1. SHRM Global Public Relations ▪ Sept. 2009
This user-friendly PowerPoint presentation replaces “Working With the Media: A SHRM® Guide”
Working with the Media
SHRM Global Public Relations ▪ Sept. 2009

2. Working with the Media First Things First
This resource guide is designed for SHRM volunteers, chapters and affiliates.
When possible, a trained PR professional on your staff should handle media initiatives.
This guide may aid you absent such a colleague.
SHRM understands that you have state and local chapter or affiliate news to communicate, and media relationships to cultivate.
Media inquiries from journalists contacting you will typically regard state-specific legislation or business trends observed in your city or region.

3. Who and What Are Considered Media?
Working with the Media
Who and What Are Considered Media?
Journalists
News editors, reporters, and columnists
News producers and anchors
Magazine editors, columnists, writers, and freelancers
Bloggers
May include credentialed and non-credentialed writers (some are journalists, former journalists, or hold no media credential at all).
Treat bloggers professionally for ease in growing and maintaining the relationship as they may prove pivotal in reputation issues.
Media Outlets
Print (newspapers, magazines)
Broadcast (TV and radio)
Online (online versions of print and broadcast outlets)
Blogs

4. What is Media Relations?
Working with the Media
What is Media Relations?
Proactive media relations
Working with reporters to get your company/product/issue positive media coverage
Develop pitch angles and approach reporters with your pitch
Craft by-lined articles, opinion editorials and letters to the editor
Set up interviews for key spokespeople; facilitate interview, if necessary
Follow up with a reporter or editor post-interview / post-article submission
Reactive media relations
Responding to reporter requests for information and interview requests
Responding to negative news coverage
Liaise with reporter on information needed
Work with communications/PR staff to identify appropriate spokesperson
Facilitate interview, if necessary
Respond to negative press or blog posts with written corresondence

5. Working with the Media Cardinal Rules
Know the outlet, know the outlet, know the outlet
Know the reporter’s work; follow bloggers
Develop a relationship with your contact
Think like a reporter/producer/blogger
Determine what is newsworthy
Know your media target’s reader/viewer/listener
Know your story
Develop appropriate materials
Media list, press release, fact sheets, bios, etc.
Be knowledgeable of local/national and international current events and industry trends

6. Working with the Media Know the Outlet
Understand the media outlets in your region before you approach reporters/producers
Research the types of stories the publication or television/radio station typically covers
Do they focus on compelling local ties for their articles?
Understand the audience of the media outlets in your region
Do they cater to a general audience or a targeted audience?
Understand how deadlines work
Hourly, daily, weekly, monthly

7. Know the Reporter’s & Blogger’s Work
Working with the Media
Know the Reporter’s & Blogger’s Work
Take inventory on what key business and workplace reporters in your region are covering and have covered in the last six to twelve months
Stay up to speed on their articles on a daily basis
Reference recent articles, where appropriate, when approaching reporters
Monitor influential blogs
“Hot” topics in blogsphere
Bloggers with large following and who are often cited/linked to by mainstream media outlets

8. Relationship Development
Working with the Media
Relationship Development
Magic element…relationship building
Get to know key reporters and producers in your region
Call to introduce yourself
Invite them to coffee or lunch
Invite them to chapter events
Same goes with bloggers… extend the olive branch!

9. Working with the Media Think like a Reporter Print reporters
Ask yourself:
Is there a breaking local or national news story today?
Do I have a concise, coherent pitch?
Do I have supporting materials (i.e., press release, fact sheet)
Am I calling at an appropriate time?
Are my spokespeople available?
Broadcast producers
Does my spokesperson have TV experience?
What/where are the visuals needed to bring a segment to life?
Can my story fill a 3-5 minute segment?
Do I have enough materials/examples?

10. Working with the Media What is Newsworthy?
In developing story ideas/pitch angles ask yourself:
What is considered a “hot” human resource management issue in the news?
What surveys, news releases and legislative items are coming from SHRM headquarters?
What has our chapter recently created or accomplished that would be of local interest?
What is our organization doing that is different from what other organizations are doing?
What are members doing?
What events are taking place?
Remember: Reporters look for news that is local, timely, unusual/interesting, about people or surprising.

