Working with the Media <ul><li>Presented by Evan Hirsche, President, NWRA </li></ul><ul><li>With thanks to: </li></ul><ul>...
Why Bother?
What’s the Media? <ul><li>Daily Newspapers </li></ul><ul><li>Weekly or local newspapers </li></ul><ul><li>Broadcast media:...
Who’s on the Staff? <ul><li>Managing Editor </li></ul><ul><li>City/Local Editor </li></ul><ul><li>Editorial Page Editor </...
Target the Media <ul><li>News </li></ul><ul><li>Features </li></ul><ul><li>Leisure and Lifestyle </li></ul><ul><li>Travel ...
Pitch Your Story <ul><li>Pick up the Phone </li></ul><ul><li>Press releases:  Who, What, Where, When – and Why </li></ul><...
Always, Always, Always <ul><li>Prepare for Every Eventuality </li></ul><ul><li>Anticipate the Tough Questions </li></ul><u...
Crisis Communications <ul><li>What is a Crisis </li></ul><ul><li>Identify it Early </li></ul><ul><li>Call in Outside Help ...
Photo Ops <ul><li>“A Picture is Worth . . . “ </li></ul><ul><li>High Resolution Photos </li></ul><ul><li>Television/Intern...
Thou Shalt <ul><li>Develop Contacts </li></ul><ul><li>Take Stories to the Media </li></ul><ul><li>Be Timely:  Take Advanta...
Thou Shalt Not <ul><li>Lie </li></ul><ul><li>Answer a Question When You Don’t Know the Answer </li></ul><ul><li>Use Bureau...
What Makes News <ul><li>Something new – New research, new discovery, etc. </li></ul><ul><li>Relates to another story curre...
The News Hook <ul><li>America’s 554 National Wildlife Refuges Under-Funded By 43 Percent </li></ul><ul><li>America’s 554 N...
Create The Headline <ul><li>FACTS: </li></ul><ul><li>Your refuge is facing severe budget cuts </li></ul><ul><li>You may ha...
Four Rules of Great Spokespeople <ul><li>To honor Ebbinghaus’ ghost </li></ul>
<ul><li>Speak  through  the reporter, not  to  the reporter </li></ul><ul><li>Get your headline out first! No chronologies...
Successful Media Examples <ul><li>Local TV </li></ul>
Successful Media Examples <ul><li>Print/Web-Based News </li></ul>
Youtube/Social Networking
Let’s Talk!!!
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Working with the media

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A presentation from the 2010 Northeast Region Friends Conference about working with the media.

