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Media 101 Training Workshop NLAAD
Media 101 Training Workshop NLAAD
Media 101 Training Workshop NLAAD
Media 101 Training Workshop NLAAD
Media 101 Training Workshop NLAAD
Media 101 Training Workshop NLAAD
Media 101 Training Workshop NLAAD
Media 101 Training Workshop NLAAD
Media 101 Training Workshop NLAAD
Media 101 Training Workshop NLAAD
Media 101 Training Workshop NLAAD
Media 101 Training Workshop NLAAD
Media 101 Training Workshop NLAAD
Media 101 Training Workshop NLAAD
Media 101 Training Workshop NLAAD
Media 101 Training Workshop NLAAD
Media 101 Training Workshop NLAAD
Media 101 Training Workshop NLAAD
Media 101 Training Workshop NLAAD
Media 101 Training Workshop NLAAD
Media 101 Training Workshop NLAAD
Media 101 Training Workshop NLAAD
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Media 101 Training Workshop NLAAD


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  • Don’t forget to include community, social and work newsletters, local school and university newspapers. Don’t forget new media outlets including relevant blogs and social networking sites. This is an information-gathering step in your overall media outreach strategy and not the time you necessarily want to pitch your story or event. However, in case a media representative asks, practice your 1-2 line message statement and be ready to share it.
  • For TV outreach, invite news directors and anchors to your VIP events.
  • There are a number of formats to consider when developing your media materials. These are the most common approaches.
  • A crisis is any situation that threatens the integrity or reputation of your organization.
  • Transcript

    • 1. Media 101 Training Workshop ─ NLAAD June 14, 2007
    • 2.
      • Workshop Overview
      • Preparing for media outreach
      • Pitching media outlets
      • Conducting interviews
      • Managing crisis communications
      • Building long-term relationships
    • 3.
      • Media Basics
      • Media relations is different than advertising
        • “ Earned” vs. paid
        • Pitch to place
        • Message control
    • 4.
      • Preparing for Outreach
      • Understand Your Story
      • What is your objective?
        • Increase awareness
        • Change attitudes
        • Change behaviors
      • What is newsworthy?
        • Is your story unique?
        • Is your story timely?
        • Is there a local angle?
        • Is your story visual?
    • 5.
      • Preparing for Outreach
      • Understand Your Story
      • What is your message?
        • 1-2 sentences
        • What does the public need to know?
        • What misconceptions about the issue or obstacles do you need to overcome?
        • What will hit home?
    • 6.
      • Preparing for Outreach
      • Identify Media Outlets
      • Who will cover your story?
        • Print, TV, cable, radio, and web outlets
        • The “Beat” – features, health, metro/city topics, other
        • Existing press relationships (yours, family, friends, colleagues)
      • Create a media list
        • Call media outlets for reporter/assignment editor names and contact info (email, phone, fax, and street address)
          • Media directories are available for purchase
          • Free resources:;
        • Compile info in spreadsheet to track outreach efforts and results
        • Complete task approximately 4 weeks before outreach
    • 7.
      • Preparing for Outreach
      • Identify Media Outlets
      • Who should you contact?
      Online content editors Online content editors Calendar editors/reporters Online content editors Specific reporters and photojournalists Social Network “Friends” Specific beat reporters Specific reporters –news format Morning / noon producers Blogger Photo editors Talk show producers and/or hosts Assignment Editors Content editor Section and editorial editors News Directors News Directors Online Print Radio TV
    • 8.
      • Preparing for Outreach
      • Develop Media Materials
      • Press Release
        • The most common format for disseminating news
        • Elements of a release:
          • Your contact info
          • Release date: For immediate release / embargo
          • Headline: brief title of release
          • Dateline: release date and location Silver Spring, Maryland (June 15, 2007)—
          • Lead paragraph: contains most important information – who, what, when, where, why
    • 9.
      • Preparing for Outreach
      • Develop Media Materials
      • Press Release (cont’d)
          • Body copy: quotes, statistics, more information
          • Boilerplate: end paragraph describing your organization
          • Sponsors: include corporate or individual sponsors who helped make your event, project, or announcement possible
          • Editor notations: “more” at the bottom of each page to let reporter know there is more than one page; page numbers at top of subsequent pages; ### at end of release
    • 10.
      • Preparing for Outreach
      • Develop Media Materials
      • Media Alert / Media Advisory
          • Condensed, one-page versions of press release
          • Can be used as a follow-up to/reminder, replacement of, update to original press release
          • Headings: “Who” “What” “When” “Why” “Where” “Visuals” “Cost” “Contact”
    • 11.
