MEDIA RELATIONS

Dick Kane

2006 HRM ConferenceTallahassee

Who am I?Who am I?

Young, ambitious & greenNot trained in journalismDon’t know how agency worksSkeptical of any PR effortDon’t like being manipulated

Young, ambitious & greenNot trained in journalismDon’t know how agency worksSkeptical of any PR effortDon’t like being manipulated

TONIGHT’S TOP STORYTONIGHT’S TOP STORY

N-E-W-SRecent eventsUnusual or notableNegative

N-E-W-SRecent eventsUnusual or notableNegative

Mike McCurry’s “5Cs”Mike McCurry’s “5Cs”

CredibilityCandorClarityCompassionCommitment

CredibilityCandorClarityCompassionCommitment

HURRICANE IVANHURRICANE IVAN

Top Five ListTop Five List

Under promise, over deliverBe optimisticNo surprisesCYA – Cover Your AssetsCelebrate your successes

Under promise, over deliverBe optimisticNo surprisesCYA – Cover Your AssetsCelebrate your successes

THE REEL/REAL WORLDTHE REEL/REAL WORLD

Jack HiltonJack Hilton

Be openBe honestBe newsyBe awareBe cooperative

Be openBe honestBe newsyBe awareBe cooperative

“How to Meet the Press”“How to Meet the Press”

Jay Rayburn, Ph. DJay Rayburn, Ph. D

Courteous treatmentNot to be hurriedKnow major topics in advancePR counselMake your own recording

Courteous treatmentNot to be hurriedKnow major topics in advancePR counselMake your own recording

“Your Rights”“Your Rights”

YOU’RE ON!...3…2…1YOU’RE ON!...3…2…1

60 – 30 – 10 - rule60 – 30 – 10 - rule

60 percent – visual30 percent – verbal10 percent - message

60 percent – visual30 percent – verbal10 percent - message

THAT’S THE WAY IT ISTHAT’S THE WAY IT IS

ALWAYSALWAYS

Be honestBe candidBe factualBe preparedBe responsiveBe sensitive to deadlines

Be honestBe candidBe factualBe preparedBe responsiveBe sensitive to deadlines

NEVERNEVER

LieGuessGet hostileGive opinionsSay “no comment”Go “off the record”

LieGuessGet hostileGive opinionsSay “no comment”Go “off the record”

A whale of a taleA whale of a tale