Media Relations 101
Speak Now Hamilton
March 4, 2014

1
@jayrobb
Director of Communications for Mohawk College

21 years in public relations
18 years in Hamilton
jay.robb@mohawkc...
What is news?
How to give a
great interview
Other ways to
get media
coverage
3
The first word you think of
when you hear “reporter” ?

4
Curious.

5
The first word you think of when
you hear “media interview” ?

6
Opportunity.

7
Local media
Newspapers
TV
Radio
Web
Magazines

Hamilton Spectator
CHCH TV
CHML 900
CBC Hamilton
Cable 14 – Hamilton Life
M...
Types of
media
coverage

Hard news
Features and profiles
Columns
Editorials
Talk shows

9
This is your speech

10
This is your speech
with media coverage
11
So how do you get a
reporter’s attention?

12
Just because it’s worthy
doesn’t mean it’s newsworthy.

13
News is what people
are talking about.

14
15
Why should I care?

Why should our readers?
Listeners? Viewers?

16
Is it unique and a first?

17
Is it unusual and unexpected?

18
Is it of interest and relevance to
many people in our community?

19
Is there conflict?
Hero. Victim. Villian.
Winner. Loser.

20
Great stories are stories
about people.

21
Is there an ordinary person
who’s done something
extraordinary?

22
Is there a solution to a
community problem?

23
Is it about making Hamilton
an even better place to call home?

24
You have what
reporters want.

25
A compelling story.

26
Authenticity.

27
1 > 89,000

28
You take the numb
out of numbers.

29
Poverty to prosperity solutions.

30
It’s not just the people in the room.
The media can help you deliver your
speech to a HUGE audience.
31
Let the media know
you’re giving a speech.

32
Location, date and time
(the time when you’re speaking)

33
Summarize your speech
in 1-2 sentences
WSIC

34
Include your bio in 1-2 sentences.
Ordinary person / extraordinary story.

35
Your contact information.

36
Email the details.
One email to each media outlet.

37
Must answer WSIC in your
email’s subject line.

38
2-3 days in advance of your
speaking engagement.

39
Media may miss your speech
but do a follow-up story.

40
Talking with the media

41
Be bold.
Be brief.
Be quiet.

42
Beware the pregnant pause.
Don’t ramble.

43
Soundbites and
tweetable moments.

44
F o CU s
45
Know what you want to say
before you say it.

46
What do you want
your audience to:
Know ?
Feel ?
Do ?
47
What’s the one thing
you want us to remember?

48
Have a key message.
One sentence. Ten seconds.
2 – 3 supporting points.

49
It’s an interview.
Not an interrogation.
Not a chat with your BFF.

50
Everything is always
on the record.

51
If you don’t know, say so.
Never make stuff up.

52
Don’t speak for anyone else
but yourself.

53
Other ways to get
media coverage.

54
Be a resident expert and
a reporter’s source.

55
Localize stories.
(What does this mean for Hamilton?)

56
Offer informed opinion
and analysis.

57
Join conversations already
happening in our community.

58
Newsjack.

59
School closures.
Transit.
Offer your perspective on these
and other hot topics
in our community.
60
Write letters to the editor
and op-eds.

61
Letter to the editor
Max. 100 words
Respond to a story in the paper

62
Op-ed (opposite editorial)
Max. 750 words
Problem – solution – call to action
Share your story to make the case

63
Recycle your speech as an op-ed.

64
Follow local media on social media.

65
Put the relations
in media relations.

66
5 ways to
annoy a
reporter

• Ask the reporter if you can review
the story before it runs.

• Ask the reporter to send you...
5 ways to
impress a
reporter

•
•
•
•

Be quotable.
Be accessible.
Be helpful. Respect deadlines.
Follow up and let the re...
The Media
Training Bible by
Brad Phillips

10 Steps to Writing a
Vital Speech by
Fletcher Dean
70
Do not feed the trolls.
Ignore the cynics and critics.

71
Compassion fatigue.

72
Be defined your aspirations and
not your current situation.

73
When it comes to poverty in
Hamilton, what is the
media getting right?
What story hasn’t been told?

74
So how would you pitch
Speak Now Hamilton
to the media?

75
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Media relations 101 presentation to Speak Now Hamilton (March 2014)

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A media relations primer to Speak Now Hamilton - a new speakers' bureau launched by the Hamilton Roundtable for Poverty Reduction. What is news? Interviewing 101 and other ways to generate media coverage.