      • Preparing for Outreach
      • Develop Media Materials
      • Calendar Listing
        • Similar format to media alert for AP Daybook or local events listings
        • Brief, detail-rich media documents to announce specific events
      • Photo Opportunity Alert
        • Formatted like media alert
        • Detail unique visual opportunities for media outlets
      • Letter to the Editor
        • Usually a follow up to a story or event
        • Personal appeal: no more than 300 words
    • 12.
      • Conducting Outreach
      • Send Media Materials
      • Distribute press release
        • Reporters prefer email or fax
          • Copy all info into body of the message – reporters don’t open attachments
          • Insert catchy headline into subject line to grab reporter’s attention
          • Don’t send a group email to media list, take the time to send individually
        • Timing
          • Avoid sending releases on Mondays and Fridays
          • Deadlines: up to 6 mos. for magazines; 1-2 weeks for calendar listing in daily paper; 2-4 weeks for calendar listing in weekly paper
    • 13.
      • Conducting Outreach
      • Follow Up with Contact
      • Pick up the phone
        • Practice your pitch
          • 3 main things you want the reporter to get out of the conversation: who you are, why you’re calling, why your story is of interest, invite to event, offer to send photo
          • Anticipate questions
          • Prepare succinct voicemail message
        • Make the call within 24 hours
          • Mid to late morning best time to call when reporters less likely on deadline
          • If asked to re-send info (and they will), send follow-up with a note attached “Per your request.”
          • Reporters receive many pitch calls daily, stay on message, do your best, and move to the next call
          • Thank the contact for his/her time at the end of the call
    • 14.
      • Interviewing
      • Understand the Logistics
      • What is the subject of the interview?
      • What is the format?
        • One-on-one, live, panel, call in, edited on tape?
      • Are they interviewing other people?
      • Does the outlet need photos, B-roll, pre-interviews?
    • 15.
      • Interviewing
      • Do’s
      • Practice, practice, practice your messages
      • Make your most important point first
      • Speak in short “quotable” phrases
      • Ask and discuss with reporter in advance which topics are most likely to be covered
      • Address the public’s interests rather than the organization’s– what’s in it for them?
      • Use examples, analogies, and anecdotes
      • Answer the question you want (cherry pick)
      • Use positive body language (phone interviews too!)
      • Dress appropriately
    • 16.
      • Interviewing
      • Don’ts
      • Never speculate, lie, exaggerate, answer “what if” hypotheticals
      • Remember you’re always on – never say anything (even if cameras aren’t rolling) that you don’t want to appear in print or on air
      • Convey your personal opinions – you are the organization’s spokesperson
      • Make jokes or treat questions lightly
      • Lose your temper or engage in an argument
    • 17.
      • Interviewing
      • No Comment
      • Avoid use of the words “No Comment”
      • If you can’t answer a question, simply say so
      • Give a reason if you decline to comment
        • “ I’m afraid it’s not my area of expertise, let me put you in contact with someone who can speak to that issue...”
        • “ I don’t know the exact statistic, let me get back to you with it.”
      • Be straightforward, not defensive
    • 18.
      • Interviewing
      • Question Transitions/Bridging Techniques
      • Why?
        • Keep the reporter focused on the issue and key messages
        • Move away from controversial topics to key messages
        • Answer every question with a prepared, strategic message
      • Bridging to core messages
        • What’s most important is… Another thing to remember is…
        • If you look closely, you’ll find… Let me just add that…
        • That reminds me of… What that means is…
        • The real issue here is…
        • Three things people should know about HIV in our community are…
        • That’s not my area of expertise, but I think your audience would be interested in knowing that…
    • 19.
      • Event Media Relations
      • Follow up with media contacts one day before event
      • Follow up on day of event
      • Prepare 10-15 press kits
      • Set aside table for media check-in
      • Assign person to handle press inquiries during the event
      • Coordinate on-site interviews with spokespeople, local families/individuals impacted by issue
      • Establish a place for interviews, consider the backdrop
      • Follow up on any reporter questions, information needs promptly
      • Follow up with reporters requesting event photos after the event, include caption
    • 20.
      • Crisis Communications
      • What to do…
      • Tell it all, tell it fast, and tell the truth!
      • Determine your positioning and messages to address the crisis
      • Draft an initial prepared statement with pertinent information; crisis is under investigation
      • Share statement with staff
      • Designate a spokesperson
      • Practice worst-case scenarios ahead of time, anticipate aggressive attitude from reporter
      • Respond to media requests, don’t ignore the situation or refuse to comment
      • Provide updates to press about crisis response and progress
    • 21.
      • Building Relationships
      • Continue garnering coverage
      • Collect copies of articles and broadcast stories
      • Send thank you notes to outlets covering your story
      • Ask permission to distribute articles or broadcast to your key audiences, post on your web site, run in newsletter, etc.
      • Continue to send information to key media by sending periodic updates (no more than once per month)
    • 22. Questions???