Optimizing Chapter Media Relations How to promote your chapter’s activities and gain positive visibility for worker/workplace safety  Craig G. May  ASSE Manager of Public Relations

Your Dad’s Media Relations  Centralized/Brick & Mortar  Under strict editorial control  Cycled every 24 hours  Driven by “professional” journalists  Largely objective THIS IS NOT YOUR FATHER’S MEDIA ENVIRONMENT

Your Dad’s Media Relations  Centralized/Brick & Mortar  Under strict editorial control  Cycled every 24 hours  Driven by “professional” journalists  Largely objective Your Media Relations  Diffused and Portable  Editorial control is often vague  Cycles in real time  Citizen journalists have significant influence  Largely subjective THIS IS NOT YOUR FATHER’S MEDIA ENVIRONMENT

Today’s news reporters are as different as the news agencies that employ them…  They want to decide for themselves what is news…  They want you to provide the information by which they make that decision.  PERSONAL RELATIONSHIPS ARE PARAMOUNT! THIS IS NOT YOUR FATHER’S MEDIA ENVIRONMENT

Useful Skills & Effective Tactics NEW MEDIA MEANS NEW MEANS OF MEETING NEW EXPECTATIONS

 Useful Skills & Effective Tactics NEW MEDIA MEANS NEW MEANS OF MEETING NEW EXPECTATIONS

PROMOTING CHAPTER ACTIVITIES

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Build Chapter-wide social media networks Include local news reporters on your chapter’s social media accounts and join theirs Let reporter’s determine news value Be there when reporters seek your chapter’s assistance—sources, background, facts, figures PROMOTING CHAPTER ACTIVITIES

Recognize that “everyplace is a workplace” and view all news stories from this perspective POSITIVE VISIBILITY FOR WORKER/WORKFORCE SAFETY

Costa Concordia

Recognize that “everyplace is a workplace” Suggest to reporters that they take the “worker/workplace” angle of news stories covered otherwise POSITIVE VISIBILITY FOR WORKER/WORKFORCE SAFETY

Promoting the profession Growing chapter membership Generating attendance for an upcoming event or positive awareness following an event KNOW WHY YOU’RE SEEKING CHAPTER NEWS COVERAGE

Define Risk vs. Hazards Influence Policy Promote Existence of Standards WORKPLACE SAFETY PROFESSION IS VITAL TO EVERYTHING WE DO

Use social AND traditional media to: Editorialize on behalf of the profession, its influence and your expertise Influence coverage of workplace safety news by commenting on news webpages, social media sites or your own blog Win over converts to multiply your message WORKPLACE SAFETY PROFESSION IS VITAL TO EVERYTHING WE DO

Questions?