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Working with the News Media

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Working with the News Media

  1. 1. Working with News Media
  2. 2. Overview <ul><li>Telling the Rotary story </li></ul><ul><li>Crisis Management </li></ul><ul><li>Interactive Discussion </li></ul>
  3. 3. Why tell the Rotary story?
  4. 4. Highlight Outstanding Volunteers
  5. 6. Elements of a news story <ul><li>News peg </li></ul><ul><li>Personal story </li></ul><ul><li>Timeliness </li></ul><ul><li>Impact of story </li></ul>
  6. 7. Before you act, remember to… <ul><li>Understand each media outlet </li></ul><ul><li>Research whom to approach and how </li></ul><ul><li>Become familiar with their work </li></ul><ul><li>Assess whether your story is right for them </li></ul>
  7. 8. Ways to tell our story <ul><li>New Media </li></ul><ul><li>Blogs </li></ul><ul><li>Social Media: Facebook, Twitter, LinkedIn </li></ul><ul><li>Images: Flickr </li></ul><ul><li>Video: YouTube, Vimeo </li></ul><ul><li>Traditional </li></ul><ul><li>Print: New Releases, Op-Eds </li></ul><ul><li>Television: Public Access, Cable, Network </li></ul><ul><li>Radio </li></ul><ul><li>Outdoor: Billboard </li></ul>
  8. 9. Support from RI Media Relations <ul><li>Help elevate your story to larger media market </li></ul><ul><li>Help with last minute media training </li></ul><ul><li>Provide international spokesperson </li></ul><ul><li>Help coordinate national/international media interviews/media contacts </li></ul>Support from RI
  9. 11. What to do… <ul><li>Convene the crisis management team </li></ul><ul><li>Gather all the facts </li></ul><ul><li>Offer timely briefings to team members </li></ul><ul><li>Designate a Rotary spokesperson </li></ul>
  10. 12. Prepare and Plan
  11. 13. When the media contacts you
  12. 14. Key Points <ul><li>Stick to the facts </li></ul><ul><li>You ARE Rotary </li></ul><ul><li>There is no such a thing as “Off the Record” </li></ul><ul><li>Avoid repeating the negative term used by reporters </li></ul><ul><li>Avoid using Rotary jargon </li></ul>
  13. 15. RI Crisis Support <ul><li>Assist drafting position statement </li></ul><ul><li>Help with last minute media training </li></ul><ul><li>Provide international spokesperson </li></ul><ul><li>Help coordinate national/international media interviews/media contacts </li></ul>
  14. 16. RI Resources Training Manual Crisis Handbook
  15. 17. Interactive Discussion

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