Media Relations 101


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Learn the basic strategies of getting the media to take interest in your nonprofit.

Published in: News & Politics, Business
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  • Is your organization trying to raise money?Do you have a new program?Do you have new management?Tie the story to an event
  • Statewide?Anchorage, Fairbanks, Juneau, rural residentsPublications - business, dailies, etc?
  • Spokesperson and media relations person not always the sameEnsure the designated spokesperson is involved in framing the message; thorough understanding of organization, message and objective of story
  • Developmessage box
  • Keep it simpleMessage should support core values & mission statement of organization
  • Know media deadlines and send press releases or media advisory accordingly. Don’t send out late in the afternoon if you want evening coverage.Press release – try to include: who, what, where, when, why, and how; quote from organization’s leader and/or program beneficiary; background history; provide photos if neededFollow up with calls to assignment editor/reporter to sell the storyOffer to set up interviews; the more you do, the more likely media will cover storyOffer “live shot” opportunities when appropriateAssociated Press coverage is key; picked up by other pubs
  • Highlight a person who benefits from your program; how has the program improved their lifeUse their introduction as a way to bridge to the program’s purpose & functions
  • Set up interviews/video in area that best captures the storyProvide photos or existing video that might add to the story
  • Anticipate questions – practice ahead of time when possiblePlay devil’s advocate and put yourself in reporter’s shoes – what questions would you ask?Google yourself/your organization – the information found there will likely frame the reporter’s view of you
  • Know what you want to say, how to say it and say itDon’t be afraid to pause or ask to re-phrase answer – reporters want clear quotes/concise sound bites
  • Watch/read/listen to story critically – was it accurate? How did you perform?Don’t hesitate to contact reporter afterwards. Most like feedback (good or bad)
  • Keep in contact with reporters so they remember who you are. More likely to cover stories if you have built a relationship with them.
  • Media Relations 101

    1. 1. HOW TO MAKE HEADLINES Media relations 101
    2. 2. FIND A “HOOK” Define your goals
    3. 3. Know your audience Who are you trying to reach?
    4. 4. Designate a spokesperson
    5. 5. Message development Keep it simple
    6. 6. Supporting Message Supporting Message Core Message __________________ __________________ __________________ __________________ __________________ Supporting Message __________________ __________________ _________________ Supporting Message
    7. 7. Pitch your story Timely media relations is key
    8. 8. Personalize your story Create emotion
    9. 9. Think visually
    10. 10. Think like a reporter Put yourself in reporter’s shoes
    11. 11. Stick to the message
    12. 12. Critique yourself Learn from mistakes
    13. 13. Maintain media contacts Good media relationships key to future coverage