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Working with the Media

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THE PRINT PRESS: NEWSPAPERS AND MAGAZINES. Get acquainted with one of the editors. ... Contact the newspaper to find out length and time restrictions. ... – PowerPoint PPT presentation

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Title: Working with the Media


1
Working with the Media
  • The Ohio Early Care and Education Campaign
  • Advocacy Training

2
EFFECTIVE MEDIA MESSAGES
  • Concise
  • Interesting
  • Well-organized
  • Visually appealing
  • Consistent

3
STEP ONE MAKE CONTACT
  • Knowing contact names is very
  • important. Find these by
  • Media directories
  • Web search
  • Contact local newsrooms and statewide news
    services

4
MAKE CONTACT- CONT.
  • Keep a current list of reporters and producers
    who have contacted you
  • Maintain a clipping file of stories

5
STEP TWO ESTABLISH A RELATIONSHIP
  • Get to know which reporters cover your issues.
  • Introduce yourself with a phone call or a
    get-to-know-you meeting

6
ESTABLISH A RELATIONSHIP MEDIA KITS
  • Prepare a media kit for reporters including
  • Calendar of events
  • Press releases
  • Fact sheets on your issue
  • Information about your organization
  • Any other relevant information

7
STEP THREE MAINTAIN THE FLOW
  • Being as helpful and accessible as possible.
  • Providing background information when a news
    story breaks about which you or your group is
    knowledgeable.

8
Maintaining the flow Use existing opportunities
  • Add to mailing lists
  • Invite to events
  • Consider for awards

9
STEP FOUR FOLLOW UP!
  • Be sure to follow-up with a phone call any
    materials that you have sent to the media by
    mail, e-mail or fax!
  • Send thank you notes or e-mails when a reporter
    covers your event or writes a story on your
    issue.

10
Print Media Opportunities Newspapers and
Magazines
  • Editorials
  • Op-eds
  • Press Releases
  • Letters to the Editor
  • Feature Stories

11
THE PRINT PRESS NEWSPAPERS AND MAGAZINES
  • Get acquainted with one of the editors.
  • Contact the editor, ask for an appointment, and
    tell him or her about your issue.
  • If he/she is interested in the idea, the editor
    could be encouraged to write an editorial on the
    subject.

12
PRINT MEDIA- CONT.
  • If not, then you can propose to write an op-ed
    article on the subject.
  • By limiting the length of your op-ed piece to 500
    or 600 words, you stand a much better chance of
    seeing it published.

13
THE PRESS RELEASE
  • A press release is a short description of your
    newsworthy information or announcement of your
    event designed to attract media attention to
    cover it.

14
THE PRESS RELEASE
  • Make it short - 1 page, double-spaced.
  • Make it clear - what, where, why, when
  • Get to the point at the beginning -
  • Triple-check all your facts

15
THE PRESS RELEASE
  • Include contact name and phone number - it will
    not be printed if you don't.
  • Type "News Release at the top of the page and
    "-30-"at the bottom, signifying the end.
  • Try to establish a contact at the newspaper, TV
    or radio station who may feel a personal
    connection to your event or issue

16
LETTERS TO THE EDITOR
  • Contact the newspaper to find out length and time
    restrictions.
  • Letters must be signed and include an address,
    telephone number or e-mail address.

17
Broadcast Media
  • Radio public and traditional
  • Call-in
  • Public Affairs Programs
  • Television network and cable
  • Community Bulletin Boards
  • Guest Commentary
  • Airwaives owned by public

18
PUBLIC SERVICE ANNOUNCEMENT (PSA)
  • Provide clear, concise answers to the Who, What,
    When, Where, Why and How.
  • Call the station and ask how long, in number of
    words and in time, your PSA can be.
  • Cant target a specific elected official

19
PUBLIC SERVICE ANNOUNCEMENT (PSA)
  • There are generally four lengths
  • 10 seconds (25 words)
  • 20 seconds (50 words)
  • 30 seconds (75 words)
  • 60 seconds (150 words)

20
PUBLIC SERVICE ANNOUNCEMENT (PSA)
  • Direct the PSAs to the Public Affairs Director
    with cover letter
  • Say the name, address and telephone number of
    your group twice!

21
FEATURE STORIES
  • Generate interest
  • Answer questions
  • Provide further information
  • Good for Broadcast and Print Media

22
The News Conference
  • Perhaps the single most effective means of
    generating news.
  • 11 a.m.
  • The most important part of the news conference is
    the announcement being made.

23
DAY-OF-EVENT COVERAGE
  • Want day-of coverage of event
  • Identify reporters assigned
  • Send media kit to assigned reporters
  • Build case, call morning of event to confirm
  • Provide them a VIP parking pass, give
    instructions on where to find contact.

24
REMEMBER THE DETAILS
  • Spokespeople availability
  • Get contact information from media!
  • LOCATION IS CRITICAL
  • Have fun!
  • Be gracious
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