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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

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

Getting your Message through a TV Newsroom

Strategic Use of the Free Press


Power of the press release and the weakness of it

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


Power of the press release and the weakness of it1

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


Power of a personal relationship and the weakness of it

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


Power of a personal relationship and the weakness of it1

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


The layers you have to work through

The layers youhave to work through

---Viewer

---News Director

Strategic Use of the Free Press

---Executive Producer/Asst. News Director

---Reporter/Assignment Manager


What does tv want

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.


Getting your message through a newspaper newsroom

Getting your Message through a Newspaper Newsroom

Strategic Use of the Free Press


Evaluate your announcement

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


    Target media personnel

    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


    Create news release

    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


    Contact and follow up

    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


    Journal ed board meetings

    Journal “Ed Board” Meetings

    • Announcing major policy initiatives

    • Captive and influential audience

    • Free-form questions

  •  Be prepared.

  • Strategic Use of the Free Press


    Review

    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


    Identifying other free media opportunities

    Identifying other free media opportunities

    Utilizing social media and

    other tools to get the word out

    Strategic Use of the Free Press


    The simplicity and accessibility of social media

    The simplicity and accessibility of social media

    Strategic Use of the Free Press


    Social media examples

    Social Media: Examples

    Facebook

    Myspace

    Twitter

    Blogs

    Forums

    Strategic Use of the Free Press


    Benefits of social media

    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


    Social media demographics facebook

    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


    Social media demographics twitter

    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


    Potential uses

    Potential uses

    PUBLIC SAFETY APPLICATIONS

    Feature Wanted Criminals

    Strategic Use of the Free Press


    Potential uses1

    Potential uses

    • PUBLIC SAFETY APPLICATIONS

    • Fire warnings

    • Missing persons

    • Employee recognition

    • Special events

    Strategic Use of the Free Press


    Social media a case study

    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


    Facebook a case study

    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


    Social media cabq uses

    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


    Getting your message through the free press1

    Getting your Message through the Free Press

    Presenters:

    Chris Ramirez

    Miguel Navrot

    Erin Kinnard Thompson

    Strategic Use of the Free Press