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February 10, 2015 Transcript of #CommsChat on the value of media relations as a skillset
This week we discussed the pertinence of media relations as a skillset for modern PR professionals. Our guests, Nafisa Nathani and Alex Singleton, argued that media relations remains a valuable skill, but that opinion was not shared by everyone.
Here are some of the highlights:
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@blowndes T1: it’s a declining part, caused by changes in the industry and explosion of other channels
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@AlexSingletonUK Media relations is also a great grounding that gives skills that help in all forms of stakeholder engagement
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@ncardwell T1: I’m an evangelist for media relations Skills it develops – ppl skills, news sense, communication, courage – really matter
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@BridgetAherne T1: Media relations is vital. It’s inextricably linked to direct contact, social, digital & all other ways we reach our publics
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@NafisaNathani totally agree. Of course content key but journalist relationships also essential in our profession
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@BridgetAherne that’s difference being in house vs agency life. You would be in charge resources, budget def not media relations #commschat
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@CommsChat Investing time in building relationships that mean stories, good / bad / in between, get a fair hearing in context #commschat
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@NafisaNathani @Maxim_PR Still worth rolling up sleeves some of the time. +there will always be complex, mission critical things. #commschat
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@CommsChat personality – you have to be memorable, and reliability. Both are key I think #commschat
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@BridgetAherne @NafisaNathani the media sell in always needs a bit of personality too to help stand out #commschat
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@AdamFairclough @AlexSingletonUK @Maxim_PR this is tension exists current PR agencies.To move up ladder media relations delegated #commschat
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@AdamFairclough @AlexSingletonUK @NafisaNathani perhaps juniors just need more training before being given a database & a phone? #commschat
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@CommsChat having an interest and being inquisitive. Draws out a story. Also, being able to build relationships. #commschat
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@CommsChat #CommsChat building meaningful relationships with journalists, understanding how they work and respecting they have a job to do
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Hello, it’s also #ApprenticeHour at the moment. Can you help us spread the word? #CommsChat
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@NafisaNathani yep; provided you’re targetting the media your audience values in the first place #commschat
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T2: An entreprenurial mindset mixed w/ creative problem solving as seen in @davetrott book #PredatoryThinking. #commschat
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I’d say @blowndes that “media” skills relate more to “organizational narrative” (in many forms) re: PR, vs. marketing publicity #CommsChat
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@AlexSingletonUK @Maxim_PR @NafisaNathani This is forgivable though because senior PRs should become less involved in the ‘do’ #CommsChat
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.@CommsChat Judgement, informed by sound grasp of the business and changing tides of our profession #commschat
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@BridgetAherne @NafisaNathani You still see it as an effective tool then? There’s still room for the telephone? #CommsChat
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@AlexSingletonUK @NafisaNathani true – until a few yrs ago more senior staff insisted on the ‘did you get my release?’ call #commschat
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T1: essential, face of media’s changing but that doesn’t change the fact that we’re all professional story tellers #commschat
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and what makes a person skilled at media relations? What are the key requirements? #CommsChat
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@NafisaNathani I still do the media sell-in – I don’t dread it, I see it as a task to be mastered & lead by example (hopefully) #commschat
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@AlexSingletonUK @Maxim_PR but a senior person is paid to be ‘strategic’ ‘manage’ and oversee the process #commschat
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@CommsChat to understand people/ audiences and what motivates them. #commschat
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@Maxim_PR @NafisaNathani And the risk is that senior people lose touch with what will work #commschat
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@jgombita @CommsChat yep, good PR people are well placed there. Those who rely largely on publicity to acheive this less so #commschat
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@CommsChat An ethical approach to work #CommsChat
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@CommsChat T2: creativity and relevant idea generation #CommsChat
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@NafisaNathani always thought that was ridiculous when it’s such a skilled job to grab someone’s attention in a few seconds #commschat
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@AlexSingletonUK totally agree. Of course content key but journalist relationships also essential in our profession #commschat
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T2: To be able to communicate well, both in writing and in person. #commschat
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@NafisaNathani @NafisaNathani A mistake, IMHO. Everyone in my team at work does pitching. #commschat
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T2: I think the ability to see an issue/story from multiple perspectives and use this to find best way of communicating it #commschat
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@CommsChat oh and a fabulous dash of creativity #commschat
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Very often or not the ‘dreaded’ media sell in is delegated down most junior member of team & numbers game #commschat
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@CommsChat you said it already “professionalism” #commschat
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@CommsChat The most important quality of a PR practitioner is to express ideas well, to be able to write #commschat
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@blowndes don’t forget to use that hashtag! #CommsChat
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@BridgetAherne agree. It’s a channel to use to get message out there. There are others but traditional media still holds sway #commschat
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T2: What is the most important quality a PR professional can demonstrate? #CommsChat
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@NafisaNathani how does professionalization undervalue the skill? #CommsChat
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#CommsChat hasn’t reputation, value and relationship building ALWAYS been the bailiwick (& most valued skills) in PR @CommsChat @blowndes?
