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MCM 216 PART 2: MEDIA RELATIONS TOOLS, WRITING TECHNIQUES AND BENEFITS OF DIGITAL MEDIA
Introduction
In our last class on Fundamentals of Media Relations, we discussed the meaning, objectives and functions of Media Relations. Today, we will be looking at the practical aspect — the tools we use to relate with the media, how to write for media relations, and the benefits of digital media in modern PR practice.
As our lecturer at Ebonyi State University (EBSU) emphasized, theory without tools is empty. A good PR officer must know what tools to use and how to use them.
SECTION A: MEDIA RELATIONS TOOLS
According to Cutlip, Center and Broom (2006), "Media relations tools are the channels and materials through which an organization communicates with the media."
The major tools include:
1. Press Release / News Release: This is the most common tool. It is a written statement sent to the media to announce something newsworthy. For example, EBSU announcing the appointment of a new VC through a press release. A press release must be newsworthy, timely and factual.
2. Press Conference / Press Briefing: This is a face-to-face meeting with journalists to announce major issues or respond to crisis. It is used when the issue is too sensitive for just a press release.
3. Media Kit / Press Kit: This is a folder containing press releases, fact sheets, photos, company profile and biographies. It is given to journalists during events to help them write accurate reports.
4. Feature Articles and Op-Ed: This is a detailed article written in a narrative style to explain an issue in depth, unlike a straight news release.
5. Media Interviews: This could be TV interview, radio interview or newspaper interview where the spokesperson speaks on behalf of the organization.
6. Press Tours / Facility Visits: This is when journalists are invited to tour the organization’s facilities. For example, inviting journalists to tour the new EBSU medical complex.
7. Newsletters and Magazines: Internal and external publications that update stakeholders about organizational activities.
8. Official Website and Social Media Handles: In this digital age, the website, Facebook, X (Twitter), Instagram and LinkedIn pages of an organization are powerful media relations tools.
9. Rejoinder and Press Statement: Used to correct a false publication about the organization.
SECTION B: WRITING TECHNIQUES IN MEDIA RELATIONS
Writing for media relations is different from academic writing. It requires simplicity, clarity and news value.
Wilcox and Cameron (2011) noted that "Good PR writing is clear, concise and written in the language of the journalist."
Key techniques taught in MCM 216 include:
a) The Inverted Pyramid Style: This is the most important. You put the most important information at the top — the Lead — followed by important details, and the least important at the bottom. This is because editors may cut from the bottom.
b) Application of 5Ws and H: Every good media relations story must answer: Who, What, Where, When, Why and How. For example: Who said it? What happened? Where did it happen? When? Why? And How?
c) Use of Simple and Clear Language: Avoid big grammar and jargons. As George Orwell said, "Good writing is like a window pane — it should be clear." Use short sentences and active voice.
d) Objectivity and Factual Accuracy: Your writing must be objective, truthful and verifiable. Ivy Lee emphasized this when he said "Tell the truth, because the public will find out anyway." Don't exaggerate.
e) Proper Attribution: Always attribute your information. For example, "According to the Vice Chancellor of EBSU, Prof. ..."
f) Catchy and Newsy Headline: Your headline must attract attention and reflect the news angle.
g) AP Style and Editorial Style: Use Associated Press style for dates, titles and numbers.
STRUCTURE OF A STANDARD PRESS RELEASE AS TAUGHT IN EBSU
1. Headline / Title
2. Dateline (Abakaliki - Date)
3. Lead Paragraph (the summary with 5Ws)
4. Body (details, quotes and background)
5. Boilerplate (brief about the organization, e.g., About EBSU)
6. Contact Information (Name of PRO, phone number, email)
SECTION C: BENEFITS OF DIGITAL MEDIA PRACTICES IN MEDIA RELATIONS
The emergence of digital media has transformed how we practice media relations. Digital media refers to the use of internet-based platforms such as social media, websites, blogs, and online newspapers to manage communication.
According to Philip Kotler, "In the digital age, you are no longer in control of your brand message, the consumer is."
Benefits include:
1. Speed and Immediacy: Digital media allows instant dissemination of information. You don't need to wait for tomorrow's newspaper.
2. Wider Reach and Global Visibility: With digital media, information from EBSU can reach someone in Lagos, London or Canada within seconds.
3. Cost-Effectiveness: It is cheaper to post on Facebook or X than to pay for a full-page advert on a national newspaper.
4. Two-Way Communication and Instant Feedback: Through comments, likes and shares, you get immediate feedback from your publics.
5. Measurability: Digital tools provide analytics — you can see how many people viewed, clicked and engaged. Traditional media cannot give you that.
6. Crisis Management Advantage: During crisis, you can respond quickly on social media to control the narrative before rumours escalate.
7. Control Over Story: On your official website or page, you control your story directly without media gatekeeping.
8. Enhanced Engagement and Relationship Building: Digital media allows for constant engagement, not just when you have news. You can celebrate birthdays, congratulate students and maintain active relationship.
9. Search Engine Visibility (SEO): Articles published online remain searchable for years, unlike newspaper that is thrown away the next day.
10. Multimedia Integration: Digital allows you to combine text, photos, videos, infographics and live streams in one post.
CONCLUSION
In conclusion, as future Public Relations officers trained at Ebonyi State University, we must understand that media relations tools and writing techniques are the engine room of our practice, while digital media is the new vehicle that drives it faster and farther. A good PRO must master both traditional tools like press release and digital tools like social media management.
