This document provides guidance on engaging local media through press lists, advisories, releases, and pitching stories. It discusses the differences between press lists, advisories, and releases. Press lists contain contact information for local media outlets, while advisories are short invitations to generate interest in an upcoming event or story. Releases provide full details about an event or story for media to potentially publish verbatim. The document emphasizes building relationships with media contacts and practicing pitching stories within 30 seconds to 1 minute by focusing on key details like who, what, where, when, and why along with a compelling hook.

1. Media Coordinator Training: Press Lists, Advisories, Releases, and Pitching your Story!

2. Agenda Overview of Types of Media Coverage Press Lists Press advisories and releases 101 Pitching your story

3. Types of Coverage New Media vs. Traditional Media Event building news vs. coverage after the fact

4. Press Lists: Your press list will be a personalized excel document of local media contacts in your region

6. Outlet Name

7. Outlet Type

8. Title

9. Email

10. Phone

11. City

12. Subject

13. Twitter Handle

14. Circulation

16. Advisories and Releases 101 For examples and to follow along: http://workshops.350.org/toolkit/media/#advisory

17. Advisories and Releases 101 What is the difference between them? What are we trying to accomplish? Timeline Customizing your advisory/ release

18. Advisories and Releases 101 Media Advisory: Think of it as an invitation to a reporter. Short, witty or entertaining, makes you want to know more.

19. Advisories and Releases 101 Press Release: The article you want them to write. If they published this word for word, with quotes from your people, you would be happy.

20. Pitching your story Before you pick up the phone: Know your story: details, 5 W’s, hook Think about why you would want to read the story you are pitching. Practice pitching it to a friend in 30-seconds-1min.

21. Pitching your story Keep it short Be friendly Call between 10am and 2pm Don’t forget the details Have a hook

22. Pitching your story Reminder! Don’t just call to see if they got your release. They get tons. Pitch the news, remind them about the release, resend it once they know why the event is important.

23. Practicing your Pitch: Try it at home! Stage a pitch call with a friend. Have them pretend to be the reporter, and practice introducing yourself, confirming they received your advisory, and selling your event in less than 2 min. When selling your event: Who, what, where, when, why (…and don’t forget your hook!)

24. Summary! Work your media lists, explore new and alternative media Network, network, network. Notify, invite, confirm Tell a compelling story, and people will cover it.