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Media Relations APAMSA Leadership Development Module Media Relations Relations-Oriented Behaviors Developing a positive relationship with the news media is a challenge with a lot of upside

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media relations

Media Relations

APAMSA Leadership Development Module

media relations2
Media Relations

Relations-Oriented Behaviors

  • Developing a positive relationship with the news media is a challenge with a lot of upside
  • News coverage is a low-cost, highly credible way to inform the public about events and your organization
  • Be prepared to deliver a succinct story with a clear reason why it is newsworthy

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

relations oriented behaviors
Relations-Oriented Behaviors

Leadership Challenge (28)

  • Media Relations
    • Understand that the media must balance tight deadlines with accurate, complete reporting
    • Identify local media outlets (i.e., radio stations, local television news, newsletters, listserv, etc.) and create a listing of your key media contacts (i.e., name, title, organization, contact information)
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Media Relations

Guidelines For Media Relations

  • Understand the media
  • Media database
  • Newsworthy
  • Presenting news
  • Other media exposure

Source: G. Yukl, Leadership In Organizations (New Jersey: Pearson Prentice Hall, 2006, p. 71-72)

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Media Relations

Understand The Media

  • The media seeks accurate, objective stories balanced with the pressure of tight deadlines
  • Research the type of news that the target media outlet typically presents
  • Provide complete and accurate stories deemed most typical of the news covered by the target media

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

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Media Relations

Media Database

  • Create a database that identifies
    • Varied modes of media (TV, radio, newspaper)
    • Target audience
    • Contact information of reporters and editors
    • Frequency of publication
    • Deadlines
  • Become familiar with media outlets to match your needs with their interests

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

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Media Relations

Newsworthy

  • News is new, timely, informative, educational, significant, unique, interesting, or entertaining
  • Appealing to a good percentage of the audience
  • A special event of significant impact in the community
  • Unique and unusual stories

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

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Media Relations

Presenting News

  • News release
    • Announce an event as a news story
    • Start with the basic 5 Ws:
      • Who’s involved?
      • What will happen?
      • When will it take place?
      • Where will it take place?
      • Why is this news?

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

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Media Relations

Presenting News

  • News release
    • Use an inverted pyramid to present information
      • Most basic and important facts first at the top
      • More detailed information will then follow
    • Be concise, remove puff and jargon terminology, and never lie
    • One page max
    • Be certain that every fact, title, and name is correct

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

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Media Relations

Presenting News

  • News release
    • Format:
      • Typed on 8 ½ x 11 paper, double spaced, 1in margins
      • Your contact information in the upper left corner
      • Below contact information, type the date of expected release (FOR IMMEDIATE RELEASE is preferred)
      • Begin about 1/3 down the first page; if more than one page, type “---more---” in the bottom center and all other pages
      • On the upper left corner of the second page, type your organization name and “2-2-2-2” and continue 1 inch below that; indicate the end with the following symbol “# # #:
      • Send one copy of the news release to the media outlet before their deadline

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

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Media Relations

Presenting News

  • News release
    • Photo Coverage
      • Preferred: 5” x 7” or 8” x 10” black and white glossy photographs in sharp focus
      • Smaller photos in color may also work
      • Identify places, events, and people in the photo/artwork on the back
      • Write the information on a separate sheet of paper and attach work it to the photo/artwork with a paperclip

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

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Media Relations

Presenting News

  • News release (sample)

APAMSA Chapter333 Main StreetBig Town

For further information:Jane DoePublicity Chairman222-888-0000    

FOR IMMEDIATE RELEASE: Paul Doctor (who) will speak (what) at a Local Council meeting at 7 p.m., Wednesday, January 31 (when) in Big Town Community Hall. (where)

Doctor, who has extensive experience in organizing health festivals, (why) will speak on "Promoting Your Art with a Smile."

Reservations may be made by contacting Mary Jones at 123 Riverside Lane; phone 444-3333; email mjones@central.org.

   #-#-#

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

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Media Relations

Presenting News

  • Media alert
    • Succinct, urgent report with bulleted facts
      • Cancelled events, or short notice of events
      • Use sparingly
    • Keep short, no quotes or taglines
    • Identify newsworthy point and why it is so

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

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Media Relations

Presenting News

  • Media alert (sample)

MEDIA ALERT

Who: Paul Doctor, speaker and fair organizer.

What: Featured speaker for Local Council meeting.

When: Wednesday, January 31, program beginning at 7 p.m.

Where: Big Town Community Hall.

Why: Doctor has extensive experience in organizing health fairs. He will speak on “Improving Your Health Today."

Additional Information: For reservations contact Mary Jones,123 Riverside Lane; phone 222-444-3333;email mjones@central.org

For further information contact:Jane DoePublicity Chairman

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

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Media Relations

Presenting News

  • Pitch letter
    • Persuasive letter requesting coverage of an event or an issue
    • Can be more editorial and descriptive

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

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Media Relations

Presenting News

  • Pitch letter (sample)

Dear Editor (name)

Many people these days are more concerned about their health lifestyles. That's why I thought you might be interested in hearing a presentation by noted physician and health fair organizer Paul Doctor and reporting his insights to your readers.

Doctor will be the featured speaker at the Wednesday, January 31, meeting of the Local Council at Big Town Community Hall. He will speak, beginning at 7 p.m., on “Improving Your Health Today." Beverages and snacks will be served.

We would be pleased to have you as our guest. I will call you to confirm your attendance. In the meantime, if you have any questions please call me at 222-888-0000.

Sincerely,

Jane DoePublicity ChairmanLocal Council

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

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Media Relations

Presenting News

  • News conference
    • Presentation of new and very important information to a group of news reporters
    • Save news conferences for very important “front page” news
    • Select an appropriate location or special site

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

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Media Relations

Presenting News

  • News conference
    • Hold news conferences early in the day in consideration of daily deadlines
    • Inform all key contacts about the news conference
    • Designate a spokesperson to deliver message and answer questions

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

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Media Relations

Presenting News

  • News conference
    • Make all statements brief and concise, and choose your words wisely
    • Do not elaborate beyond the 5 Ws
    • Practice your statements out loud and prepare canned responses for anticipated questions

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

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Media Relations

Presenting News

  • News conference
    • Take questions one at a time, call upon reporters by name or pointing
    • Answer questions cordially and calmly
    • Never lie, it is okay to not know and say so
    • End within 30 minutes or when questions drag

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

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Media Relations

Presenting News

  • News conference
    • End within 30 minutes or when questions drag
    • Stick around to answer further questions
    • Provide the same statements in writing to avoid misunderstandings or reporting errors

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

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Media Relations

Other Media Exposure

  • Other options:
    • Guest articles as an expert of the subject
    • Letters to the editor offering your opinion
    • Upcoming event listings
    • People highlights to recognize notable persons
    • Volunteer as a guest lecturer
    • Talk shows on relevant issues of audience interest
    • Celebrities are newsworthy and can spread the word

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

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Relations-Oriented Behaviors

Summary

  • Media Relations
    • Developing a positive relationship with the news media is a challenge with a lot of upside
    • Be prepared to deliver a succinct story with a clear reason why it is newsworthy
    • Utilize the Guidelines for Media Relations to build a positive relationship with the news media and publicize your organization
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Relations-Oriented Behaviors

Next Topic…

  • Broadcast Media Interview
    • Our next module discusses guidelines to work with broadcast media outlets and prepare your interview
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Relations-Oriented Behaviors

Sources

  • Ohio Arts Council
    • www.oac.state.oh.us/resources/mediaresourceguide/media.asp
  • Free Management Library
    • www.managementhelp.org/ldrship/ldrship.htm