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Training Presentation - Media Relations
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Training Presentation - Media Relations

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  • 1. Keys to Success Be strategic/proactive Know your local media Plan ahead Use toolkits Push key messages as measured by national Be a resource Enlist PR pros Track coverage/Evaluate results Follow-up
  • 2. National Office Tools/Resources Extensive media toolkits Media counseling Messaging notebook Trainings Speaker’s bureau PSAs
  • 3. What You’ll Need Media list Understand media protocol for your state Approved, trained media spokespeople including victim(s) Method for contact media (fax, e-mail, PR Newswire) Toolkits or template material Set up Google alerts for tracking
  • 4. Types of Placements News and features (TV, radio, newspapers, newswires, magazines) Editorials, Columns OpEds Letters to the Editor Broadcast talk shows Online media Paid Advertising or Public Service Ads
  • 5. Media Outreach - Materials Pitch letter = Story/segment suggestion Media advisory = Advance pitch, 5 Ws News Release = News, journalistic style Statement = Response or comment Letter to Editor = Brief response to article OpEd piece = Opinion
  • 6. Media Outreach - ContactsBroadcast Media Print Media Future/Planning Editors  Daybook Editors Assignment Editors  Assignment Editors Segment Producers  City, State, Features Editors Guest Contacts  Beat Reporters News Directors  Editorial Page Editors Beat Reporters  Opinion Page Editors  Columnists
  • 7. Generating Positive Coverage Be proactive (help shape the media’s agenda) Understand how the media works Stay on the media’s “radar screen” Plan ahead Pitch “news” Be opportunistic Be responsive
  • 8. Getting Attention Angle or “hook” Unusual, attention-grabbing method of delivery Include key partners and other VIPs in events “Peg” to something already in the news Use “social math” and facts, statistics
  • 9. Know What Makes NewsWhat the Media Wants What You Can OfferHuman “face” Victims, youth, etc.Wide Impacts Statistics and trendsDrama Personal storiesControversy Legal, industry“Pocket book” CostsHealth/Safety Tips, solutionsScoop New info
  • 10. “Substance with Sizzle” Humanize Personalize Localize Visualize
  • 11. The Winning Pitch Before:  During:  Create talking points  E-mail advisory or  Do your homework other materials  Create a media list  Respect reporters’  Prepare a deadlines spokesperson  Follow up via phone  Be persistent, thorough, creative  Be honest, respectful