Presentation was done on 20 Aug 2015 at Singapore Info Com Conference.

1. Living with The
Media 24/7
(DIY approach for SME Owners)

11. What will
this be?
YOU
What is
News？

12. Understanding Publicity
1

13. Protect your job or reputa=on
1
It isn’t a reporter’s job to …

14. Advance your agenda
2
It isn’t a reporter’s job to …

15. Ask ques=ons to help you to say
what you want to say
3
It isn’t a reporter’s job to …

16. Write a story the way you want it to
be told
4
It isn’t a reporter’s job to …

17. Understand what News is
2

18. 2
• New
• Unusual
• Current
• Local
• Abnormal
• Sensa5onal
• InsighFul
• Socially impac9ul
• What’s viral now on social media
Understand what News is

19. Maintain Posi=ve Rela=onship
3

20. 3
Maintain Posi=ve Rela=onship

21. Know Your Rights with the Media
4

22. Prepare concise press release
5

23. Do not Just “Press and Release”
Do a Pitch to follow up!
6

24. Always Prepare for Radio Interview
7

25. Preparing for Television interview
8

26. Exclusive story / Behind the
Scene
9

27. Managing Press Conference
(date / loca=on / invita=on / actual day)
10

28. Crisis Management Skills
(10 hard ques=ons)
What happened?
Why did it happen?
Was anyone injured or affected from it?
Could this have been prevented?
Has this ever happened before?
Currently, what are you doing about it?
When will the problem be solved?
How will you prevent this from happening again?
Did you know this was going to happen?
What would you like to say to those affected?
11

29. Extreme Crisis, Extreme CEO
12

30. Give reporter special access
13

31. Contribute ar=cle to the press
14

32. Keep your sound bytes under 30
seconds
15

33. Use photography or visuals to enhance
the possibility of a story being run
16

34. Realize that you have no
control over the content,
format and =ming of
report
17

35. Be sure all informa=on you use
is accurate
Bee
Or
Bug?
18

36. Look out for major upcoming
events to align your publicity
19

37. Always project a posi=ve image
about Singapore when dealing with
Interna=onal Media
20

38. Impact of Social Media on News

39. #1 – No Anonymity

40. #2 – No single source of informa=on

41. #3 – No more private space

42. #4 – No more speed limit

43. #5 – No more moderators

44. #6 – No more objec=vity

45. #7 – No simple way of telling a story

46. #8 – No more absolute censorship

47. 10 PiFalls

48. Do not expect a perfect story
1

49. Do not say anything “off the
record”
2

50. Do not say the word
“Publicity” during interview
3

51. Avoid saying your company name
during interview
4

52. Do not disclosure company
confiden=al informa=on unless
you are cleared
5

53. Do not offer a 2nd journalist an
exclusive unless the first one has
rejected your offer
6

54. Do not ask for the soj copy of the
story before it is published
7

55. Do not threaten journalists with
reduc=on of adver=sing budget if
story is turned down
8

56. Do not be a Business Marketer,
Be a Content Provider
9

57. Do not send false informa=on
10