Media Relations: Communicating Your Message Through Media Partners

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Media RelationsCommunicating Your
MessageThrough Media Partners
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What are media relations?
What does the media want?
Inverted what?
Say cheeeeese!
Press release relief
Headlines
Historian Duties
How to get help
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What are media relations?

• ITS ABOUT BUILDING RELATIONSHIPS
• ITS ABOUT RESPONSIBILITIES Always return
  phone calls, emails Find out the
  reporters deadline
• ITS ALL ABOUT CREDIBILITY With each newspaper,
  radio and TV contact made

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What does the media want?
Five Ws and H
Who?
What?
When?
Where?
Why?
How?
If you do not answer ALL of these questions, your
story might be tossed
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Inverted what?
INVERTED PYRAMID
Press releases should be top heavy
News editors trim from the bottom
Inverted pyramid enhances your chances of
getting published
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Say cheeese!

• PHOTO TIPS
• Hold the camera still Use tripod
• Avoid grip and grins Go for close-up action
• Identify everyone (from left to right) with
  correct spelling and titles in cut lines
• Pay attention to background and lighting

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School logo
Press release relief
FOR IMMEDIATE RELEASE June 7, 2007                
                                   Contact Joe
BlowCommunications Marketing
Coordinator,[phone] / 555-5101 (cell) /
www.jblow_at_xyztech.org Health center opening
draws crowdXYZ Tech adds 155,000 square feet
Release Date
Contact
Headline subhead
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Your organization is part of Oklahomas
CareerTech system

• ALWAYS link your student organization to the
  CareerTech system in your releases.

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For example

• Family, Career and Community Leaders of America,
  the student organization affiliated with the
  CareerTech program Family and Consumer Sciences
  Education, is one of seven CareerTech student
  organizations.  

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Others include

• Agricultural Education, FFA
• Business and Information Technology Education,
  BPA
• Health Careers Education, HOSA
• Marketing Education, DECA
• Technology Education, TSA
• Trade and Industrial Education, SkillsUSA

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Headlines

• Milk drinkers are turning to powder
• Eye drops off shelf
• Attendants help dog bite victim
• Local high school dropouts cut in half
• Hospitals sued by seven foot doctors
• Red tape holds up new bridge
• Man who steals clock, faces time

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All Media Markets Are NOT Created Equally

• Rural
• All towns except Tulsa, Oklahoma City

Your accurate, timely, interesting-to-local-commun
ity, newsworthy story and GOOD photos are likely
be used, verbatim.
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Metro Tulsa and Oklahoma City
The Tulsa World and Daily Oklahoman write the
stories and take the photos based upon your
well-placed and timed pitch. You provide
background, facts, contact information.
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Someone forgot to ask for edit help
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Historian Duties
7. Historian
Photographs Takes photos at all activities,
banquets, contests, etc.
Creates Compiles organization news clippings,
photos, programs, etc. to create a scrapbook
Preserves Collects and preserves records as they
relate to the evolution of the organization
Records Keeps records of groups accomplishments
and activities
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Scrapbooking . . . where to start

• If your chapter already has a book, continue
  the overall style, adding personal creativity
  along the way
• Seek training for basic concepts new ideas
• Make sure that your book is neat and in order
• Be creative, but tasteful
• Include photos, news clippings, programs
  another records of your chapters activities
  accomplishments.

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How to get help
Your local technology centers marketing staff
can provide

• Reporters names

• Local media deadlines

• A media contact list

http//www.okcareertech.org/pio/handouts