Getting the-press-attention Jeff Gauger ConvergeSouth2012
Getting Press’the ……Attention
The one-slide secret to working with the press• Understanding commercial media• Relationships• Credibility• Making the right pitch
Commercial Media = Exposure Buy it Get it free Control Say . . . • Content • Timing “Goodbye control” • Placement
Reporter’s Editor’s Your Job Job Job Compromise • Time • Talent • Space Sales Sales
Relationships• Making connections first • Meet reporters, editors • Figure out who covers what • Figure out who makes decisions
Your credibility• Offer story tips even when you have nothing to gain• Be honest . . . don’t oversell• Be realistic• Understand the difference between ads and editorial content
Your credibility, V. 2.0Stuff happensWhen it does
Understanding media• They’re busy. Get to the point• They’re motivated by what’s new, different, bigger, broken, changed, unusual• They prize their credibility• They want stories with the broadest possible appeal• They want real-people examples• With non-profits, they want to share the wealth
Make the right pitch• Have a narrow purpose• Be realistic• Unless you’re buying ads, don’t promise your boss or board what the media will deliver
Make the right pitch• Tell them early• Make it easy• Frame your idea for wide• Think visually• How can you help?
Now you be the editor An exercise• 10 minutes• 10 stories• Expect interruptions
Now you be the editor An exercisePick . . . – Four stories for page field • 1 story for news lead • 1 story for main display • No more than one with secondary art • Four stories for page field – One story with art for sky box – One story to lead left rail
Your 10 stories• Non-profit with record of successful service celebrates 50th anniversary. 15 inches. w/ photos.• Greensboro City Council debates changes to city recycling program. No decision made. Meeting highly contentious. 18 inches. No visuals.• Popular long-time, former high school football coach dies in nursing home. 12 inches. w/ file photos.• Weather expected to turn colder overnight, first frost possible. 7 inches. w/ chart.• Convenience store robbery in High Point. No suspects. 5 inches. No visuals.• Local manufacturer announces it will add 150 jobs paying $40K over next three years. 16 inches. w/ locator map.• Trial preview story in year-old homicide case. 10 inches. w/ file mug shot of defendant.• Service club announces it is accepting applications for scholarship program it sponsors. 4 inches. No visuals.• Dow Jones Industrial Average falls 2.4%. w/ chart.• Car, school bus collide, killing car driver and injuring nine children. 22 inches. w/ photos.