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The Media Can Be Your Partner

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  1. The Media Can Be Your Partner Make It Happen With CSC

  2. Objectives • After this webinar, participants will be better prepared to: • Build awareness of CSC among local media • Identify for use at least three resources from press kit • Identify three ideas for engaging the media in your local CSC event • Learn two ways to obtain “after event” media coverage

  3. Celebrate Safe Communities • Occurs from October 2-4, 2008 • Plan later or ongoing events through Month • National Crime Prevention Month • Occurs every October • Partnership of the National Crime Prevention Council, National Sheriffs’ Association, and U.S. Department of Justice, Bureau of Justice Assistance • Visit www.celebratesafecommunities.org

  4. How Do I Grab Media Attention? YOU ARE HERE

  5. Partnering With the Media • Use NCPC’s electronic press kit • Contents include: • Sample proclamations • News release templates • Research • Collateral Materials • Editorials • PSAs • Newspaper supplement

  6. Preparing for the Media • What are your goals? • What is your key message? • What is your agenda? • If you don’t have one, create an agenda

  7. T H E T I M E O F Y O U Time Magazine Person of the Year Today’s media is about consumer interaction. The media look for consumer-driven content. Tools like the blogs, Youtube, MySpace bring together the small contributions of millions of people and make them matter.

  8. Approaching the Media • Real life example • Crime victim turned advocate • Mover & Shaker • Give hard facts • New stats about local crime • Expert fills in the blanks • What to do about local crime issue

  9. Using the Press Kit Sample proclamations • Celebrate Safe Communities • Crime Prevention Month • Encourage Governor or Mayor to issue proclamation • Present the proclamation to local government leaders at a council or board meeting • Create souvenir copies for your volunteers

  10. Using the Press Kit Sample proclamations • Once your proclamation has been issued . . . • Send to local newspaper for publication • Share in local organization’s newsletters • Ask local radio stations • Pitch local morning news shows

  11. Using the Press Kit • Advisories and News Releases • Advisories • Advance event notice • Announce keynote speaker • News Releases • Localize official release • Announce your event • Available for interview • After the event

  12. Using the Press Kit News Releases • Link CSC to current community “hot topics” • Neighborhood Watch • Cyberbullying prevention • Home Invasion • Burglary • Identity theft prevention

  13. Using the Press Kit Research • Use research and statistics to grab attention • Perceptions of Crime fact sheet • NCPC 2006 “Fear of Crime” report • NCPC’s McGruff Recognition report • Neighborhood Watch fact sheet

  14. Using the Press Kit Collateral Materials • Encourage airtime for PSAs • Respond to local crime with radio PSA • Air TV on local access shows • Newspaper support for supplement • Protecting kids in cyberspace • Reprint one or more articles • Sponsor or find sponsor to reprint supplement

  15. Using the Press Kit Collateral Materials • Talking points • Use to focus spokespeople and volunteers • Adapt/create new for specific issues • Localize CSC national press materials • National news releases • Encourage local airtime/support for VNR and ANR

  16. Using the Press Kit Collateral Materials • Fliers • Neighborhood Watch Toolkit flier • CSC registration flier • CSC announcement flier • Websites • Report exciting ideas through CSC website • Write about CSC event progress on your website

  17. Additional Ideas • Host Crime Prevention Seminars • Use PPT presentations on the website • Conduct demonstrations • Self-defense, home assessments • Crime Prevention Month brochures • Localize and reproduce with event information • Plan celebration for CSC award winners

  18. Partner with the Media Ideas Invite the media . . . • Follow local preparation for the CSC event • Film a visit by McGruff to local school • Record kids participating in a crime prevention month poster contest • Winners can be announced at the event or later in the month • Report on a fingerprinting day at school or local mall

  19. Public Appearances

  20. Partner with the Media Ideas Invite the media . . . • To do live remote broadcast from event • Local weather personality • To host autograph signing booth at event • Residents get to meet favorite personalities • Local radio to broadcast live from the event

  21. Partner with the Media Ideas Offer the Media . . . • VIP/keynote speaker interview • Interview with local volunteer • Compelling story • Volunteers for a crime prevention tips hotline segment during their morning news show • Submit weekly crime prevention month tips to local newspapers, television, and radio

  22. Partner with the Media Ideas Offer the Media . . . • Ask NCPC for local public affairs contacts • Offer to be a guest on their show • Work with your Public information officer/public affairs office to suggest an angle for your law enforcement executive to appear on local media outlets • Create your own crime prevention month PSA • Work with local media to co-star and film at their studios • Link to NCPC’s PSAs on your website • Local crime prevention show • Host an NCPC or NSA spokesperson • Promote local programs that work and include CSC information

  23. Partner with the Media Submit weekly crime prevention month tips

  24. Partner with the Media Ideas Offer the Media . . . • Chance to record one-of-a-kind event • Active Example -- March against crime • Visual Example -- AIDS quilt • Access to • Police Chief • Local celebrity • Involve a local sports figure, actor, personality in your event • Story ideas for their blog • Track their blogs and write responses/share new information • Offer guest blog opportunity if you have your own blog

  25. B L O G S 51% of journalists read Blogs for story ideas.1 Description: A Blog is a user-generated and frequently updated online journal, displayed in reverse chronological order, with opportunity for Comment from other users. • Facts: • There are 54,000 new Blog posts every hour • The Blogosphere doubles approximately every 230 days • On Average, Blog users visit 77% more web sites than non-Blog users.2 1 http://www.editorsweblog.org/news/2005/08/us_51_of_journalists_use_blogs.php 2 http://technorati.com/weblog/2006/11/161.html

  26. B L O G R E A D E R S 39% Percent of online Americans that read Blogs. ( That’s 57 million people! ) http://www.pewinternet.org/PPF/r/186/report_display.asp

  27. M E D I A T R A F F I C 210% Growth in traffic to Blogs on Traditional Media websites. ( Only 9% growth in traffic to main page ) Nielsen//Net Ratings Press Release

  28. Partner With the Media Get Creative with online media • YouTube Video • Create entertaining video about event • Create crime prevention tips videos • MySpace Page • Share stories about local event volunteers • Post pictures before and after the event

  29. Partner With the Media Still more you can do after the event • Tout what worked • Share success stories through news release • Influx of registrants for Neighborhood Watch • New partnerships • Plan for next year

  30. Partner With the Media Coming soon . . . • More tools you can use • Talking Points • Video News Release • Audio News Release • Editorials

  31. Contact Information Michelle Boykins Director of Media Relations and Marketing Communications and Research Services Department 202-261-4184 mboykins@ncpc.org NCPC main phone line: 202-466-6272