WASHINGTON, DC 2013 What is News? Surprising, unexpected, counterintuitive First, biggest, most comprehensive Linked to whats already in the news Different today from yesterday Raises new issues, problems, solutions Intriguing to your neighbor
WASHINGTON, DC 2013 News Most Likely to be Covered Pioneering research Provocative topic Broad audience appeal Easily understandable
WASHINGTON, DC 2013 Becoming a Media Resource Track outlets & reporters Have good story ideas (who cares?) Be concise Be informative Be honest Be cooperative Use clear language (no jargon)
WASHINGTON, DC 2013 Proactive Media Relations Generate news by promoting: Research Programs Projects Events Experts
WASHINGTON, DC 2013 Proactive Media Relations Proactive tools include: News release Pitch email or phone call Media advisory Interview availability advisory Social media marketing
WASHINGTON, DC 2013 Reactive Media Relations React to news as it happens via: Promoting an expert Issue a statement Opinion Editorial Letter to the Editor Email/call a reporter Social media marketing
WASHINGTON, DC 2013 Be Prepared Prepare Messages (no more than three) Prepare Talking points Prepare for a Phone interview Prepare for an on-camera interview Always remember… you are a spokesperson for your institution; nothing is ever off-the-record; and you dont have to have all the answers.