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

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.

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

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

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

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

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

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!

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?

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.

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

Working with the Media Media Relations Tools Media list Maintain a list of names, emails 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

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

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

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

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

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 E-mail, fax, snail-mail letter? E-mail subject lines: 25 characters of less Keep it concise

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.

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

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 500-750 words in length Article is pitched to the publication’s op-ed section editor

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

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?