1. Using the Media to Your Advantage
Nuts and Bolts #6
Using the Media to Your Advantage

3. What/Who are the “Media”?
the various means of mass communication
considered as a whole
including television, radio, magazines, and newspapers, together with the people involved in their production

4. Types of Media Daily Newspapers Weekly Newspapers Wire Services
Internet
Magazines
Television
Radio
Blogs

5. Why utilize the media?
The best way to transmit information to a wide audience and keep all stakeholders informed
Positive media can be used to create a portfolio of press clips – potential funders and other stakeholders like to see the local community support
Supportive media contacts can help sway decisions!

6. Tips for Dealing with the Media
Don’t be afraid to approach the media with an issue or a story idea
Try to keep relationships with the media friendly and honest
Remember, the media are doing their job—try to make it easier for them
Access to the media is access to the public

7. Communicating with the Media
Be an information resource for the media
Have resources and information to help reporters in covering stories
Be familiar with the types of stories each publication or station covers and how they report the news
Reporters are not your friends – watch what you say!!

8. Keep a Catalogue
After a story has been written, catalogue the writer’s information (usually given) in a media list
When a reporter calls – record it in the media database with the date/reason they called
If you need to pitch a story – you have a list of reporters (and their beats) that you can reference

9. Media Policy - Proactive
Appoint a staff person to be the media contact and refer all media calls to that person
Generate talking points or a sample script when pitching a reporter
Write press releases and send to your media database when you have successes!
Write media advisories if you are planning an event that you would like advertised

10. Media Policy - Reactive
Develop talking points or a script about controversial issues BEFORE the information reaches the public – do not deviate
Distribute the talking points to your staff to prepare them to handle questions (if media contact is unavailable)
If you are asked a question that you prefer not to answer – do your best not to appear hostile – always attempt to be useful

11. Media Policy and Procedures
Work with you sponsoring agency and the school to develop policies and procedures that cover your proactive and reactive communications with the media.
Consider getting basic training on working with the media from other local nonprofits