Champlin media advocacy


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Champlin media advocacy

  1. 1. Understanding Media Relations State Legislative Conference Salt Lake City November 4, 2011 Leslie Champlin Senior Public Relations Strategist
  2. 2. Today’s Goals <ul><li>Media relations concepts. </li></ul><ul><li>Practice. </li></ul><ul><li>Understand how reporters work. </li></ul><ul><li>Understand your role in an </li></ul><ul><li>interview. </li></ul><ul><li>Understand what makes a </li></ul><ul><li>good message and translate it </li></ul><ul><li>to different audiences. </li></ul>
  3. 3. What is Media Relations? <ul><li>A planned strategy in which you identify your message. </li></ul><ul><li>AAFP Messages </li></ul><ul><li>Medicare physician payment </li></ul><ul><li>Graduate medical education, Title VII </li></ul><ul><li>National Health Service Corps, non-physician health providers </li></ul>
  4. 4. Getting your message right <ul><li>In general, what is your message? </li></ul><ul><ul><li>What three points do you want to make? </li></ul></ul><ul><ul><li>How can you support them? </li></ul></ul><ul><ul><ul><li>With your head </li></ul></ul></ul><ul><ul><ul><li>With your heart </li></ul></ul></ul><ul><ul><li>Are they true, believable and interesting? </li></ul></ul>
  5. 5. What are news pegs? <ul><li>The actions of nature or man that affect others </li></ul><ul><li>Who, what, when, where, why, how. </li></ul><ul><li>Identify the events or issues that are news pegs for your message. </li></ul><ul><li>Communicate that message to news media via public relations tools. </li></ul>
  6. 6. The News Release <ul><li>“ Ten students applied for the scholarship.” </li></ul><ul><li>“ The were 10 students who applied for the scholarship.” </li></ul><ul><li>What’s in it for me? </li></ul><ul><li>Location, location, location. </li></ul><ul><li>Timing is everything. </li></ul><ul><li>Include facts, but illustrate with stories </li></ul>
  7. 7. Sometimes the news is you. Poll your members <ul><li>Plan an event </li></ul><ul><ul><li>White coat rally </li></ul></ul>
  8. 8. Community outreach Plan a panel discussion or debate
  9. 9. Sometimes the news is NOT you. <ul><ul><li>Offer reporters a local perspective </li></ul></ul><ul><li>Monitor the news and look for opportunities to proactively pitch your positions and your experts. </li></ul><ul><ul><li>— Lysteria outbreak </li></ul></ul><ul><ul><li>— Legislative issues </li></ul></ul><ul><ul><li>— Tax issues </li></ul></ul>
  10. 10. <ul><li>Sometimes the news is neither </li></ul>Demographic, socioeconomic, census reports on health topics
  11. 11. <ul><li>Sometimes the news is neither </li></ul>Clinical, public health data
  12. 12. <ul><li>Sometimes the news is neither </li></ul>Physician workforce, education issues
  13. 13. Who are reporters? <ul><li>Motivated to help their communities. </li></ul><ul><li>They don’t know what they don’t know. </li></ul><ul><li>They need stories because they need bylines. </li></ul><ul><li>They are on increasingly short deadlines. </li></ul>
  14. 14. <ul><ul><li>Who are the media? </li></ul></ul>Newspapers Magazines <ul><ul><li>Television/Radio </li></ul></ul>
  15. 15. <ul><ul><li>Who are the media? </li></ul></ul><ul><ul><ul><li>Online publications </li></ul></ul></ul>MyDiaBlog <ul><ul><ul><li>Bloggers </li></ul></ul></ul>
  16. 17. Twitter
  17. 18. <ul><ul><ul><li>Your neighbor </li></ul></ul></ul>
  18. 20. When reporters call What’s your job? Is it to talk to the reporter? Is it to tell your story to the grocery store clerk? Is it to answer their questions ? No. Not necessarily. Yes!
  19. 21. Your job Take your message to the people. Talk about what you want to talk about . And Bridge Block
  20. 22. <ul><li>Who else is being interviewed? </li></ul>Preparing for any interview: <ul><li>Who is the audience? </li></ul><ul><li>What kind of reporter is this? </li></ul><ul><ul><li>What’s the medium? The reporter’s beat? </li></ul></ul><ul><li>What is the story angle? </li></ul>
  21. 23. Putting it into action
  22. 24. <ul><li>Useful phrases </li></ul><ul><ul><li>The real issue is… </li></ul></ul><ul><ul><li>The important thing is… </li></ul></ul><ul><ul><li>We were surprised to learn… </li></ul></ul><ul><ul><li>That’s why you need to know… </li></ul></ul><ul><ul><li>The point that needs to be made… </li></ul></ul><ul><ul><li>We need to remember that… </li></ul></ul>
  23. 25. <ul><li>Focus on the message, not just the question. </li></ul><ul><li>Think before you speak. </li></ul><ul><li>Headline your answers. </li></ul><ul><li>Speak simply </li></ul>Putting it into action
  24. 26. Putting it into action <ul><li>Don’t fill the silence. </li></ul><ul><li>Don’t repeat a negative. </li></ul><ul><li>Never go “off the record.” </li></ul>
  25. 27. Putting it into action <ul><li>Tell the truth – even if it’s “I don’t know.” </li></ul><ul><li>Localize, personalize, humanize. </li></ul><ul><li>Repeat your message. Repeat it. </li></ul><ul><li>Repeat it again </li></ul>
  26. 28. Putting it into Practice …