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Getting your Message through the Free Press

Getting your Message through the Free Press. Presenters: Chris Ramirez Miguel Navrot Erin Kinnard Thompson. Strategic Use of the Free Press. Getting your Message through a TV Newsroom. Strategic Use of the Free Press. Power of the Press Release and the Weakness of It.

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Getting your Message through the Free Press

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  1. Getting your Message through the Free Press Presenters: Chris Ramirez Miguel Navrot Erin Kinnard Thompson Strategic Use of the Free Press

  2. Getting your Message through a TV Newsroom Strategic Use of the Free Press

  3. Power of the Press Releaseand the Weakness of It. • An effective Press Release is: • Short and to the Point • Has a clear lead/message in the first 15 words • Is “newsy.” Find the hard-edge and sell it. Strategic Use of the Free Press

  4. Power of the Press Releaseand the Weakness of It. • A weak Press Release is: • Long • Isn’t of news substance • Unclear • Poorly written. Bad grammar = Garbage Strategic Use of the Free Press

  5. Power of a personal relationship and the Weakness of It. • Why you should befriend news staff: • Develop trust both ways • Knowing an insider helps get you and your message “in” • A news friend can help you develop a better understanding of the business Strategic Use of the Free Press

  6. Power of a personal relationship and the Weakness of It. • Why you should befriend news staff: • No such thing as “off the record” • Cannot compromise confidentiality in the work place • A friend in the news is like having “tamed-wild animal” Strategic Use of the Free Press

  7. The layers youhave to work through ---Viewer ---News Director Strategic Use of the Free Press ---Executive Producer/Asst. News Director ---Reporter/Assignment Manager

  8. What does TV want? • Are you Lorraine Gutierrez? • For this market: ABQ/SF DMA • Key Demo: Hispanic Women aged 34-45 • Reporters ask themselves: “Does Lorraine Gutierrez care and why?” Strategic Use of the Free Press Vs.

  9. Getting your Message through a Newspaper Newsroom Strategic Use of the Free Press

  10. Evaluate your Announcement • How does this affect residents or visitors? • What is most interesting tidbit? • What publication's demographic? • Journal - General, Older • Alibi, Local IQ - Arts & Culture, Younger • Magazines ABQ, New Mexico Strategic Use of the Free Press

  11. Target Media Personnel • Learn the reporters, writers, and editors • Get contact info - Telephone, Email • Build relationships • Open opportunity.  • Cast a wide net. Strategic Use of the Free Press

  12. Create News Release • Include: • Relevant Facts - Who, What, Where, When, Why • Statement Quotes - One or two summary quotations • Keep to one page • Adhere to City news release guidelines •  Have another person review news release. Strategic Use of the Free Press

  13. Contact….and Follow Up • Email reporters, writers, and editors  • Call reporters, writers, and editors • Help media make their deadlines • Be available. Strategic Use of the Free Press

  14. Journal “Ed Board” Meetings • Announcing major policy initiatives • Captive and influential audience • Free-form questions •  Be prepared. Strategic Use of the Free Press

  15. Review • Evaluate your announcement • Target media • Ready news release • Email. Call. Help. • Free publicity helps us. • They are doing us a favor.  • Help them. Strategic Use of the Free Press

  16. Identifying other free media opportunities Utilizing social media and other tools to get the word out Strategic Use of the Free Press

  17. The simplicity and accessibility of social media Strategic Use of the Free Press

  18. Social Media: Examples Facebook Myspace Twitter Blogs Forums Strategic Use of the Free Press

  19. Benefits of Social Media Reaches a wide audience Provides another mechanism to reach mainstream media Eliminates the “middle man” – reaches audience directly Strategic Use of the Free Press

  20. Social Media Demographics:Facebook • Facebook is the most popular social media site • 88% of all people are aware of Facebook • 41% of users log in everyday • 30% log in using a mobile device • 500 million total users Strategic Use of the Free Press

  21. Social Media Demographics:Twitter • 87% of all people are aware of Twitter • 27% log in every day • 37% of users log in via a • mobile device • 106 million total users Strategic Use of the Free Press

  22. Potential uses PUBLIC SAFETY APPLICATIONS Feature Wanted Criminals Strategic Use of the Free Press

  23. Potential uses • PUBLIC SAFETY APPLICATIONS • Fire warnings • Missing persons • Employee recognition • Special events Strategic Use of the Free Press

  24. Social Media: A Case Study • President Barack Obama • Utilizing social media through a “new media strategy” played a key role in his successful election. Strategic Use of the Free Press

  25. Facebook: A “Case Study” • Presidential Campaign: Barack Obama • President Obama utilized a “new media strategy” including social networking • One of the founders of Facebook was an advisor to Obama on the strategy • As a result of his media strategy, which included Facebook and other internet sites, in the primary Obama raised more than 2 million donations of less that $200 each • Mobilized hundreds of thousands of supporters Strategic Use of the Free Press

  26. Social Media CABQ uses • Advertise events • Update users in real time – bus schedules, closed roads, holiday hours, weather closures, health advisories • Educate about new programs – new exhibits, new ordinances, change in fees Strategic Use of the Free Press

  27. Getting your Message through the Free Press Presenters: Chris Ramirez Miguel Navrot Erin Kinnard Thompson Strategic Use of the Free Press

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