1. Media Match Primer EVOLVE COMMUNICATIONS Daniel Waldman 443.326.3444 daniel@simplyevolve.com www.simplyevolve.com

2. Three minute speed date with the media. How Media Match Works

3. 1. Research 2. Identify three key messages 3. Have a handout 4. Practice Four Steps

4. What Media Cares About? Basics An interesting and accurate story 5 W’s Usable quotes 5 W’s Who What When Where WHY What Else? Headline/Deadline Conflict/Sound Bite So What? Factor

5. 1. Research http://www.dayoffosterly.co m/people/walt-mossberg/

6. 2. Identify three key messages Most important Who? What? Where? When? Why? So What? Supporting Details Background

7. Example Most Important: GiveCorps. Pro is a platform that lets mission- driven organizations empower their audiences with online tools that let anyone be a philanthropist. Important Details: Millennials are poised to inherit approximately $42 billion over the next ten years and TODAY’S organizations need channels and tools to harness this generation’s passions. Background: GiveCorps.Pro was founded by the former Managing Director of investment bank Deutsche Banc Alex. Brown.

8. List story ideas Keep them short (2-4 sentences tops!) Provide backgrounders as needed (company, industry, etc.) Put it into a folder (or at least staple pages) Make it look professional 3. Have Handouts

9. Use a mirror Use a friend Use an egg timer YOU ONLY HAVE THREE MINUTES! Practice

10. Questions? Thank you! Daniel Waldman President, Evolve Communications 443-326-3444 Daniel@simplyevolve.com @danieldubya