Working with the media

Working with the Media

Presented by Evan Hirsche, President, NWRAWith thanks to:

Martha Nudel, Chief, Branch of Communications,

National Wildlife Refuge System

Brad Phillips, President,

Phillips Media Relations, LLC

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Why Bother?

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What’s the Media?

» Daily Newspapers» Weekly or local newspapers» Broadcast media: radio and TV» Electronic Media: Internet, blogs,

social networking sites» Associated Press

» Daily Newspapers» Weekly or local newspapers» Broadcast media: radio and TV» Electronic Media: Internet, blogs,

social networking sites» Associated Press

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Who’s on the Staff?» Managing Editor» City/Local Editor» Editorial Page Editor» Features Editor» Assignment Editor (broadcast)» News Director (broadcast)» News Reporter (broadcast or print)

» Managing Editor» City/Local Editor» Editorial Page Editor» Features Editor» Assignment Editor (broadcast)» News Director (broadcast)» News Reporter (broadcast or print)

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Target the Media

» News» Features» Leisure and Lifestyle» Travel» Op-ed/ Letters to the Editor» Internet: Web and Blogs

» News» Features» Leisure and Lifestyle» Travel» Op-ed/ Letters to the Editor» Internet: Web and Blogs

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Pitch Your Story

» Pick up the Phone» Press releases: Who, What,

Where, When – and Why» Fact Sheets» Letters to Editor/Op-Ed: Use your

Friends groups» Deadlines

» Pick up the Phone» Press releases: Who, What,

Where, When – and Why» Fact Sheets» Letters to Editor/Op-Ed: Use your

Friends groups» Deadlines

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Always, Always, Always» Prepare for Every Eventuality» Anticipate the Tough Questions» Know a Reporter’s Style, Interests,

Angle» Invite Reporters to Take a Personal

Tour, Attend Your Events, Call You Often

» Prepare for Every Eventuality» Anticipate the Tough Questions» Know a Reporter’s Style, Interests,

Angle» Invite Reporters to Take a Personal

Tour, Attend Your Events, Call You Often

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Crisis Communications

» What is a Crisis» Identify it Early» Call in Outside Help» Be Honest

» What is a Crisis» Identify it Early» Call in Outside Help» Be Honest

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Photo Ops

» “A Picture is Worth . . . “» High Resolution Photos» Television/Internet are Visual

» “A Picture is Worth . . . “» High Resolution Photos» Television/Internet are Visual

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Thou Shalt

» Develop Contacts» Take Stories to the Media» Be Timely: Take Advantage of

Events» Respond Quickly – to Good Stories

and Negative News» Keep Your Regional Public Affairs

Office Informed

» Develop Contacts» Take Stories to the Media» Be Timely: Take Advantage of

Events» Respond Quickly – to Good Stories

and Negative News» Keep Your Regional Public Affairs

Office Informed

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Thou Shalt Not

» Lie» Answer a Question When You Don’t

Know the Answer» Use Bureaucratic Lingo» Plant a Question at a Press

Conference

» Lie» Answer a Question When You Don’t

Know the Answer» Use Bureaucratic Lingo» Plant a Question at a Press

Conference

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What Makes News» Something new – New research, new

discovery, etc.» Relates to another story currently in the news» Offers something different, surprising or

counterintuitive» Contains a superlative or extreme – biggest,

smallest, first, last, most, least, etc.» Is part of a growing trend – the rule of three» Affects people’s lives» Is certain or reasonably certain» Has conflict» Contains an urgent, unusual, or unexpected

threat

» Something new – New research, new discovery, etc.

» Relates to another story currently in the news» Offers something different, surprising or

counterintuitive» Contains a superlative or extreme – biggest,

smallest, first, last, most, least, etc.» Is part of a growing trend – the rule of three» Affects people’s lives» Is certain or reasonably certain» Has conflict» Contains an urgent, unusual, or unexpected

threat

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The News Hook» America’s 554 National Wildlife Refuges

Under-Funded By 43 Percent» America’s 554 National Wildlife Refuges

generate nearly $2 billion in economic activity in local communities

» Cache River NWR is Using Satellites to Kill Trees

» Wildlife Refuges Fall Prey to Drug Labs, Prostitution

» America’s 554 National Wildlife Refuges Under-Funded By 43 Percent

» America’s 554 National Wildlife Refuges generate nearly $2 billion in economic activity in local communities

» Cache River NWR is Using Satellites to Kill Trees

» Wildlife Refuges Fall Prey to Drug Labs, Prostitution

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Create The Headline» FACTS:» Your refuge is facing severe budget cuts» You may have to layoff staff including your

biologist » You will have to stop all conservation

activities» You may have to close refuge on weekends

and holidays» Your budget has been slashed from $1.5

million per year to $500,000» You can no longer offer school tours or

educational activities

» FACTS:» Your refuge is facing severe budget cuts» You may have to layoff staff including your

biologist » You will have to stop all conservation

activities» You may have to close refuge on weekends

and holidays» Your budget has been slashed from $1.5

million per year to $500,000» You can no longer offer school tours or

educational activities

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Four Rules of Great Spokespeople

1. To honor Ebbinghaus’ ghost1. To honor Ebbinghaus’ ghost

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2. Speak through the reporter, not to the reporter

3. Get your headline out first! No chronologies.

4. Repeat, repeat, repeat

2. Speak through the reporter, not to the reporter

3. Get your headline out first! No chronologies.

4. Repeat, repeat, repeat

Four Rules of Great Spokespeople

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Successful Media Examples

» Local TV» Local TV

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Successful Media Examples» Print/Web-Based

News» Print/Web-Based

News

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Youtube/Social Networking



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Let’s Talk!!!

Working with the media

Business