working effectively with the media – part 1 gary beaumont, university of illinois sara brewster,...

Working Effectively with the Media – Part 1

Gary Beaumont, University of Illinois

Sara Brewster, Easter Seals Inc.

Deborah Danuser, National AgrAbility Project

Marketing and the Media

Working with the media to tell your story

Talking about/writing about people with disabilities

Using person-first language

What Is News?

Tools & Tactics

Press Release

Media Advisory

Press Kits

Pitching

Press Conference / Media Briefing

Opinion Editorials (Op-Ed)

Editorials

Letter to the Editor (LtE)

Public Service Announcements (PSA)

Photos

Media Lists

Story Files

E-News Alerts

Web

Press Releases

What: News presented news style using Associated Press (AP) style Inverted Pyramid

Info to include:Contact(s), Release Date, Headline,

Dateline, Lead, Body, Slug, “More” and “###”

Timeline: Immediate – 1 week

Media Advisory

What: Invitation to cover an event

Info to Include:5 W’s (Who, What, When, Where, Why)

Timeline: 1 week prior

Press Kit

What: Packet of information

Info to Include: Press Materials, Fact Sheets, Brochures, Biographies, Contact Information, Photos, FAQ, History and Issue Backgrounders

Timeline: Ongoing

Pitching

What: Brief phone calls to reporters supporting your effortsInfo to Include: Highlights of sent material – 30 sec. Your name, organization, and reason for calling Be enthusiastic and polite Be respectful of deadlines Confirm receipt; Offer to resend Rejection common

Timeline: Immediate – 2 days

Press Conference / Media Briefing

What: Press Conference: formal presentation to

reporters Media Briefing: informal presentation to reporters

Info to Include: Key messages

Timeline: Invites 1-7 days in advance

RESERVE FOR SPECIAL OR UNUSUAL EVENTS & SITUATIONS

Opinion Editorials (Op-Ed)

What: 3rd Party position statements to educate on a current issue (500-800 words)

Info to Include: Headline, Byline, Short bio of author, Human angle, Facts

Timeline: 2 week minimum

Editorials

What: Media’s position statements on current issue

How: Schedule a meeting with the editorial board

Timeline: 1-2 weeks

Letter to the Editor (LtE)

What: Letters submitted to media editors about articles and current events (250-500 words) Articles relevant to AgrAbility Thank You’s Special Events Use E-News Alerts

Info to Include: Title & Date of Article, Contact InformationTimeline: Immediately after publication

Public Service Announcement (PSA)

What: FREE Brief spot announcements on broadcast media

Info to Include: Contact Info, Key Message; “Kill” DateTime your message into 10, 30 & 60

second spots

Timeline: 3-4 weeks prior

Photos

What: Good photographs of your project

Info to Include: Short, typed caption with names from L to R; use complete sentences in present tense

Timeline: Immediate – 1 month

Media Lists

What: Contact information for media outlets and reporters TV & Radio Stations; Newspapers & Magazines,

Trade Publications; Ag, Disability, & Features Reporters

Contact Deborah for assistance

Info to Include: Name, Title, Outlet, Address, Phone, Fax, E-Mail, Beat, Delivery PreferenceTimeline: Ongoing, update at least yearly

Story Files

What: List of current story ideas ready to move forward

Info to Include: Contact Info, Summary, Pitching History

Timeline: Ongoing

E-News Alerts

E-Mail Notification of Articles with Selected Key WordsGoogle, Yahoo, MSN, etc.Daily or As-It-Happens E-MailsRecommended Keywords:

Your ProjectDisability and Agriculture

Web

Often the first contact and info source

Everything you send out should be available online

Special Events Timeline

Prior Event Media advisory, Press Kits, LtEs, PSAs, and

PITCHING, PITCHING, PITCHING!!!

Day of Event Photos Press Release

Post Event Press Release, Photos, LtEs Thank You’s

Questions?

Idea Sharing

Contact Information

Gary Beaumont217-333-9440

Sara Brewster800-221-6827sbrewster@easterseals.com

Deborah Danuser800-914-4424ddanuser@easterseals.com