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There Are No Small Papers read, watch, listen to local news check out media web sites find out who covers your area call or visit reporters Get to know the news media deadlines best times to contact stories in progress; future stories how to pitch: phone, e-mail, fax

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There are no small papers l.jpg

There Are No Small Papers


Get to know the news media l.jpg

read, watch, listen to local news

check out media web sites

find out who covers your area

call or visit reporters

Get to know the news media


The media visit spend the time asking questions l.jpg

deadlines

best times to contact

stories in progress; future stories

how to pitch: phone, e-mail, fax

The media visit spend the time asking questions


Media as messenger l.jpg
Media as messenger

  • Reporters aren't your audience

  • Know the audience

  • What connects with them


Reporters l.jpg

Professionals – neither friend nor foe

Aren’t always ‘out to get you’

Don’t worry about making you look good

Asking tough questions is their job

More often generalists than specialists

Live by tight deadlines

Reporters


Different reporters have different needs l.jpg
Different reporters have different needs

  • Newspapers

  • Radio

  • Television

  • Web


Editors and broadcasters assign news value based on l.jpg
Editors and broadcasters assign news value based on:

  • Timeliness

  • Proximity

  • Prominence

  • Consequence

  • Human interest


When they call l.jpg

Reporter’s name, who they work for

Who’s the audience (lifestyle, business)

What they want from you/your role

Determine if you can help

Or get them to someone who can

When do they need it -- deadlines

Reporter’s knowledge of subject

When they call…


Interview format l.jpg

Phone or in person

TV crew

Call-in radio show

Local or national outlet

Interview format


Preparation is key l.jpg

Great interviews don’t just happen

Never wing it – do your homework

Is this controversial; what will critics say

Gather background for reporters

Think visual – photos, video, graphics

Preparation is key


Buy some time l.jpg

It’s OK to say you can’t talk this minute

Arrange a time to call back in 15 minutes

Use time to prep -- key points, background, etc.

Call back prepared

Buy some time


Your message know it hone it l.jpg

You can’t tell ‘em everything

Honing message takes discipline

What do you want people to know

If you don’t know key messages, your audience won’t

Your message -- Know it, hone it


Short and simple l.jpg

Use simple, everyday language

Ditch the jargon, university-speak

Practice short answers

Say it aloud, never memorize

Imagine telling mom in 30 seconds

Short and simple


Make it memorable l.jpg

How does this affect your audience

Head, heart or pocketbook

Use 'real life' anecdotes or examples

Develop descriptive phrases or word pictures

Bah-Hum Bug

Kinder, gentler chickens

Make it memorable


During the interview l.jpg

Keep your cool, be professional, pleasant

Actively listen to the reporter’s questions

Concentrate on conveying your message

During the interview


Interview strategies l.jpg

Interviews are more than just answering questions

Strategies help manage interview

Guide discussion back to key points

Drive, don’t ride

Interview strategies


Are you getting through l.jpg

Ask questions to determine if the reporter “gets it”

Provide brief background information

Offer to answer follow-up questions

Tell the reporter how to reach you later

Are you getting through?


You the reporter l.jpg

Newspapers and radio stationsare often short-handed

They are happy to let you do the job if you can produce quality copy

You, the reporter


Write a news release when l.jpg

You have an interesting story to tell

You have important information to relay

Not every news item needs a news release

Write a news release when:


What should be in every news release l.jpg

A date

A headline

Contact information

Just the facts ma’am

What should be in everynews release?


Writing process l.jpg

Plan: Find an idea, research and organize

Draft: Get things down on paper

Clarify: Revise your draft

Edit: Remove the excess

Proofread: Get it all correct; ask for help – four eyes are better than two

Writing process


Inverted pyramid l.jpg

A useful guide for organizing your news release

Readers start at the top

Editors cut from the bottom

Inverted Pyramid

Really Important Facts

Who What Where When Why

Information that helps readers

Information that provides context

Useful detail and history


Top of the pyramid usually includes the 5 ws l.jpg

Who

What

Where

When

Why

Top of the pyramid usually includes the 5 Ws:

Really Important Facts

Who What Where When Why


Follow with information that l.jpg

Immediately helps the reader

Provides context

Gives useful detail and history

Information that helps readers

Information that provides context

Useful detail and history

Follow with information that:


Adjectives adverbs and exclamation points l.jpg

Use them sparingly

Probably the least essential

Often hardest to remove

Add a nonobjective tone

Cuter is not always better

Adjectives, adverbs and exclamation points


Make life easy for editors l.jpg

Always provide contact information

Pay attention to grammar and style (but don’t obsess over them)

Learn from experience

Make life easy for editors:


How is a column different from a news release l.jpg

A column is:

Regular (weekly, for instance).

Personal (you talking to your audience).

A news release is:

Irregular (usually one article).

Objective (balanced perspective).

How is a column differentfrom a news release?


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