spread through social channels/direct engagement
consumers

42. © Jason Kintzler | pitchengine.com | 2009
PR with social media release
and rich social content
i
n
fl
u
e
n
c
e
r
s
journalists
Modern PR Distribution Model
Content spread through social channels/direct engagement
bloggers
i
n
fl
u
e
n
c
e
r
s
consumers

43. shared to more
influencers:
friends, fans,
followers
© Jason Kintzler | pitchengine.com | 2009
PR with social media release
and rich social content
i
n
fl
u
e
n
c
e
r
s
journalists
Modern PR Distribution Model
Content spread through social channels/direct engagement
bloggers
i
n
fl
u
e
n
c
e
r
s
consumers

45. Value of Publicity
• Enhancing the organization’s reputation
• Announcing a new product or service
• Reenergizing an old product
• Explaining a complicated product
• Little or no budget
• Crisis response

46. Announcing a new product/service
Publicity

47. Publicity
Reenergizing an old product

48. Publicity
News Release
Press Conference
Pitch Letter
etc.
Tools for Securing

49. The Pitch Letter

50. Pitching
Publicity
Throwing everything
against the wall to see
what sticks is a bad idea!

51. Pitching Publicity Know
deadlines
Address
by
name
Learn
contact
prefs
D
o
n
’
t
l
i
e
Develop
relationship
Call
yourself

52. Pitching Publicity
Gain
interest
Know
deadlines
Address
by
name
Don’t
badger
Learn
contact
prefs
D
o
n
’
t
l
i
e
Develop
relationship
Call
yourself

53. Spend less time building media lists and more time
reading the news. If you're consuming current events on
a steady and regular basis, you'll know the names and
outlets that will appreciate your client’s news.

54. SAMPLE MEDIA PITCH LETTER
(Insert Date)
Dear (Insert Name of Television Media Representative/Medical Producer/Medical Reporter):
Heart disease is the #1 killer of American women. Unfortunately, only 55 percent of women know that heart
disease is their leading cause of death and most fail to make the connection between its risk factors and
their personal risk of developing heart disease.
In conjunction with The Heart Truth, a nationwide campaign raising awareness about women and heart
disease, (insert Organization name) is asking you to consider producing a three-part series on women's
heart health. Your broadcast will send a clear message and go a long way in raising awareness and
prompting action among your viewers.
The requested series could explore the following themes:
Part I: The Problem—An overview of the impact of heart disease on women
Part II: The Risk Factors—A look at heart disease risk factors and how they affect women
Part III: The Solution—A practical action plan women can follow to find out their heart disease risk and steps
to lower it
The Heart Truth features a Red Dress as the national symbol for women and heart disease awareness.
What's a Red Dress got to do with it? A simple Red Dress works as a visual red alert to get the message
heard loud and clear: "Heart Disease Doesn't Care What You Wear—It's the #1 Killer of Women." To help
enhance this message, broadcasters could wear red or wear the Red Dress Pin to complement the series.
We can also help coordinate interviews with local female heart attack survivors and local experts on women
and heart disease.
We urge you to embrace this issue and help us alert women to The Heart Truth. Media coverage has
proven to help raise awareness among its audiences and motivate change. Please consider including a
series on women's heart health to your news programming to raise awareness about this critical issue.
For more information on The Heart Truth campaign and to view the Red Dress Pin, visit
http://www.hearttruth.gov.
Please contact (insert contact name and information) to discuss the proposed series. Thank you in advance
for your consideration.
Sincerely,

55. SAMPLE MEDIA PITCH LETTER
(Insert Date)
Dear (Insert Name of Television Media Representative/Medical Producer/Medical Reporter):
Heart disease is the #1 killer of American women. Unfortunately, only 55 percent of women know that heart
disease is their leading cause of death and most fail to make the connection between its risk factors and
their personal risk of developing heart disease.
In conjunction with The Heart Truth, a nationwide campaign raising awareness about women and heart
disease, (insert Organization name) is asking you to consider producing a three-part series on women's
heart health. Your broadcast will send a clear message and go a long way in raising awareness and
prompting action among your viewers.
The requested series could explore the following themes:
Part I: The Problem—An overview of the impact of heart disease on women
Part II: The Risk Factors—A look at heart disease risk factors and how they affect women
Part III: The Solution—A practical action plan women can follow to find out their heart disease risk and steps
to lower it
The Heart Truth features a Red Dress as the national symbol for women and heart disease awareness.
What's a Red Dress got to do with it? A simple Red Dress works as a visual red alert to get the message
heard loud and clear: "Heart Disease Doesn't Care What You Wear—It's the #1 Killer of Women." To help
enhance this message, broadcasters could wear red or wear the Red Dress Pin to complement the series.
We can also help coordinate interviews with local female heart attack survivors and local experts on women
and heart disease.
We urge you to embrace this issue and help us alert women to The Heart Truth. Media coverage has
proven to help raise awareness among its audiences and motivate change. Please consider including a
series on women's heart health to your news programming to raise awareness about this critical issue.
For more information on The Heart Truth campaign and to view the Red Dress Pin, visit
http://www.hearttruth.gov.
Please contact (insert contact name and information) to discuss the proposed series. Thank you in advance
for your consideration.
Sincerely,
Media
Knowledge

