Traditional Media 101

Who are the media?

In public relations, the term “media” refers to: n Newspapers n Broadcast/TV Outlets n Radio n Online news and blog outlets n Vloggers and influencers

What is news and what makes a good news story?

News stories in general highlight one or a multiple of the following: n Change: New model, new leadership, etc. n Trends: Year-over-year, segments, etc. n Entertainment: Features, road trips, top-10 lists, etc. n Significance: Records, awards, etc. n Controversy: Recalls, scandals, lawsuits, consumer complaints, etc.

From a PR perspective, a good news story is a Kia Canada story told by someone else on our behalf. A good news story for Kia Canada could pertain to topics including, but not limited to: n Awards, positive reviews and testimonials including AJAC Awards n Brand partnerships and sponsorships including CHL and Special Olympics Canada n Community engagement events and initiatives, both by KCI Head Office and local dealerships n Strong earnings and company performance n New vehicle launches and product innovation including EVs, innovative technology and safety n Vehicle round-ups/class comparisons n KCI Corporate Social Responsibility initiatives and news

Canada’s media landscape

Online media has drastically changed Canada’s media landscape. Due to the plentiful availability of free digital news, traditional outlets such as print newspapers and magazines, TV and radio have downsized and been forced to adapt to meet the demands of the consumer. This free access to news is causing a decrease in revenue for traditional media outlets causing: n Newsrooms to be under-resourced n Reporters to have little time to research and write n A trend towards general reporting vs. dedicated beats n A rise in blogging, instant news and rapid update n A 24-hour news cycle

Key media terminology

Television & radio

(e.g. CTV or CBC): Producers and news directors have the final say for what stories their hosts will discuss on their show, or build into segment Print

(e.g. Toronto Star): Reporter/journalist write the stories that fit their specific topic of interest. In the absence of a report, assignment desks can be pitched and they will deligate Digital

(e.g. Toronto Guardian): Reporter/journalist write the stories that fit their specific topic of interest and they are published on a digital platform Bloggers and Influencers

(e.g. popular Twitter and Instagrammers): Writers that develop consumer friendly, follower focused content that builds brand awareness

PR rep n Ongoing dialogue to be “on the radar” n Facilitate story ideas and interviews n Gather information and assets

Product expert n Provide what is new and interesting n Answer product questions

Executive spokesperson n Deliver high-level messaging n Be quotable Reporter/journalist n Pitch or be assigned stories n Identify needs and research/interview n Write/film with commentary

Editor/producer n Assign stories and edit copy n Determine layout and “what goes where” Senior editor/producer n Provide high-level direction and final editing n Manage teams/staffing