1) The document discusses effective media relations and getting messages out through the media. It emphasizes having contact with journalists, being clear in messaging, speaking with confidence, and being creative to break through. 2) It outlines the four C's of media relations - Contact, having an updated contact list and reaching out to journalists; Clarity, being concise and brief; Confidence, knowing the situation and being willing to admit what you don't know; and Creativity, finding surprising angles, using trends, adding extras to stories, and making pitches interesting and easy to use. 3) The goal is to help reporters and cut through the noise to get attention, with fewer journalists there are more opportunities to

1. REACHING THE MEDIA
DAVID WYLIE

2. EVERY DAY
Thousands of people,
organizations and businesses
are struggling to
use the media to
get their message out

3. So, how do we do it
effectively?

4. The four C’s of
MEDIA RELATIONS

5. CONTACT
CLARITY
CONFIDENCE
CREATIVITY
1
2
3
4

6. CONTACT 1

7. Magazine
columnist and
news reporter
Chuck
Klosterman

8. Everybody is concerned that journalists are constantly
trying to slip their own political and philosophical beliefs
into what they cover.
This virtually never happens. And I am not being naive
when I say this; it really doesn't happen.
There are thousands of things that affect the accuracy
of news stories, but the feelings of the actual reporter is
almost never one of them.
The single most important impact of any story is far less
sinister: Mostly, it all comes down to (a) who the
journalist has called, and (b) which of those people
happens to call back first.
~ Chuck Klosterman, from Sex, Drugs and Cocoa Puffs

9. Journalists want to
Stick it to people they dislike

10. Journalists want to
Push their own agenda
Stick it to people they dislike
Push their own agenda

11. Journalists want to
Go to the bar at 5 p.m.
Stick it to people they dislike
Push their own agenda

13. Help reporters help you

14. Help reporters help you
Have an updated contact list

15. Help reporters help you
Have an updated contact list
Reach out when news breaks

16. Help reporters help you
Have an updated contact list
Reach out when news breaks
Check voicemail and email

17. Help reporters help you
Have an updated contact list
Reach out when news breaks
Check voicemail and email
Return phone calls and emails

19. CLARITY 2

20. It’s easy for the message
FortisBC has a plan to bring natural gas to Sicamous; the next step is to see if
there’s enough demand. In May 2012, the News reported that the energy provider
was exploring ways to deliver natural gas to the community. The conclusion of
their analysis was delivered to district council Wednesday, in a presentation by
FortisBC spokesperson Ruth Sulentich. The plan, explained Sulentich, would
involve trucking compressed natural gas from Salmon Arm to Sicamous (with
approximately six, 53-foot trailers, potentially powered by natural gas), and
developing a distribution to get lost in all the words system in the community
through which to service businesses and residents on the east side of the Bruhn
Bridge. “The customer would be responsible to bear the cost of the meter as well
as conversion of their appliances, depending on what they’re using… the good
news is with customers on propane, there’s very minimal changes required to
convert to get lost in all the words to natural gas so the cost would be fairly low,”
said Sulentich, noting the cost of conversion would include meters (between $200
and $800 depending on property size), as well as changing over relevant
appliances including furnaces, hot water tanks, fireplaces, etc. The payback, says
Sulentech, will come in reduced energy costs. She said customers currently on
propane could see savings of 30 to 40 per cent, and that electricity is also notably
more expensive than gas.

21. It’s easy for the message
FortisBC has a plan to bring natural gas to Sicamous; the next step is to see if
there’s enough demand. In May 2012, the News reported that the energy provider
was exploring ways to deliver natural gas to the community. The conclusion of
their analysis was delivered to district council Wednesday, in a presentation by
FortisBC spokesperson Ruth Sulentich. The plan, explained Sulentich, would
involve trucking compressed natural gas from Salmon Arm to Sicamous (with
approximately six, 53-foot trailers, potentially powered by natural gas), and
developing a distribution to get lost in all the words system in the community
through which to service businesses and residents on the east side of the Bruhn
Bridge. “The customer would be responsible to bear the cost of the meter as well
as conversion of their appliances, depending on what they’re using… the good
news is with customers on propane, there’s very minimal changes required to
convert to get lost in all the words to natural gas so the cost would be fairly low,”
said Sulentich, noting the cost of conversion would include meters (between $200
and $800 depending on property size), as well as changing over relevant
appliances including furnaces, hot water tanks, fireplaces, etc. The payback, says
Sulentech, will come in reduced energy costs. She said customers currently on
propane could see savings of 30 to 40 per cent, and that electricity is also notably
more expensive than gas.

22. Get your message out

23. Get your message out
Be concise with your language

24. Get your message out
Be concise with your language
Be brief with your statement

25. Get your message out
Be concise with your language
Be brief with your statement
Be repetitive with your key points

26. CONFIDENCE 3

27. Where does confidence
come from?

28. Knowledge of the situation
Where does confidence
come from?

29. Knowledge of the situation
Anticipation of the questions
Where does confidence
come from?

30. Knowledge of the situation
Anticipation of the questions
Being brave enough to say: “I don’t
know; let me find that out”
Where does confidence
come from?

31. CREATIVITY 4

32. This is what newsrooms
used to look like

33. This is what
they look like now

34. Fewer journalists means
OPPORTUNITY
There are still pages
and time slots to fill,
but fewer people
to produce content
We still have a problem…

36. Cut through the noise

37. Cut through the noise
Steal attention with a surprising angle

38. Cut through the noise
Steal attention with a surprising angle
Use the zeitgeist

39. Cut through the noise
Steal attention with a surprising angle
Use the zeitgeist
Package stories with extras

40. Cut through the noise
Steal attention with a surprising angle
Use the zeitgeist
Package stories with extras
Use news style

41. The more interesting
we make the pitch
and the easier we make it to
use in the media,
the more likely it is to run

42. DAVIDWYLIE.CA