1. Sandra Peterson ProHealth Care Spokesperson & Media Relations

2. Today’s Media Has Changed video 4 video 4 video 4

3. More Fractured & Competitive TV Stations Radio Stations News Websites Blogs Newspapers Small Community Newspapers Business Publications

4. Consequences Each has a smaller piece of the audience pie Economic downturn + more media options = smaller staffs inexperienced reporters fewer beat reporters means less specialization less investigation

5. Consequences Websites result in breaking news mentality More competitive to get the news out faster More mistakes Less fact-checking Blogs- many are not journalists

6. Media Timelines Breaking news – contact any time Planned news release - send at 8 a.m. E-mail is best Specify content in subject line Call to follow-up Story pitch Call or e-mail

7. Media Timelines Instant coverage on websites, TV, radio Longer stories in newspapers – next day Smaller publications and web use releases as written Larger publications and TV stations do their own story

8. Initiate Contact Newspapers – Editor and/or Beat Reporter TV stations – Assignment Editor Radio stations – News Department Web-Based News – post news release directly ***In all cases, direct contact with someone you have a working relationship with is best. He/she can point you in the right direction.

9. Conflicting Goals The media’s goals are not the same as yours! The media wants a story that will get the interest of their audience; ratings, readership, listeners, web- views= money You want a story that will carry your messages to the audience you are trying to reach Your job is to make your story interesting enough to accomplish both

10. How to Write a Press Release Headline and first sentence are key What Where When Who Second and third paragraphs- add details How Why

11. How to Write a Press Release Keep it simple Some facts and figures add credibility, too many distract from your message Don’t use professional jargon, explain it if you must Write at 6 th grade level One page is best Include media contact information

12. How to Write a Press Release 5-Point Checklist Is my headline specific? Did I use active voice? Can I chop three words from my headline? Does my release answer the five W’s? Did I do a five-step proofread?

13. Control the Interview Preparing for an interview Know the topic and potential questions Obtain additional information, facts Practice explaining at a 6 th grade level, avoid technical jargon Choose an uncluttered office or meeting room for in-person interviews Look in the mirror

14. Control the Interview Conducting the interview Smile, be friendly Be cooperative, not confrontational Use short, concise answers Don’t try to fill the silence Everything you say can be used TV interviews- Look at the reporter, not the camera Use small gestures, don’t wiggle

15. Control the Interview Message Triangle Three key message points Together, they convey a singular overall message One does not dominate the others All should be emphasized in a balanced manner Proof points Each key message has 3-4 proof points Allows you to repeat key messages without being redundant Central goal or theme (inside the triangle) Sums up your position in a few words

16. Control the Interview Message Triangle A—T—M Answer the question Transition to one of the key Message points (use only one per answer)

17. Control the Interview Getting your messages across Transition phrases That’s important, but the critical question is… That’s one way to look at it, but if you think about it this way… Flags (help emphasize key message points) The most important thing is… Here is what people need to know… It boils down to this… Simply put…

18. Control the Interview Small Group Exercise Message Triangle

19. Control the Interview Look out for traps Negative question phrasing Don’t repeat negative words. “I am not a crook.” Set-ups with incorrect information Use a transition. “That’s not accurate. Here’s what’s happening…”

20. Control the Interview After the interview Add any important point that wasn’t asked Re-state most important point Don’t ask to see the story before it runs Even after the interview, reporter can use what you say

21. SHORT BREAK DeAnns presentation will continue in 10 minutes