Media 101


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Make it easier to communication our organizational mission and message with this primer on whats what with Media, PR and News

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Media 101

  1. 1. MEDIA 101 The Role of Media Tools And Definition of NEWS for Effective Media Campaigns
  2. 2. Press Release <ul><li>News Story provided to media by an individual, organization or entity that announces NEWS * and is </li></ul><ul><ul><ul><li>Complete, Correct, Quotable </li></ul></ul></ul><ul><ul><ul><li>Ready for publication or broadcast </li></ul></ul></ul><ul><ul><ul><li>TARGETED RELEASE TO TARGETED AUDIENCE </li></ul></ul></ul>
  3. 3. Media Alert <ul><ul><li>Meaningful, Summarized Announcement of </li></ul></ul><ul><ul><ul><li>An upcoming event </li></ul></ul></ul><ul><ul><ul><li>An update or an insight on an ongoing story </li></ul></ul></ul><ul><ul><ul><li>A reminder, or a related piece of information on a larger story </li></ul></ul></ul><ul><ul><ul><li>GENERAL RELEASE TO GENERAL or TARGETED AUDIENCE </li></ul></ul></ul>
  4. 4. PRESS CONFERENCE <ul><ul><li>Organized and orchestrated opportunity for media professionals to ask overlapping questions related to a specific news story. </li></ul></ul><ul><ul><li>An opportunity for an individual, organization or entity to ensure a unified message is provided with equal access to media professionals - </li></ul></ul><ul><ul><li>Particularly when media interest is so high that it may be difficult to respond to media inquiries on an individual basis. </li></ul></ul><ul><ul><li>GENERAL RELEASE TO GENERAL AUDIENCE FOR CONTROLLED MEDIA COVERAGE </li></ul></ul>
  5. 5. PRESS CONFERENCE <ul><li>Remember, </li></ul><ul><li>a Press Conference is NOT: </li></ul><ul><ul><li>A news story </li></ul></ul><ul><ul><li>An event </li></ul></ul><ul><ul><li>Targeted </li></ul></ul><ul><ul><li>Exclusive </li></ul></ul>
  6. 6. * NEWs is <ul><ul><ul><li>N ew / timely </li></ul></ul></ul><ul><ul><ul><li>E difying / interesting / instructional </li></ul></ul></ul><ul><ul><ul><li>W orth Publication / Broadcast </li></ul></ul></ul>
  7. 7. The “V” Test <ul><ul><ul><ul><li>Does Your Story Pass The “V” Test ? </li></ul></ul></ul></ul><ul><ul><ul><li>V isual - you can see it </li></ul></ul></ul><ul><ul><ul><li>V isceral - you can touch it </li></ul></ul></ul><ul><ul><ul><li>V aluable - has implications that can help or harm a large number of people and their knowledge of it is important </li></ul></ul></ul><ul><ul><ul><li>V ital- an event or activity that takes place, has just occurred or is ongoing and developing </li></ul></ul></ul>
  8. 8. BEST PRACTICES <ul><li>To build effective media relationships: </li></ul><ul><ul><li>Don’t waste their time </li></ul></ul><ul><ul><li>Don’t push stories that are not news </li></ul></ul><ul><ul><li>Don’t provide incomplete, incorrect or irresponsible information </li></ul></ul><ul><ul><li>Provide exclusivity whenever possible </li></ul></ul><ul><ul><li>Provide audience-appropriate information - do your homework, know the target audience </li></ul></ul><ul><ul><li>Follow up relentlessly BUT </li></ul></ul><ul><ul><li>Provide a pay off ( good news story, good sources, reliable, valuable information ) </li></ul></ul>
  9. 9. VALUE <ul><li>Studies show that effective placement of news stories provide product awareness value equal to advertising placement </li></ul><ul><ul><li>Ads are placed under your control </li></ul></ul><ul><ul><li>Media is placed at editor / producer’s whim </li></ul></ul><ul><ul><li>Ads are paid - but recognized as TOOTING YOUR OWN HORN </li></ul></ul><ul><ul><li>Media coverage is free - but recognized as having been chosen, aka VALIDATED / VALUED by media decision makers </li></ul></ul>
  10. 10. Test Your NEWs Nose <ul><li>From the following list, choose the best possible news story for today’s broadcast: </li></ul><ul><ul><li>Watch Sara and twenty other blind children learn life saving techniques with their parents </li></ul></ul><ul><ul><li>One hundred homes burned in Agoura last year </li></ul></ul><ul><ul><li>Fifteen low income women will learn to type tomorrow afternoon </li></ul></ul><ul><ul><li>An expert panel will discuss politics this month </li></ul></ul><ul><ul><li>Now, what could make each MORE newsworthy? </li></ul></ul>
  11. 11. If you chose Sara… <ul><li>Sara passes our V test: </li></ul><ul><ul><li>Visual - we are invited to Watch Sara </li></ul></ul><ul><ul><li>Visceral - Sara is an individual who puts a ‘face’ on the story </li></ul></ul><ul><ul><li>Valuable - Life Saving techniques </li></ul></ul><ul><ul><li>Vital - our news report can share this information with our audience to save their lives too </li></ul></ul>
  12. 12. More <ul><li>To learn more about how to use media tools to message for your organization, product or project </li></ul><ul><li>Or for consultation in the design and development of your next media campaign </li></ul><ul><li>Contact </li></ul><ul><li>Julia Robinson Shimizu Communications </li></ul>