Lisa Sommer Working With Todays Media

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Lisa Sommer Working With Todays Media

  1. 1. Working with Today’s Media to Get Attention for Your Organization 1048 Pierpont, Suite 3 Lansing, MI 48911 (517)492-2400 Lisa Sommer Media Relations Manager www.mnaonline.org
  2. 2. Expectations Building relationships with the  media…AND your constituents, community, supporters, volunteers, legislators… Effective outreach  Tools and Techniques 
  3. 3. Tell Your Story We are our best storytellers  Who are the passionate people  connected to your cause?
  4. 4. Get Their Attention
  5. 5. Getting Started Develop an editorial calendar for your  organization Review editorial calendars  Develop a press list  Know reporter’s beat, best way to  reach them and their deadlines Develop an Online News Room 
  6. 6. Build the Relationship Develop a Media Kit – mail to interested  media contacts; have on hand at events Cold Call  Set up an informational meeting  Read what the reporter writes/watch what  they produce – and comment about it Keep a Media Log  Connect through Social Media platforms 
  7. 7. Web site – News Room Media Contact(s)  Current Media Releases  Current media coverage  Organization Fact Sheet  PSAs  RSS feed  Story bank  Links to Blog, video, podcasts, Facebook,  Twitter, Flickr, etc.
  8. 8. Finding and Tracking Media
  9. 9. www.helpareporter.com
  10. 10. Help A Reporter Out
  11. 11. www.google.com/alerts
  12. 12. Google Alerts
  13. 13. www.tweetbeep.com
  14. 14. www.search.twitter.com
  15. 15. www.minewsline.com
  16. 16. Michiganfinderbinder.com
  17. 17. Television Media release – send one to two weeks out  Media Advisory – send day before or by 7  a.m. day of Morning meetings at 9 or 9:30 a.m.  Follow up call around 10:00 a.m. or 2:00  p.m. Determine if they accept PSAs  Never call during a news cast! 
  18. 18. Television contacts Planning editors  Assignment editors  Producers of specific shows  Reporters – what are their special  interests?
  19. 19. Print Know your publication  – Daily/Weekly/Monthly – Deadlines– day of week and/or time of day – Prefer email, call or fax Reader Submissions available – story and  photo Editorial board meeting  Call between 10 a.m. and 2 p.m. 
  20. 20. Print contacts City editor  Business editor  Editorial page editor  Nonprofit reporter  Columnists who cover your issue  Photo editor 
  21. 21. Radio Call or email between 7:30 and 8:30  a.m. or after 10 a.m. Know the audience the station reaches  Know the programming  Determine if they accept PSAs 
  22. 22. Radio contacts News directors  Assignment desk staff  Show producers 
  23. 23. Blogs Videos  Photos  Podcast  Be quick and smart  Personal view, conversational style  Comment on their blog  Comment about their blog 
  24. 24. Communication Tools
  25. 25. Communication Tools Media Release YouTube • • Media Advisory Photos • • Letter to the Editor Video • • Opinion Piece Twitter • • Public Service Announcement PodCast • • Cold Calls • Web site • Blog •
  26. 26. Organizing Media Releases Remember it’s not just press that will read  the release City and date of media release origin  Easy to find media contact information  Lead sentence – why it matters  Utilize effective and appropriate quotes  Organization boilerplate near bottom  Limit to 1 page unless absolutely necessary  Provide links within text to direct readers to land on  your web site Add social media tags  Incorporate video or photos  Do not send as email attachment 
  27. 27. Organizing Media Advisories Invitation or announcement to media  City and date of origin  Clear bullets: what, when, where, who  Media opportunities  Organization boilerplate  Include links directing to land on your web  site
  28. 28. Organizing Letters to the Editor Article title  Author  Date published  Word Count  – If maximum word count is unknown, keep less than 300 Submit with author headshot 
  29. 29. Organizing Op-Eds Effective title  Word count  – If maximum word count is unknown, keep less than 600 Submit with author headshot  Include brief bio of author 
  30. 30. PSA Be clear, concise and conversational  Active voice and present tense  Include way for listener or viewer to  obtain more information Provide multiple lengths  – 15 seconds – 30 seconds – 60 seconds
  31. 31. Questions? Lisa Sommer Media Relations Manager (517) 492-2412 lsommer@mnaonline.org www.mnaonline.org

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