Keys to Success   Be strategic/proactive   Know your local media   Plan ahead   Use toolkits   Push key messages as m...
National Office Tools/Resources   Extensive media toolkits   Media counseling   Messaging notebook   Trainings   Spea...
What You’ll Need Media list Understand media protocol for your state Approved, trained media spokespeople  including vi...
Types of Placements News and features  (TV, radio, newspapers, newswires, magazines) Editorials, Columns OpEds Letters...
Media Outreach - Materials   Pitch letter = Story/segment suggestion   Media advisory = Advance pitch, 5 Ws   News Rele...
Media Outreach - ContactsBroadcast Media             Print Media Future/Planning Editors    Daybook Editors Assignment ...
Generating Positive Coverage Be proactive (help shape the media’s  agenda) Understand how the media works Stay on the m...
Getting Attention Angle or “hook” Unusual, attention-grabbing method of  delivery Include key partners and other VIPs i...
Know What Makes NewsWhat the Media Wants   What You Can OfferHuman “face”           Victims, youth, etc.Wide Impacts      ...
“Substance with Sizzle”   Humanize   Personalize   Localize   Visualize
The Winning Pitch Before:                      During:     Create talking points      E-mail advisory or     Do your ...
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Training Presentation - Media Relations

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Training Presentation - Media Relations

  1. 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. 2. National Office Tools/Resources Extensive media toolkits Media counseling Messaging notebook Trainings Speaker’s bureau PSAs
  3. 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. 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. 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. 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. 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. 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. 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. 10. “Substance with Sizzle” Humanize Personalize Localize Visualize
  11. 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

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