Getting    Press’the ……Attention
The one-slide secret to        working with the press•   Understanding commercial media•   Relationships•   Credibility•  ...
Commercial Media = Exposure Buy it        Get it free Control       Say . . . • Content • Timing      “Goodbye control” • ...
Reporter’s    Editor’s    Your   Job          Job       Job             Compromise                • Time               • T...
Relationships• Making connections first    • Meet reporters, editors    • Figure out who covers what    • Figure out who m...
Your credibility• Offer story tips even when you have  nothing to gain• Be honest . . . don’t oversell• Be realistic• Unde...
Your credibility, V. 2.0Stuff happensWhen it does
Understanding media• They’re busy. Get to the point• They’re motivated by what’s new, different,  bigger, broken, changed,...
Make the right pitch• Have a narrow purpose• Be realistic• Unless you’re buying ads, don’t  promise your boss or board wha...
Make the right pitch•   Tell them early•   Make it easy•   Frame your idea for wide•   Think visually•   How can you help?
SuggestBonus tip     aPartnership
An editor’s Peeves  • Last-minute Minnies      • NQR Ninnies    • Molly Moochers   • Entitlement Eddy’s• Negative News Nan...
Now you be the editor              An exercise• 10 minutes• 10 stories• Expect interruptions
Now you be the editor                   An exercisePick . . .  – Four stories for page field     • 1 story for news lead  ...
Your 10 stories• Non-profit with record of successful service celebrates 50th  anniversary. 15 inches. w/ photos.• Greensb...
Questions
Getting the-press-attention Jeff Gauger ConvergeSouth2012
Getting the-press-attention Jeff Gauger ConvergeSouth2012
Getting the-press-attention Jeff Gauger ConvergeSouth2012
Getting the-press-attention Jeff Gauger ConvergeSouth2012
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Getting the-press-attention Jeff Gauger ConvergeSouth2012

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Getting the-press-attention Jeff Gauger ConvergeSouth2012

  1. 1. Getting Press’the ……Attention
  2. 2. The one-slide secret to working with the press• Understanding commercial media• Relationships• Credibility• Making the right pitch
  3. 3. Commercial Media = Exposure Buy it Get it free Control Say . . . • Content • Timing “Goodbye control” • Placement
  4. 4. Reporter’s Editor’s Your Job Job Job Compromise • Time • Talent • Space Sales Sales
  5. 5. Relationships• Making connections first • Meet reporters, editors • Figure out who covers what • Figure out who makes decisions
  6. 6. Your credibility• Offer story tips even when you have nothing to gain• Be honest . . . don’t oversell• Be realistic• Understand the difference between ads and editorial content
  7. 7. Your credibility, V. 2.0Stuff happensWhen it does
  8. 8. Understanding media• They’re busy. Get to the point• They’re motivated by what’s new, different, bigger, broken, changed, unusual• They prize their credibility• They want stories with the broadest possible appeal• They want real-people examples• With non-profits, they want to share the wealth
  9. 9. Make the right pitch• Have a narrow purpose• Be realistic• Unless you’re buying ads, don’t promise your boss or board what the media will deliver
  10. 10. Make the right pitch• Tell them early• Make it easy• Frame your idea for wide• Think visually• How can you help?
  11. 11. SuggestBonus tip aPartnership
  12. 12. An editor’s Peeves • Last-minute Minnies • NQR Ninnies • Molly Moochers • Entitlement Eddy’s• Negative News Nancy’s
  13. 13. Now you be the editor An exercise• 10 minutes• 10 stories• Expect interruptions
  14. 14. Now you be the editor An exercisePick . . . – Four stories for page field • 1 story for news lead • 1 story for main display • No more than one with secondary art • Four stories for page field – One story with art for sky box – One story to lead left rail
  15. 15. Your 10 stories• Non-profit with record of successful service celebrates 50th anniversary. 15 inches. w/ photos.• Greensboro City Council debates changes to city recycling program. No decision made. Meeting highly contentious. 18 inches. No visuals.• Popular long-time, former high school football coach dies in nursing home. 12 inches. w/ file photos.• Weather expected to turn colder overnight, first frost possible. 7 inches. w/ chart.• Convenience store robbery in High Point. No suspects. 5 inches. No visuals.• Local manufacturer announces it will add 150 jobs paying $40K over next three years. 16 inches. w/ locator map.• Trial preview story in year-old homicide case. 10 inches. w/ file mug shot of defendant.• Service club announces it is accepting applications for scholarship program it sponsors. 4 inches. No visuals.• Dow Jones Industrial Average falls 2.4%. w/ chart.• Car, school bus collide, killing car driver and injuring nine children. 22 inches. w/ photos.
  16. 16. Questions

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