Media 101 Training Workshop NLAAD

Media 101Media 101 Training Workshop ─ NLAADTraining Workshop ─ NLAAD

June 14, 2007June 14, 2007

Workshop OverviewWorkshop Overview• Preparing for media outreachPreparing for media outreach

• Pitching media outletsPitching media outlets

• Conducting interviewsConducting interviews

• Managing crisis communicationsManaging crisis communications

• Building long-term relationshipsBuilding long-term relationships

Media BasicsMedia Basics• Media relations is different than advertisingMedia relations is different than advertising

• ““Earned” vs. paidEarned” vs. paid

• Pitch to placePitch to place

• Message controlMessage control

Preparing for OutreachPreparing for OutreachUnderstand Your StoryUnderstand Your Story

• What is your objective?What is your objective?• Increase awarenessIncrease awareness

• Change attitudesChange attitudes

• Change behaviorsChange behaviors

• What is newsworthy?What is newsworthy?• Is your story unique?Is your story unique?

• Is your story timely?Is your story timely?

• Is there a local angle?Is there a local angle?

• Is your story visual?Is your story visual?

Preparing for OutreachPreparing for OutreachUnderstand Your StoryUnderstand Your Story

• What is your message?What is your message?• 1-2 sentences1-2 sentences

• What does the public need to know?What does the public need to know?

• What misconceptions about the issue or obstacles What misconceptions about the issue or obstacles do you need to overcome?do you need to overcome?

• What will hit home?What will hit home?

Preparing for OutreachPreparing for OutreachIdentify Media OutletsIdentify Media Outlets

• Who will cover your story?Who will cover your story?• Print, TV, cable, radio, and web outletsPrint, TV, cable, radio, and web outlets

• The “Beat” – features, health, metro/city topics, otherThe “Beat” – features, health, metro/city topics, other

• Existing press relationships (yours, family, friends, colleagues)Existing press relationships (yours, family, friends, colleagues)

• Create a media listCreate a media list• Call media outlets for reporter/assignment editor names and contact info Call media outlets for reporter/assignment editor names and contact info (email, phone, fax, and street address)(email, phone, fax, and street address)

• Media directories are available for purchaseMedia directories are available for purchase

• Free resources: www.newslink.org; www.publist.comFree resources: www.newslink.org; www.publist.com

• Compile info in spreadsheet to track outreach efforts and resultsCompile info in spreadsheet to track outreach efforts and results

• Complete task approximately 4 weeks before Complete task approximately 4 weeks before outreachoutreach

Preparing for OutreachPreparing for OutreachIdentify Media OutletsIdentify Media Outlets

• Who should you contact?Who should you contact?

TV Radio Print Online

News Directors News DirectorsSection and editorial editors

Content editor

Assignment EditorsTalk show producers and/or hosts

Photo editors Blogger

Morning / noon producers

Specific reporters –news format

Specific beat reporters

Social Network “Friends”

Specific reporters and photojournalists

Online content editors

Calendar editors/reporters



Preparing for OutreachPreparing for OutreachDevelop Media MaterialsDevelop Media Materials

• Press ReleasePress Release• The most common format for disseminating newsThe most common format for disseminating news

• Elements of a release:Elements of a release:

• Your contact infoYour contact info

• Release date: For immediate release / embargoRelease date: For immediate release / embargo

• Headline: brief title of releaseHeadline: brief title of release

• Dateline: release date and location Dateline: release date and location Silver Spring, Maryland (June 15, 2007)—Silver Spring, Maryland (June 15, 2007)—

• Lead paragraph: contains most important information Lead paragraph: contains most important information – who, what, when, where, why– who, what, when, where, why


• Press Release (cont’d)Press Release (cont’d)• Body copy: quotes, statistics, more informationBody copy: quotes, statistics, more information

• Boilerplate: end paragraph describing your organizationBoilerplate: end paragraph describing your organization

• Sponsors: include corporate or individual sponsors who helped Sponsors: include corporate or individual sponsors who helped make your event, project, or announcement possiblemake your event, project, or announcement possible

• Editor notations: “more” at the bottom of each page to let reporter Editor notations: “more” at the bottom of each page to let reporter know there is more than one page; page numbers at know there is more than one page; page numbers at

top of top of subsequent pages; ### at end of release subsequent pages; ### at end of release


• Media Alert / Media AdvisoryMedia Alert / Media Advisory• Condensed, one-page versions of press releaseCondensed, one-page versions of press release

