Minnesota Arms Spending Alternatives Project (MN ASAP) [Presenter] [Date]
Dec 16, 2015
Minnesota Arms Spending Alternatives Project
(MN ASAP)
[Presenter][Date]
Overview
Earned media overview Telling stories Messages
Crafting them Getting them across Staying on them
What is news The newsroom Working with reporters
effectively
Building a press list Tools
Press releases, pitch letters, radio fees, etc.
Opinion pieces Working with broadcast
media What to do if a reporter
calls you Dealing with
unfavorable coverage
What is Earned Media and Why Use It?
Earned media = Media that doesn’t cost you money, but have to earn (not free) News articles, TV interviews, etc. Contrast with paid media and owned media
Earned media can help you: Educate the public Sway elected officials Recruit new members Win your campaigns!
The Importance of Telling Stories
People love stories Natural way we process information More likely to notice, remember, share information if it is
presented as a story To tell a story, use the elements of narrative
Protagonist, antagonist, conflict, resolution Emotional impact is key
Emotion tells us what’s important in the world How to get emotional impact
Help audience identify with “protagonist” (e.g. through personal stories)
Appeal to moral values
Big-Picture Stories & Messages
Big-picture story Broad, all-encompassing story about your
effort & why it’s important
Message What you’re communicating in a particular
interview, etc. Part of your big-picture story
Getting Your Message Across
Develop concise messages Average quote is 30 words, TV clip is 10 seconds Use the 27/9/3 formula (“sound bites”)
Repeat, repeat, repeat! Keep your message consistent
Select spokespeople Coordinate between them
Discuss big-picture story Develop talking pts & answers to likely questions Train people how to stay on message during an interview
Staying on Message During an Interview
Don’t allow the reporter to lead you off topic Say “I’d be happy to talk about that, but first I’d like
to explain how…” You don’t need to wait for a question to be
asked to answer it Never repeat a negative
Reinforces it in audience’s mind Instead, neutralize it with a positive statement
Staying on Message During an Interview
You don’t have to answer every question! Instead, respond using a pivot
Pivot = Pivot phrase + talking point Example pivot phrases
“The thing is…” “What’s important is…” “What it sounds like you’re really getting at is…” “That’s an interesting question, but first I’d like to
address…”
Staying on Message During an Interview
Pivot examples: Reporter: “Do you really think the MN Congressional
delegation will take this seriously?” You: “What it sounds like you’re really getting at is whether
military spending is a problem in our country. I think we can all agree that Minnesota cannot afford to spend $8.6 billion dollars funding the wars in Iraq and Afghanistan, when we have a $5 billion budget shortfall here in MN.”
Reporter: “What are the chances your group will be successful?”
You: “The reality is that Minnesotans are coming together with a unified voice on military spending. We want to bring our tax dollars home for local control.”
What is News?
Just because it interests you doesn’t mean it’s news News value (“newsworthiness”)
1. Conflict2. Novelty3. Timeliness4. Proximity5. Prominence6. Impact7. Human interest
Rank your story in each category, try to increase its rankings
What is News?
Angle How the story is told, what is emphasized Focus on news value categories with highest rankings
Peg Current news item to which you tie your story Makes your story timely
Hook Grabs the audience’s attention Encapsulates the story Like a jingle in a commercial
How are News Stories Created?
Assignment Top-down method Assignment editor => reporter
Enterprise Bottom-up method Beat reporter => editor Generally the better stories, & more copy
What Reporters Want
They want good stories presented in a way that makes their jobs easier Give them that, and you both win
Compete hard for space in paper Increasingly harried due to downsizing
They want a resource Not your enemy But also not your friend
Building Relationships with Reporters
Beat reporters at newspapers most important Also consider bloggers, editors, etc.
