Media relations advice for nonprofits. Four ways to turn worthy into newsworthy plus interviewing tips, what not to do when working with the media and how to become a reliable source.

1. Start Spreading the News
Media relations primer
Poverty Roundtable Conveners
May 5, 2014
Presented by Jay Robb, director of communications for Mohawk College
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2. Just because it’s worthy
doesn’t make it newsworthy
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3. Why should I care? (WSIC)
–Why should reporters, editors and
producers care about your story?
–How is your story relevant for
their audience?
–You have a solution to a
community challenge
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4. Why tell your story now?
–Timeliness
–Issue is in the news – everyone’s
talking about it
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5. What’s new about your story?
• First
• Best
• Unexpected and unusual
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6. Find one poster child with a
compelling story to share.
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7. 88,000 people living in poverty
is a brutal statistic.
A single mom struggling yet
determined to build a better life
for her 9-year old is a
powerful story.
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8. 1 > 88,000
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9. Don’t numb us with
numbers.
Give us someone
we can
relate to
and root for.
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10. Pitch to the right reporter.
• Skip the media release. Send an email.
• 2-3 sentences (half screen at most).
• No attachments to open.
• Strip out the hyperbole & made up quotes.
• Subject line = headline.
• Clear, concise and quick.
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11. What’s in your pitch:
• Here’s why you should care.
• Here’s who you can talk with.
• Here’s what you’ll see and here’s
where you’ll go.
• Your contact info.
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12. Keys to a standout interview.
• Be bold.
• Be brief.
• Be quiet.
• And be yourself (authenticity rules)
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13. What not to do:
• Ask to review the story before it runs.
• Ask the reporter to send you a copy of the
story after it runs.
• Talk for 30 minutes and then say but don’t
quote me on that.
• Blast the reporter for the headline
(she doesn’t write the headlines).
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14. Never be a PITA.
Always be professional and
a pleasure to work with.
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15. Be a reliable source.
• Accessible and quoteworthy.
• Comment on trends.
• Localize national stories.
• Offer context, analysis and simplify.
• Pick and stay in your lane – own a topic
where you have experience, expertise and
passion.
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16. Raise your profile.
• Win awards.
• Give speeches.
• Recycle speeches as op-eds.
• Write letters to the editor.
• Follow and engage reporters on social media.
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17. 17
The Media Training Bible by Brad Phillips
Ready to be a Thought Leader by Denise Brosseau
10 Steps to Writing a Vital Speech by Fletcher Dean
Newsjacking by David Meerman Scott
Recommended reading

18. Keeping in touch:
• @jayrobb (Twitter)
• jayrobb.me (blog)
• jay.robb@mohawkcollege.ca (email)
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