• Can be used as a follow-up to/reminder, replacement of, Can be used as a follow-up to/reminder, replacement of, update to original press releaseupdate to original press release

• Headings: “Who” “What” “When” “Why” “Where” “Visuals” Headings: “Who” “What” “When” “Why” “Where” “Visuals” “Cost” “Contact”“Cost” “Contact”


• Calendar ListingCalendar Listing• Similar format to media alert for AP Daybook or local events listingsSimilar format to media alert for AP Daybook or local events listings

• Brief, detail-rich media documents to announce specific eventsBrief, detail-rich media documents to announce specific events

• Photo Opportunity AlertPhoto Opportunity Alert• Formatted like media alertFormatted like media alert

• Detail unique visual opportunities for media outletsDetail unique visual opportunities for media outlets

• Letter to the EditorLetter to the Editor• Usually a follow up to a story or eventUsually a follow up to a story or event

• Personal appeal: no more than 300 wordsPersonal appeal: no more than 300 words

Conducting OutreachConducting OutreachSend Media MaterialsSend Media Materials

• Distribute press releaseDistribute press release• Reporters prefer email or faxReporters prefer email or fax

• Copy all info into body of the message – reporters don’t open attachmentsCopy all info into body of the message – reporters don’t open attachments

• Insert catchy headline into subject line to grab reporter’s attentionInsert catchy headline into subject line to grab reporter’s attention

• Don’t send a group email to media list, take the time to send individuallyDon’t send a group email to media list, take the time to send individually

• TimingTiming

• Avoid sending releases on Mondays and FridaysAvoid sending releases on Mondays and Fridays

• Deadlines: up to 6 mos. for magazines; 1-2 weeks for calendar listing in Deadlines: up to 6 mos. for magazines; 1-2 weeks for calendar listing in daily paper; 2-4 weeks for calendar listing in weekly paperdaily paper; 2-4 weeks for calendar listing in weekly paper

Conducting OutreachConducting OutreachFollow Up with ContactFollow Up with Contact

• Pick up the phonePick up the phone• Practice your pitchPractice your pitch

• 3 main things you want the reporter to get out of the conversation: who you are, 3 main things you want the reporter to get out of the conversation: who you are, why you’re calling, why your story is of interest, invite to event, offer to why you’re calling, why your story is of interest, invite to event, offer to send photosend photo

• Anticipate questionsAnticipate questions

• Prepare succinct voicemail messagePrepare succinct voicemail message

• Make the call within 24 hoursMake the call within 24 hours

• Mid to late morning best time to call when reporters less likely on deadlineMid to late morning best time to call when reporters less likely on deadline

• If asked to re-send info (and they will), send follow-up with a note attached If asked to re-send info (and they will), send follow-up with a note attached “Per your request.”“Per your request.”

• Reporters receive many pitch calls daily, stay on message, Reporters receive many pitch calls daily, stay on message, do your best, and move to the next calldo your best, and move to the next call

• Thank the contact for his/her time at the end of the callThank the contact for his/her time at the end of the call

InterviewingInterviewingUnderstand the LogisticsUnderstand the Logistics

• What is the subject of the interview?What is the subject of the interview?

• What is the format?What is the format?

• One-on-one, live, panel, call in, edited on tape?One-on-one, live, panel, call in, edited on tape?

• Are they interviewing other people?Are they interviewing other people?

• Does the outlet need photos, B-roll, pre-interviews?Does the outlet need photos, B-roll, pre-interviews?

InterviewingInterviewingDo’sDo’s• Practice, practice, practice your messagesPractice, practice, practice your messages

• Make your most important point firstMake your most important point first

• Speak in short “quotable” phrasesSpeak in short “quotable” phrases

• Ask and discuss with reporter in advance which topics are most likely Ask and discuss with reporter in advance which topics are most likely to be coveredto be covered

• Address the public’s interests rather than the organization’s– what’s in Address the public’s interests rather than the organization’s– what’s in it for them?it for them?

• Use examples, analogies, and anecdotesUse examples, analogies, and anecdotes

• Answer the question you want (cherry pick)Answer the question you want (cherry pick)

• Use positive body language (phone interviews too!)Use positive body language (phone interviews too!)

