Melissa Cummings January 23, 2012 Marketing & Media Training October 23, 2012
Melissa CummingsJanuary 23, 2012
Marketing & Media Training
October 23, 2012
Department of Natural ResourcesWildlife Resources Division
Marketing & Media Training
Welcome & Introductions
Department of Natural ResourcesWildlife Resources Division
Marketing & Media Training
• Overview Who is Public Affairs Media’s Perspective Talking to the Media Social Media 101 Our Facebook page How to – photos and more
Department of Natural ResourcesWildlife Resources Division
Marketing & Media Training
Expectation: Ways to Engage/Motivate the Public in Fishing •Prepare for interview•Promote events, resources, areas, etc. via Facebook•Tap into e-mail marketing
Melissa CummingsJanuary 23, 2012
Working With The MediaTips from the Public Affairs Office
Department of Natural ResourcesWildlife Resources Division
Public Affairs Mission
• To provide communications support and guidance to help the various sections of the Wildlife Resources Division meet the agency’s mission, goals and objectives.
Department of Natural ResourcesWildlife Resources Division
Public Affairs Office
• Five WRD associates work in the Communications Office Elizabeth Starkey Robin Hill Melissa Cummings Rick Lavender David G. Allen
Department of Natural ResourcesWildlife Resources Division
How is PR Mission Accomplished?
• Providing proactive public affairs counsel.
• Communicating with statewide and national media.
• Serving as spokespeople both in crisis and non-crisis situations.
• Developing communications plans for high-profile issues and projects.
Department of Natural ResourcesWildlife Resources Division
How is PR Mission Accomplished?
• Coordinating logistics for fund raising events, press conferences, ground breakings, etc.
• Developing presentations including speeches and slide shows.
• Responding to public inquiries.• Developing publications and news articles.• Disseminating timely information to agency
personnel.
Department of Natural ResourcesWildlife Resources Division
The Media: Who They Are & What They Do
• “Watchdog” of government First Amendment guarantees “Freedom of
the Press” (Congress shall make no law respecting an
establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the Government for a redress of grievances.)
Department of Natural ResourcesWildlife Resources Division
The Media: Who They Are & What They Do
Provides another system for checks and balances.
Media looks closer at management in government than management in private enterprise.
Department of Natural ResourcesWildlife Resources Division
The Media: Who They Are & What They Do
• The media market is a business. Electronic media want percentage
of ratings. Print media want increased circulation. More successful programs generate more
advertising dollars.• Content for programs and news is
chosen with these goals in mind.
Department of Natural ResourcesWildlife Resources Division
The Media: Who They Are & What They Do
• Decision making power resides with the news director or the editor. Controversy garners more attention than
“soft” news stories.o “If it bleeds, it reads”o “If someone’s dead, it gets read”
Hard news versus feature stories.
Department of Natural ResourcesWildlife Resources Division
The Media: Who They Are & What They Do
• Most reporters are college graduates. Young, relatively inexperienced. Given general assignments. Trained for tight deadlines. High turnover.
• Not Obligated to tell present story from our perspective.
• Have strong capability to influence.
Department of Natural ResourcesWildlife Resources Division
Types of Media
• Newspaper(Daily or weekly; phone interviews; may need photo; may have time to do research)
• Television (primarily in large cities; can pull stories from satellite telecasts; local reporters assigned to specific stories; usually on short deadlines)
• Radio (vary in size and format; most do interviews by phone; short deadlines; quick sound bites of information)
• Magazine (best opportunity for in-depth story; telephone/field interviews; cover more than one angle, use multiple sources)
Department of Natural ResourcesWildlife Resources Division
Tools of the Trade
• Interviews• Press Releases• Media Advisories• Press Conferences• Media Events/Field Days• Press Packets• Public Service Announcements• Social Media
Department of Natural ResourcesWildlife Resources Division
What to do when a reporter calls…
• Strive to return all phone calls within an hour of the time received. Better to be open and frank than unreachable. DNR will be better off if the information is
given to the reporter promptly.• All reporters are important, but local
media should always be contacted first.
Department of Natural ResourcesWildlife Resources Division
Things to keep in mind…
• “Why me?” Person with the highest credentials or most
knowledge should talk to the media.• Deadline• Logistics• Format and Audience• Topics to be covered• Public Affairs Office Support
Department of Natural ResourcesWildlife Resources Division
Preparing for the Interview
• Know the topic of discussion.• Establish priority areas.• Anticipate difficult questions and have
answers ready.• Provide background information to the
reporter (ex: incident report). • What can/can’t be released?• Can a safety message be included?
