Use Media as a Tactic Create a buzz. Focus your message. Show your power.
Self Interest of the Media To sell newspapers or increase viewers. Not a public service for creating a well informed citizenry.
Guidelines for Using Media 1.There must be hard news. 2.Think pictures. 3.Have a quotable quote. 4.Help reporters do their work. 5.Know the media staff. 6.Include human interest.
There must be Hard News Large numbers of people doing something interesting. Someone who is news says it. A new program is launched. New information is revealed. The unexpected happens. New treatment of an old story. A tie-in with a breaking story.
Think Pictures No talking heads! Produce interesting visuals by: – Moving the event outdoors. – Moving the event to the impacted area. Add a subheading to the press advisory that says Photo Opportunity. Make sure your organizations name is a prominent visual.
Have a Quotable Quote Captures the meaning of the event. Each speaker repeats it. Put it on signs. If nothing else, spell it right!
Help Reporters Write releases as a news article. Who, what, when, where and why in the first paragraph. Length of a typical news story or a bit longer. Factual, well written and accurate. Put opinions in quotes.
Know the Staff Develop relationships. Know who handles what beat. Go introduce yourself. Give occasional exclusives. Nothing is EVER off the record or confidential.
Include Human Interest How the problem hits real people, not just statistics. Have people tell their own stories. Bring children. One expert is enough.
The Media Advisory Send one week ahead of event. Dont give them too much information or they wont have to come. Who, what, where when why. Follow up with reporters.
St. Finbar PTA 424 S. Finbar Street St. Finbar, New State 09031 FOR MORE INFORMATION: Jane Mayer, PTA President 777-666-2121 firstname.lastname@example.org June 21, 2010 NOTICE OF MEDIA EVENT Members of the St. Finbar PTA will release a report ETC…. ETC…… They will then wrap the office of School Board member Linda Nagashima with a paper chain made by students of the Linguistics Academy, one of the bilingual schools threatened with loss of busing. The paper chain is made up of 10,000 bands printed with Please save our school in 27 languages by the children and parents of the Academy. FRIDAY, JUNE 24 4:00 PM Office of Linda Nagashima 1833 Office Way, St. Finbar PHOTO OPPORTUNITY: The children will wrap the office with the brightly colored paper chain.
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