Working With Media

1. #OUJ3700
Cover letters, media advisories and how to play
nice

2. WORKING
WITH
MEDIA

3. Media relations checklist
Seven Steps For Success
1. Know your media
2. Localize
3. Be available/responsive
4. Be honest and fair
5. Be sensitive to deadlines
6. Be persistent, not annoying
7. Be wary of offering free stuff

4. NATIONAL Database
GATHERING
There are four that most use
•PR Newswire
•Busineswire
•Cision
•Vocus

5. Database
FEATUREs
1. Media organization name
2. Mailing address
3. Telephone and fax number
4. E-mail addresses
5. Names of key editors and reporters
6. Twitter handles or Facebook
7. These are not always precise

6. Editorial calendars
1. Provide information about what will be
covered in certain issues of a
publication.
2. Often set a year in advance.
3. Many keep same special issues from
year to year.
4. These allow you to play connect the dots
between media and your organization.

7. Tip sheets
Weekly newsletters that report on
• Changes in news personnel and
their assignments
• How to contact them
• What kinds of material they’re
looking for
HARO is a great daily tip sheet

8. Why is this important?
PR needs the media to validate content.
The media needs PR to find stories they’re too busy to find.
There is a love/hate relationship.
• Many journalists think PR people are used car salesmen.
• Many PR people think journalists are sensational.
• This is why personal relationships matter so much.

9. There are two ways we
initially alert media
•Pitch Letter
•Media Advisory

10. PITCH
LETTER

11. PITCH LETTER
OVERVIEW
• Pitch letters let media gatekeepers know
something is going on.
• They are usually the first thing a gatekeeper
sees.
• It’s a sales pitch that explains why the media
outlet needs to cover this.
• Not should, not ought to, not that would be nice
to….NEEDS TO

12. PITCH LETTER 101
COURTESY BAD PITCH
BLOG
1. Hit with your best shot.
2. Make it damn personal.
3. It’s method, man. Letters delivered by email need
different content than those delivered by envelope with
stamp.
4. Do not rush a letter.
5. Proofread. Proofread. Oh and then proofread again.

13. MEDIA
ADVISORIE
S

14. Let’s Talk Media
Advisories.
• They tell assignment editors about upcoming news
events, opportunities or local angles
• When you can’t send a personalized pitch letter, you send
these instead.
• When you host a press conference or event, you send
these.
• When or have special availability, you send these.

15. Formatting
These are one page
• These are almost always for immediate release.
• Contact Information
• Headline
• Brief paragraph with who, what, where, when
• Logistics
• Where can I park?
• Where do I go when I get there?

16. WORKING WITH
MEDIA ONCE
THEY ARE
INTERESTED

17. How can we play nice?
Six tips for media interviews
1. When reporters call, interview them first.
2. Know the purpose of the interview
3. Be prepared for questions, know your facts.
4. Don’t be combative, arrogant, evasive. If you don’t know
the answer, it’s OK. Just explain when and how you can
find the answer.
5. Get your message/talking points across.
6. The best PR pros think like reporters….

18. How can we play nice?
News conference
1. Don’t use reporters for routine announcements
2. Allow all media information simultaneously
3. Allow follow-up questions
4. Schedule at a good time for reporters.
1. 10, 1 and 3 are good times.
5. Select a location that accommodates reporters’ technical
needs.

19. How to play nice:
News conference
Invite reporters a week in advance.
Establish a schedule and rules for the conference.
Spokespeople should remain available afterward.
Be tech friendly
• Webinars
• UStream…

20. How to play nice
Media tour
If they can’t come to you, you go to them.
• Media outlet itself
• Satellite media tour
• Radio
• TV
• Skype!!!!!!!!!
• Internet or Twitter chats

21. How to play nice
other ideas
• Previews
• Opening of facility
• Launch of a product
• Announce a new promotional campaign
• Press junkets
• Entertainers do these all the time to promote.
• They stay in one place and reporters rotate in and out.
• Press tours/trips
• Must be legitimate news angle
• With bloggers, all bets can be off

22. How to play nice
other ideas
Editorial board meetings
• Contact editor to request a meeting
• Great way to build relationship with
gatekeepers
• Great way to build third party
endorsments
• People don’t use this enough

23. How to play nice
other ideas
Create or host Conferences
• Use to garner support
• Use to state a case
• Use to introduce something
• One stop shop for media and audience
• Social media friendly
• The key is to sell the subject matter, not
the conference itself

24. Media relations checklist
Seven Steps For Success
1. Know your media
2. Localize
3. Be available/responsive
4. Be honest and fair
5. Be sensitive to deadlines
6. Be persistent, not annoying
7. Be wary of offering free stuff