1. Working Effectively with the Media – Part 1 Gary Beaumont, University of Illinois Sara Brewster, Easter Seals Inc. Deborah Danuser, National AgrAbility Project

2. Marketing and the Media Working with the media to tell your story Talking about/writing about people with disabilities Using person-first language

3. What Is News?

4. Tools & Tactics Press Release Media Advisory Press Kits Pitching Press Conference / Media Briefing Opinion Editorials (Op- Ed) Editorials Letter to the Editor (LtE) Public Service Announcements (PSA) Photos Media Lists Story Files E-News Alerts Web

5. Press Releases What: News presented news style using Associated Press (AP) style Inverted Pyramid Info to include: Contact(s), Release Date, Headline, Dateline, Lead, Body, Slug, “More” and “###” Timeline: Immediate – 1 week

6. Media Advisory What: Invitation to cover an event Info to Include: 5 W’s (Who, What, When, Where, Why) Timeline: 1 week prior

7. Press Kit What: Packet of information Info to Include: Press Materials, Fact Sheets, Brochures, Biographies, Contact Information, Photos, FAQ, History and Issue Backgrounders Timeline: Ongoing

8. Pitching What: Brief phone calls to reporters supporting your efforts Info to Include: Highlights of sent material – 30 sec. Your name, organization, and reason for calling Be enthusiastic and polite Be respectful of deadlines Confirm receipt; Offer to resend Rejection common Timeline: Immediate – 2 days

9. Press Conference / Media Briefing What: Press Conference: formal presentation to reporters Media Briefing: informal presentation to reporters Info to Include: Key messages Timeline: Invites 1-7 days in advance RESERVE FOR SPECIAL OR UNUSUAL EVENTS & SITUATIONS

10. Opinion Editorials (Op-Ed) What: 3 rd Party position statements to educate on a current issue (500-800 words) Info to Include: Headline, Byline, Short bio of author, Human angle, Facts Timeline: 2 week minimum

11. Editorials What: Media’s position statements on current issue How: Schedule a meeting with the editorial board Timeline: 1-2 weeks

12. Letter to the Editor (LtE) What: Letters submitted to media editors about articles and current events (250-500 words) Articles relevant to AgrAbility Thank You’s Special Events Use E-News Alerts Info to Include: Title & Date of Article, Contact Information Timeline: Immediately after publication

13. Public Service Announcement (PSA) What: FREE Brief spot announcements on broadcast media Info to Include: Contact Info, Key Message; “Kill” Date Time your message into 10, 30 & 60 second spots Timeline: 3-4 weeks prior

14. Photos What: Good photographs of your project Info to Include: Short, typed caption with names from L to R; use complete sentences in present tense Timeline: Immediate – 1 month

15. Media Lists What: Contact information for media outlets and reporters TV & Radio Stations; Newspapers & Magazines, Trade Publications; Ag, Disability, & Features Reporters Contact Deborah for assistance Info to Include: Name, Title, Outlet, Address, Phone, Fax, E-Mail, Beat, Delivery Preference Timeline: Ongoing, update at least yearly

16. Story Files What: List of current story ideas ready to move forward Info to Include: Contact Info, Summary, Pitching History Timeline: Ongoing

17. E-News Alerts E-Mail Notification of Articles with Selected Key Words Google, Yahoo, MSN, etc. Daily or As-It-Happens E-Mails Recommended Keywords: Your Project Disability and Agriculture

18. Web Often the first contact and info source Everything you send out should be available online

19. Special Events Timeline Prior Event Media advisory, Press Kits, LtEs, PSAs, and PITCHING, PITCHING, PITCHING!!! Day of Event Photos Press Release Post Event Press Release, Photos, LtEs Thank You’s

20. Questions?

21. Idea Sharing

22. Contact Information Gary Beaumont 217-333-9440 Sara Brewster 800-221-6827 sbrewster@easterseals.com Deborah Danuser 800-914-4424 ddanuser@easterseals.com