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Mastering Media for Success

Learn how to effectively communicate with the media and build relationships to promote your organization. Discover key strategies and tips for successful media interactions. Presented at the 2007 Parks and Recreation Ontario Educational Forum and Trade Show by Susan Sommers + Associates.

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Mastering Media for Success

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  1. BUILDING MEDIA BUZZ Presented to: 2007 Parks and Recreation Ontario Educational Forum and Trade Show Presented by: susan sommers +associates Thursday, March 29, 2007 905 889-6029 www.susansommers.ca susan@susansommers.ca c. 2007

  2. THE MEDIA QUIZ Handout, Page 1

  3. CHANGES IN THE MEDIA • More opportunities for success • Explosion of media outlets: all business channels, talk radio, print and electronic media websites, web-based media, multi-cultural media • More competition • More freelance, less staff • Internet major tool

  4. THE KEYS TO SUCCESS • Understand what is “newsworthy” • Build on-going relationships

  5. COMMUNICATE • The right message to • the right audience through • the right media • at the right time

  6. DEFINE YOUR TARGET MARKETS • Employees • Current clients • Past and potential clients • Sponsors • Members • Donors • Suppliers • Associations • Colleagues/strategic alliances

  7. OTHER MARKETS • Competitors • Government Agencies • Media • Local Community • National/international

  8. KNOW YOUR REASONS • WHY are you contacting specific media? • What’s the “hook” • What are your goals (Handout, Page 2)

  9. UNDERSTAND THEIR REASONS • WHY should the media (and their readers or viewers) be interested in you, your products, and your services?

  10. THINK LIKE A REPORTER • Handout, Page 3 and 4

  11. UNDERSTAND THE MEDIA • Create a media list of print and broadcast media who reach your markets • Learn about their staff, deadlines, and formats

  12. KNOW THE RESOURCES • Bowden’s Directory • Matthews Media Directory • CARD (Canadian Advertising Rates & Data) • Canada NewsWire • Ontario Community Newspaper Association • Canadian Press and Broadcast News • Periodical Writers Association of Canada

  13. INCLUDE ALL KINDS OF MEDIA • Newsletters (corporate, association, and government) • Internet media • Alternative media (controlled circulation, free) • Bulletins (church, etc.)

  14. FREELANCE WRITERS • Freelance writers understand the needs and deadlines of media in their industry • Contact the Periodical Writers Association of Canada (PWAC) at www.writers.ca

  15. FOR LARGER CAMPAIGNS • Use Canada NewsWire or Matthews to send your release • Goes directly into newsrooms • Posted on their websites

  16. DESIGNATE ONE MEDIA SPOKESPERSON • All requests for interviews, quotes and information should be handled by your media representative • Create a written policy and review it with staff

  17. WHEN TO CONTACT THE MEDIA • To arrange an information session • To follow up on a media release • To comment on an issue, problem, or trend • To “pitch” your organization

  18. HOW TO CONTACT THE MEDIA • By e-mail • By mail • By fax • By telephone

  19. WHY THE MEDIA CONTACT YOU • To get a quote • To comment on an issue • To verify or obtain more information • As a pre-interview • In a crisis

  20. WHEN MEDIA PHONE Ask if the person is “on deadline” If not, buy time – ask to call back in 20 minutes with information or another contact Record the conversation You can say no

  21. PREPARE FOR AN INTERVIEW • What is the goal? • Who else is being interviewed? • Develop 3 key messages • Questions from media are message opportunities

  22. BEFORE THE INTERVIEW Provide to media:Information on youYour company and historyYour goals and objectivesBEFORE THE INTERVIEW BEFORE THE INTERVIEW BEFORE THE INTERVIEW Provide to media: • Information on you • Your organization and history • Your goals and objectives • Your programs and services 

  23. PRACTICE, PRACTICE, PRACTICE If your spokesperson is not totally comfortable with the media: • Audio and video tape answers to questions • Hire a professional for training

  24. PREPARE 2 LISTS OF QUESTIONS :Topics related to your company or organizationCreate questions that you wish the media would askProvide interviewer with listPREPARE 2 LISTS OF QUESTIONS • Topics related to your business • Create questions that you wish the media would ask • Provide interviewer with list

