BUILDING MEDIA BUZZ

BUILDING MEDIA BUZZPresented to: 2007 Parks and Recreation

Ontario Educational Forum and Trade Show

Presented by: susan sommers +associates

Thursday, March 29, 2007

905 [email protected]. 2007

THE MEDIA QUIZ

Handout, Page 1

CHANGES IN THE MEDIA More opportunities for success Explosion of media outlets: all

business channels, talk radio, print and electronic media websites, web-based media, multi-cultural media

More competition More freelance, less staff Internet major tool

THE KEYS TO SUCCESS

   Understand what is “newsworthy”

     Build on-going relationships

COMMUNICATE The right message to the right audience through the right media at the right time 

DEFINE YOUR TARGET MARKETS

Employees Current clients Past and potential clients Sponsors Members Donors Suppliers Associations Colleagues/strategic alliances

OTHER MARKETS Competitors Government Agencies Media Local Community National/international

KNOW YOUR REASONS

WHY are you contacting specific media?

What’s the “hook” What are your goals (Handout, Page 2)

UNDERSTAND THEIR REASONS WHY should the media (and

their readers or viewers) be interested in you, your products, and your services?

THINK LIKE A REPORTER

Handout, Page 3 and 4

UNDERSTAND THE MEDIA Create a media list of print and

broadcast media who reach your markets

Learn about their staff, deadlines, and formats

KNOW THE RESOURCES Bowden’s Directory Matthews Media Directory CARD (Canadian Advertising Rates &

Data) Canada NewsWire Ontario Community Newspaper

Association Canadian Press and Broadcast News Periodical Writers Association of

Canada

INCLUDE ALL KINDS OF MEDIA

Newsletters (corporate, association, and government)

Internet media Alternative media (controlled

circulation, free) Bulletins (church, etc.)

FREELANCE WRITERS

Freelance writers understand the needs and deadlines of media in their industry

Contact the Periodical Writers Association of Canada (PWAC) at www.writers.ca

FOR LARGER CAMPAIGNS Use Canada NewsWire or

Matthews to send your release Goes directly into newsrooms Posted on their websites

DESIGNATE ONE MEDIA SPOKESPERSON

All requests for interviews, quotes and information should be handled by your media representative

Create a written policy and review it with staff

WHEN TO CONTACT THE MEDIA

To arrange an information session

To follow up on a media release

To comment on an issue, problem, or trend

To “pitch” your organization

HOW TO CONTACT THE MEDIA

By e-mail By mail By fax

By telephone

WHY THE MEDIA CONTACT YOU

To get a quote To comment on an issue To verify or obtain more

information As a pre-interview In a crisis

WHEN MEDIA PHONE

Ask if the person is “on deadline”

If not, buy time – ask to call back in 20minutes with information or another

contactRecord the conversation

You can say no 

PREPARE FOR AN INTERVIEW

What is the goal? Who else is being interviewed? Develop 3 key messages Questions from media are

message opportunities

BEFORE THE INTERVIEW

Provide to media:Information on youYour company and historyYour goals and objectives  BEFORE THE INTERVIEW

BEFORE THE INTERVIEW

BEFORE THE INTERVIEW

Provide to media: Information on you

Your organization and history Your goals and objectives

Your programs and services  

PRACTICE, PRACTICE, PRACTICE

If your spokesperson is not totallycomfortable with the media: Audio and video tape answers

to questions Hire a professional for training

PREPARE 2 LISTS OF QUESTIONS :Topics related to your company or organizationCreate questions that you wish the media would askProvide interviewer with list

PREPARE 2 LISTS OF QUESTIONS Topics related to your business Create questions that you wish

the media would ask

Provide interviewer with list

THE SECOND LIST

Questions you wish the media would not ask (but they probably will)

Practice your answers

AT THE INTERVIEW Your answer is more impt. than the

question Think and talk in 15 second sound bites

Be sure of your facts Use bridges for answers: Let’s consider,

before I get to that Stay in command – you are the expert

Don’t repeat negative questions Listen, listen, listen

Don’t speculate

NOTHING IS “OFF THE RECORD”

Anything you say can be used in any way they choose

“No comment” makes them want to know what you are hiding

They will get information from other sources

BODY LANGUAGE

Look at the interviewer, not camera

Stand or sit still Gestures: keep your hands

down Don’t cut off communication:

fold hands, arms crossed, tinted glasses

AFTER THE INTERVIEW

Always be available  Arrange to get your own copies

of articles or segments directly from media outlets

PREPARE FOR A CRISIS

  Designate a crisis “team”

Spokesperson and executives, management staff, technical,

financial, extra resources 

CREATE A CRISIS COMMUNICATION PLAN

Put it in writing Share with all staff Aim Key audiences Emergency Media Operations

Office Release of public information

IN A CRISIS Respond within 2 hours, if possible No longer than 24 hours Talk about what you can confirm Don’t speculate Be open and honest with the media Tell them when, and how, they will

hear from you again

MEDIA-FRIENDLY SPECIAL EVENTS

Open house or plant tour Seminars and workshops

Community events Charity fundraisers

Events involving children Celebrity events

INVITE MEDIA TO YOUR SPECIAL EVENTS

Organize a media sign-in table or room

Assign one or two people Supply kits when they arrive -

they won’t stay…

MEDIA SPONSORSHIP

Involve media as sponsors or partners in your special event.

What can you offer? What do you want?

DESIGN A MEDIA EVENT

A media conference is a tool to deliver major “news”

A media preview A media drop

CREATE A MEDIA KIT A customized presentation

Explains you and your organization or company to

media when you are not there  

MEDIA KIT INSERTS

Media Release Media Alert Fact Sheet

Backgrounders List of services and programs

Testimonials Story Ideas

MEDIA KIT INSERTS Client and sponsor lists

Awards Photos

Recent media coverage Articles

Schedule of your event Business card

THE INTERNET MEDIA ROOM

Create a Media Room on your site

Make sure you keep it updated Promote it in your publicity

materials Collect information?

HIRE PROFESSIONALS

MEDIA KIT INSERTS THE MEDIA RELEASE,

HANDOUT, Page 5 THE FACT SHEET, HANDOUT,

Page 6STORY IDEAS, HANDOUT, Page 7

THE INTERNET MEDIA ROOM 

MEDIA FOLLOW-UP 

On-line and off-line clipping service and broadcast monitoring

Hire a Media Monitoring Service for larger campaigns

Keeping your own tabs

WHEN YOU ARE PRAISED

Media representatives appreciate a handwritten thank you note to show to their editor or producer

USE ADVERTISING TO SUPPLEMENT PUBLICITY

     For special events      To reach a very specific

market       Advertorials       To gain media sponsorship      For a “commercial message”       To thank sponsors

CREATE A REPORT

Include all contacts: Date Name Media represented What they said Action to be taken Call recorded by:

THEN, LOOK AT COVERAGE

When, where, how much, tone

Calculate advertising value The pros and cons Key messages

EVALUATE YOUR PROGRAM

Use the media report analysis and coverage to update your list, materials, and events

RESOURCES Bowden’s Media Directory Canada NewsWire Canadian Advertising Rates and Data Canadian Press and Broadcast News Matthews Media Directory Canadian Periodical Writers Association www.bowdens.com www.newswire.ca  www.cardmedia.com www.canpress.ca www.cdn-news.com www.web.net/-pwac MediaNet Central (MediaNetCentral.ca) Sources www.sources.com

ANY QUESTIONS?