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Media relations 101 presentation to Speak Now Hamilton (March 2014)

  1. 1. Media Relations 101 Speak Now Hamilton March 4, 2014 1
  2. 2. @jayrobb Director of Communications for Mohawk College 21 years in public relations 18 years in Hamilton jay.robb@mohawkcollege.ca 2
  3. 3. What is news? How to give a great interview Other ways to get media coverage 3
  4. 4. The first word you think of when you hear “reporter” ? 4
  5. 5. Curious. 5
  6. 6. The first word you think of when you hear “media interview” ? 6
  7. 7. Opportunity. 7
  8. 8. Local media Newspapers TV Radio Web Magazines Hamilton Spectator CHCH TV CHML 900 CBC Hamilton Cable 14 – Hamilton Life Mountain News Ancaster Star Dundas Star Stoney Creek News Hamilton Magazine Raise the Hammer Urbanicity VIEW Magazine 8
  9. 9. Types of media coverage Hard news Features and profiles Columns Editorials Talk shows 9
  10. 10. This is your speech 10
  11. 11. This is your speech with media coverage 11
  12. 12. So how do you get a reporter’s attention? 12
  13. 13. Just because it’s worthy doesn’t mean it’s newsworthy. 13
  14. 14. News is what people are talking about. 14
  15. 15. 15
  16. 16. Why should I care? Why should our readers? Listeners? Viewers? 16
  17. 17. Is it unique and a first? 17
  18. 18. Is it unusual and unexpected? 18
  19. 19. Is it of interest and relevance to many people in our community? 19
  20. 20. Is there conflict? Hero. Victim. Villian. Winner. Loser. 20
  21. 21. Great stories are stories about people. 21
  22. 22. Is there an ordinary person who’s done something extraordinary? 22
  23. 23. Is there a solution to a community problem? 23
  24. 24. Is it about making Hamilton an even better place to call home? 24
  25. 25. You have what reporters want. 25
  26. 26. A compelling story. 26
  27. 27. Authenticity. 27
  28. 28. 1 > 89,000 28
  29. 29. You take the numb out of numbers. 29
  30. 30. Poverty to prosperity solutions. 30
  31. 31. It’s not just the people in the room. The media can help you deliver your speech to a HUGE audience. 31
  32. 32. Let the media know you’re giving a speech. 32
  33. 33. Location, date and time (the time when you’re speaking) 33
  34. 34. Summarize your speech in 1-2 sentences WSIC 34
  35. 35. Include your bio in 1-2 sentences. Ordinary person / extraordinary story. 35
  36. 36. Your contact information. 36
  37. 37. Email the details. One email to each media outlet. 37
  38. 38. Must answer WSIC in your email’s subject line. 38
  39. 39. 2-3 days in advance of your speaking engagement. 39
  40. 40. Media may miss your speech but do a follow-up story. 40
  41. 41. Talking with the media 41
  42. 42. Be bold. Be brief. Be quiet. 42
  43. 43. Beware the pregnant pause. Don’t ramble. 43
  44. 44. Soundbites and tweetable moments. 44
  45. 45. F o CU s 45
  46. 46. Know what you want to say before you say it. 46
  47. 47. What do you want your audience to: Know ? Feel ? Do ? 47
  48. 48. What’s the one thing you want us to remember? 48
  49. 49. Have a key message. One sentence. Ten seconds. 2 – 3 supporting points. 49
  50. 50. It’s an interview. Not an interrogation. Not a chat with your BFF. 50
  51. 51. Everything is always on the record. 51
  52. 52. If you don’t know, say so. Never make stuff up. 52
  53. 53. Don’t speak for anyone else but yourself. 53
  54. 54. Other ways to get media coverage. 54
  55. 55. Be a resident expert and a reporter’s source. 55
  56. 56. Localize stories. (What does this mean for Hamilton?) 56
  57. 57. Offer informed opinion and analysis. 57
  58. 58. Join conversations already happening in our community. 58
  59. 59. Newsjack. 59
  60. 60. School closures. Transit. Offer your perspective on these and other hot topics in our community. 60
  61. 61. Write letters to the editor and op-eds. 61
  62. 62. Letter to the editor Max. 100 words Respond to a story in the paper 62
  63. 63. Op-ed (opposite editorial) Max. 750 words Problem – solution – call to action Share your story to make the case 63
  64. 64. Recycle your speech as an op-ed. 64
  65. 65. Follow local media on social media. 65
  66. 66. Put the relations in media relations. 66
  67. 67. 5 ways to annoy a reporter • Ask the reporter if you can review the story before it runs. • Ask the reporter to send you a copy of the story after it runs. • Talk with the reporter for an hour and then say “but don’t quote me on that”. • Pull a disappearing act and never get back to a reporter. Ignore phone calls and emails. • Make a big deal out of a small mistake. 67
  68. 68. 5 ways to impress a reporter • • • • Be quotable. Be accessible. Be helpful. Respect deadlines. Follow up and let the reporter know what happened as a result of the media coverage. • Be a consumer of local news. Read, watch and listen. 68
  69. 69. The Media Training Bible by Brad Phillips 10 Steps to Writing a Vital Speech by Fletcher Dean
  70. 70. 70
  71. 71. Do not feed the trolls. Ignore the cynics and critics. 71
  72. 72. Compassion fatigue. 72
  73. 73. Be defined your aspirations and not your current situation. 73
  74. 74. When it comes to poverty in Hamilton, what is the media getting right? What story hasn’t been told? 74
  75. 75. So how would you pitch Speak Now Hamilton to the media? 75
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