Media Strategies:Getting onto the air and into printChris Hagen, APR
Some background • Full-service agency specializing in advertising, marketing and public relations • Work with combination of “for profits” and “non-profits” • Some who are seeking media coverage, some seeking to stay out of the news • Part of a group of agencies in the region
Be prepared • Determine your “elevator speech” • Summarize your organization in 30 seconds • Use consistent “who we are” on every news releaseExample: “All proceeds from the event will benefit the North Dakota Dollars for Scholars program, which brings scholarship opportunities to North Dakota students through 74 local chapters serving 155 communities.” • Have key messages ready • Who are your key audiences; what’s the key message for each of them?
Be prepared • Develop a fact sheet • Make it easy to report the facts • Include funding sources, results of programs • Think about attaching photos, graphs as electronic files or printouts
Be prepared • Decide who will be a spokesperson for your organization – in good times and in bad • Can identify more than one • Know your media audience • Keep an active list: include phone and fax numbers, mail and email addresses • Develop relationships with those critical to your organization
Be prepared • Think ahead – identify the types of events, issues or situations that can trigger a news opportunity • New research, findings, industry news • New hires or expertise joining your team • Annual results, annual or special events • Special guests, meetings • Human interest
Give news to the news media • Don’t try to pass a sales message off as news • Why is this news? • Does it pass the “who cares” test? • Define what is in it for the reader/viewer/listener
Give news to the news media • Identify what is interesting and relevant • Give the media the facts, including scope and impactExample: 11th Annual Moorhead Youth Soccer Tournament will bring 5,000 youth soccer players, coaches and fans to Moorhead this weekend, representing more than 100 teams from four states
Give news to the news media • Inform the news media • Use news advisories • Think Who. What. When. Where. Why. • Identify what is going to be important to cover, such as special guests or speakers • Include timetables and special media instructions • Follow-up by phone; don’t be shy
Give news to the news media • Use the news conference for valid announcements • Draft an agenda • Script your conference • Have your information organized • Distribute news release, prepared statements or a copy of a presenter’s script • Forward news release to those who are not present
Give news to the news media • Illustrate your story • Present more than ‘talking heads’ to viewers • Example: West Acres Recipe for Caring news conference.Each dollar donated to Great Plains Food Bank equals $16 of food to an area family. $25 food tile donation x $16 impact = $400/foodWe set-up a pyramid of food equal to $400.
Give news to the news media • Share story and photo opportunity ideas • Explain why this is important • Human interest opportunities—the heart-warming and uniqueExample: Area high school student includes pet in senior portrait—a boa constrictor.Example: Feature story on each of the ten honorees for Celebrate North Dakotans program, North Dakota Dollars for Scholars
Become an information source • Identify areas where you/your organization can provide informationExample: Ask an Ag Nurse Q & A columnExample: Gate City Bank Media Resource Guide • Forward relevant information, articles and article ideas to your media list
Seek partners • Identify a media partner for promotion of your organization or event • Look for same target audience • Very effective with fund-raising events • Seek a corporate or business partner • Look for same target audience, values and concerns • Can promote your organization through their communication system
Look beyond traditional news • Use what you know about your audience and their lifestyle • Example: How to reach parents and adults with information about Moorhead Healthy Community Initiative75% of kids spent one hour+/week in church; 11 covenant congregations helped form MHCIConducted temple talks in all congregations plus used bulletin insert
Look beyond traditional news • Send letters to the editor • Can define impact, opportunities, thanks, opinionExample: Hospice of the Red River Valley thanks community • Submit guest articles in special publications • Be a guest on the air • Seek and activate online links, listings and opportunities
Measure and track • Determine how you will rate the success of your public relations efforts • Track the amount of news coverage • Measure how effectively you reached your audience with your message • Use this record to refine your planning, and recognize opportunities for the future
Media strategies: Be prepared Give news to the news media Become an information source Seek partners Look beyond traditional news Measure & track
Thank you. Questions?