Public Relations: Stakeholders Mapping and Pitching
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The guest lecture by Ma. Laura Vanessa Muñoz focused on public relations (PR) practices in the USA, UK, and Mexico, emphasizing stakeholder mapping and effective communication strategies. It outlined the importance of understanding different stakeholder groups based on their interest and power and provided guidelines on how to pitch stories to journalists, stressing the need for personalized approaches and readiness. Practical examples were provided to reinforce the strategies discussed, particularly in the context of public relations for a new pharmaceutical product.
Public Relations: Stakeholders Mapping and Pitching
- 1. Guest Lecture by MA Laura Vanessa Muñoz Communications and Project Manager Mexico City and London
- 2. I. PR in different parts of the world: USA, UK and Mexico II. Stakeholder mapping III. PR Best practices before contacting journalists IV. Pitching V. Following up
- 3. United States •Strategic •At the board of directors •Takes risks •Big PR stunts, parties and events United Kingdom •Strategic •At the board of directors •Innovative •Focus, hiper-local •Traditional Mexico •Strategic •Centralised •Media Relations •Traditional
- 4. It should be one of the first stages of strategic management, the communication with stakeholders helps to develop the stable, long-term relationships that an organisation needs to build support and to manage conflict when issues and problems arise. The goal of the analysis is to measure which stakeholder or group of stakeholders has the greatest potential to affect the company and therefore decide which stakeholders will need particular attention.
- 6. The stakeholders in this way are broadly divided into four groups; low interest/low power (A), high interest/low power (B), low interest/high power (C) and high interest/high power (D). Group A The company may require little or no effort to be focused on this group. The stakeholders pose no threat due to a lack of both interest and power. Group B This group, although having a high interest, has little power to exercise control so they can be maintained through the management of information to keep them informed of company events. Group C This group may or may not realise the degree of effect they have over the company and therefore must be kept satisfied. However, because of their low interest in events, they are unlikely to cause significant disruption. Group D The company must try to satisfy this group first and foremost as they have the power to effect the company and a high degree of likelihood that they will use their power.
- 7. Did you know that a Journalist gets 80 press releases in average per day? ¿How do I get published?
- 8. 1. Read previous articles of the journalist you are contacting 2. Offer personalised information 3. Know your client and its industry 4. Send as much information as posible about the topic 5. Have pictures, videos and statements ready for the journalits
- 9. Who am I pitching to?
- 10. “Pitching” the story A news reporter gets at least 20 calls a day from people trying to get him interested How do you make your story stand out? Get Ready
- 11. You only have30 seconds to: Introduce yourself Give him/her information Know if he/she is interested
- 12. Prepare your “pitch” (write notes to help you) Let him/her know who you are and why you are calling Ask him if he/she is busy or you can call him back Demonstrate that you know his/her style and that you read his/her work Explain the central idea in no more than 4 sentences Explain why the readers would be interested Ask him if he/she is interested in the info
- 13. Individual work Let’s prepare a pitch!!!! You are the PR consultant of a pharmaceutical company and you are introducing a new pain killer with Ibuprofen, Paracetamol and Caffeine, that not only eliminates pain but gives you energy.
- 14. Follow up the call and send him/her more information… Be helpful for the reporter and provide: Pictures Statistics Contact information A deeper interview with your client
- 16. MA Laura Vanessa Muñoz Twitter @_LauraVanessa Community @ProMediosMX www.lauravanessamunoz.com www.profesionalesenmedios.com