CSPRC 2014 - Talk to the Media ... and Get Heard

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You've tried press releases, emails and phone calls - what is really the best way to reach the media and have them actually answer you? I take a look at how the media likes to be contacted and when. I also take a look at how tips become stories so you can try to fit into the news cycle.

Marketing

Talk to the media …
… and get heard
CSPRC Spectrum Conference 2014
Jill Hampton

Jill Hampton
TV Web Producer
FOX 2, KPLR 11, KSDK 5
Public Relations
@JillSTL
stlouishampton@yahoo.com

My Mantra
Timely
~
Consistent
~
Relevant

Understand the media
• 400-800 press releases each day
• “Sweeps” vs. regular programming
• Which shows want what
• Quick turnaround
• Magazine: editorial calendar
• Newspaper: longer time to work
• Newspaper: More indepth

Understand the media
• Calls, emails, faxes
• Copy & paste bulk into computer
• Systems do not allow for attachments
• Everyone in newsroom can look up
• Attachments must be forwarded
• Graphics not included
• Photos can cause problems

Pitch or Release?
Press Release
Come to us
We have an event …
• something to see
• related to current
event
• famous person
Pitch
We’ll come to you
We have someone …
• an expert
• a great event
• a spokesperson
• special coming
through town

Mechanics of a good release
• Bullet points
• LINKS!
• No faxes
• Contact information
• Subject line – NOT “press release”
• The trouble with templates

Mechanics of a good release
• Short & to the point – 1 page is best
• Headline
• We could take it verbatim
• Forget those quotes
• Spelling & grammar check
• Online support – press room

Mechanics of a good release
Photos
• Don’t attach to *every* release
• Make sure big enough (print / TV / online)
• 1-2 usually plenty
• *Compelling* pictures

Assignment Desk
• First contact for the newsroom
• Logistics
• Filter for all reporters
• See the widest variety of releases
• Can be avoided

Reporters
• Required to provide story ideas
• You can cold email
• Develop relationship
• May keep your idea on hold for weeks
• Mostly day-to-day ideas

Producers
• Have time to fill
• You can cold email
• Develop a relationship
• They can re-use contacts more often
• Weekends filled farther out

In the end …
• Assertive not aggressive
• Keep at it
• Don’t get discouraged
• If you deliver what you promise, they will
begin to count on you
• They will starting contacting *you*
• Know when to back off

You’re booked!
On your location
• Be ready when they arrive
• Quiet place for interview
• B-roll/photo locations
• Waivers, if necessary

You’re booked!
At the station
• Arrive early
• Ask for time of interview
• Texture better than pattern
• Avoid dark colors
• Relax and enjoy

Thank you!
Jill Hampton
@JillSTL
stlouishampton@yahoo.com

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Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI. This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential. Actionable tactics you can apply after this session: - Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution. - Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets. - Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions. Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!

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Efficient Website Management for Digital Marketing Pros

CSPRC 2014 - Talk to the Media ... and Get Heard

1. Talk to the media … … and get heard CSPRC Spectrum Conference 2014 Jill Hampton

2. Jill Hampton TV Web Producer FOX 2, KPLR 11, KSDK 5 Public Relations @JillSTL stlouishampton@yahoo.com

3. My Mantra Timely ~ Consistent ~ Relevant

4. Understanding us …

5. Understand the media • 400-800 press releases each day • “Sweeps” vs. regular programming • Which shows want what • Quick turnaround • Magazine: editorial calendar • Newspaper: longer time to work • Newspaper: More indepth

6. Understand the media • Calls, emails, faxes • Copy & paste bulk into computer • Systems do not allow for attachments • Everyone in newsroom can look up • Attachments must be forwarded • Graphics not included • Photos can cause problems

7. What’s our message …

8. Pitch or Release? Press Release Come to us We have an event … • something to see • related to current event • famous person Pitch We’ll come to you We have someone … • an expert • a great event • a spokesperson • special coming through town

9. Make it good …

10. Mechanics of a good release • Bullet points • LINKS! • No faxes • Contact information • Subject line – NOT “press release” • The trouble with templates

11. Mechanics of a good release • Short & to the point – 1 page is best • Headline • We could take it verbatim • Forget those quotes • Spelling & grammar check • Online support – press room

12. Mechanics of a good release Photos • Don’t attach to *every* release • Make sure big enough (print / TV / online) • 1-2 usually plenty • *Compelling* pictures

13. Know who to contact …

14. Assignment Desk • First contact for the newsroom • Logistics • Filter for all reporters • See the widest variety of releases • Can be avoided

15. Reporters • Required to provide story ideas • You can cold email • Develop relationship • May keep your idea on hold for weeks • Mostly day-to-day ideas

16. Producers • Have time to fill • You can cold email • Develop a relationship • They can re-use contacts more often • Weekends filled farther out

17. Take this knowledge and begin …

18. In the end … • Assertive not aggressive • Keep at it • Don’t get discouraged • If you deliver what you promise, they will begin to count on you • They will starting contacting *you* • Know when to back off

19. They called back … … now what?!

20. You’re booked! On your location • Be ready when they arrive • Quiet place for interview • B-roll/photo locations • Waivers, if necessary

21. You’re booked! At the station • Arrive early • Ask for time of interview • Texture better than pattern • Avoid dark colors • Relax and enjoy

22. Thank you! Jill Hampton @JillSTL stlouishampton@yahoo.com

CSPRC 2014 - Talk to the Media ... and Get Heard

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