Five Questions to Ponder in Checking The Pulse of Your Media Relations Efforts
- Topics:
- Public Relations
- Source:
- Simpson Communications
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Overview: Effective media relations begin with a firm plan that includes, at a minimum, these steps: Annual goals (which must be measurable), Target audiences, Key messages, Strategies to reach target audiences and Evaluation (how to measure success). One must involve the media relations staff in the planning process, then re-visit the plan regularly and evaluate fully at year's end. Every two years, the article recommends a "communications audit" in which the media relations director personally visits with key media that regularly cover their institution or entity. In today's fast-paced media environment, it is no longer sufficient to cut clips and send voluminous clip packages to key internal audiences. Media training was in vogue in the '80s and early '90s, and then became more passe. But in recent years, corporate and political scandals have taught many education, business and government leaders of the absolute need to communicate effectively with the media -- particularly in times of crisis.
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Format: HTML | Date: Jan 2003 | Pages: 1
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