Working with the media by Angela Baldridge

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Presentation given by Angela Baldridge about successfully working with your local media to promote your programs

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Working with the media by Angela Baldridge

  1. 1. Working with the Media How to choose the right stories, tell them the best way, and send them to the right people. Angela Baldridge
  2. 2. GET YOUR STORY OUT THERE! <ul><li>On time </li></ul><ul><li>Be clear on what kind of coverage you want </li></ul><ul><li>Have thorough, concise info for the media </li></ul><ul><li>Stories for their readers, not PR for you </li></ul>
  3. 3. Considerations <ul><li>Why are you wanting media attention? </li></ul><ul><ul><li>Publicity? </li></ul></ul><ul><ul><li>Free advertising? </li></ul></ul><ul><ul><li>Community-building? </li></ul></ul><ul><ul><li>To make people aware of resources? </li></ul></ul><ul><ul><li>Because this affects the community? </li></ul></ul>
  4. 4. Develop an idea <ul><li>An idea is not a topic. </li></ul><ul><ul><li>“ Reading” </li></ul></ul><ul><li>An idea has a point. </li></ul><ul><ul><li>“ Children’s reading scores have increased because of reading tutors’ involvement” </li></ul></ul><ul><li>An idea should be timely. </li></ul><ul><ul><li>“ Children’s reading scores are important right now because state test scores will be coming out next weekend.” </li></ul></ul>
  5. 5. Newsworthiness <ul><li>The #1 problem I see with PR stories falling flat is that they aren’t newsworthy. There’s no reason to tell the community the information right now. </li></ul><ul><li>For whom is this important? Why is this important? Why is it important now? </li></ul>
  6. 6. Think like a reporter <ul><li>Don’t send promotional info </li></ul><ul><li>Deliver professionally </li></ul><ul><ul><li>SPELL CHECK </li></ul></ul><ul><ul><li>Proofread </li></ul></ul><ul><ul><li>Eliminate fluffy adjectives (i.e. the biggest, the best). Instead, use fact-based info (i.e. the largest reading event in three counties, attended by 3500 people each year). </li></ul></ul><ul><ul><li>Make sure your info is important to the community, not just to you. </li></ul></ul>
  7. 7. Remember: <ul><li>Reporters are not paid to provide you free advertisement </li></ul><ul><li>Media has obligations and duties, and those may trump your story </li></ul><ul><li>Journalists are overworked and underpaid, just like you </li></ul><ul><li>Newsrooms get hundreds of story offers a day – but not good ones. Make yours stand out! </li></ul>
  8. 8. Importance <ul><li>What makes your story important? </li></ul><ul><ul><li>Effects </li></ul></ul><ul><li>Is it interesting? </li></ul><ul><ul><li>Will an audience care? </li></ul></ul><ul><li>Who thinks this is important? </li></ul><ul><ul><li>Audience </li></ul></ul><ul><li>Why is it important now? </li></ul><ul><ul><li>Timely </li></ul></ul>
  9. 9. Who cares? <ul><li>Ask yourself who wants to hear your idea. </li></ul><ul><ul><li>Who is your audience? </li></ul></ul><ul><ul><li>Who is your community? </li></ul></ul><ul><ul><li>Who is affected by your story? </li></ul></ul><ul><ul><li>Who could be affected by your story? </li></ul></ul><ul><li>Determining who cares about your story will help you figure out where to take your story and how to represent its importance. </li></ul>
  10. 10. Where is this important?
  11. 11. Local Local personalities Local events Regional politics
  12. 12. National Related to national issues Broader politics Visiting speakers/performers
  13. 13. International
  14. 14. The BIGGER the issue, the more newsworthy it is If you can tie your story into a nationally relevant topic, your story is immediately more newsworthy.
  15. 15. Choosing a venue <ul><li>Where does your audience gather? </li></ul><ul><ul><li>Newspapers </li></ul></ul><ul><ul><li>Magazines </li></ul></ul><ul><ul><li>Television </li></ul></ul><ul><ul><li>Radio </li></ul></ul><ul><ul><li>Internet </li></ul></ul>
  16. 16. Broaden your horizons… <ul><li>If your story isn’t newsworthy for a newspaper, think about new ways to look at the story, or new places to take the story. </li></ul><ul><li>Trade magazines </li></ul><ul><li>Local publications </li></ul><ul><li>TV </li></ul><ul><li>Radio </li></ul><ul><li>Online venues </li></ul>
  17. 17. Audience <ul><li>Once you’ve chosen your venue, consider their audience. </li></ul><ul><li>Readership/viewership/listening audience </li></ul>
  18. 18. Medium <ul><li>How is this story best told? </li></ul>
  19. 19. Audio
  20. 20. Visual
  21. 21. Video
  22. 22. Narrative
  23. 23. The best format = the best story
  24. 24. Placement <ul><li>Calendar </li></ul><ul><li>News brief </li></ul><ul><li>Feature photo </li></ul><ul><li>Column </li></ul><ul><li>Full-story </li></ul><ul><ul><li>Pre-story </li></ul></ul><ul><ul><li>Event coverage </li></ul></ul><ul><ul><li>Issue-oriented </li></ul></ul>
  25. 25. Where in the publication should your story appear?
  26. 26. Contact <ul><li>Larger Newspapers </li></ul><ul><ul><li>National issue </li></ul></ul><ul><ul><li>Local </li></ul></ul><ul><ul><li>Specialized story </li></ul></ul><ul><li>Smaller Newspapers </li></ul><ul><ul><li>Personal contact </li></ul></ul><ul><li>TV </li></ul><ul><ul><li>Story hotline </li></ul></ul>
  27. 27. Order <ul><li>Call first. Offer to send more info. </li></ul><ul><ul><li>Before 10 </li></ul></ul><ul><ul><li>Introduce yourself, who you are, and that you have a possible story idea. </li></ul></ul><ul><ul><li>Ask if they have time to hear about it. </li></ul></ul><ul><ul><li>Be courteous </li></ul></ul><ul><li>Send info (try email) </li></ul><ul><ul><li>Again, professional, spell-checked, story-oriented (not an advertisement) </li></ul></ul><ul><li>Send anything they asked for, and if you have more, send it as an extra attachment. </li></ul>
  28. 28. Assist them <ul><li>Background info </li></ul><ul><li>Contacts </li></ul><ul><li>Resources </li></ul><ul><li>Data </li></ul>
  29. 29. Follow up <ul><li>Send everything they request </li></ul><ul><li>Don’t harass them </li></ul><ul><li>Be available </li></ul><ul><li>Be thankful </li></ul>
  30. 30. DO NOT <ul><li>Harass your contacts </li></ul><ul><li>Expect them to use your pictures, quotes, or text </li></ul><ul><ul><li>DO NOT POSE PICTURES </li></ul></ul><ul><li>Misconstrue ANYTHING </li></ul>
  31. 31. Share <ul><li>Make sure people see your coverage! </li></ul>
  32. 32. Tada. <ul><li>My resources: </li></ul><ul><ul><li>www.media-awareness.ca </li></ul></ul><ul><ul><li>www.publicityinsider.com </li></ul></ul><ul><ul><li>www.freep.com </li></ul></ul><ul><li>[email_address] </li></ul><ul><li>502-564-4986 x4037 </li></ul>

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