Media Relations 101

Presentation for the South Willamette Valley Nonprofit Network on media relations.

Transcript

1. M E D I A 1 0 1 W H A T T O S A Y & H O W T O S A Y I T Kelli Matthews | Turell Group kelli@turellgroup.com
2. T H E P L A N T O D AY Proactive Media Relations • What is “newsworthy”? • Understanding different types of media and their needs. • Capitalizing on trends • Preparing your story: key messages Reactive Media Relations • Tips & advice
3. N E W S R O O M S A R E S H R I N K I N G . D E M A N D F O R I N F O R M AT I O N I S N O T. “I heard the media are dying…”
4. G AT E K E E P E R S U N D E R S TA N D I N G T H E
5. H E L P T H E J O U R N A L I S T D O A G O O D J O B AT T H E I R J O B . WA N T G R E AT C O V E R A G E ?
6. W H AT D O E S I T TA K E T O D O P U B L I C R E L AT I O N S R I G H T ?
7. W H AT ’ S N E W S W O R T H Y ? • Timing • Significance • Proximity • Prominence • Human Interest
8. T Y P E S O F M E D I A • Print: Newspaper (weekly, daily) and magazine • Television • Radio • Online: News sites, blogs
9. P R I N T M E D I A • More in-depth than other media types • Need more background & usually more sources to tell a complete story • Who do you pitch?
10. N E W S PA P E R S I N L A N E C O U N T Y • Register Guard • Eugene Weekly • Springfield Times • Dead Mountain Echo (Oakridge) • Cottage Grove Sentinel (Cottage Grove) • Tri-County News (Junction City) • West Lane News (Veneta) • Creswell Chronicle (Creswell) • Siuslaw News (Florence)
11. M A G A Z I N E S • Long lead time • Tight editorial calendar • Who do you pitch?
12. T E L E V I S I O N • Needs a visual • Offer an interview (or multiple interviews) • Who do you pitch?
13. R A D I O • Offer someone to interview • Be clear about live vs. recorded • Who do you pitch?
14. O N L I N E • Similar to print, but need more input from you. • Send photos and video • Who do you pitch?
15. C A P I TA L I Z E O N T R E N D S
16. K N O W Y O U R K E Y M E S S A G E S • What 2 - 3 things do you want people to remember about your story? About your organization? • Make the messages about your audience, not about you.
17. Find unique angles. Local media is competitive.
18. U N I T E D WAY D AY O F C A R I N G 1 . M E D I A A D V I S O RY 2 . C O O R D I N A T I O N ! K VA L K E Z I R E G I S T E R - G U A R D
19. R E A C T I V E M E D I A R E L AT I O N S
20. M E D I A I N T E R V I E W S • Be helpful. • Ask the reporter what angle/ topics he or she wants to cover • Be prepared! • Be honest. • Don’t guess. Ever. • Don’t use jargon. • Never say no comment.
21. I N T E R V I E W T I P S : A L L M E D I A • Remember the reporter’s job. • Know everything you can about him or her. • Set a time limit. • Avoid space fillers - “um,” “uh,” “you know” • Assume everything is on the record
22. D O D O N ’ T T E L L O N LY T H E T R U T H & A S M U C H A S Y O U C A N S AY “ N O C O M M E N T ” R E M E M B E R W H O Y O U R A U D I E N C E I S S P E C U L AT E R E S P E C T M E D I A D E A D L I N E S S P E A K “ O F F T H E R E C O R D ” B E C O N C I S E , U S E Q U O TA B L E L A N G U A G E R E P E AT A R E P O R T E R ’ S N E G AT I V E L A N G U A G E B E T H E S O U R C E A S K T O P R E V I E W T H E S T O RY S T I C K T O Y O U R M E S S A G E L E T A FA C T U A L E R R O R G O U N C O R R E C T E D
23. W H AT C A N Y O U D O N O W ? • Brainstorm a story bank of ideas • Make sure your staff is media trained • Refine your key messages for your organization
25. R E S O U R C E S • www.delicious.com/kellimatthews/media_relations • http://www.theprcoach.com/