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some notes related to Kit and PR
Camus 发表于 2007-08-31 11:05:29
Professionals from top PR agencies offered specially tailored advice for local youth organisations to help them engage and manage the public with effectively marketing communications skills. Youth.SG is pleased to present you this handy guide.
What should you do in a media interview?
What should you do in a media interview?
- RULE #1 - The news is a product. Package your message in an interesting and entertaining way.
Is there drama and conflict? Are there human stories to cover? Readers hate dry facts and technical jargon.
- RULE #2 - The end result might take the reader only 7-17 seconds to read, listen or watch, so make your message fit that format. Become a soundbite master. Reporters are more likely to quote you if there are anecdotes in your answer.
- RULE #3 - Remember, you know too much. Simplify your message and keep answers short. Make sure that the information you provide is relevant to the audience.
- Be audience-focused! Ask TOM:
1) Target Audience - Who is my audience?
2) Objective - What is my specific objective? What do I want my audience to do, think, say or feel?
3) Motivation - Why should the audience change?
- RULE #4 - Be a spokesperson, not an answerperson.
GOLDEN RULE - There is no such thing as "off the record." Control your answers and make sure you don't reveal what you shouldn't.
You might've read Xiaxue's blog posts about how she got this endorsement and that TV show. An advertorial on Xiaxue's blog gets the same number of hits her as her readership: an estimated 5,000 to date. Mr Brown, Mr Miyagi and the like are receiving no less attention.
Putting the "meat" in your response sandwich
This simply means to provide supporting proof for your key message so that it is more credible and believable. You can do this by providing:
This simply means to provide supporting proof for your key message so that it is more credible and believable. You can do this by providing:
- Examples (For example, a teenage prostitute approached our hotline for counselling after...)
- Reasons (Our outreach is successful because our hotline provides a cloak of anonymity for users.)
- Anecdotes ("Our helpline has proved to be a lifeline for some.")
- Analogies (It's like talking to a three-in-one person who is your friend, mentor and mother.)
- Another key message (We are also expanding our services to provide online counselling.)
You might've read Xiaxue's blog posts about how she got this endorsement and that TV show. An advertorial on Xiaxue's blog gets the same number of hits her as her readership: an estimated 5,000 to date. Mr Brown, Mr Miyagi and the like are receiving no less attention.
Ain't it obvious why companies and corporations are giving bloggers the celebrity treatment these days? That's because blog conversation is truly global conversation. Wanna get a piece of the pie? Study these 10 tips for effective blogger outreach, for publicity's sake.
- Name a point person for blogger outreach.
- ID your "top 10" bloggers and focus on them.
- Subscribe to their feeds and learn what they are saying.
- Comment on their posts with a corporate blog account.
- Send them an email and initiate a relationship.
- Invite them to dinner/event/briefing.
- Get them on any/all early trial lists.
- Set up Technorati searches for their sites.
- Find events they attend and do something special for them.
- Start including them in your outreach plans!
Note: Among newspapers, television and web-based media, most people still turn to newspapers for a trustworthy source of news in Singapore. Web-based media is ranked second and television, last. Choose the appropriate publicity medium for your product.
The above information was taken from a presentation titled "How to create, manage and enhance relationships with stakeholders critical to success" by Edelman Public Relations Worldwide Pte Ltd.
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