1. Media & Press Management
September 24, 2011
CJ Martinez, Ketchum
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“If a story is not about the hearer, he will not listen. And
here I make a rule—a great and interesting story is about
everyone or it will not last.”
- John Steinbeck
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The news media are concerned about one primary thing – what’s the
story? – communicate this effectively, and you’ll get noticed
In providing information and details to the news media, there are three
basic methods:
Regardless of which format you choose, the key to getting the news
media’s attention is developing an interesting and unique story
This overview will provide you some tips in how to best get the media’s
attention and get your story published or broadcast
Source: dilbert.com; AP; dailyanchor.com
Press Release Press Conference Interview
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Media&PressTrainingModulev2.ppt
Develop your story, target your media outlet, and form
your story for that audience
Craft your Story
Develop a compelling and attention-grabbing
story
Tailor to your
Audience
Tweak and form your story to suit the media
format you want to target
Media Options
Choose which form of media you want to
pursue – newspaper, TV, radio, online, etc.
Which others?
Tap the search engine as a media relations “How-To Guide”
for details on setting up a press conference and writing a
press release.
MEDIA & PRESS MANAGEMENT OBJECTIVES:
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Craft your Story: Your headline matters
Garlic Shoppe broken into, olive oil spilled
Corn, irrigation pipe destroyed with car
Woman named Bacon wins Idaho hog-calling title
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Craft your Story: Does your story stand out?
What’s the human interest angle?
Is your story new or different?
Is it something people will talk about?
How does your story relate to the current cycle of
news and events?
Check the seasonal/editorial calendar
What category of news is your story or event in?
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Craft your Story: Writing your story
What? Where? When?Who? Why?
Focus on the basics – the Five Ws (+H). Use what you learn in school
about writing a story
– Who was involved?
– What happened (what’s the story)?
– When did the event occur?
– Where did it happen?
– Why did it occur?
– How did it happen?
Include a lead “hook” paragraph and 2-3 quotes from key people in your
press release
Add narrative elements of true to form story – include the protagonist,
the challenge/problem, the climax, and the conclusion/solution in your
story. Ask yourself, “would I want to read/see/listen to this story and
why?”
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Choose the media outlet
Create a list of the media that you want to target
Your best targets are local:
– Local community newspaper
– Local talk radio
– Local network and cable television
– Local/regional news/blog websites
Reach out to the Jefferson Awards Regional Director
– (S)he will have a list of all local media outlets
– (S)he will also have the Jefferson Awards Media Partners – although it will be
tougher to get these national partners to carry your story
Don’t forget about your school
– School website or other school-related sites
– School newspaper
– Other school media (video productions, yearbook, etc.)
Other internet sites – Facebook, YouTube, etc.
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How/When to contact the media outlet
Plan and schedule when you will target your media
Outreach for TV:
– Identify the program
– Send information via email first
– Follow up by phone
– Know what you are going to say/get to the point
Outreach rules print media
– Identify the right reporter/editor
– Send information via email first
– Consider options (photo, calendar listing)
Outreach online
– Review websites, content, contact detail
– Send information via email first
– Consider options (links, photos, social media)
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Tailor to your audience
Pitch your story Know your audience
Time your pitch to the appropriate season
(e.g. your free tax prep volunteers’ press
release is sent before April 15th- not
after)
Develop other stories with a “soft”
timeline, that can be prepared and stored
for a slow news day
Be respectful: Always assume the
reporter is on deadline – get to the point
quickly
– If your pitch is successful, never ask to
review what a reporter wrote – it insults them
– Offer to clarify their questions
Tailor your pitch to the type of media
you’re requesting
– TV needs visuals and radio needs audio to
stimulate the imagination, while papers can
go deeper into the issue
– Follow reporters’ stories and get to know
topics they cover. Never send a press
release “to whom it may concern”
Small town vs Big town reporters –
smaller papers are more likely to run a
well-written press release
Think outside your own backyard – go to
the hometown papers
All media appreciate a well-developed
press release – do your homework and
always include contacts for more
information
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The key to getting published or broadcast is making your
story interesting and compelling
One of the Seven Goals for the SIA is to tell stories in the community to
elevate the understanding of the impact youth can have
– Getting broadcast on radio and television and published in newspapers are
key to meeting this goal
To get the media’s attention:
– Make your story interesting and unique
– Choose the right media outlet – one that is interested in local and community
events
– Tailor your story to the media outlet you are targeting
By meeting this goal, you’ll be able to communicate the impact you are
making in the communities – go and get your deserved recognition for
the work you do!
