1. OCLC Online Computer Library Center 1 Media Planning and Outreach

2. OCLC Online Computer Library Center 2 In this session, we will cover the fundamentals of media planning and outreach, and prepare you to work with the media to generate media attention that will support your library advocacy. Session Purpose

3. OCLC Online Computer Library Center 3 Session Agenda In this session, you will: 1.Review and discuss the key steps involved in traditional media planning and outreach. 2.Discuss how to prepare for a media interview.

4. OCLC Online Computer Library Center 4 Traditional Media Outlets TelevisionPrintRadioOnline

5. OCLC Online Computer Library Center 5 Benefits of Media Outreach Raise awareness of library programs and services Raise the profile of public libraries Highlight accomplishments Build credibility for the library Tell your story your way and amplify your message Build allies in the media

6. OCLC Online Computer Library Center 6 Media Planning and Outreach Steps 1.Determine the news story you want to tell 2.Prepare media message points 3.Prepare media materials 4.Identify a library spokesperson 5.Conduct outreach to media outlets 6.Follow up with reporters and monitor media coverage

7. OCLC Online Computer Library Center 7 Step 1: Determine the Library News Story What is your media outreach objective? Who is your target audience? What makes a story newsworthy?

8. OCLC Online Computer Library Center 8 Activity: What Makes a Story Newsworthy? Research New, Timely Information Funding NewsEventsAnniversaryNew Programs New Services & Materials Spokespeople

9. OCLC Online Computer Library Center 9 Step 2: Prepare Media Message Points Media message points are also called pitch points Use your library advocacy messages as a foundation for media pitch point development Highlight specific ideas and information that will pique the media’s interest Focus on the five W’s: who, what, when, where, and why Keep the interests and priorities of your target audience in mind Keep It Simple and Short (KISS)

10. OCLC Online Computer Library Center 10 Step 3: Prepare Media Materials Press Kits: Folders that contain all of your library information Fact Sheet: Provides an overview of your library FAQ: Answers frequently asked questions about your library Media Advisory: Preliminary information sent to reporters Press Release: The story you want to tell about your library Visuals: Photos and videos that help tell your library story

11. OCLC Online Computer Library Center 11 Step 4: Identify a Library Spokesperson Characteristics Well-respected in the community Reliable Comfortable speaking in public Knowledgeable/passionate about the library Responsibilities Serve as a reputable, reliable source of library information Deliver the library’s advocacy messages Build relationships with members of the media Always look for new opportunities to speak about the library’s impact and value to the community

12. OCLC Online Computer Library Center 12 Step 5: Conduct Media Outreach Compile a media list Determine the best media outlets and reporters to approach based your media outreach objectives, target an audience, and library story Use the media pitch points Contact reporters via email/phone/text

13. OCLC Online Computer Library Center 13 Step 6: Follow Up and Monitor It may take a few attempts to reach reporters Monitor the media to locate and collect stories about your library when they appear Review the content of your library stories with a critical eye. Is the story what you anticipated? Are the facts correct? Is the tone positive? Take time to update your media contact list

14. OCLC Online Computer Library Center 14 A Note about Bloggers Blogs are personal web spaces that share information and opinions. They reflect the personality and perspective of their author, and often make use of multi-media materials like photos, videos and links to websites.

15. OCLC Online Computer Library Center 15 Outreach to Bloggers Trusted Well-liked sources of information and opinions Typically engage with a wide, active readership Have online presence beyond their blog Bloggers are:

16. OCLC Online Computer Library Center 16 Activity: Media Case Studies

17. OCLC Online Computer Library Center 17 Media Interviews 1.Learn more about the focus of the interview, the reporter, and the media outlet 2.Research the reporter’s previous media coverage on libraries 3.Determine three key points you want to make 4.Practice anticipated questions 5.Relax and focus Before an interview:

18. OCLC Online Computer Library Center 18 Media Interviews 1.Make your first words the most memorable 2.Be enthusiastic 3.Speak at a comfortable pace 4.Keep your answers short 5.Localize and personalize responses 6.Do not worry if a reporter repeats a question During an interview:

19. OCLC Online Computer Library Center 19 Use “Connectors” “Yes…and in addition to that…” “Good question…let me tell you…” “Interesting point…what I do know is…”

20. OCLC Online Computer Library Center 20 Reinforce Your Message “We’ve talked about a lot of things today. I want people to remember these three things…” “The most important thing to remember is…”

21. OCLC Online Computer Library Center 21 Important Reminders Know your key message points Be steadfast about delivering them Be confident Set a comfortable pace for yourself by pausing and gathering your thoughts before responding to questions Set the tone If you don’t know the answer to a question, say so, but tell the reporter you will get him/her the information, and be sure to follow up Be candid Today more than ever, any communication or conversation with a reporter should be considered public You are always “on”

22. OCLC Online Computer Library Center 22 Media Interviews 1.Reflect: Take some time to think about your answers to prepare for your next interview. What worked? What would you do differently? 2.Follow Up: If appropriate, this is a good opportunity to send the reporter more background information on your library. 3.Monitor: Monitor the media so you know when your story is published. Review the story with a critical eye. Is it the story you wanted to tell? After an interview:

23. OCLC Online Computer Library Center 23 Advocacy Action Plan Workbook

24. OCLC Online Computer Library Center 24 Activity: Media Planning Questions

25. OCLC Online Computer Library Center 25 Closing Reviewing our agenda: Review and discuss the key steps involved in traditional media planning and outreach. Discuss how to prepare for a media interview.

26. OCLC Online Computer Library Center 26 Please fill out your Session Feedback Form. Evaluation