56. SAMPLE MEDIA PITCH LETTER
(Insert Date)
Dear (Insert Name of Television Media Representative/Medical Producer/Medical Reporter):
Heart disease is the #1 killer of American women. Unfortunately, only 55 percent of women know that heart
disease is their leading cause of death and most fail to make the connection between its risk factors and
their personal risk of developing heart disease.
In conjunction with The Heart Truth, a nationwide campaign raising awareness about women and heart
disease, (insert Organization name) is asking you to consider producing a three-part series on women's
heart health. Your broadcast will send a clear message and go a long way in raising awareness and
prompting action among your viewers.
The requested series could explore the following themes:
Part I: The Problem—An overview of the impact of heart disease on women
Part II: The Risk Factors—A look at heart disease risk factors and how they affect women
Part III: The Solution—A practical action plan women can follow to find out their heart disease risk and steps
to lower it
The Heart Truth features a Red Dress as the national symbol for women and heart disease awareness.
What's a Red Dress got to do with it? A simple Red Dress works as a visual red alert to get the message
heard loud and clear: "Heart Disease Doesn't Care What You Wear—It's the #1 Killer of Women." To help
enhance this message, broadcasters could wear red or wear the Red Dress Pin to complement the series.
We can also help coordinate interviews with local female heart attack survivors and local experts on women
and heart disease.
We urge you to embrace this issue and help us alert women to The Heart Truth. Media coverage has
proven to help raise awareness among its audiences and motivate change. Please consider including a
series on women's heart health to your news programming to raise awareness about this critical issue.
For more information on The Heart Truth campaign and to view the Red Dress Pin, visit
http://www.hearttruth.gov.
Please contact (insert contact name and information) to discuss the proposed series. Thank you in advance
for your consideration.
Sincerely,
Seriousness

57. SAMPLE MEDIA PITCH LETTER
(Insert Date)
Dear (Insert Name of Television Media Representative/Medical Producer/Medical Reporter):
Heart disease is the #1 killer of American women. Unfortunately, only 55 percent of women know that heart
disease is their leading cause of death and most fail to make the connection between its risk factors and
their personal risk of developing heart disease.
In conjunction with The Heart Truth, a nationwide campaign raising awareness about women and heart
disease, (insert Organization name) is asking you to consider producing a three-part series on women's
heart health. Your broadcast will send a clear message and go a long way in raising awareness and
prompting action among your viewers.
The requested series could explore the following themes:
Part I: The Problem—An overview of the impact of heart disease on women
Part II: The Risk Factors—A look at heart disease risk factors and how they affect women
Part III: The Solution—A practical action plan women can follow to find out their heart disease risk and steps
to lower it
The Heart Truth features a Red Dress as the national symbol for women and heart disease awareness.
What's a Red Dress got to do with it? A simple Red Dress works as a visual red alert to get the message
heard loud and clear: "Heart Disease Doesn't Care What You Wear—It's the #1 Killer of Women." To help
enhance this message, broadcasters could wear red or wear the Red Dress Pin to complement the series.
We can also help coordinate interviews with local female heart attack survivors and local experts on women
and heart disease.
We urge you to embrace this issue and help us alert women to The Heart Truth. Media coverage has
proven to help raise awareness among its audiences and motivate change. Please consider including a
series on women's heart health to your news programming to raise awareness about this critical issue.
For more information on The Heart Truth campaign and to view the Red Dress Pin, visit
http://www.hearttruth.gov.
Please contact (insert contact name and information) to discuss the proposed series. Thank you in advance
for your consideration.
Sincerely,
Request/
Credibility

