On the record final draft

CANDICE ELDERSformer lowly reporter

current communications evangelist and all-around geek

ON THE RECORDworking the media to work for you

Media is your friendYour partnerYour voiceIf they aren’t there, it didn’t happen.

Love Them. Understand them.Shrinking resourcesHigh turnoverTight deadlinesKnowledge gapsHuman beings with human biases

What’s Worth Pitching?Begin with the end in mindWill your message influence your bottom line?

What is “pitch-able”?Make it sexy! Make it sizzle!Newsworthy = timely + relevant + compelling

Amazing Grace© Patented P.R. MethodSell the problem before you position yourself as the solutionBleeding = leading = reading

The hero: Your org

Customer: Lost, now found; blind, now sees

Headline Pop Quiz! A. Bureaucrats Meet About Youth Program With Long AcronymB. Kids on the Brink Major in Bright Futures

“Ho, hum…”“WOO HOO!”

Define Your AudienceWho are they? Where are they?Customize your message

Massage Your MessageThe Spock and Kirk within us all Data + Stories = Minds + Hearts = WINNING!Be strategic. Reinforce big picture

More on MessageBe “on brand”NO JARGON!NO ACRONYMS!

More on MessageBe authentic. Earn trust.Leverage current news cycleReinforce big pictureRepeat, repeat, repeat, repeat, repeat, repeat, repeat, repeat, repeat….

Choose an OutletThe right vehicle For the right audience With the right message

Outlet: Print (credible medium, loyal readers) Don’t bury the lead Master the press release: Inverted Pyramid, 3rd person, etc. Sometimes O.K. to answer in writing

Outlet: Radio (intimate)Tone speaks louder than wordsBe conversational, friendly... Smile!Say my name, say my name…

Outlet: TV (multi-sensory, image-building) 3 points: KEEP ‘EM SIMPLE!Bridging techniquesEmbrace the golden silenceLooks speak louder than words

K.I.S.S.

Outlet: Interwebz (interactive, instant)BlogsPodcastsPartner SitesSocial Media

Journalist Sources - 2011 Arketi Web Watch Survey

200m.+ U.S. bloggers

Interviewees and SpokespersonsChoose: ControlScreen: Presentable Polished ProfessionalPrep and practiceCoach (every one)

epic. fail. “I’d like my life back.”

-B.P.’s Tony Hayward

Be a ResourceWorking for them works for youRefer outside subject matter expertsStock photos/b-roll

“You scratch my stripes, I’ll

scratch yours”

Be TransparentIf you screw up, admit and fixIf you don’t know, admit and get

epic. fail.

I "can't say with certitude…” -Former U.S. Rep. Anthony Weiner

Do Not Ever…Ask to “approve” a storyGo “off the record”Answer “no comment”Forget to leave contact and information resources