Mastering how to write well and how to use digital media effectively will differentiate a professional PRO from an amateur.
Introduction
In our last class on Fundamentals of Media Relations, we discussed the meaning, objectives and functions of Media Relations. Today, we will be looking at the practical aspect — the tools we use to relate with the media, how to write for media relations, and the benefits of digital media in modern PR practice.
As our lecturer at Ebonyi State University (EBSU) emphasized, theory without tools is empty. A good PR officer must know what tools to use and how to use them.
SECTION A: MEDIA RELATIONS TOOLS
According to Cutlip, Center and Broom (2006), "Media relations tools are the channels and materials through which an organization communicates with the media."
The major tools include:
1. Press Release / News Release: This is the most common tool. It is a written statement sent to the media to announce something newsworthy. For example, EBSU announcing the appointment of a new VC through a press release. A press release must be newsworthy, timely and factual.
2. Press Conference / Press Briefing: This is a face-to-face meeting with journalists to announce major issues or respond to crisis. It is used when the issue is too sensitive for just a press release.
3. Media Kit / Press Kit: This is a folder containing press releases, fact sheets, photos, company profile and biographies. It is given to journalists during events to help them write accurate reports.
4. Feature Articles and Op-Ed: This is a detailed article written in a narrative style to explain an issue in depth, unlike a straight news release.
5. Media Interviews: This could be TV interview, radio interview or newspaper interview where the spokesperson speaks on behalf of the organization.
6. Press Tours / Facility Visits: This is when journalists are invited to tour the organization’s facilities. For example, inviting journalists to tour the new EBSU medical complex.
7. Newsletters and Magazines: Internal and external publications that update stakeholders about organizational activities.
8. Official Website and Social Media Handles: In this digital age, the website, Facebook, X (Twitter), Instagram and LinkedIn pages of an organization are powerful media relations tools.
9. Rejoinder and Press Statement: Used to correct a false publication about the organization.
SECTION B: WRITING TECHNIQUES IN MEDIA RELATIONS
Writing for media relations is different from academic writing. It requires simplicity, clarity and news value.
Wilcox and Cameron (2011) noted that "Good PR writing is clear, concise and written in the language of the journalist."
Key techniques taught in MCM 216 include:
a) The Inverted Pyramid Style: This is the most important. You put the most important information at the top — the Lead — followed by important details, and the least important at the bottom. This is because editors may cut from the bottom.
b) Application of 5Ws and H: Every good media relations story must answer: Who, What, Where, When, Why and How. For example: Who said it? What happened? Where did it happen? When? Why? And How?
c) Use of Simple and Clear Language: Avoid big grammar and jargons. As George Orwell said, "Good writing is like a window pane — it should be clear." Use short sentences and active voice.
d) Objectivity and Factual Accuracy: Your writing must be objective, truthful and verifiable. Ivy Lee emphasized this when he said "Tell the truth, because the public will find out anyway." Don't exaggerate.
e) Proper Attribution: Always attribute your information. For example, "According to the Vice Chancellor of EBSU, Prof. ..."
f) Catchy and Newsy Headline: Your headline must attract attention and reflect the news angle.
g) AP Style and Editorial Style: Use Associated Press style for dates, titles and numbers.
STRUCTURE OF A STANDARD PRESS RELEASE AS TAUGHT IN EBSU
1. Headline / Title
2. Dateline (Abakaliki - Date)
3. Lead Paragraph (the summary with 5Ws)
4. Body (details, quotes and background)
5. Boilerplate (brief about the organization, e.g., About EBSU)
6. Contact Information (Name of PRO, phone number, email)
SECTION C: BENEFITS OF DIGITAL MEDIA PRACTICES IN MEDIA RELATIONS
The emergence of digital media has transformed how we practice media relations. Digital media refers to the use of internet-based platforms such as social media, websites, blogs, and online newspapers to manage communication.
According to Philip Kotler, "In the digital age, you are no longer in control of your brand message, the consumer is."
Benefits include:
1. Speed and Immediacy: Digital media allows instant dissemination of information. You don't need to wait for tomorrow's newspaper.
2. Wider Reach and Global Visibility: With digital media, information from EBSU can reach someone in Lagos, London or Canada within seconds.
3. Cost-Effectiveness: It is cheaper to post on Facebook or X than to pay for a full-page advert on a national newspaper.
4. Two-Way Communication and Instant Feedback: Through comments, likes and shares, you get immediate feedback from your publics.
5. Measurability: Digital tools provide analytics — you can see how many people viewed, clicked and engaged. Traditional media cannot give you that.
6. Crisis Management Advantage: During crisis, you can respond quickly on social media to control the narrative before rumours escalate.
7. Control Over Story: On your official website or page, you control your story directly without media gatekeeping.
8. Enhanced Engagement and Relationship Building: Digital media allows for constant engagement, not just when you have news. You can celebrate birthdays, congratulate students and maintain active relationship.
9. Search Engine Visibility (SEO): Articles published online remain searchable for years, unlike newspaper that is thrown away the next day.
10. Multimedia Integration: Digital allows you to combine text, photos, videos, infographics and live streams in one post.
CONCLUSION
In conclusion, as future Public Relations officers trained at Ebonyi State University, we must understand that media relations tools and writing techniques are the engine room of our practice, while digital media is the new vehicle that drives it faster and farther. A good PRO must master both traditional tools like press release and digital tools like social media management.
Mastering how to write well and how to use digital media effectively will differentiate a professional PRO from an amateur.
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