• Dress appropriatelyDress appropriately

InterviewingInterviewingDon’tsDon’ts

• Never speculate, lie, exaggerate, answer “what if” hypotheticalsNever speculate, lie, exaggerate, answer “what if” hypotheticals

• Remember you’re Remember you’re alwaysalways on – never say anything (even if cameras on – never say anything (even if cameras aren’t rolling) that you don’t want to appear in print or on airaren’t rolling) that you don’t want to appear in print or on air

• Convey your personal opinions – you are the organization’s Convey your personal opinions – you are the organization’s spokespersonspokesperson

• Make jokes or treat questions lightlyMake jokes or treat questions lightly

• Lose your temper or engage in an argumentLose your temper or engage in an argument

InterviewingInterviewingNo CommentNo Comment

• Avoid use of the words “No Comment”Avoid use of the words “No Comment”

• If you can’t answer a question, simply say soIf you can’t answer a question, simply say so

• Give a reason if you decline to commentGive a reason if you decline to comment• “ “I’m afraid it’s not my area of expertise, let me put you in contact with someone who I’m afraid it’s not my area of expertise, let me put you in contact with someone who

can speak to that issue...”can speak to that issue...”

• “ “I don’t know the exact statistic, let me get back to you with it.”I don’t know the exact statistic, let me get back to you with it.”

• Be straightforward, not defensiveBe straightforward, not defensive

InterviewingInterviewingQuestion Transitions/Bridging TechniquesQuestion Transitions/Bridging Techniques

• Why?Why?• Keep the reporter focused on the issue and key messagesKeep the reporter focused on the issue and key messages

• Move away from controversial topics to key messagesMove away from controversial topics to key messages

• Answer every question with a prepared, strategic messageAnswer every question with a prepared, strategic message

• Bridging to core messagesBridging to core messagesWhat’s most important is… What’s most important is… Another thing to remember is…Another thing to remember is…

If you look closely, you’ll find…If you look closely, you’ll find… Let me just add that…Let me just add that…

That reminds me of…That reminds me of… What that means is…What that means is…

The real issue here is…The real issue here is…

Three things people should know about HIV in our community are…Three things people should know about HIV in our community are…

That’s not my area of expertise, but I think your audience would be That’s not my area of expertise, but I think your audience would be interested in knowing that… interested in knowing that…

Event Media RelationsEvent Media Relations• Follow up with media contacts one day before eventFollow up with media contacts one day before event

• Follow up on day of eventFollow up on day of event

• Prepare 10-15 press kitsPrepare 10-15 press kits

• Set aside table for media check-inSet aside table for media check-in

• Assign person to handle press inquiries during the eventAssign person to handle press inquiries during the event

• Coordinate on-site interviews with spokespeople, local Coordinate on-site interviews with spokespeople, local families/individuals impacted by issuefamilies/individuals impacted by issue

• Establish a place for interviews, consider the backdropEstablish a place for interviews, consider the backdrop

• Follow up on any reporter questions, information needs promptlyFollow up on any reporter questions, information needs promptly

• Follow up with reporters requesting event photos Follow up with reporters requesting event photos after the event, include captionafter the event, include caption

Crisis CommunicationsCrisis CommunicationsWhat to do…What to do…• Tell it all, tell it fast, and tell the truth!Tell it all, tell it fast, and tell the truth!

• Determine your positioning and messages to address the crisisDetermine your positioning and messages to address the crisis

• Draft an initial prepared statement with pertinent information; Draft an initial prepared statement with pertinent information; crisis is under investigationcrisis is under investigation

• Share statement with staffShare statement with staff

• Designate a spokespersonDesignate a spokesperson

• Practice worst-case scenarios ahead of time, anticipate aggressive Practice worst-case scenarios ahead of time, anticipate aggressive attitude from reporterattitude from reporter

• Respond to media requests, don’t ignore the situation or refuse Respond to media requests, don’t ignore the situation or refuse to commentto comment

• Provide updates to press about crisis response and Provide updates to press about crisis response and progressprogress

Building RelationshipsBuilding RelationshipsContinue garnering coverageContinue garnering coverage

• Collect copies of articles and broadcast stories Collect copies of articles and broadcast stories

• Send thank you notes to outlets covering your storySend thank you notes to outlets covering your story

• Ask permission to distribute articles or broadcast to your key Ask permission to distribute articles or broadcast to your key audiences, post on your web site, run in newsletter, etc.audiences, post on your web site, run in newsletter, etc.

• Continue to send information to key media by sending periodic Continue to send information to key media by sending periodic updates (no more than once per month)updates (no more than once per month)

Questions???Questions???

Media 101 Training Workshop NLAAD

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