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.
  • Media 101 Training Workshop NLAAD

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