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Working with the media

  1. 1. Working with the Media <ul><li>Presented by Evan Hirsche, President, NWRA </li></ul><ul><li>With thanks to: </li></ul><ul><li>Martha Nudel, Chief, Branch of Communications, </li></ul><ul><li>National Wildlife Refuge System </li></ul><ul><li>Brad Phillips, President, </li></ul><ul><li>Phillips Media Relations, LLC </li></ul>
  2. 2. Why Bother?
  3. 3. What’s the Media? <ul><li>Daily Newspapers </li></ul><ul><li>Weekly or local newspapers </li></ul><ul><li>Broadcast media: radio and TV </li></ul><ul><li>Electronic Media: Internet, blogs, social networking sites </li></ul><ul><li>Associated Press </li></ul>
  4. 4. Who’s on the Staff? <ul><li>Managing Editor </li></ul><ul><li>City/Local Editor </li></ul><ul><li>Editorial Page Editor </li></ul><ul><li>Features Editor </li></ul><ul><li>Assignment Editor (broadcast) </li></ul><ul><li>News Director (broadcast) </li></ul><ul><li>News Reporter (broadcast or print) </li></ul>
  5. 5. Target the Media <ul><li>News </li></ul><ul><li>Features </li></ul><ul><li>Leisure and Lifestyle </li></ul><ul><li>Travel </li></ul><ul><li>Op-ed/ Letters to the Editor </li></ul><ul><li>Internet: Web and Blogs </li></ul>
  6. 6. Pitch Your Story <ul><li>Pick up the Phone </li></ul><ul><li>Press releases: Who, What, Where, When – and Why </li></ul><ul><li>Fact Sheets </li></ul><ul><li>Letters to Editor/Op-Ed: Use your Friends groups </li></ul><ul><li>Deadlines </li></ul>
  7. 7. Always, Always, Always <ul><li>Prepare for Every Eventuality </li></ul><ul><li>Anticipate the Tough Questions </li></ul><ul><li>Know a Reporter’s Style, Interests, Angle </li></ul><ul><li>Invite Reporters to Take a Personal Tour, Attend Your Events, Call You Often </li></ul>
  8. 8. Crisis Communications <ul><li>What is a Crisis </li></ul><ul><li>Identify it Early </li></ul><ul><li>Call in Outside Help </li></ul><ul><li>Be Honest </li></ul>
  9. 9. Photo Ops <ul><li>“A Picture is Worth . . . “ </li></ul><ul><li>High Resolution Photos </li></ul><ul><li>Television/Internet are Visual </li></ul>
  10. 10. Thou Shalt <ul><li>Develop Contacts </li></ul><ul><li>Take Stories to the Media </li></ul><ul><li>Be Timely: Take Advantage of Events </li></ul><ul><li>Respond Quickly – to Good Stories and Negative News </li></ul><ul><li>Keep Your Regional Public Affairs Office Informed </li></ul>
  11. 11. Thou Shalt Not <ul><li>Lie </li></ul><ul><li>Answer a Question When You Don’t Know the Answer </li></ul><ul><li>Use Bureaucratic Lingo </li></ul><ul><li>Plant a Question at a Press Conference </li></ul>
  12. 12. What Makes News <ul><li>Something new – New research, new discovery, etc. </li></ul><ul><li>Relates to another story currently in the news </li></ul><ul><li>Offers something different, surprising or counterintuitive </li></ul><ul><li>Contains a superlative or extreme – biggest, smallest, first, last, most, least, etc. </li></ul><ul><li>Is part of a growing trend – the rule of three </li></ul><ul><li>Affects people’s lives </li></ul><ul><li>Is certain or reasonably certain </li></ul><ul><li>Has conflict </li></ul><ul><li>Contains an urgent, unusual, or unexpected threat </li></ul>
  13. 13. The News Hook <ul><li>America’s 554 National Wildlife Refuges Under-Funded By 43 Percent </li></ul><ul><li>America’s 554 National Wildlife Refuges generate nearly $2 billion in economic activity in local communities </li></ul><ul><li>Cache River NWR is Using Satellites to Kill Trees </li></ul><ul><li>Wildlife Refuges Fall Prey to Drug Labs, Prostitution </li></ul>
  14. 14. Create The Headline <ul><li>FACTS: </li></ul><ul><li>Your refuge is facing severe budget cuts </li></ul><ul><li>You may have to layoff staff including your biologist </li></ul><ul><li>You will have to stop all conservation activities </li></ul><ul><li>You may have to close refuge on weekends and holidays </li></ul><ul><li>Your budget has been slashed from $1.5 million per year to $500,000 </li></ul><ul><li>You can no longer offer school tours or educational activities </li></ul>
  15. 15. Four Rules of Great Spokespeople <ul><li>To honor Ebbinghaus’ ghost </li></ul>
  16. 16. <ul><li>Speak through the reporter, not to the reporter </li></ul><ul><li>Get your headline out first! No chronologies. </li></ul><ul><li>Repeat, repeat, repeat </li></ul>Four Rules of Great Spokespeople
  17. 17. Successful Media Examples <ul><li>Local TV </li></ul>
  18. 18. Successful Media Examples <ul><li>Print/Web-Based News </li></ul>
  19. 19. Youtube/Social Networking
  20. 20. Let’s Talk!!!
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