In this presentation at the annual conference for the National Association of Drug Court Professionals (NADCP), Ami Neiberger-Miller discussed media relations and how to work proactively with reporters. Her co-presenter Andrea Fisher is a former journalist who has covered drug court stories and now works for a drug court program. Ami provided an overview of media relations and then Andrea demonstrated the nuts and bolts of how a story is put together. Content in this presentation was created by Steppingstone LLC using a template provided by conference organizers and includes only Ami's presentation.

1. ©NADCP
The following presentation may not be copied in whole or in part without the
written permission of the author of the National Association of Drug Court
Professionals. Written permission will generally be given upon request.
MAKE
HEADLINES FOR
ALL THE RIGHT
REASONS

2. MAKE HEADLINES FOR ALL THE RIGHT REASONS
RULE #1 – UNDERSTAND THE MEDIA AND THEIR
DEADLINES.

3. MAKE HEADLINES FOR ALL THE RIGHT REASONS
RULE #1 – UNDERSTAND THE MEDIA AND THEIR
DEADLINES. REALITY.

4. MAKE HEADLINES FOR ALL THE RIGHT REASONS
RULE #2: BE PROACTIVE IN SHARING NEWS ABOUT
YOUR PROGRAM
• Share good news when you have it.
• Offer story ideas.
• Shout success (graduate stories).
• Hold events that can be photographed or filmed.
• Use National Drug Court Month to showcase success.
• Educate your staff about how the press work, why it’s
important to do media outreach, and what you are
trying to do.

5. MAKE HEADLINES FOR ALL THE RIGHT REASONS
RULE #3 – BUILD RELATIONSHIPS WITH REPORTERS
• Be honest, be real, be open.
• Keep a current press list. Know who writes about and
covers court and addiction issues.
• Email reporters to say thank you when they do a good job.
• Write a letter to the editor praising a story or offering
new information.
• Offer to meet with a reporter to share a story idea.
• Make it easy for them to get a story from you.

6. MAKE HEADLINES FOR ALL THE RIGHT REASONS
RULE #4 – PREPARE BEFORE AN INTERVIEW
• Think about the themes you want to emphasize.
• What points do you want to drive home? You can only
pick 3 or 4 talking points (total).
• Rehearse with graduates the story they want to
share. Consider with care what is public.
• Your life is already colorful, your anecdotes should
not be.

7. MAKE HEADLINES FOR ALL THE RIGHT REASONS
MESSAGING BOX (OR TRIANGLE)

8. MAKE HEADLINES FOR ALL THE RIGHT REASONS
THINGS TO AVOID
• Colorful anecdotes.
• Spending more time worrying about how you will look on
camera than practicing what you will say.
• Making a mountain out of a minor mistake by a reporter.
• Upsetting anyone with access to a printing press, a radio
network or a TV signal.
• Never ever say “no comment.”
• You might “go on background” with someone you know
well and trust, but you are never off the record.

9. MAKE HEADLINES FOR ALL THE RIGHT REASONS
THE FOUR RULES – REVIEW TIME!
#1 – Understand the media and their
deadlines.
#2 – Be proactive in sharing news
about your program.
#3 – Build relationships with
reporters.
#4 – Prepare before an interview.

10. MORE INFORMATION
AMI NEIBERGER-MILLER
STEPPINGSTONELLC.COM
@AMAZINGPRMAVEN