58. SAMPLE MEDIA PITCH LETTER
(Insert Date)
Dear (Insert Name of Television Media Representative/Medical Producer/Medical Reporter):
Heart disease is the #1 killer of American women. Unfortunately, only 55 percent of women know that heart
disease is their leading cause of death and most fail to make the connection between its risk factors and
their personal risk of developing heart disease.
In conjunction with The Heart Truth, a nationwide campaign raising awareness about women and heart
disease, (insert Organization name) is asking you to consider producing a three-part series on women's
heart health. Your broadcast will send a clear message and go a long way in raising awareness and
prompting action among your viewers.
The requested series could explore the following themes:
Part I: The Problem—An overview of the impact of heart disease on women
Part II: The Risk Factors—A look at heart disease risk factors and how they affect women
Part III: The Solution—A practical action plan women can follow to find out their heart disease risk and steps
to lower it
The Heart Truth features a Red Dress as the national symbol for women and heart disease awareness.
What's a Red Dress got to do with it? A simple Red Dress works as a visual red alert to get the message
heard loud and clear: "Heart Disease Doesn't Care What You Wear—It's the #1 Killer of Women." To help
enhance this message, broadcasters could wear red or wear the Red Dress Pin to complement the series.
We can also help coordinate interviews with local female heart attack survivors and local experts on women
and heart disease.
We urge you to embrace this issue and help us alert women to The Heart Truth. Media coverage has
proven to help raise awareness among its audiences and motivate change. Please consider including a
series on women's heart health to your news programming to raise awareness about this critical issue.
For more information on The Heart Truth campaign and to view the Red Dress Pin, visit
http://www.hearttruth.gov.
Please contact (insert contact name and information) to discuss the proposed series. Thank you in advance
for your consideration.
Sincerely,
Story Idea

59. SAMPLE MEDIA PITCH LETTER
(Insert Date)
Dear (Insert Name of Television Media Representative/Medical Producer/Medical Reporter):
Heart disease is the #1 killer of American women. Unfortunately, only 55 percent of women know that heart
disease is their leading cause of death and most fail to make the connection between its risk factors and
their personal risk of developing heart disease.
In conjunction with The Heart Truth, a nationwide campaign raising awareness about women and heart
disease, (insert Organization name) is asking you to consider producing a three-part series on women's
heart health. Your broadcast will send a clear message and go a long way in raising awareness and
prompting action among your viewers.
The requested series could explore the following themes:
Part I: The Problem—An overview of the impact of heart disease on women
Part II: The Risk Factors—A look at heart disease risk factors and how they affect women
Part III: The Solution—A practical action plan women can follow to find out their heart disease risk and steps
to lower it
The Heart Truth features a Red Dress as the national symbol for women and heart disease awareness.
What's a Red Dress got to do with it? A simple Red Dress works as a visual red alert to get the message
heard loud and clear: "Heart Disease Doesn't Care What You Wear—It's the #1 Killer of Women." To help
enhance this message, broadcasters could wear red or wear the Red Dress Pin to complement the series.
We can also help coordinate interviews with local female heart attack survivors and local experts on women
and heart disease.
We urge you to embrace this issue and help us alert women to The Heart Truth. Media coverage has
proven to help raise awareness among its audiences and motivate change. Please consider including a
series on women's heart health to your news programming to raise awareness about this critical issue.
For more information on The Heart Truth campaign and to view the Red Dress Pin, visit
http://www.hearttruth.gov.
Please contact (insert contact name and information) to discuss the proposed series. Thank you in advance
for your consideration.
Sincerely,
Visuals

60. SAMPLE MEDIA PITCH LETTER
(Insert Date)
Dear (Insert Name of Television Media Representative/Medical Producer/Medical Reporter):
Heart disease is the #1 killer of American women. Unfortunately, only 55 percent of women know that heart
disease is their leading cause of death and most fail to make the connection between its risk factors and
their personal risk of developing heart disease.
In conjunction with The Heart Truth, a nationwide campaign raising awareness about women and heart
disease, (insert Organization name) is asking you to consider producing a three-part series on women's
heart health. Your broadcast will send a clear message and go a long way in raising awareness and
prompting action among your viewers.
The requested series could explore the following themes:
Part I: The Problem—An overview of the impact of heart disease on women
Part II: The Risk Factors—A look at heart disease risk factors and how they affect women
Part III: The Solution—A practical action plan women can follow to find out their heart disease risk and steps
to lower it
The Heart Truth features a Red Dress as the national symbol for women and heart disease awareness.
What's a Red Dress got to do with it? A simple Red Dress works as a visual red alert to get the message
heard loud and clear: "Heart Disease Doesn't Care What You Wear—It's the #1 Killer of Women." To help
enhance this message, broadcasters could wear red or wear the Red Dress Pin to complement the series.
We can also help coordinate interviews with local female heart attack survivors and local experts on women
and heart disease.
We urge you to embrace this issue and help us alert women to The Heart Truth. Media coverage has
proven to help raise awareness among its audiences and motivate change. Please consider including a
series on women's heart health to your news programming to raise awareness about this critical issue.
For more information on The Heart Truth campaign and to view the Red Dress Pin, visit
http://www.hearttruth.gov.
Please contact (insert contact name and information) to discuss the proposed series. Thank you in advance
for your consideration.
Sincerely,
Call for
action

