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

  • 1. Jumpstarting Local Media Relations: Telling the Texas TAP Story
  • 2. 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
  • 3. 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.
  • 4. 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
  • 5. 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.
  • 6. Understanding News Values
  • 7. 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.
  • 8. 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?
  • 9. 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
  • 10. 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
    • 11. deliver your core messages during interviews
    • 12. Enables you to keep it “tight and concise”
    Know How to Say It
    Setting Your Agenda
  • 13. Messages
    Fact Sheets
    FAQ
    TAP Brochure
    Foundational Presentation
    TAP Public Relations Tools
  • 14.
    • The key messages that you want to convey
    • 15. Useful in developing media materials
    • 16. A guide for your spokesperson
    • 17. Keeps your outreach efforts unified across the TAP network
    • 18. Consider them “take aways” for the media
    The Core of Your Story
    What is a Message Document?
  • 19.
    • Backgrounder on TAP and Value-Added
    • 20. Great, quick reference for media
    • 21. Bulleted benefits of the system
    • 22. Enables media to quickly digest details
    • 23. Useful with pitch letters and other media materials
    TAP At-A-Glance
    The Fact Sheet
  • 24.
    • Spokespersons reference
    • 25. Supplemental leave-behind
    • 26. Quick reference for media
    • 27. Useful with pitch letters and other media materials
    Answers at your fingertips
    FAQ
  • 28.
    • Excellent tool to re-emphasize key points in detail
    • 29. Memorable, colorful, supporting graphics
    • 30. Helps you to “show” as well as “tell” your story
    • 31. Re-enforces your call to action
    The Leave Behind
    TAP Brochure
  • 32.
    • Great desk-side briefing tool
    • 33. Details system with stats and success stories
    • 34. Use success stories in pitches as relevant examples that system works
    In-Depth Program Details
    Foundational Presentation
  • 35. For more information about Texas TAP PR, please contact:
    Keri McDonald
    kmcdonald@utsystem.edu
    (512) 771-2863
    Contact