This document provides guidance on engaging local media through press lists, advisories, releases, and pitching stories. It discusses the differences between press releases and advisories, and emphasizes building relationships with journalists by regularly contacting them through various channels and practicing concise pitches that follow the standard who, what, where, when, why structure and include a compelling hook to grab attention. The key is not just distributing information but actively engaging with media to tell stories in an interesting way that will incentivize coverage.

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

2. AgendaOverview of Types of Media CoveragePress ListsPress advisories and releases 101Pitching your story

3. Types of CoverageNew Media vs. Traditional MediaEvent 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

5. Press Lists:What information do you get on each contact?Name

6. Outlet Name

7. Outlet Type

8. Title

9. Email

10. Phone

11. City

12. Subject

13. Twitter Handle

14. Circulation

15. FrequencyPress Lists:What should you do with your press list?Call it, email it, facebook it, follow them on twitter.Each call is a starting point: the goal is to build a relationship.

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

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

18. Advisories and Releases 101Press Release:The article you hope they write.

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

20. Pitching your storyKeep it shortBe friendlyCall between 10am and 2pmDon’t forget the detailsHave a hook

21. Pitching your storyReminder!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.

22. 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!)

23. Summary!Work your media lists, explore new and alternative mediaNetwork, network, network.Notify, invite, confirmTell a compelling story, and people will cover it.