Communicating with the Media Or… “How to work with the industry everybody loves to hate (and live to tell about it.)”

Overview What media relations is and how it can help you.What media relations is and how it can help you. Characteristics of news and reporters.Characteristics of news and reporters. Media relations strategies.Media relations strategies.

What media relations can do Enhance knowledge and understanding.Enhance knowledge and understanding. Build credibility.Build credibility. Extend the reach and increase the frequency of your message.Extend the reach and increase the frequency of your message.

What do YOU get? Exposure for yourself and for your program.Exposure for yourself and for your program. New members/clients.New members/clients. Measure for accountability: newspaper/TV stories.Measure for accountability: newspaper/TV stories.

Who are the media? Media pass information to target audiences.Media pass information to target audiences. Media act as filters.Media act as filters. Media are in business for profit.Media are in business for profit.

Develop a strategy Decide who is responsible for media contacts.Decide who is responsible for media contacts. Set goals and decide on your approach.Set goals and decide on your approach.

Develop a strategy Decide who is responsible for media contacts.Decide who is responsible for media contacts. Set goals and decide on your approach.Set goals and decide on your approach. Become a reputable and dependable expert source. This should be a priority.Become a reputable and dependable expert source. This should be a priority.

Develop a strategy Develop an office source book.Develop an office source book. Provide photos and/or photo opportunities.Provide photos and/or photo opportunities. Send a letter to the editor.Send a letter to the editor.

Try this yourself… Write down how you can implement some of the strategy suggestions.Write down how you can implement some of the strategy suggestions. u For example, who’s going to be the contact person? Make sure everyone in your office knows what to do when a reporter calls.

Where do you start? Get to know the reporters.Get to know the reporters. Know reporters’ “beat” assignments.Know reporters’ “beat” assignments. Contact them personally.Contact them personally. u Phone calls, faxes, letters, visits.

Where do you start? Get to know the reporters.Get to know the reporters. Know reporters’ “beat” assignments.Know reporters’ “beat” assignments. Contact them personally.Contact them personally. u Phone calls, faxes, letters, visits. Know what “news” is.Know what “news” is.

Getting interest in your story “Dog bites man” vs. “man bites dog”“Dog bites man” vs. “man bites dog” u Is your story visual? Can it be told in 90 seconds?

Getting interest in your story “Dog bites man” vs. “man bites dog”“Dog bites man” vs. “man bites dog” u Is your story visual? Can it be told in 90 seconds? Does it meet “news value” criteria ?Does it meet “news value” criteria ?

Determining “news value” Is the information significant?Is the information significant? How many readers/viewers could benefit from it?How many readers/viewers could benefit from it? Is the story timely?Is the story timely? Is it local or does it have local impact?Is it local or does it have local impact?

Media differences Newspapers -- Quotes, facts, information, picturesNewspapers -- Quotes, facts, information, pictures u Deadline of late afternoon for next morning’s paper.

Media differences Radio -- Short soundbites/ quotes (10-20 seconds), “natural sound”Radio -- Short soundbites/ quotes (10-20 seconds), “natural sound” u All day.

Media differences TV -- Soundbites (10-20 seconds, action visualsTV -- Soundbites (10-20 seconds, action visuals u Mid-morning or early afternoon.

Try this yourself… Write down an idea for a story you think should be covered.Write down an idea for a story you think should be covered. u Does it meet “news value” criteria? u How can you make it “different”? u How can you “pitch” the idea to different media?

Understanding reporters Generalist, not a specialist.Generalist, not a specialist. Personalize a story.Personalize a story. Deadlines: Is it news TODAY?Deadlines: Is it news TODAY?

Understanding reporters Reporters are not educators.Reporters are not educators.

Helping the reporter Tip sheet or news release.Tip sheet or news release. Visuals/audio.Visuals/audio. Setting.Setting. Directions/travel.Directions/travel. Understandable terms.Understandable terms. Several sources/resources.Several sources/resources.

Publicity Tip sheet/news release.Tip sheet/news release. Public service announcements (PSAs).Public service announcements (PSAs). Letter to editor.Letter to editor.

Try this yourself… Write a short tip sheet (or news release) about the story you would like to have covered.Write a short tip sheet (or news release) about the story you would like to have covered. Write a PSA or letter to the editor.Write a PSA or letter to the editor.

So the story’s done.... Don’t ask for a preview.Don’t ask for a preview. Leave a phone number where you (or another person) can be reached for follow-up.Leave a phone number where you (or another person) can be reached for follow-up. No guarantees on when (or IF) the story will be aired or run.No guarantees on when (or IF) the story will be aired or run.

What happened to MY story? PreemptedPreempted Story length.Story length. Information misunderstood or inaccurate.Information misunderstood or inaccurate.

If a mistake is made... Approach the situation thoughtfully.Approach the situation thoughtfully. Don’t make a fuss over a small error.Don’t make a fuss over a small error. Big error: call the reporter (after you’ve calmed down). No satisfaction? Call the editor or news director. Big error: call the reporter (after you’ve calmed down). No satisfaction? Call the editor or news director.

Summary Know reporters.Know reporters. Develop strategy.Develop strategy. Be a news source.Be a news source.

Communicating with the Media You may even enjoy working with the group everyone loves to hate!