1 1 Media as a Partner Lee Ann J. Kendrick, M.Ed. Regional Advocacy Specialist, National PTA

2 Why do we need media? Create a buzz Get the word out Show your power Inform others Recruit new members Share information

3 What is the media interested in? Increase in sales Increase in viewers/readers Note: Media is not a public service for a well informed public!

4 Where to begin 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

5 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

6 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

7 Have a quotable quote Captures the meaning of the event Each speaker repeats it Put it on signs If nothing else, spell it right! Just Do It! Melts in your mouth, not in your hands Can you hear me now?

8 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

9 Know the staff Develop relationships Know who handles what beat Go introduce yourself Give occasional exclusives Nothing is EVER off the record or confidential

10 Include Human Interest How the problem hits real people, not just statistics Have people tell their own stories Bring children One expert is enough

11 The Press Release 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

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13 Questions