350.org media coordinator training
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350.org media coordinator training

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350.org media coordinator training 350.org media coordinator training Presentation Transcript

  • Media Coordinator Training: Press Lists, Advisories, Releases, and Pitching your Story!
  • Agenda
    Overview of Types of Media Coverage
    Press Lists
    Press advisories and releases 101
    Pitching your story
  • Types of Coverage
    New Media vs. Traditional Media
    Event building news vs. coverage after the fact
  • Press Lists:
    Your press list will be a personalized excel document of local media contacts in your region
  • Press Lists:
    What information do you get on each contact?
    • Name
    • Outlet Name
    • Outlet Type
    • Title
    • Email
    • Phone
    • City
    • Subject
    • Twitter Handle
    • Circulation
    • Frequency
  • Press Lists:
    What should you do with your press list?
    Call it, email it, facebook it, follow them on twitter.
    Each call is a starting point: the goal is to build a relationship.
  • Advisories and Releases 101
    For examples and to follow along:
    http://workshops.350.org/toolkit/media/#advisory
  • Advisories and Releases 101
    What is the difference between them?
    What are we trying to accomplish?
    Timeline
    Customizing your advisory/ release
  • Advisories and Releases 101
    Press Release:
    The article you hope they write.
  • Pitching your story
    Before you pick up the phone:
    Know your story: details, 5 W’s, hook
    Think about why you would want to read the story you are pitching.
    Practice pitching it to a friend in 30-seconds-1min.
  • Pitching your story
    Keep it short
    Be friendly
    Call between 10am and 2pm
    Don’t forget the details
    Have a hook
  • Pitching your story
    Reminder!
    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.
  • Practicing your Pitch: Try it at home!
    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.
    When selling your event: Who, what, where, when, why (…and don’t forget your hook!)
  • Summary!
    Work your media lists, explore new and alternative media
    Network, network, network.
    Notify, invite, confirm
    Tell a compelling story, and people will cover it.