Jumpstarting Local Media Relations:  Telling the Texas TAP Story<br />
Introductions, Objectives<br />What’s new with TAP PR<br />Dealing with the Media<br />What is Newsworthy?<br />Telling th...
Objectives<br />Introduce you to the new PR efforts<br />Offer insight on how to use the new materials and how to deal eff...
Edelman Public Relations<br />Aggressive outreach effort<br />Support for recruiting efforts for the program<br />New eye-...
The Give & Take<br />Dealing with the Media<br />The “Give and Take” <br />Understand what the media wants<br />Understand...
Understanding News Values<br />
Getting Attention<br />What interests the media?<br />Violence<br />Sensationalism/The Unbelievable<br />Scandal<br />Cont...
Value<br />To the community: It is an investment in Teachers which ultimately benefits the students, who can eventually be...
Pictures Say So Much<br />Other useful tactics<br />Using Visuals: Show and Tell<br />Consider a rally to kick off you pro...
Define Texas TAP<br />Explain how has/will the program improve the district<br />Give examples of successes<br />Deliver a...
deliver your core messages during interviews
Enables you to keep it “tight and concise”</li></ul>Know How to Say It<br />Setting Your Agenda<br />
Messages <br />Fact Sheets<br />FAQ<br />TAP Brochure<br />Foundational Presentation<br />TAP Public Relations Tools<br />
<ul><li>The key messages that you want to convey
 Useful in developing media materials
 A guide for your spokesperson
Keeps your outreach efforts unified across the TAP network
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TEXAS TAP Media 101 Presentation, Austin, Texas 7/29

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TEXAS TAP Media 101 Presentation, Austin, Texas 7/29

  1. 1. Jumpstarting Local Media Relations: Telling the Texas TAP Story<br />
  2. 2. Introductions, Objectives<br />What’s new with TAP PR<br />Dealing with the Media<br />What is Newsworthy?<br />Telling the TAP Story<br />Tactics that Work<br />Overview of TAP PR Materials<br />Q&A<br />Overview<br />
  3. 3. Objectives<br />Introduce you to the new PR efforts<br />Offer insight on how to use the new materials and how to deal effectively with the media<br />Rapport and relationship building with the media<br />Understand what the media is looking for and how you can increase the odds of receiving coverage<br />Introduction to news values and how to turn a press release into a story worth covering<br />How to ensure that your spokesperson is quoted<br />Compelling media story telling focuses in on current trends and issues in your space while underscoring your key messages. <br />
  4. 4. Edelman Public Relations<br />Aggressive outreach effort<br />Support for recruiting efforts for the program<br />New eye-catching, tailorablematerials<br />Messages <br />Fact Sheets<br />FAQ<br />TAP Brochure<br />Foundational Presentation<br />Building awareness of the Texas TAP program will be key to our continued success.<br />Spreading the News<br />What’s New with TAP PR<br />
  5. 5. The Give & Take<br />Dealing with the Media<br />The “Give and Take” <br />Understand what the media wants<br />Understand what you want<br />Establish a rapport<br />Change your mindset about the media<br />Set a goal<br />Know your messages<br />Make it timely, relevant, in synch with news values<br />Have visuals<br />Remember that you have an agenda, and so does the media. Understanding your agenda and theirs will help you to get your story placed.<br />
  6. 6. Understanding News Values<br />
  7. 7. Getting Attention<br />What interests the media?<br />Violence<br />Sensationalism/The Unbelievable<br />Scandal<br />Controversy<br />Conflict<br />Sex<br />Novelty/Uniqueness/Weirdness/Oddities<br />Money issues and trends: Extraordinary Value/extraordinary cost savings/something that impacts a wide number of consumer pocketbooks or business bottom-lines<br />Being first/premiere/breakthroughs/innovations<br />Celebrity<br />Crises, including, but not limited to-- Broad health impact/disease or illness/cures/pandemics, Acts of God/Severe Weather/Disasters<br />Extraordinarily Cute Factor (especially for visual mediums)—babies, kids and cute fuzzy animals<br />Geography: National, regional or global impact—local impact for local news.<br />
  8. 8. Value<br />To the community: It is an investment in Teachers which ultimately benefits the students, who can eventually become productive citizens<br />Localization<br />If you have a district in your local market with a success story, you have a great chance at coverage<br />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<br />Firsts<br />For many districts that are just joining the TAP system, the program launch could be a first in the market.<br />TAP Newsworthiness<br />Which news values does TAP invoke?<br />
  9. 9. Pictures Say So Much<br />Other useful tactics<br />Using Visuals: Show and Tell<br />Consider a rally to kick off you program<br />Engage your teachers AND the kids (the cute factor)<br />Have your superintendant ride in on a Harley<br />Set program goals and make a challenge<br />“If X teachers complete the program, I’ll do X” (something outrageous)<br />Celebrate milestones<br />Open your classrooms<br />Build relationships<br />Plan a calendar of media opportunities<br />Introduce yourself and your program with desk-side briefings<br />Point to other trends and issues in education for which you can become a valued resource<br />
  10. 10. Define Texas TAP<br />Explain how has/will the program improve the district<br />Give examples of successes<br />Deliver a call to action<br />Developing a pitch angle:<br />This is a tie-in to something current—like a trend or issue<br />Gives your story immediacy<br />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.<br />Having an agenda enables you to<br /><ul><li>Remain focused during conversations with the media
  11. 11. deliver your core messages during interviews
  12. 12. Enables you to keep it “tight and concise”</li></ul>Know How to Say It<br />Setting Your Agenda<br />
  13. 13. Messages <br />Fact Sheets<br />FAQ<br />TAP Brochure<br />Foundational Presentation<br />TAP Public Relations Tools<br />
  14. 14. <ul><li>The key messages that you want to convey
  15. 15. Useful in developing media materials
  16. 16. A guide for your spokesperson
  17. 17. Keeps your outreach efforts unified across the TAP network
  18. 18. Consider them “take aways” for the media</li></ul>The Core of Your Story<br />What is a Message Document?<br />
  19. 19. <ul><li> Backgrounder on TAP and Value-Added
  20. 20. Great, quick reference for media
  21. 21. Bulleted benefits of the system
  22. 22. Enables media to quickly digest details
  23. 23. Useful with pitch letters and other media materials</li></ul>TAP At-A-Glance<br />The Fact Sheet<br />
  24. 24. <ul><li>Spokespersons reference
  25. 25. Supplemental leave-behind
  26. 26. Quick reference for media
  27. 27. Useful with pitch letters and other media materials</li></ul>Answers at your fingertips<br />FAQ<br />
  28. 28. <ul><li>Excellent tool to re-emphasize key points in detail
  29. 29. Memorable, colorful, supporting graphics
  30. 30. Helps you to “show” as well as “tell” your story
  31. 31. Re-enforces your call to action</li></ul>The Leave Behind<br />TAP Brochure<br />
  32. 32. <ul><li> Great desk-side briefing tool
  33. 33. Details system with stats and success stories
  34. 34. Use success stories in pitches as relevant examples that system works</li></ul>In-Depth Program Details<br />Foundational Presentation<br />
  35. 35. For more information about Texas TAP PR, please contact:<br />Keri McDonald<br />kmcdonald@utsystem.edu<br />(512) 771-2863<br />Contact<br />
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