Media Relations Tips by YAShuaib

10.     PLACE THE INFORMATION

*           Consider the appropriateness of sponsored communication

*           Take sponsored options to have a total control of your message

*           Justify your budget in measured result

*           Be responsible in judicious placements amongst media

*           Sponsored communication is a legitimate tool for reciprocation

*           Supplements are more credible than obvious adverts

*           Be creative and imaginative in preparing your script

It is expected that the media would give effective publicity to activities of general interest. But not all media activities are published based on inefficient work or purely on other editorial considerations. On a daily basis, there are hundreds of activities geared towards receiving media attention but only few of these are used in the media.

While the media concentrate on hard news, organisations are reluctant to meet such demands of newsworthiness, which constitutes sex, conflict, crime, scandal and disaster, amongst other unpalatable scenario. Every organisation desires favourable and positive news, which may not be newsworthy. Positive news items, which sometime are reluctantly used by the media, include information on achievements, new products, launching, commendations, obituary, and ceremonies, amongst others.

The answer to the above, if the organisation strongly desires to publicise its activities, is to employ the sponsor strategy that is provided by commercial departments of the press. The organisation packages its materials and sponsors them in the media. It is through such sponsorships that the media sustain their operations.

Adverts

This is the normal way of getting a space or airtime in the media. The organization decides on the pages, columns, position, colour, even the date and time a material is used in the media. The cost of these services varies from one medium to another, but there are generally special discounts given on numbers of pages or slots required.

The editor or producer has no right whatsoever to edit or withhold an advert material, not even when there are spelling mistakes or/and grammatical inaccuracies. The advert section can only caution advertisers on libelous or slanderous materials that may be subject to litigation. Some advert materials must be submitted with legal backing before they are published, especially those on classified documents, criminal cases, disclaimers and political statements.

If an event is not fully captured in the media, and the organisation is desirous to see its full appearance, the advert option, which is at a fee, is recommended. Since the media relations officer has the responsibility to handle all documents and material that go to the press, he should know the basic format and style of writing and placing such adverts especially on vacancy, obituary, public announcement, disclaimer, communiqué, congratulatory messages, product promotion and commercial news items.

Supplements

The media occasionally send letters to organisations requesting special supplements where they dedicate a date or period to promote particular issues or products. The supplements are intended to offer organisations the opportunity to use the occasion to promote their products and services. The editorial and commercial teams are sometimes involved in collecting materials from participating individuals/organisations and conducting interviews for the purpose at a fee. Organisations are occasionally required to pay only for specific space in the medium while the interview or profile, which will be published, free. It is the responsibility of the media relations officers to decide or guide the supplement team from the media on areas considered likely to be most favourable to the organisation. He may even provide the scripts for use. He should not also forget the importance of attaching supporting pictorials and cassettes, where necessary. A lengthy speech on achievements over the years can be sponsored as part of supplements.

Insertion

Insertion is very common with commercial enterprises that intend to provide their printed materials to the public without necessarily publishing them in newspapers. Most inserted materials are printed in glossy paper and in full colour. It may be a brochure, leaflet, handbill or other informative flyers that the organisation produces for distribution. The charges for insertion depend on the quantity to be inserted in the particular print medium. The higher the quantity of insertion, the lesser the amount charged.

The media relations officer should make sure that the production of materials to be inserted is of high quality. If possible, the officer should be present while the materials are inserted. Most of the materials for insertion are tailored to specific targets through appropriate media. It could also be localised or regionalised by inserting in selected copies to particular zones.

Sponsorship

A programme that is valuable and attractive to readers and listeners/viewers can be sponsored. In their effort to sustain their brand name, some organisations are ready to spend fortunes on sponsored programmes. Football teams adorn jerseys with the name of their sponsors. Likewise, cultural and social events are provided free products and services of sponsoring organisation just to receive wide media exposure. Many journalists have benefited from such sponsorships to undertake local and foreign tours. The sponsoring organisation, by so doing, gets media credit for the corporate social responsibility.

Though most sponsored programmes receive wide publicity, sometimes, they get less or no media mention at all. Here, the sponsorship should be clearly defined. As in business, the sponsoring organisation should consult with the media on their objective before they undertake such ventures.

Consultancy

There are widespread misgivings on the advantages of using of in-house PR practitioners as against outside consultants. Each has its benefits and drawbacks. When it comes to immediate and specific results, PR consultants are best suited though they attract extra-charges. The consultants, like other press agencies, charge for their time and do not normally guarantee results. It is therefore better to insist on paying consultants for results as many organisations that pay fortunes to agents receive less than commensurate publicity.

A media relations officer, whose organisation insists on immediate and controlled result, can seek the service of consultants to satisfy their need. Some organisations see their media relations officers as remunerated personnel just like other staff and do not want him to collect cash for execution of programmes.  In situations where mischievous account officers view requests for logistics for media coverage negatively, inflated charges by consultants may be legitimate and advisable.

Another area where the services of consultants may be necessary is in helping the organization to communicate with the news media, especially when managing crises. Other creative works that can be undertaken by consultants include branding, logo design, collaborative events among organisations, media training and independent research.

While the media insist on identification and association of sponsors of information, propagandists and blackmailers also undertake such sponsorships for ulterior motives. The Commission never sponsors fake or unsubstantiated allegations. It only places items that require mandatory payments for such media services, like corporate adverts, serialisation of voluminous reports, public announcements, documentary programmes, obituaries and special supplements.