Public Relations Prospects: Media Training Part 1

By Erica Wenham, Wednesday 03 October 2012.

Public Relations Practice & Skillset (Week 2)

Advertising is “paid for” (because cash buys control). In Public Relations, this control is lacking due to no “cash in hand”. However, the common misconception that PR is “free” isn’t so correct. Editorial content in media publications for example, is not free. PR is often a substantial investment vs. the advertising equivalent. Making investment demands high return and gaining a high return requires control. This control needs to be deployed by PR and the essence of spinning a given story or key business message effectively.

The Key Role of Communications & Generating Return on PR

Fading Memories & "It's not what you say. It's how you say it."

Clear Messaging & "Spin"

Overall, it is essential for organisation’s to communicate one key message when appealing to their audience so the public understands what is being sold to them. Heath (2001) reinforces that messaging aims to “achieve awareness to inform, to persuade – even manipulate”. Messages are important for many reasons;

• Messages help to increase awareness within potential consumers and the “attitude-forming process”.
• Messages can result in positive coverage and enhanced brand image. This can also lead to positive actions amongst the target market.
• Messages can encourage “someone, somewhere, to do something” (e.g. encourage customers to buy your product).
• Messages can also be beneficial in the evaluation process. Messages intended for the media can be evaluated through media content analysis.

 “Spin” or “Corporate Communication” helps to communicate this message in a clear and direct way while instantaneously putting a positive slant on the story. The use of spin aims to persuade as many people as possible to “support (or, at the very least, not object to the activities of)” an organisation and buy its products (Tench and Yeomans, 2009, p.543-544). Grunig et al. (2002) sees spin as “a mechanism for negotiating” with customers to attain a situation which benefits both parties, consequently creating a “win-win zone”. It can also be used to support a company’s “position and increasing its influence/power/profitability” (Tench and Yeomans, 2009, p.544).

The News Overlap & "Win-Win"

• PR agencies and their clients want: Good. Good. Good.
• Companies want good rapport and on-message delivery – Resulting in positive coverage, delivering an enhanced image, leading to positive intentions/actions amongst target group – Encouraging someone, somewhere to do something.
• Media wants any news: Good. Bad. Neutral. or Just Plain Wacky!

The Win-Win Zone

You meet their needs … Tell it their way (easy)

… With your agenda (compelling)

Focus on one-two key messages and repeat

What do they want to hear?

What do you want to say?

Put them together … It’s selling!

The win-win zone of “spin” is created by incorporating each aspect of the triangle shown above. A “spin” needs to be put on the key business message to attract attention and encourage the target consumer to buy the product. This begins with features; what features does the product offer? Subsequently are benefits; (why is tit a good product? what makes the product stand out from its competitors?) Next are applications; (how does the product work?) Then issues & topics; (stories about the product) and finally, human interest; (why the product would be suitable for you).

Perception

• Media know a little about a lot. PR professionals know a lot about a little.

Journalists’ perceptions are often muddled, misplaced, fragmentary as they cover many different stories on a daily basis so the clearest of image may be at risk of being destroyed overnight. As a result, it is the responsibility of PR to manage and control perception successfully. This means crafting clear, focused and concise messages (planned in advance).

• Communicate clear, consistent, structured messages and content (easy).

Spin immediate positive story and positioning (compelling - the sale).

Position self as authority for long-term comment and Set up virtuous news circle (repeat business).