  25. THE SECOND LIST Questions you wish the media would not ask (but they probably will) Practice your answers

  26. AT THE INTERVIEW • Your answer is more impt. than the question • Think and talk in 15 second sound bites • Be sure of your facts • Use bridges for answers: Let’s consider, before I get to that • Stay in command – you are the expert • Don’t repeat negative questions • Listen, listen, listen • Don’t speculate

  27. NOTHING IS “OFF THE RECORD” • Anything you say can be used in any way they choose • “No comment” makes them want to know what you are hiding • They will get information from other sources

  28. BODY LANGUAGE • Look at the interviewer, not camera • Stand or sit still • Gestures: keep your hands down • Don’t cut off communication: fold hands, arms crossed, tinted glasses

  29. AFTER THE INTERVIEW • Always be available  • Arrange to get your own copies of articles or segments directly from media outlets

  30. PREPARE FOR A CRISIS • Designate a crisis “team” • Spokesperson and executives, management staff, technical, financial, extra resources

  31. CREATE A CRISIS COMMUNICATION PLAN • Put it in writing • Share with all staff • Aim • Key audiences • Emergency Media Operations Office • Release of public information

  32. IN A CRISIS • Respond within 2 hours, if possible • No longer than 24 hours • Talk about what you can confirm • Don’t speculate • Be open and honest with the media • Tell them when, and how, they will hear from you again

  33. MEDIA-FRIENDLY SPECIAL EVENTS • Open house or plant tour • Seminars and workshops • Community events • Charity fundraisers • Events involving children • Celebrity events

  34. INVITE MEDIA TO YOUR SPECIAL EVENTS • Organize a media sign-in table or room • Assign one or two people • Supply kits when they arrive - they won’t stay…

  35. MEDIA SPONSORSHIP • Involve media as sponsors or partners in your special event. • What can you offer? • What do you want?

  36. DESIGN A MEDIA EVENT • A media conference is a tool to deliver major “news” • A media preview • A media drop

  37. CREATE A MEDIA KIT • A customized presentation • Explains you and your organization or company to media when you are not there

  38. MEDIA KIT INSERTS • Media Release • Media Alert • Fact Sheet • Backgrounders • List of services and programs • Testimonials • Story Ideas

  39. MEDIA KIT INSERTS • Client and sponsor lists • Awards • Photos • Recent media coverage • Articles • Schedule of your event • Business card

  40. THE INTERNET MEDIA ROOM • Create a Media Room on your site • Make sure you keep it updated • Promote it in your publicity materials • Collect information?

  41. HIRE PROFESSIONALS

  42. MEDIA KIT INSERTS • THE MEDIA RELEASE, HANDOUT, Page 5 • THE FACT SHEET, HANDOUT, Page 6 STORY IDEAS, HANDOUT, Page 7

  43. THE INTERNET MEDIA ROOM

  44. MEDIA FOLLOW-UP • On-line and off-line clipping service and broadcast monitoring • Hire a Media Monitoring Service for larger campaigns • Keeping your own tabs

  45. WHEN YOU ARE PRAISED • Media representatives appreciate a handwritten thank you note to show to their editor or producer

  46. USE ADVERTISING TO SUPPLEMENT PUBLICITY • For special events • To reach a very specific market • Advertorials • To gain media sponsorship • For a “commercial message” • To thank sponsors

  47. CREATE A REPORT Include all contacts: • Date • Name • Media represented • What they said • Action to be taken • Call recorded by:

  48. THEN, LOOK AT COVERAGE • When, where, how much, tone • Calculate advertising value • The pros and cons • Key messages

  49. EVALUATE YOUR PROGRAM • Use the media report analysis and coverage to update your list, materials, and events

  50. RESOURCES • Bowden’s Media Directory • Canada NewsWire • Canadian Advertising Rates and Data • Canadian Press and Broadcast News • Matthews Media Directory • Canadian Periodical Writers Association • www.bowdens.com • www.newswire.ca • www.cardmedia.com • www.canpress.ca • www.cdn-news.com • www.web.net/-pwac • MediaNet Central (MediaNetCentral.ca) • Sourceswww.sources.com

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