Department of Natural ResourcesWildlife Resources Division
Media Tips
• Set the scene – put the WRD logo in the scene.
• Check your appearance – no sunglasses.• Collect your thoughts & develop 3 key
points.• Speak slowly and in short sentences.• Introduce yourself and what you do (don’t
use jargon or technical terms).
Department of Natural ResourcesWildlife Resources Division
Media Tips
• It’s OK to say “I don’t know, but I’ll find out.
• It’s OK to say “I can’t release the information now”
• Call 1-800-241-4113 (after hours) for Public Affairs Assistance
Department of Natural ResourcesWildlife Resources Division
Rules of the Road
• No such thing as “Off the record”.• Take a deep breath before answering
the hard questions.• Correct inaccuracies.• Know how to get started:
“The answer is…” “I don’t have the information, but…” “The investigation is ongoing at this time. We expect to
have results…”
Department of Natural ResourcesWildlife Resources Division
Preparing a Press Release
• Headline• Dateline, Location• Introduction• Body
Details Quotes (not always required)
• Conclusion• Contact Information
Department of Natural ResourcesWildlife Resources Division
Dealing with the Media During Emergencies
• Public Affairs Office Always has someone in the Social Circle
Office. Provides on-call support for media
inquires after hours and on weekendo 1-800-241-4113
Works to minimize media pressure at the scene of the incident by providing timely and accurate information.
Department of Natural ResourcesWildlife Resources Division
Dealing with the Media During Emergencies
• Establish a chain of command. For high profile incidents have PA set up
media area.• Make sure you know what can and
cannot be said.• Don’t ignore the media.• Remember everything you say can and
likely will be repeated.
Department of Natural ResourcesWildlife Resources Division
Media Relations
Department of Natural ResourcesWildlife Resources Division
Social Media
Department of Natural ResourcesWildlife Resources Division
Social Media Pages
• Facebook: 8,100+ likes• Twitter: 1,900+ followers• YouTube: 130+ subscribers (33,000+
total views)• Flickr: 30,000+ views• Wordpress Blog: ~13,000 views
Department of Natural ResourcesWildlife Resources Division
Facebook Pages
• Three Facebook pages associated with Wildlife Resources Division: Wildlife Resources Division Charlie Elliott Wildlife Center Go Fish Education Center
Department of Natural ResourcesWildlife Resources Division
What Makes a Good Facebook Post?
• It is “Word-of-Mouth” • Make it a conversation starter• PHOTOS! • Tips – Where to go, what to do• Short with Substance• Would someone share this info?
Department of Natural ResourcesWildlife Resources Division
How to Take a Great Photo
• Not a “forever” photo – today, tomorrow• Elements: people, place, fish
Department of Natural ResourcesWildlife Resources Division
How to Take a Great Photo
• Sunlight/Shadows• Position yourself – level or a little low• What’s in the background? • Hold fish toward camera• Faces – see a smile and eyes• Take a couple shots• Keep it clean
Department of Natural ResourcesWildlife Resources Division
Taking Photos
• DNR Policy – public places• Courtesy – ask permission, tell them
purpose• Get their name/group (we can tag them)• Taking photos of kids• Give them a WRD card
Department of Natural ResourcesWildlife Resources Division
How to Submit Photos
• Facebook – Easy route Email image to David G. Allen
[email protected] or (404-326-9792 text)
Include the who, what, when, where, why• Facebook – Advanced route
Lots of images/larger campaign – create an album; contact David for access/ instructions
Department of Natural ResourcesWildlife Resources Division
Facebook Photo Contest
• Promote interaction/engagement• ‘Likes’ jumped 40%• $50 Bass Pro gift cards - Foundation• Trophy or Fun, Family, Friends • Coming spring/summer – 10 winners
Department of Natural ResourcesWildlife Resources Division
Social Media
Q&A
Department of Natural ResourcesWildlife Resources Division
E-mail Marketing
• Vendor = GovDelivery• Launched February 2012• 435,000 customers loaded• 126,000 active subscribers & growing
Department of Natural ResourcesWildlife Resources Division
E-mail Marketing
Topicso PFAs o Fishing Regulations o Trout Fishingo Go Fish Educationo Learn to Fisho Parents’ Cornero Coastal and Parks topicso Lapsed Anglers, Licensed
Department of Natural ResourcesWildlife Resources Division
E-mail Marketing
Sign up through website; look for red envelope
Tell people about it Reach license holders to fill events, launch programs,communicate change
Contact your supervisor with ideas!
Department of Natural ResourcesWildlife Resources Division
Marketing & Media
Q&A