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T1: Media relations is vital. It’s inextricably linked to direct contact, social, digital & all other ways we reach our publics #CommsChat
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@AlexSingletonUK @CommsChat agreed, strong communications skills can adapt to new channels! #CommsChat
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@AlexSingletonUK not just young people – plenty of ‘older’ pr’s think the same – nothing to do with age #millennial #commschat
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T1: I’m an evangelist for media relations Skills it develops – ppl skills, news sense, communication, courage – really matter #commschat
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@blowndes but still core PR professionals skill set. Trad media still plays role setting public opinion & highlighting cause #commschat
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@blowndes @CommsChat Interesting, in which case what’s taking its place as the most valued skill? #CommsChat
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@CommsChat still important even in digital age as journos still call about stories and documentaries & good handling skills vital #CommsChat
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@CommsChat Media relations is also a great grounding that gives skills that help in all forms of stakeholder engagement #CommsChat
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Reading papers, tapping news agenda crucial skills. Fear on path to professionalisation&efforts to be strategic skill undervalued #commschat
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@CommsChat T1: it’s a declining part, caused by changes in the industry and explosion of other channels #commschat
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@CommsChat Very – media relations is an important part of what PR practitioners do – 78% of agencies do people it. #CommsChat
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@CommsChat @NafisaNathani thanks for a lovely warm welcome #commschat
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@GillianNeild @CommsChat woo welcome! #CommsChat
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@GillianNeild welcome! I’m a #commschat addict 😉
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Let’s get the ball rolling, T1: How important are media relations skills for modern PR professionals? #CommsChat
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@CommsChat Hello to my first #commschat #bringiton
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@NafisaNathani Hi Nafisa! #commschat
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Tonight you’re hosted by Emily from Communicate magazine #CommsChat
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Hi everyone – looking forward to chatting about a topic which is a real passion of mine – value of media relations #commschat
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@AlexSingletonUK Hi Alex, thanks for joining us #commschat
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Hello. Great to be part of the chat. #CommsChat
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Please don’t forget to use the #CommsChat hashtag in your replies
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#commschat: looks at all aspects relating to communications, When: Mondays, 8:00pm UK. #tweetchatshappeningnow
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Welcome to tonight’s #CommsChat the weekly tweetchat for the comms industry. Tonight we’re joined by @NafisaNathani and @AlexSingletonUK
Nafisa Nathani 
Neil Cardwell 
Alex Singleton 
Josh Speers 
Gillian Neild 
Maxim 
Martin Deller 
Cara Charlton 
#ApprenticeHour 
Ben Lowndes 
Felix 
Judy Gombita 
Adam Fairclough 
Shaun Harley 
CommsChat 
Bry Czujko 
Ashley Keir-Bucknall 
Emily J Andrews 
Gnosis Media Group See what others are talking about "Brittany Golob"
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