Identify key individuals, do background research Ask to meet at her office or over coffee At the meeting
Explain issue & give her background materials Offer yourself as a resource
Build the relationship Deliver consistent quality Don’t waste her time Offer exclusives, & suggest other stories on her beat
Building Your Press List
Press list = List of media contacts likely to be interested in your stories Detailed information & a record of past contacts/stories
Be selective Sending materials to those unlikely to be interested is
spamming Build your list using internet & phone calls
Can use another organization’s list as starting point - but check over everything
Keep the list updated
Press Releases & Advisories
Press release Alerts a reporter to a story Enough to write an article, but also gives contact info Written like a news article
Headline, inverted pyramid style, quotes
Press advisory Alerts a reporter to an event Answers who, what, where, when, why
Formatting & sending See guide for advice
Important: Follow with a pitch call!
The Pitch Call
Purpose: Get a reporter’s attention & convince her to cover your story or event
When you call Introduce yourself & your organization
If you know the reporter, connect briefly on a personal note Ask if she has a moment to talk Give a brief summary of story or event Ask if she got your release or advisory Be prepared to do an interview on the spot If get answering machine, call back later
Radio Feeds & Actualities
Audio versions of the press release Used by radio stations in newscasts Lead-in, clip, closing, contact info
Feed vs. actuality Feed = Clip prerecorded Actuality = Clip recorded at a live event
Make pitch call before sending Not all stations accept these
Pitch Letters
Used to convince news outlet to interview someone or book them as a guest
Format flexible, but keep it short Follow up with a pitch call
Press Conferences
Staged event where one or more speakers present a story to reporters
Opportunity for reporters to ask questions & take photos
Difficult for small organizations to use effectively
Opinion Pieces in Newspapers
Letter to the editor Short letter responding to a current topic Anyone can submit Many people submitting increases chances
Can have a few writers & larger number of senders
Op-ed Longer opinion piece Most often signed by an expert or public figure
Editorial Statement by a paper’s editorial board Meet with editorial board to make your case
Radio Interviews
Prepare! Learn talking points, practice answers to likely questions Bring documents along to the interview
Studio vs. telephone During the interview
Treat mic like ear of someone close to you (don’t shout) Speak slowly & clearly Repeat your main messages often Smile!
If talk radio, line up people to call in Listen to your interview afterwards & learn from it
Television Interviews
Prepare! Like radio - but television short-form medium, & visual Pay special attention to:
Sound bites Clothing & appearance
During the interview Ask that the camera be brought to your eye level Be still (everything looks bigger on camera) Smile!
Watch your interview afterwards & learn from it
Radio Call-Ins
Familiarize yourself with the show Make the call
Be prepared to wait Have your points ready & in front of you Tell screener why you’re calling in one short sentence Greet host by name, then immediately make your point Remain calm
Can assemble a team of callers for maximum impact
Public Service Announcements
Short noncommercial messages on TV and radio Used to meet the FCC’s requirement that stations serve “in
the public interest” Can use to send a message or announce an event Free airtime, but stiff competition
Usually delivered as ready-to-use files, though some stations prefer a script
Requirements vary by station Call & ask for individual responsible for PSAs Try to set up a meeting
If a Reporter Calls You
Most likely to happen in the afternoon or early evening But not always!
When get the call, pick up Ask what the story is about If you are willing to talk, say you’re in the middle of something
& will call back in 5-10 minutes Compose your thoughts, & then call back
If get a voicemail, return the call promptly Remember the reporter is probably working under deadline
Dealing with Unfavorable Media Coverage
This will happen sooner or later. Don’t panic, and don’t become defensive!
If a mistake If small, ignore If moderate, alert the reporter so she doesn’t repeat it If severe, ask for a formal correction
If reporter refuses, consider going to her editor
If critical or hostile coverage Consider carefully whether to respond If choose to respond
Return to the issue and stress why it is what’s important Remain calm & always behave like an adult
Questions?
Acknowledgements
This presentation was donated to MN ASAP by Kaja Rebane of www.movetoamend.org. She gave an excellent media training at the 2011 Democracy Convention in Madison, WI. She was gracious in sharing her expertise with us.