THE MEDIA AND PUBLIC RELATIONS. NOTES 5.

SO WHEN IS THE BEST TIME FOR MY PR EXTRAVAGANZA ... ?


When you make any announcement, you will always be at the mercy of competition from other news events. Good planning can partly compensate for that.


There is little point launching a new product or report on the day of the Budget, the State Opening of Parliament, the Cup Final or the British Grand Prix. Such dates are known months in advance.



TV audiences are highest at weekends, when pressure from other news is also weakest. However bulletins are shorter, and that increases the chances of being dumped in favour of a breaking story. Mondays are usually quieter than mid-week. Relatively little news happens during July and August, over Christmas and at other times when Parliament is in recess. A weaker story stands a greater chance of getting on air during those periods.
















On radio, the 0700 and 0800 bulletins have the highest audience and greatest impact.


On television, early evening is the peak time. Four and half million people watch the BBC’s Six O’clock News - the most popular single news outlet across all media, slightly ahead of the Ten O’clock News. Each far outstrips bulletins at breakfast and lunchtime. Yet more people watch Breakfast on BBC1 than read the Daily Telegraph. The combined audience for the BBC and ITN is greater than for every national newspaper put together.



What we do as broadcasters is very different from what journalists on the Sun and the Mirror do. We have a duty to balance a story, to seek out opposing views. We are not allowed to take sides. At the BBC for example, that’s a fundamental tenet of the charter.






















This is true of local reporters, regional tv reporters and national specialist correspondents. It is much less true of a national journalist straight off the newsroom taxi rank, who has been handed his story for the day and who will probably never need to speak to you again. You need to treat these people slightly differently.


Oh and please never ever ever hold news conferences if you can possibly avoid them. They make awfully dull TV and radio. Get us out to see the work you’re doing, show us the difference you are making, enthral us with the benefits you are bringing and demonstrate how passionate you are about making all our lives a little more bearable.

MARKETING YOUR BUSINESS TO ATTRACT MEDIA ATTENTION, AND TO GET THE RIGHT KIND OF PUBLICITY IS NO EASY TASK WHEN DEALING WITH THE MEDIA.


THESE NOTES AND ARTICLES HAVE BEEN WRITTEN TO HELP AND INFORM PUBLIC RELATIONS OFFICIALS. WE DEAL WITH ALL KINDS OF PR PEOPLE FROM THE VERY GOOD TO THE DOWNRIGHT AWFUL.


IF YOU ARE A SEASONED PUBLIC RELATIONS EXPERT OR A PR NEWBIE FRESH FROM UNIVERSITY, THEN THESE PAGES MAY HELP YOU WHEN DEALING WITH THE LIKES OF ME ......

Good contacts are the most important tool in any journalist’s armoury. It’s a two way relationship based on mutual trust. We are not going to stitch you up without good reason, because we may have to work with you again in the future. The story may not go your way, but you need to know your journalists well enough to trust them, to ensure that the facts will be correct and the coverage fair.


You need to build that relationship with the handful of key journalists most important to you over a period of time.

COPYRIGHT 2009/2010 MEDIA ATTENTION LTD

ARTICLES MAY NOT BE REPRODUCED WITHOUT WRITTEN CONSENT.