optimizing chapter media relations how to promote your chapter’s activities and gain positive...

Optimizing Chapter Media RelationsHow to promote your chapter’s activities and gain positive visibility for worker/workplace safety

Craig G. May ASSE Manager of Public Relations

Your Dad’s Media Relations

Centralized/Brick & Mortar

Under strict editorial control

Cycled every 24 hours Driven by

“professional” journalists

Largely objective

THIS IS NOT YOUR FATHER’S MEDIA ENVIRONMENT

Your Dad’s Media Relations

Centralized/Brick & Mortar

Under strict editorial control

Cycled every 24 hours

Driven by “professional” journalists

Largely objective

Your Media Relations

Diffused and Portable

Editorial control is often vague

Cycles in real time Citizen journalists

have significant influence

Largely subjective

THIS IS NOT YOUR FATHER’S MEDIA ENVIRONMENT

Today’s news reporters are as different as the news agencies that employ them…

They want to decide for themselves what is news…

They want you to provide the information by which they make that decision.

PERSONAL RELATIONSHIPS ARE PARAMOUNT!

THIS IS NOT YOUR FATHER’S MEDIA ENVIRONMENT

Useful Skills & Effective Tactics

NEW MEDIA MEANS NEW MEANS OF MEETING NEW EXPECTATIONS

Useful Skills & Effective Tactics

NEW MEDIA MEANS NEW MEANS OF MEETING NEW EXPECTATIONS

PROMOTING CHAPTER ACTIVITIES

PROMOTING CHAPTER ACTIVITIES

PROMOTING CHAPTER ACTIVITIES

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PROMOTING CHAPTER ACTIVITIES

Build Chapter-wide social media networks

Include local news reporters on your chapter’s social media accounts and join theirs

Let reporter’s determine news value

Be there when reporters seek your chapter’s assistance—sources, background, facts, figures

PROMOTING CHAPTER ACTIVITIES

Recognize that “everyplace is a workplace” and view all news stories from this perspective

POSITIVE VISIBILITY FOR WORKER/WORKFORCE SAFETY

POSITIVE VISIBILITY FOR WORKER/WORKFORCE SAFETY

Costa Concordia

Recognize that “everyplace is a workplace”

Suggest to reporters that they take the “worker/workplace” angle of news stories covered otherwise

POSITIVE VISIBILITY FOR WORKER/WORKFORCE SAFETY

POSITIVE VISIBILITY FOR WORKER/WORKFORCE SAFETY

Promoting the profession

Growing chapter membership

Generating attendance for an upcoming event or positive awareness following an event

KNOW WHY YOU’RE SEEKING CHAPTER NEWS COVERAGE

Define Risk vs. Hazards

Influence Policy

Promote Existence of Standards

WORKPLACE SAFETY PROFESSION IS VITAL TO EVERYTHING WE DO

• Use social AND traditional media to:• Editorialize on behalf of the profession, its

influence and your expertise

• Influence coverage of workplace safety news by commenting on news webpages, social media sites or your own blog

• Win over converts to multiply your message

WORKPLACE SAFETY PROFESSION IS VITAL TO EVERYTHING WE DO

Questions?