Media relations 101 primer for nonprofits and community groups. Turning worthy into newsworthy.

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Start Spreading the NewsMedia relations primer

Poverty Roundtable ConvenersMay 5, 2014

Presented by Jay Robb, director of communications for Mohawk College

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Just because it’s worthy doesn’t make it newsworthy

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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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Why tell your story now?–Timeliness–Issue is in the news – everyone’s

talking about it

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What’s new about your story?• First• Best • Unexpected and unusual

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Find one poster child with a compelling story to share.

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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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1 > 88,000

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Don’t numb us with numbers.

Give us someone we can

relate to and root for.

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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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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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Keys to a standout interview.• Be bold.• Be brief.• Be quiet.• And be yourself (authenticity rules)

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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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Never be a PITA.Always be professional and

a pleasure to work with.

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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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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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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

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