Effective Outreach Programs: Relating Your Message to the Media

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Effective Outreach ProgramsRelating Your
Message to the Media

• Public Information Manager, Yasamie Richardson

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You Have A Campaign Now What.

• You need to determine your audience
• Who are your targeting
• The length of the campaign will often determine
  your form of media
• Is the campaign new, or is it something you
  address annually, or is it a continuous campaign
• Know your media market
• Television
• Radio
• Newspapers

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Alabama TV Media Market

• 9, TV markets for the State of Alabama
• Huntsville (Northern counties)
• Birmingham (Central)
• Columbus, MS (Lamar)
• Atlanta, GA (Cleburne Randolph)
• Meridian, MS (Sumter Choctaw)
• Columbus, GA (Chambers, Lee, Russell Barbour)
• Montgomery (Southern Central)
• Dothan (Southeastern)
• Mobile/Pensacola (Southwestern)

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Radio Newspaper

• 5, Radio Markets
• Get to know their formats
• How often do you hear PSAs
• Do they broadcast live with guests
• Who is their target audience
• Newspapers
• Know their policy on feature stories
• Whats their circulation
• Whats the best way to contact them

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Now Lets Sell The Campaign..

• Television
• Considered a feature story
• Who is the feature reporter
• Whats the twist, what makes this year different
  from last year
• What visuals do you have
• Radio
• What are their rules for PSAs
• What can I write in a 15 or 30 PSA to impact
  listeners
• Most morning radio shows now have a newscasts
  every 30mins (kick-off event)
• Sunday evening talk shows
• Newspaper
• Spin it as feature
• What will make a good picture
• Any real life stories will enhance the article

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Lets Think Like the Media

• Morning meetings, 3 questions are asked
• What are people talking about?
• What do they need to know about?
• What big events/dates are coming up?
• Does my campaign fit into those questions
• Does my campaign tie to a significant event?
• Example Tuscaloosa Co. December 16, 2000
  TornadoSevere Weather Awareness
• Example Talladega Co. January 18, 2006 Train
  ExplosionShelter-In-Place
• Example Madison Co. November 20, 2006, Fatal Bus
  AccidentSchool Bus Safety

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Getting Coverage..

• Rule 1
• Your event is NEVER guaranteed coverage.
• Enhancing Your Chances of Coverage
• Press releases Initially about two weeks out
• Follow-up with a phone call or email (day before)
• Make sure you have mentioned your event to an
  actual person (personal relationships)
• Remember reporters have to then sell your story
  to their editors, producers and news directors

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Contact InformationYasamie Richardsonyasamier_at_em
a.alabama.govoffice 205-280-2275cell
205-438-4662