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Media Relations
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Prior to Dan Keeney's public
relations career, he (shown here interviewing
Chicago Mayor Richard Daley) worked as a street
reporter, anchor and talk show host before
assuming the position of director of news and
programming for a radio network in Chicago.
The news
media is by far the most powerful delivery
vehicle in the communications spectrum. For this
reason, an organization's media relations strategy
is a critical element of its communications mix.
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Working with the
media involves opportunities and risks. Many
organizations hope to harness the media's reach and
influence. Indeed, positive editorial coverage can enhance
credibility in a way advertising can never accomplish.
Having representatives quoted in an article or interviewed
for a newscast can position your organization as an
industry leader, responsible corporate citizen, product
innovator or consumer advocate.
Yet bad publicity can
quickly taint reputations.
In business crisis management, media relations efforts
often focus on minimizing coverage. Sensationalism,
inaccuracies and out-of-context quotes frustrate executives,
especially given the speed with which news organizations
act.
DPK Public Relations is known
for its professional and successful relationships with
reporters, editors and producers. Perhaps it's
due to the fact that Dan Keeney worked as a broadcast
journalist for 10 years, reporting breaking news in
Chicago and other major markets.
More likely, the mutual respect is
based on our firm's honesty,
accessibility and trust. Journalists also know
that we contact them with stories, ideas or opportunities
only when they are truly newsworthy. And, they can count
on us to respond quickly to inquiries and will work
with our clients to provide the information and access
they desire.
Media relations is a critical
aspect of crisis management to ensure stories being
reported are accurate and to keep important publics
informed about your organization's efforts to control
and correct the situation.
Ultimately, even in a crisis,
expertly managed media relations can help strengthen
an organization's reputation, which can produce
qualified leads, generate sales and develop new business
for your company.
Our media relations capabilities
include:
- Editorial
audits to examine past
media coverage;
- Message
development to define what will be communicated;
- Media
strategy to determine what to send, to whom
to send it and when to send it;
- Media
database development and management;
- Media
materials preparation, including written materials
and electronic presentations;
- Editorial
board outreach to ensure the message is delivered
to the most important gatekeepers;
- Development of media-focused
Web sites to ensure immediate dissemination
of accurate
information and to correct inaccuracies;
- Personal
outreach to and negotiation with journalists;
- Development of
op-ed pieces through which corporate leadership
can express a strong point-of-view to an influential
audience; and
- Media
monitoring to evaluate progress and change
course, as appropriate.
DPK Public Relations can help
you build relationships
with journalists and communicate your story, your way.
Our contacts and experience extend from consumer,
business, trade and special interest media to national,
regional and local outlets in print, broadcast and online
formats. Regardless of
the medium, we can develop strategies to achieve your
media goals.
Examples:
Texas Lawyer
Overcoming Cold Feet When Hiring
Immigrants (spring 2003)
[download
pdf here]
Houston Chronicle
Leading the way
(fall 2002)
[download
pdf here]
Houston Business Journal
Messages Must Grab Audience
with Meaning for Brand Loyalty (fall 2000)
[download
pdf here]
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