Earned Media & Public Relations

1. Earned Media & Public Relations A Basic Primer by Kevin Igoe

2. PR is: “Doing good and getting credit for it.”

3. Why Earned Media is Important • It’s a shortcut to reach the voters or general public. • Lends credibility and believability to your candidate or cause that you can’t get through paid media. • It’s free.

4. Mechanics of Media Coverage • Appoint 1 person to handle earned media. • Develop a reliable media list. • Write smart press releases. • Use advisories and photo releases. • Conduct effective press conferences.

5. How to Attract Favorable Publicity • Always look for the media angle in everything you do. • Frame the issues. • Ride the “wave”.

6. Framing the Issues • Anti-Union or Right to Work • Pro-Choice or Pro-Abortion • I’ll be tough on crime or I’ll work hard to protect families like they were my own • “Putting money back into the pockets of working families” or “cutting taxes”

7. Press Release Checklist • Use them as part of overall campaign strategy and message. • Make sure it’s really news. • Keep it brief and understandable. • One page • Use short words, sentences and paragraphs. • Use inverted pyramid. • Always use the active voice. • Try not to sound opinionated. Be objective. • Include contact name and information at top. • Use end symbols like - 30 - or - ### -. • Never lie. Only use facts.

8. Inverted Pyramid Most important or pertinent information 2nd most important Info of medium importance 2nd least important Least import

9. Suggestions for Earned Media • Candidate announcement/kick-off event • Upcoming speeches/events/rallies • Deficiencies in opponent’s record • Endorsements by elected officials, well-known personalities or members of the opposite party • Public forums or town hall meetings on specific issues and/or in targeted areas. • When and where the candidate is going to vote on Election Day