Jumpstarting Local Media Relations: Telling the Texas TAP Story
Introductions, Objectives What’s new with TAP PR Dealing with the Media What is Newsworthy? Telling the TAP Story Tactics that Work Overview of TAP PR Materials Q&A Overview
Objectives Introduce you to the new PR efforts Offer insight on how to use the new materials and how to deal effectively with the media Rapport and relationship building with the media Understand what the media is looking for and how you can increase the odds of receiving coverage Introduction to news values and how to turn a press release into a story worth covering How to ensure that your spokesperson is quoted Compelling media story telling focuses in on current trends and issues in your space while underscoring your key messages.
Edelman Public Relations Aggressive outreach effort Support for recruiting efforts for the program New eye-catching, tailorablematerials Messages Fact Sheets FAQ TAP Brochure Foundational Presentation Building awareness of the Texas TAP program will be key to our continued success. Spreading the News What’s New with TAP PR
The Give & Take Dealing with the Media The “Give and Take” Understand what the media wants Understand what you want Establish a rapport Change your mindset about the media Set a goal Know your messages Make it timely, relevant, in synch with news values Have visuals Remember that you have an agenda, and so does the media. Understanding your agenda and theirs will help you to get your story placed.
Getting Attention What interests the media? Violence Sensationalism/The Unbelievable Scandal Controversy Conflict Sex Novelty/Uniqueness/Weirdness/Oddities Money issues and trends: Extraordinary Value/extraordinary cost savings/something that impacts a wide number of consumer pocketbooks or business bottom-lines Being first/premiere/breakthroughs/innovations Celebrity Crises, including, but not limited to-- Broad health impact/disease or illness/cures/pandemics, Acts of God/Severe Weather/Disasters Extraordinarily Cute Factor (especially for visual mediums)—babies, kids and cute fuzzy animals Geography: National, regional or global impact—local impact for local news.
Value To the community: It is an investment in Teachers which ultimately benefits the students, who can eventually become productive citizens Localization If you have a district in your local market with a success story, you have a great chance at coverage If you are attempting to sell in the idea at your district, using a nearby district with a success story as an example of how TAP works can interest media Firsts For many districts that are just joining the TAP system, the program launch could be a first in the market. TAP Newsworthiness Which news values does TAP invoke?
Pictures Say So Much Other useful tactics Using Visuals: Show and Tell Consider a rally to kick off you program Engage your teachers AND the kids (the cute factor) Have your superintendant ride in on a Harley Set program goals and make a challenge “If X teachers complete the program, I’ll do X” (something outrageous) Celebrate milestones Open your classrooms Build relationships Plan a calendar of media opportunities Introduce yourself and your program with desk-side briefings Point to other trends and issues in education for which you can become a valued resource
Define Texas TAP Explain how has/will the program improve the district Give examples of successes Deliver a call to action Developing a pitch angle: This is a tie-in to something current—like a trend or issue Gives your story immediacy Example: While reports of some districts cutting budgets swirl, DISD is looking at a non-traditional way to impact their performance. A strategic reallocation of funds in in favor of one UT Austin program has proven to be a winner for XX school. Here’s how. Having an agenda enables you to
Remain focused during conversations with the media