The Media Can Be Your Partner Make It Happen With CSC.

The Media Can Be Your Partner

Make It Happen With CSC

Objectives

• After this webinar, participants will be better prepared to:

– Build awareness of CSC among local media – Identify for use at least three resources from press

kit– Identify three ideas for engaging the media in

your local CSC event– Learn two ways to obtain “after event” media

coverage

Celebrate Safe Communities• Occurs from October 2-4, 2008

– Plan later or ongoing events through Month

• National Crime Prevention Month– Occurs every October

• Partnership of the National Crime Prevention Council, National Sheriffs’ Association, and U.S. Department of Justice, Bureau of Justice Assistance

• Visit www.celebratesafecommunities.org

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YOU ARE HERE

How Do I Grab Media Attention?

Partnering With the Media

• Use NCPC’s electronic press kit– Contents include:

• Sample proclamations• News release templates • Research• Collateral Materials

–Editorials–PSAs–Newspaper supplement

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Preparing for the Media

• What are your goals?

• What is your key message?

• What is your agenda?– If you don’t have one, create an agenda

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Today’s media is about consumer interaction. The media look for consumer-driven content. Tools like the blogs, Youtube, MySpace bring together the small contributions of millions of people and make them matter.

T H E T I M E O F Y O U

Time MagazinePerson of the Year

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Approaching the Media• Real life example

– Crime victim turned advocate– Mover & Shaker

• Give hard facts– New stats about local crime

• Expert fills in the blanks– What to do about local crime issue

Using the Press Kit

Sample proclamations

• Celebrate Safe Communities• Crime Prevention Month

– Encourage Governor or Mayor to issue proclamation

– Present the proclamation to local government leaders at a council or board meeting

– Create souvenir copies for your volunteers

Using the Press Kit

Sample proclamations

• Once your proclamation has been issued . . .

– Send to local newspaper for publication– Share in local organization’s newsletters– Ask local radio stations– Pitch local morning news shows

Using the Press Kit• Advisories and News Releases

– Advisories• Advance event notice• Announce keynote speaker

– News Releases• Localize official release• Announce your event• Available for interview• After the event

Using the Press Kit

News Releases

• Link CSC to current community “hot topics”– Neighborhood Watch– Cyberbullying prevention– Home Invasion– Burglary– Identity theft prevention

Using the Press Kit

Research

• Use research and statistics to grab attention– Perceptions of Crime fact sheet– NCPC 2006 “Fear of Crime” report– NCPC’s McGruff Recognition report– Neighborhood Watch fact sheet

Using the Press KitCollateral Materials

• Encourage airtime for PSAs– Respond to local crime with radio PSA– Air TV on local access shows

• Newspaper support for supplement– Protecting kids in cyberspace

• Reprint one or more articles• Sponsor or find sponsor to reprint supplement

Using the Press KitCollateral Materials

• Talking points– Use to focus spokespeople and volunteers– Adapt/create new for specific issues

• Localize CSC national press materials• National news releases• Encourage local airtime/support for VNR and

ANR

Using the Press Kit

Collateral Materials• Fliers

– Neighborhood Watch Toolkit flier– CSC registration flier– CSC announcement flier

• Websites– Report exciting ideas through CSC website– Write about CSC event progress on your website

Additional Ideas• Host Crime Prevention Seminars

– Use PPT presentations on the website– Conduct demonstrations

• Self-defense, home assessments

• Crime Prevention Month brochures– Localize and reproduce with event information

• Plan celebration for CSC award winners

Partner with the Media Ideas

Invite the media . . .

• Follow local preparation for the CSC event• Film a visit by McGruff to local school• Record kids participating in a crime prevention

month poster contest– Winners can be announced at the event or later in

the month• Report on a fingerprinting day at school or local mall

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Public Appearances

Partner with the Media Ideas

Invite the media . . .

• To do live remote broadcast from event– Local weather personality

• To host autograph signing booth at event– Residents get to meet favorite personalities

• Local radio to broadcast live from the event

Partner with the Media IdeasOffer the Media . . .

• VIP/keynote speaker interview

• Interview with local volunteer– Compelling story

• Volunteers for a crime prevention tips hotline segment during their morning news show

• Submit weekly crime prevention month tips to local newspapers, television, and radio

Partner with the Media IdeasOffer the Media . . .

• Ask NCPC for local public affairs contacts– Offer to be a guest on their show– Work with your Public information officer/public affairs office to

suggest an angle for your law enforcement executive to appear on local media outlets

• Create your own crime prevention month PSA– Work with local media to co-star and film at their studios– Link to NCPC’s PSAs on your website

• Local crime prevention show– Host an NCPC or NSA spokesperson– Promote local programs that work and include CSC information

Partner with the Media

Submit weekly crime prevention month tips

Partner with the Media IdeasOffer the Media . . .

• Chance to record one-of-a-kind event– Active Example -- March against crime– Visual Example -- AIDS quilt

• Access to– Police Chief– Local celebrity

• Involve a local sports figure, actor, personality in your event

• Story ideas for their blog– Track their blogs and write responses/share new information– Offer guest blog opportunity if you have your own blog

B L O G S

Description:

A Blog is a user-generated and frequently updated online journal, displayed in reverse chronological order, with opportunity for Comment from other users.

1 http://www.editorsweblog.org/news/2005/08/us_51_of_journalists_use_blogs.php2 http://technorati.com/weblog/2006/11/161.html

Facts:

•There are 54,000 new Blog posts every hour•The Blogosphere doubles approximately every 230 days•On Average, Blog users visit 77% more web sites than non-Blog users.2

51%of journalists read Blogs for story ideas.1

39%Percent of online Americans that read Blogs.

B L O G R E A D E R S

( That’s 57 million people! )

http://www.pewinternet.org/PPF/r/186/report_display.asp

210%Growth in traffic to Blogs on Traditional Media websites.

( Only 9% growth in traffic to main page )

M E D I A T R A F F I C

Nielsen//Net Ratings Press Release

Partner With the Media

Get Creative with online media• YouTube Video

– Create entertaining video about event – Create crime prevention tips videos

• MySpace Page– Share stories about local event volunteers– Post pictures before and after the event

Partner With the Media

Still more you can do after the event• Tout what worked

– Share success stories through news release• Influx of registrants for Neighborhood Watch

– New partnerships

• Plan for next year

Partner With the Media

Coming soon . . .

• More tools you can use– Talking Points– Video News Release– Audio News Release– Editorials

Contact Information

Michelle BoykinsDirector of Media Relations and MarketingCommunications and Research Services [email protected]

NCPC main phone line: 202-466-6272