A Media Relations Primer

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A Media Relations Primer

• Geoff Scotton
• Editor, Sk-E Patrolling News
• Editor, Zone Presidents News
• Business Writer, Calgary Herald
• Analyst, Global TV MoneyWise

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Journalist humour
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What, why and who

• Demystify the media
• Show how it can help you and the CSPS
• Im a Patroller since 2002 and a reporter and
  editor since 1989 in
• Print
• Radio
• TV

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Topics of Discussion

• Why the media matters to you
• Finding/keeping media contacts
• Positioning you and your patrol
• The CSPS media paradox
• Fundamentals of press releases
• Make it easyand why
• Key messaging

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Why the media matters

• Print, TV, Radio and Internet media is pervasive
  and powerful
• Studies show articles are seen as 10 times more
  trustworthy and unbiased than ads
• Media coverage is free
• The media can help you meet your goals

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Why the media matters

• Positive coverage can and will
• Spread the safety message
• Raise the profile of the CSPS
• Give a needed boost to recruiting
• Support fund-raising efforts
• Heighten sense of team
• Improve sense of worth and contribution
• Buttress CSPS within snow industry

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Finding media contacts

• Identifying local media is as close as your
  paper, TV or radiotelephone or computer
• Easy opportunities already exist via Community
  calendars
• Find the right person Sports? Local News?
  Health? Recreation?

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Finding media contacts

• Consider community, college, university print
  TV cable and radio
• Lazy? Media staff by outlet can be found in
  Matthews Media Directory or Bowdens Media
  Directory.. At the library.
• Names, numbers and email addresses are just the
  beginning

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Cultivating the media

• Journalists are human too and like the human
  touch
• Relationship building is critical
• Bait the hook
• Consider your timing. Mornings Tuesday to
  Thursday are best
• Make it interesting!
• Be persistent but not pesky

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Source positioning

• Most effective way to gain ongoing positive media
  interest is to position the CSPS as an authority
• Snow safety
• Fitness
• First Aid/Rescue
• Community builder
• Winter lovers

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CSPS media paradox

• The most exciting thing we do is deal with nasty
  accidents
• The one thing we cant talk to the media about
  is nasty accidents
• Sowe must appeal to emotion

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Press release fundamentals

• Make it newsworthy. (As possible)
• Pithy, exciting headline
• Summarize, hook and 5Ws in first paragraph
• Details in subsequent paragraphs
• Spelling and grammar must be correct. Dont rely
  on spell cheque
• Contact must be reachable

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Press release fundamentals

• Ensure quotes add or support release information,
  not repeat it
• One page is best, two the limit
• Accuracy, with excitement, is key
• Good example at http//www.webwire.com/FormatGuid
  elines.asp

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Make it easy

• Big city journalists have access to 20,000 news
  stories. A day.
• Reporters are not waiting around for the phone to
  ring
• Most newspapers and news shows should be called
• The Daily Miracle

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How to help?

• Have photos or graphics available
• Have a backgrounder prepared
• Be able to supply names and contact information
  for third parties
• Make sure contact is reachable

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Interview tips

• Know your subject, but admit it when you dont
  know the answer
• Study and practice. Be prepared
• Notes are OK. For your use only
• Relax
• TV Blue shirt, dark tie, dark jacket, hair
  combed, face shaved, modest makeup. Talk to the
  interviewer

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Key messaging

• The reporter controls the interview you control
  the content and the outcome
• Key messaging is a recognized media relations
  technique
• Focus is on repetition and emphasis on three to
  four key phrases

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Key messages

• A phrase of four to 15 words you want to see in
  every story
• Create three or four key message points
• Imagine the headline
• Brainstorm, recite, review, revise and repeat

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Key messages

• For each key message you should be able to
  provide two to four support points for its
  premise
• For each key message you should be able to
  provide an example or sketch
• In other words Be able to elaborate
  informatively and accurately

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Summing Up

• Working with the media is not difficult and can
  be very rewarding if you do your homework
• Remember
• Research
• Prepare
• Have a critical eye
• Be helpful

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Next Steps

• Enormous resources are available at the library
  and online. Take advantage of them
• Get to know your local media
• Think about coverage opportunities
• Have fun. Your first accident scene was scary
  too!

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Some sources

• http//www.aboutpublicrelations.net/mediarel.htm
• http//www.webwire.com/FormatGuidelines.asp
• http//www.publicaffairs.ubc.ca/facultystaff/diy/

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Making it easyto reach me

• geoffscotton_at_shaw.ca
• geoffscotton_at_skipatrol.ca
• nakiskarostergod_at_cspscalgary.ca
• info_at_cspscalgary.ca
• gscotton_at_theherald.canwest.com
• (h) 403-230-5728
• (w) 403-235-7478
• (toll-free) 1-800-838-8994, ext. 7478
• (c) 403-813-4324

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Journalist humour
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Journalist humour
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Journalist humour
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