Communicating with the Media Or… “How to work with the industry everybody loves to hate (and live to tell about it.)”

Communicating with Communicating with the Mediathe MediaOr…Or…“How to work with the industry “How to work with the industry everybody loves to hate everybody loves to hate (and live to tell about it.)”(and live to tell about it.)”

OverviewOverview

• What What media relationsmedia relations is and how it is and how it can help you.can help you.

• CharacteristicsCharacteristics of news and of news and reporters.reporters.

• Media relations Media relations strategiesstrategies..

What media relations What media relations can docan do• Enhance Enhance knowledge and knowledge and

understandingunderstanding..

• Build Build credibilitycredibility..

• Extend the Extend the reachreach and and increase the increase the frequencyfrequency of of your message.your message.

What do YOU get?What do YOU get?

• ExposureExposure for yourself for yourself and for your program.and for your program.

• New members/clientsNew members/clients..

• Measure for Measure for accountabilityaccountability: : newspaper/TV stories.newspaper/TV stories.

Who are the media?Who are the media?• Media Media pass informationpass information to to

target audiences.target audiences.

• Media act as Media act as filtersfilters. .

• Media are in business for Media are in business for profitprofit..

Develop a strategyDevelop a strategy• Decide who is responsible Decide who is responsible

for for media contactsmedia contacts..

• Set goalsSet goals and decide on your and decide on your approachapproach. .

Develop a strategyDevelop a strategy• Decide who is responsible Decide who is responsible

for for media contactsmedia contacts..

• Set goalsSet goals and decide on your and decide on your approachapproach. .

• Become a reputable and Become a reputable and dependable dependable expert sourceexpert source. . This should be a This should be a prioritypriority..

Develop a strategyDevelop a strategy• Develop an Develop an office source office source

bookbook..

• Provide Provide photosphotos and/or and/or photo photo opportunitiesopportunities..

• Send a Send a letter to the editorletter to the editor..

Try this yourself…Try this yourself…

• Write down how you can implement Write down how you can implement some of the strategy suggestions.some of the strategy suggestions. For example, who’s going to be For example, who’s going to be

the contact person? Make sure the contact person? Make sure everyone in your office knows everyone in your office knows what to do when a reporter calls.what to do when a reporter calls.

Where do you start?Where do you start?

• Get to Get to know the reportersknow the reporters..

• Know reporters’ Know reporters’ “beat” assignments“beat” assignments. .

• Contact themContact them personallypersonally.. Phone calls, faxes, letters, visits.Phone calls, faxes, letters, visits.

Where do you start?Where do you start?

• Get to Get to know the reportersknow the reporters..

• Know reporters’ Know reporters’ “beat” assignments“beat” assignments. .

• Contact themContact them personallypersonally.. Phone calls, faxes, letters, visits.Phone calls, faxes, letters, visits.

• Know what “Know what “newsnews” is. ” is.

Getting interest in Getting interest in your storyyour story• ““Dog bites man” vs. “man bites dog”Dog bites man” vs. “man bites dog”

Is your story Is your story visualvisual? Can it be ? Can it be toldtold in 90 seconds?in 90 seconds?

Getting interest in Getting interest in your storyyour story• ““Dog bites man” vs. “man bites dog”Dog bites man” vs. “man bites dog”

Is your story Is your story visualvisual? Can it be ? Can it be toldtold in 90 seconds?in 90 seconds?

• Does it meet “Does it meet “news valuenews value” criteria ?” criteria ?

Determining Determining “news value”“news value”• Is the information Is the information significantsignificant??

• How many readers/viewers could How many readers/viewers could benefitbenefit from it? from it?

• Is the story Is the story timelytimely??

• Is it Is it locallocal or does it have local or does it have local impact?impact?

Media differencesMedia differences• NewspapersNewspapers -- Quotes, facts, -- Quotes, facts,

information, picturesinformation, pictures Deadline of late afternoon for Deadline of late afternoon for

next morning’s paper. next morning’s paper.

Media differencesMedia differences• RadioRadio -- Short -- Short soundbites/ soundbites/

quotes (10-20 seconds), quotes (10-20 seconds), “natural “natural sound”sound” All day. All day.

Media differencesMedia differences• TVTV -- Soundbites (10-20 -- Soundbites (10-20

seconds, action visualsseconds, action visuals Mid-morning or early afternoon.Mid-morning or early afternoon.

Try this yourself…Try this yourself…

• Write down an idea for a story you Write down an idea for a story you think should be covered.think should be covered. Does it meet “news value” Does it meet “news value”

criteria?criteria? How can you make it “different”?How can you make it “different”? How can you “pitch” the idea to How can you “pitch” the idea to

different media?different media?

Understanding Understanding reportersreporters• GeneralistGeneralist, not a specialist., not a specialist.

• PersonalizePersonalize a story. a story.

• DeadlinesDeadlines: Is it news: Is it news TODAYTODAY??

Understanding Understanding reportersreporters• ReportersReporters areare notnot educators. educators.

Helping the reporterHelping the reporter

• Tip sheet or news release.Tip sheet or news release.

• Visuals/audio.Visuals/audio.

• Setting.Setting.

• Directions/travel.Directions/travel.

• Understandable terms.Understandable terms.

• Several sources/resources.Several sources/resources.

PublicityPublicity

• Tip sheet/news release.Tip sheet/news release.

• Public service announcements Public service announcements (PSAs).(PSAs).

• Letter to editor.Letter to editor.

Try this yourself…Try this yourself…

• Write a short tip sheet (or news Write a short tip sheet (or news release) about the story you would release) about the story you would like to have covered.like to have covered.

• Write a PSA or letter to the editor.Write a PSA or letter to the editor.

So the story’s done....So the story’s done....

• Don’t ask for a preview.Don’t ask for a preview.

• Leave a phone number where you Leave a phone number where you (or another person) can be reached (or another person) can be reached for follow-up.for follow-up.

• No guarantees on when (or No guarantees on when (or IFIF) the ) the story will be aired or run.story will be aired or run.

What happened to What happened to MYMY story? story?• PreemptedPreempted

• Story length.Story length.

• Information misunderstood or Information misunderstood or inaccurate.inaccurate.

If a mistake is made...If a mistake is made...

• Approach the situation Approach the situation thoughtfullythoughtfully..

• Don’t make a fuss over a Don’t make a fuss over a small errorsmall error. .

• Big errorBig error: call the reporter (after : call the reporter (after you’ve calmed down). you’ve calmed down). No No satisfaction?satisfaction? Call the editor or news Call the editor or news director.director.

SummarySummary

• Know reporters.Know reporters.

• Develop strategy.Develop strategy.

• Be a news source.Be a news source.

Communicating with Communicating with the Mediathe Media

You may even enjoy You may even enjoy working with the group working with the group everyone loves to hate!everyone loves to hate!