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Media Training. Declaration of Peace Initiative. Presented by Timi Gerson FENTON | communications. This training will give you the tools to…. Get media coverage by: - Knowing who the media is and how to reach them -Giving the media what they need and following up effectively

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media training

Media Training

Declaration of Peace Initiative

Presented by Timi Gerson

FENTON | communications

this training will give you the tools to
This training will give you the tools to…
  • Get media coverage by:- Knowing who the media is and how to reach them-Giving the media what they need and following up effectively
  • Get your message across by:-Controlling the message with a frame and language that works -Finding the right messenger for your message
media training agenda
MEDIA TRAINING AGENDA

PART ILOCAL MEDIA RELATIONS 101

PART IIFRAMING / MESSAGING

local media relations 101

LOCAL MEDIA RELATIONS 101:

Lay of the Land & What the Media Needs From You

local lay of the land different mediums
Local Lay of the Land: Different Mediums
  • Print (including wires)
  • Radio
  • Television
local lay of the land who s who in the newsroom
PRINT

NEWSDESK:

Assignment/Metro Editor

Beat Reporter (religion, education, politics)

Bureau Chief/Correspondent

Photo Editor

EDITORIAL:

Editorial Board

Op-Ed Editor

Columnist

RADIO AND TELEVISION

NEWSDESK

Assignment Editor (day before/day of)

Beat Producer (day before/day of)

Planning Editor (Long-lead or weekend events)

Local Lay of the Land:Who’s Who in the Newsroom
the basics
The Basics
  • Press Advisory:Your “invite” to the media to the central event/action
  • Contact person/media coordinator: The person/people who call the media
  • Spokesperson: (may be same as contact)

The person/people quoted in the media

  • Press release: Your “article” on the event/action to hand out at the event and to send to media unable to attend.
the process before the event
The Process:BEFORE THE EVENT
  • Assign media coordinator/committee
  • Make Press ListOutlet, Newsdesk tel/email, individual reporter tel/email
  • Draft Press Advisory
  • Send out Press AdvisoryVia email 1-2 days before event to list
  • Call all local outlets1-2 days before event, after sending out advisory. Make sure they saw advisory, give them a short “pitch”. Update your press list based on calls
  • Draft Press Release
the process day of the event
The Process: DAY OF THE EVENT
  • Re-send press advisory the morning of event
  • Follow up calls to television/radio
  • Assign someone to meet/greet media at event, hand out press release and guide reporters to spokespeople.
  • Send out press release immediately following event to everyone on your list
  • Report back to DOP national contact
pitching news stories it s the follow up stupid
Pitching News Stories:“It’s the Follow-up, Stupid”
  • Practice makes perfect

Write it out: “Hi… this is Timi with The DOP calling to tell you about a rally/vigil/civil disobedience action against the war happening tomorrow at Rep. XXXX’s office. Do you have a second to talk?…”

  • Pitch in the morning and respect deadlines
  • For TV, state your visuals upfront
more bang for your buck other than the event ideas
More Bang for your Buck: “Other than the event” ideas
  • Submit an op-ed for publication during the week of action by local leader
  • Meet with columnists or local editorial board
  • Invite key journalists to interesting pre-week of action events
framing messaging

FRAMING /MESSAGING

General principles & DOP talking points

framing is key
Framing is Key
  • “Liberals have no idea that language is not neutral, it is framed. They have the idea that…the facts will set you free. They won’t! The facts unframed won’t set you free! People won’t reach the appropriate conclusions”

--Dr. George Lakoff, Author of Moral Politics

language
Language
  • The language we use conveys more than the simple meaning of the words.
  • Language suggests the images that will be used to convey our messages.
  • Some words trigger an emotional response and conjure up feelingse.g. honesty, morals, deceit, freedom
messaging dos
MESSAGING DOs
  • DO: Create a message that appeals to emotions/values. Plug into pre-existing beliefs, don’t try to rewire them.
  • DO: Create your own values vocabulary
  • DO: Choose a messenger/spokesperson who resonates with your audience
  • DO: Build your message into stories. Capture hearts first, then minds.
  • DO: Maintain message discipline – repeat, repeat, repeat!
slide20

EXAMPLE: Re-framing the

Death Penalty Debate

  • Capital punishment abolitionists: The death penalty is immoral and wrong. If people only knew.
  • People do know. The majority believe in an eye for an eye.
  • Debate was at a stalemate.

Re-frame: Fear of putting innocent people to death.

dop frame
DOP Frame

Bearing moral witness at a defining national moment

  • The Declaration of Peace is an initiative of more than 350 groups committed to bearing moral witness at this pivotal moment in the ongoing occupation in Iraq.
  • We are answering a call to conscience to draw attention to the failed policies that have led to the escalation of violence in Iraq.
  • We will confront Congress Sept 21-28 on moral grounds to demand legislation for a new course in Iraq that would end the occupation in a timely and responsible way.
possible dop messengers spokespeople
Possible DOP Messengers/Spokespeople
  • Religious figures
  • Veterans
  • Individuals with family/friends in Iraq
  • Unusual suspects (former supporters of the war, individuals from traditionally conservative areas, “first-time” activists)
need help contact us
NEED HELP? CONTACT US!

Timi Gerson or Paco Fabian

Fenton Communications

tgerson@fenton.com

pfabian@fenton.com

202-822-5200

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