11. Working with the Media Know Your Story Develop three key messages
Be selective, keep them clear and concise
Support each message with examples, facts/figures and/or third-party endorsements
Stay on message
Have a newsworthy and timely theme
Encourage spokespersons to:
Use quotable language such as action verbs, full sentences and positive language
Brand his/her message by saying the chapter/state council name

12. Working with the Media Media Relations Tools Media list
Maintain a list of names, s and phone numbers for reporters and bloggers
List of chapter spokespeople
Develop a list of spokespeople; segment per topic/issue/discipline
Press materials
News release
Chapter/state council background/fact sheet
Spokesperson biographies
SHRM materials
Survey research
White papers
Legislative and public policy updates

13. How to Write a Press Release
Working with the Media
How to Write a Press Release
Headline – Brief sentence that conveys the key purpose of the release
Kicker – Sub-headline that conveys vital, supporting information for the headline
Release date and city
Lead – Opening paragraph of the release
Will convey the purpose of the release, the main angle, the reason why the reporter should be interested and the overall message you are trying to project
Body – Used to get the main idea and supporting evidence across
Spokesperson quote – Should be the second or third paragraph of the press release
Contact Information
Logo/letterhead

14. Sample Press Release Working with the Media Press Release Sample
Contact
Names and contact numbers for the chapter/ state council
Logo
Use letterhead or chapter/state council logo if available
Headline
Main topic of press release
Kicker
Subtitle, can provide additional key information
Release date
Release date and city
Lead
Opening line, 38 words or less, convey main point
Body
Short, supporting paragraphs
Quote
Main message, full title of spokesperson

15. Press Release Sample (cont’d)
Working with the Media
Press Release Sample (cont’d)
End
“###” signals the end of the text message
Boilerplate
Brief description of chapter/state council and membership, including affiliation with SHRM

16. Working with the Media Press Release Tips Keep it concise (1-2 pages)
Clarity is key
Avoid industry jargon, stick with one main idea as the focus
Less is more
Be consistent
Develop a press release template to use for all announcements
Include contact information

17. Working with the Media Pitch Letters
Include current news/trends in the lead
Reference specific sections/segments that you would see as a perfect fit for your spokesperson/story
Give a writer/producer an exact date when you will call them back to discuss opportunities
Personalize your pitch; never send a mass mailing to all reporters
, fax, snail-mail letter?
subject lines: 25 characters of less
Keep it concise

18. Working with the Media Talking to the Media When calling a reporter:
Do identify yourself and your affiliation
Do ask if he/she has time to speak with you at that time
Do not get discouraged if you receive an initial negative response, as reporters are often on tight deadlines
If the reporter is on deadline…
Do ask him/her when is a good time to call back, or
Do provide your name and phone number where you can be reached
Remember, reporters receive pitches from dozens of people everyday. Make certain you have something meaningful to say, because you may not get a second chance to pitch the story.

19. Working with the Media Talking to the Media
The best time to call a reporter is generally:
In the morning prior to distribution of daily assignments
In the late afternoon after stories have been filed
Keep in mind:
Reporters typically have their stories already written in their heads before speaking with a spokesperson
They are often looking for a spokesperson to provide a quote or to crystallize an issue
A spokesperson’s challenge:
Ensure that the reporter has the correct story
The quote you/your spokesperson gives them captures the message your want delivered

20. Media Relations Tactics
Working with the Media
Media Relations Tactics
Column in daily newspaper; guest article in magazine or trade journal; guest blog
Regular guest appearances on local radio and television programs
Letters to the Editor
Used to respond to a particular article published
Be timely; try to respond within a day or two of the article’s publication
Pick and stick to one subject per letter
Keep letter short and concise; under 150 words
Opinion-editorial pieces (Op-eds)
Article based on the writer’s view of a particular issue
words in length
Article is pitched to the publication’s op-ed section editor

21. Working with the Media Final Thoughts
Work with your communications/public relations staff
Review key messages on a monthly basis and prior to interviews
Do your homework on reporters and media outlets
Remember that you are speaking on behalf of your organization
Identify and develop media angles/pitches on a monthly basis

22. Working with the Media Sample Questions
What are the benefits of offering work/life balance benefits to employees?
The state legislature is considering a bill mandating that employees be allowed to store weapons on company property. Why are you against this bill?
Why is HR advocating for changes to the Family and Medical Leave Act?
Why is HR against families with children and people who are seriously sick taking leave when they need it?