61. SAMPLE MEDIA PITCH LETTER
(Insert Date)
Dear (Insert Name of Television Media Representative/Medical Producer/Medical Reporter):
Heart disease is the #1 killer of American women. Unfortunately, only 55 percent of women know that heart
disease is their leading cause of death and most fail to make the connection between its risk factors and
their personal risk of developing heart disease.
In conjunction with The Heart Truth, a nationwide campaign raising awareness about women and heart
disease, (insert Organization name) is asking you to consider producing a three-part series on women's
heart health. Your broadcast will send a clear message and go a long way in raising awareness and
prompting action among your viewers.
The requested series could explore the following themes:
Part I: The Problem—An overview of the impact of heart disease on women
Part II: The Risk Factors—A look at heart disease risk factors and how they affect women
Part III: The Solution—A practical action plan women can follow to find out their heart disease risk and steps
to lower it
The Heart Truth features a Red Dress as the national symbol for women and heart disease awareness.
What's a Red Dress got to do with it? A simple Red Dress works as a visual red alert to get the message
heard loud and clear: "Heart Disease Doesn't Care What You Wear—It's the #1 Killer of Women." To help
enhance this message, broadcasters could wear red or wear the Red Dress Pin to complement the series.
We can also help coordinate interviews with local female heart attack survivors and local experts on women
and heart disease.
We urge you to embrace this issue and help us alert women to The Heart Truth. Media coverage has
proven to help raise awareness among its audiences and motivate change. Please consider including a
series on women's heart health to your news programming to raise awareness about this critical issue.
For more information on The Heart Truth campaign and to view the Red Dress Pin, visit
http://www.hearttruth.gov.
Please contact (insert contact name and information) to discuss the proposed series. Thank you in advance
for your consideration.
Sincerely,
Supporting
Material

62. SAMPLE MEDIA PITCH LETTER
(Insert Date)
Dear (Insert Name of Television Media Representative/Medical Producer/Medical Reporter):
Heart disease is the #1 killer of American women. Unfortunately, only 55 percent of women know that heart
disease is their leading cause of death and most fail to make the connection between its risk factors and
their personal risk of developing heart disease.
In conjunction with The Heart Truth, a nationwide campaign raising awareness about women and heart
disease, (insert Organization name) is asking you to consider producing a three-part series on women's
heart health. Your broadcast will send a clear message and go a long way in raising awareness and
prompting action among your viewers.
The requested series could explore the following themes:
Part I: The Problem—An overview of the impact of heart disease on women
Part II: The Risk Factors—A look at heart disease risk factors and how they affect women
Part III: The Solution—A practical action plan women can follow to find out their heart disease risk and steps
to lower it
The Heart Truth features a Red Dress as the national symbol for women and heart disease awareness.
What's a Red Dress got to do with it? A simple Red Dress works as a visual red alert to get the message
heard loud and clear: "Heart Disease Doesn't Care What You Wear—It's the #1 Killer of Women." To help
enhance this message, broadcasters could wear red or wear the Red Dress Pin to complement the series.
We can also help coordinate interviews with local female heart attack survivors and local experts on women
and heart disease.
We urge you to embrace this issue and help us alert women to The Heart Truth. Media coverage has
proven to help raise awareness among its audiences and motivate change. Please consider including a
series on women's heart health to your news programming to raise awareness about this critical issue.
For more information on The Heart Truth campaign and to view the Red Dress Pin, visit
http://www.hearttruth.gov.
Please contact (insert contact name and information) to discuss the proposed series. Thank you in advance
for your consideration.
Sincerely,
Contact
info

64. badpitchblog.com

65. Next Class:
Read article & PR material posted on Blackboard:
- Houston Chronicle article
- British Airways news release
- Continental news release
- NBTA news release