350.org media coordinator training

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350.org media coordinator training

  1. 1. Media Coordinator Training: Press Lists, Advisories, Releases, and Pitching your Story!<br />
  2. 2. Agenda<br />Overview of Types of Media Coverage<br />Press Lists<br />Press advisories and releases 101<br />Pitching your story<br />
  3. 3. Types of Coverage<br />New Media vs. Traditional Media<br />Event building news vs. coverage after the fact<br />
  4. 4. Press Lists:<br />Your press list will be a personalized excel document of local media contacts in your region <br />
  5. 5. Press Lists:<br />What information do you get on each contact?<br /><ul><li>Name
  6. 6. Outlet Name
  7. 7. Outlet Type
  8. 8. Title
  9. 9. Email
  10. 10. Phone
  11. 11. City
  12. 12. Subject
  13. 13. Twitter Handle
  14. 14. Circulation
  15. 15. Frequency</li></li></ul><li>Press Lists:<br />What should you do with your press list?<br />Call it, email it, facebook it, follow them on twitter.<br />Each call is a starting point: the goal is to build a relationship.<br />
  16. 16. Advisories and Releases 101<br />For examples and to follow along:<br />http://workshops.350.org/toolkit/media/#advisory<br />
  17. 17. Advisories and Releases 101<br />What is the difference between them?<br />What are we trying to accomplish?<br />Timeline<br />Customizing your advisory/ release<br />
  18. 18. Advisories and Releases 101<br />Press Release:<br />The article you hope they write.<br />
  19. 19. Pitching your story<br />Before you pick up the phone:<br />Know your story: details, 5 W’s, hook<br />Think about why you would want to read the story you are pitching.<br />Practice pitching it to a friend in 30-seconds-1min.<br />
  20. 20. Pitching your story<br />Keep it short<br />Be friendly<br />Call between 10am and 2pm<br />Don’t forget the details<br />Have a hook<br />
  21. 21. Pitching your story<br />Reminder!<br />Don’t just call to see if they got your release. They get tons. Pitch the news, remind them about the release, resend it once they know why the event is important.<br />
  22. 22. Practicing your Pitch: Try it at home!<br />Stage a pitch call with a friend. Have them pretend to be the reporter, and practice introducing yourself, confirming they received your advisory, and selling your event in less than 2 min.<br />When selling your event: Who, what, where, when, why (…and don’t forget your hook!)<br />
  23. 23. Summary!<br />Work your media lists, explore new and alternative media<br />Network, network, network.<br />Notify, invite, confirm<br />Tell a compelling story, and people will cover it.<br />

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