Establishing a Media Relations Strategy

1. Establishing a Media Relations Strategy How to deal with the press— Radio, TV, and Newspapers

2. The REAL Secret: • Establish relationships!!! • Introduce yourself • Get to know the people you want to reach

3. The REAL Secret: • Set up meetings • Editors • Reporters • Producers • News directors • Maintain a contact list

4. Press Kit Mailing • Cover letter • General information • Story ideas • Small trinkets • Calendar • Medallion

5. Monthly Tip Sheet • Develop a monthly one-page bulletin or “tip sheet” • Provide news about the organization • Events • Members

6. Be Prepared for Interviews • Keep a list of people who are willing and would be good at giving an interview • Valley leaders • Knowledgeable members • Members with on-camera experience • Radio or TV personalities • Government leaders

7. What Do Reporters Want? • Ask, ask, ask • How are features handled? • When and why do stories get to the top? • Stories or story ideas? • When, where, and how should stories be submitted?

8. What Do Reporters Want? • How can you tie your story to a current hot topic? • Does this reporter know what a wonderful source you are? • Do they know what a great interview you or someone in the organization can give?

9. Do’s and Don’ts • When do you call? • Know the reporter’s beat: what does he or she cover? • What are the deadlines?

10. Do’s and Don’ts • How should information be communicated? (e-mail, hard copy, phone, etc.) • Once you have a relationship, use it—ask for advice

11. Do’s and Don’ts • Check your sources and their reliability • Don’t forget local columnists—familiarize yourself with their columns • Offer visuals • Stock photos • Videos • Extra footage

12. Do’s and Don’ts • Don’t pitch the same story to two different assignment desks or to competing papers

13. Do’s and Don’ts • Do write like a journalist • Attention-grabbing headlines • News first • Use quotes • Localize as much as possible • Recent facts first; background later

14. Two Important Assets • A good sense of humor • A thick skin

15. Two Media Tips • Have up-to-date information about the organization near your phone • Hang your General Factsover your telephone

16. Two Media Tips 2. If you are misquoted: • If substantial, call the editor or bureau chief and ask for a correction or retraction • If minor, you may decide to do nothing • Remember: have a thick skin

17. When a Reporter Calls • Ask what they want • Try to be helpful • Try to provide what they are looking for

18. Two Basic Rules • Always return their phone calls promptly • They work on short deadlines • Always tell the truth • They are like elephants—they never forget those that lie to them, don’t return phone calls, or give them wrong information

19. Media Interviews • What if a reporter wants an interview? • Find out the subject and scope • Who else has been interviewed • Will it be taped or live?

20. Media Interviews • You control the parameters • Time, place, and length • Keep time short • Focus on the issues you want to talk about • If you allow too much time, you might say things you didn’t mean to say

21. Media Interviews • How do I get ready for a media interview? • Do your homework • Decide what you want to talk about • Refine your three positive talking points • View the interview as an opportunity

22. Media Interviews • How do I get ready for a media interview? • Anticipate questions • Use your three points as the foundation for all the questions you will be answering and guide the interview accordingly

23. Media Interviews • Use plain language • Practice talking in 20-second sound bites • Make your points clearly and briefly

24. Media Interviews • No doublespeak, government-speak, or jargon • Speak in the active rather than the passive voice

25. Media Interviews • Use appropriate words—simple, everyday words • Take advantage of a popular expression to illustrate a point

26. Media Interviews • Don’t use technical words or terms • Don’t make nouns into verbs • Be very careful about using acronyms

27. Media Interviews • Practice in front of a video camera • Hire a media consultant to help • Smile and act like you’re enjoying yourself • Tell a positivestory

28. Media Interviews • If you don’t know an answer, say, “I don’t know.” • Be willing to get the answer or refer the reporter to someone who does know it • Dress conservatively and simply • Ignore this rule if you’re a rock star

29. Media Interviews • If makeup is offered, take it • Remember, all TV pros wear makeup • Stop talking when you’ve made your point • Don’t ramble • Don’t speculate—stick to your point

30. Media Interviews • Have show and tell material • When the reporter asks if there’s anything else you’d like to add, repeat your three talking points and summarize

31. Media Interviews—NEVER • Say, “No comment.” • “No comment” means “guilty” • Say anything “off the record” • Never say anything to a reporter you don’t want to see on TV or read on the front page of a newspaper

32. Media Interviews—NEVER • Lie to a reporter • Use profanity or slang • Tell jokes (unless they are self-deprecating) • Say, “Uh”

33. Media Interviews—NEVER • Wave your hands • Sit still • Answer hypothetical questions • Stick to what you know • Comment on what others have said • Lose your temper

34. Media Interviews—NEVER • Talk to a reporter without doing your homework • Prepare • Turn the interview into a sales call

35. Media Interviews—NEVER • Stop talking after answering a “yes” or “no” question • Offer further editorial comment, but be brief

36. Media Interviews—ALWAYS • Smile and relax • Enjoy yourself • Diffuse a hostile situation by being warm and accommodating • Remember that you are the expert • Don’t smile and nod your head as a question is asked—just look interested

37. Media Interviews—ALWAYS • Body language—make sure it and your speech patterns back up your sincerity • Sit on the forward portion of the seat cushion and keep your back as straight as possible

38. Media Interviews—ALWAYS • Use your words, not the reporter’s • Don’t worry if there is silence—it isn’t your job to fill it up • If the reporter uses inaccurate facts, correct the error • Instead of saying, “No comment,” say, “That’s not the critical issue, this is….”

39. Media Interviews—ALWAYS • Remember that TV is not always fair • Visual impact makes stories more emotional than any other media

40. Media Interviews—ALWAYS • Let the reporter know your are keeping track of the interview • Ask if you can tape the interview, and have a tape recorder ready

41. Media Interviews—ALWAYS • Never forget that the interview isn’t over until the reporter leaves • B-roll footage • If asked again how you feel about an issue, repeat only what was said earlier • Assume telephone interviews are being taped

42. Media Interviews—ALWAYS REMEMBER: The microphone is always on!!!

43. Establishing a Media Relations Strategy How to deal with the press—Radio, TV, and Newspapers