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Earned media webinar 2 20-19


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If the new political reality has you itching to speak out in the media, this session is for you. Learn best practices from the front lines. Here's what you will learn:
o How to make the strongest arguments for your policy agenda
o How to use your company as proof for how policies affect business
o How to locate journalists interested in what you have to say
o Tips to enhance your credibility and confidence

Published in: News & Politics
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Earned media webinar 2 20-19

  1. 1. Hone Your Message and Work with the Media to Get It Out February 21, 2019 Advocacy & Media Training Webinar
  2. 2. ASBC’s Reach/Capabilities HAMMAD ATASSI, CEO Hammad recently joined ASBC as CEO after 15 years of leadership in the Natural Products industry. Previously, Hammad was a key leader at Numi Organic Tea since 2005, taking on several roles, first as General Manager, then as Vice President of the Foodservice Division. In 2015 he became Vice President of Strategic Development, leading efforts to identify and build new market opportunities while protecting and growing the authentic brand values and existing brand partnerships. Prior to Numi, Hammad was an executive in the financial services industry. He holds an MBA from George Washington University in Washington, DC and a BA from Northwestern University in Evanston, IL.
  3. 3. • Represent over 250,000 businesses nationwide. • Over 250 direct member businesses. • Over 80 association members. • Wide range of sustainability issues. • Advocate at federal level and in state capitals. • Place Op-eds and Policy Statements in media. • Have Biz leaders be spokespeople to media on issues. • Bring Biz leaders to DC to testify & lobby Congress & Administration. ASBC’s Reach & Capabilities
  4. 4. ASBC’s Reach/Capabilities BOB KEENER, DEPUTY DIRECTOR OF PUBLIC RELATIONS Bob is responsible for setting ASBC’s press strategy and communications. He directs and implements all press-related activities; oversees development of press materials, op-eds and columns; and conducts training and coordination of media spokespeople. Bob has been working in issues advocacy for over 15 years after a career in the private sector, first running a franchise business and then working in marketing and PR. His private sector work encompassed corporate, start-ups and agencies, including a stint at Hill & Knowlton―at the time the world's largest PR agency. More recently Bob was Director of Communications at United for a Fair Economy.
  5. 5. • Understanding your power and influence with the media • Maximizing your impact TODAY’S GOALS
  6. 6. • Business leaders are widely credible • Essential for business to counter typical right wing arguments on regulation, govt overreach, etc. • Your personal, professional credibility carries the day • Self-interest meets public interest WHY BE AN ADVOCATE
  7. 7. • Much harder to get coverage now • Journalists under more pressure • No one covers business policy • Need quick, pithy, colorful comments • Want story elements that fit standard frames CURRENT MEDIA CONTEXT
  8. 8. • Help win the issue • Break the standard frame • Make the business/economic case • Elevate individual businesses • Present a powerful growing movement ASBC’S MEDIA OBJECTIVES
  9. 9. • Leverage meetings with policymakers – Press conferences, 1:1 meetings with journalists • Inject messages in media – Quotes in context of breaking news – Pitch business leaders for interview – Ghost-write and place Op-eds and columns – Leverage Social media, blogs, etc. • Coach, prep, and support business leaders for media roles WHAT WE DO
  10. 10. • Example: State Carbon Price • Agenda: – Approaching media – Pitching and working with journalists – Op-eds, columns, blogs • Your questions GETTING MESSSAGES CARRIED IN THE MEDIA
  11. 11. • Research to locate key journalists – Issue-focused and business-focused – Editors vs. Reporters vs. Producers vs. Bookers – Learn how stories are developed at the media outlet • Study their work; think about what they would do with your story idea APPROACHING MEDIA
  12. 12. • Prioritize your targets • Plan your approach – Start easy, start local – Stage your contacts one at a time APPROACHING MEDIA
  13. 13. • Make contact – Introduce yourself and your business – Ask if they are interested in your perspective on the issue – Ask if now is a good time (if not find out when) – Make a pitch – Try for a meeting (in-person) APPROACHING MEDIA
  14. 14. • Develop a pitch – What’s your ideal headline? – Hook to something in the news (the Green New Deal) – Be clear on your key messages – Say how it relates to your business – Think up some pithy soundbites – Write it up in an email; remember the Subject line PITCHING & WORKING WITH JOURNALISTS
  15. 15. • Make your pitch AND build the relationship – If they don’t run with your pitch now, offer to be there in the future • Try for in-person – If you have an interesting facility, invite them there – Offer lunch, coffee, drinks • Keep in touch–especially when news happens • When they contact you, get back ASAP PITCHING & WORKING WITH JOURNALISTS
  16. 16. • You get to control the message • Research the facts and evidence to support your agenda • Study the content in the outlet where you want to be • Follow the requirements and process for submitting • Call and email to learn why not OP-EDS, COLUMNS & BLOGS
  17. 17. • Let us know you are willing to talk to journalists • Return our call or email ASAP • Read our materials on the issues • Prepare what you want to say • Come up with a soundbite or two • Evangelize! LET ASBC HELP YOU
  19. 19. OUTSIDE ADVOCACY TECHNIQUES Working with ASBC Bob Keener, Deputy Director, Public Relations