Boot Camp

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(No Transcript)
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MEDIA OUTREACH Tools of the Trade

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Agenda

• Introduction
• The 5 Ws of media outreach
• Media outreach for an event
• Vicky Chandler How I got the medias attention
• Additional tips for media outreach
• Activity
• Q A

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When Reaching Out to the Media, Think Like a
Reporter

• Ask yourself the questions reporters ask when
  writing a story
• Who?
• What?
• Where?
• When?
• Why?
• How?

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The 5 Ws of Media Outreach

• Why conduct media outreach?
• What attracts the media?
• Who should I contact?
• Where do I find contact information?
• When should I pitch?
• How do I pitch the story?
• Additional pointers

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Why Should I Conduct Media Outreach?

• Your objectives are to
• Relay your key messages
• Reach your target audience
• Call to action

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What Attracts the Media?

• A reporters objectives are
• Provide timely and interesting information
• Tell a story
• Build the audience

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What Attracts the Media?

• So, your news should
• Be timely - announce something new that has wide
  impact
• Build on a trend or relate to other current news
• Include a human element
• Be visual

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Whom Should I Contact at a Newspaper?

• City editor
• Beat reporter
• Editorial assistant
• Photo editor
• Editorial board

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Whom Should I Contact at a Radio Station?

• News director
• Beat reporter
• Public affairs/PSA director

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Whom Should I Contact at a Television Station?

• Planning editor/assignment desk
• Producer/reporter

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Where Do I Find Contact Information for the Media?

• Phone book
• www.usnpl.com (U.S. Newspaper List)
• Coalition members
• Library
• Bacons media directory
• News Media Yellow Book
• Follow news coverage of health care and
  childrens issues and track who is doing the
  reporting
• Call each outlet to identify key reporters

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How do I Create a Press List?

• Contact name
• Outlet name
• Position or beat
• Phone number
• Fax number
• E-mail address
• Other helpful information

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When Do I Contact the Media?

• Timing is everything!
• Print Call between 1000 a.m. and 300 p.m.
• Radio Call between 730 a.m. and 830 a.m.
• or after 1000 a.m.
• TV Call between 1000 a.m. and 1100 a.m.
• or 100 p.m. and 300 p.m.

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MEDIA OUTREACH For an Event

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What Does the Media Need to Cover Your Story?

• News Conference or Event Planning
• Purpose
• Date/time
• Location
• Speakers
• Visual elements
• Media materials

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What Materials Can I Use for Media Outreach?

• News advisory
• Press release
• Op-Ed
• Drop-in article
• Letter to the editor
• Community calendar listing

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When Do I to Pitch an Event to the Media?

• 1 week before the event
• Send pitch letters
• Begin making pitch calls
• Engage reporters on the issue

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When Do I Pitch the Media?

• 3-5 days before the event
• Send the news advisory
• Make follow-up calls
• Continue providing background information

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When Do I Pitch the Media?

• Day before the event
• Re-fax news advisory
• Make follow-up calls
• Answer questions
• Gauge attendance

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When Do I Pitch the Media?

• Morning of the event
• Call newsrooms again to see whos coming
• Offer to re-fax news advisory

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When Do I Pitch the Media?

• At the event
• Work with media to determine their needs
• Offer interviews with spokespersons/families
• Follow up if necessary
• Distribute news release
• Have extra people on hand to help out

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When Do I Pitch the Media?

• After the event
• Follow up with reporters who were interested, but
  didnt attend
• Send/fax/courier media materials
• Be prepared for interview requests

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How Do I Pitch the Media?

• Ask Are you on deadline?
• Lead with the most compelling information
• Always include the 5 Ws
• Offer to send additional information

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How Do I Pitch the Media?

• Pitching DOs
• Be concise
• Be enthusiastic
• Be persistent
• After successbe consistent

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How Do I Pitch the Media?

• Pitching DONTs
• Leave long message with your phone number at the
  end
• Call to see if a fax was received
• Pitch two reporters at the same outlet at the
  same time

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How Do I Pitch the Media?

• Pitching DONTs
• Read a script
• Argue with a reporter
• Call during a big news story

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How Do I Pitch the Media?

• Dont be afraid to say, I dont know.
• Offer to find out the answer and call the
  reporter back
• Get back to the reporter on a timely basis

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Tips for Pitching

• Send something in writing
• DONT call to see if they got it
• Use pitch call to engage reporter on the issue
• Call to confirm they are coming to event
• Use e-mail

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Tips for Pitching

• Media outreach helps build a rapport
• Be informed
• Be responsible
• Be helpful
• Be responsive
• Be creative
• Be respectful of deadlines

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Tips for Pitching

• Create a media contact log
• Use while pitching
• Include up-to-date info
• Keep track of your calls

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Vicky Chandler Reno, Nevada How I Got the Medias
Attention

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Be Familiar with the Local Media

• Health news segments
• Format
• Subject matter
• Additional opportunities
• Reporters interests

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Initiate Contact

• Contacted the health reporter
• Used their objectives to fulfill my objectives
• Suggested how CKF could fit into their news

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Create a Relationship

• Became a resource for information
• Offered CKF materials
• Made myself available for the reporters needs

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Proven Success!

• Health news segment
• Ask the Doctor segment

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Proven Success!

• Hundreds of phone calls
• Opportunities flourish

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Additional Pointers

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Tips for Media Outreach

• Learn the lingo
• On the record Everything said can be quoted with
  attribution
• On background Everything said can be quoted but
  attributed generically, i.e., an official said
• Off the record Information provided is not to be
  used but is intended to provide context for the
  reporter
• Embargo Restricts use of news item before a
  certain time

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Available Resources
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CKF Communications Tools

• www.coveringkidsandfamilies.org/communications
• Template media tools
• How-to guides for media outreach