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1LibreOffice Bern 2014 Conference Presentation
Dealing with Journalists
Italo Vignoli
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2LibreOffice Bern 2014 Conference Presentation
Media Relations
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3LibreOffice Bern 2014 Conference Presentation
Media Workflow
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What’s In It For Me?
Informing and influencing key audiencesStrengthening links and promoting dialogue Marketing and accountabilityThe media are the means, not the endThe media are only one part of a larger communicationstrategy
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5LibreOffice Bern 2014 Conference Presentation
Tech vs the Media
Tech people think that the mediaDistort and sensationalizeAct shallow and ignorantDon’t understand technologyTake a “gotcha” approach
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6LibreOffice Bern 2014 Conference Presentation
The Media vs Tech
Reporters think that tech peopleAre bad communicatorsHide behind jargonDo boring workAre out of touch
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7LibreOffice Bern 2014 Conference Presentation
Understanding Media
Are deadline drivenAre often stressedSeek new and interesting storiesThrive on conflictNeed to convince editorsDon’t like to give out interview questions in advanceAre not into promotion
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8LibreOffice Bern 2014 Conference Presentation
Types of Stories
NewsFeaturesOpinionInterviewsLetters to the Editor
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Media Messages
Focus on three to five key messagesEmphasize the impact on peopleKeep messages succinct and simpleUse active verbsFind the “sticky message”
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10LibreOffice Bern 2014 Conference Presentation
Making a Media Pitch
Compile a list of reportersSee the story from a reporter’s perspectiveBe clear and conciseBe timely
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Making a Media Pitch
The IssuesBoil down to the basicsFocus on the human angleHighlight conflictLink to current events
The CharactersShowcase key individuals
The StoriesSuggest a narrativeThink visuals
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Inverted Pyramid
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News Release
Include organization’s name and dateFollow with a headlineStart with conclusionArrange in short paragraphsUse a quoteInclude backgrounder and/or biosInclude contact information and website
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News Release Tips
Use simple, everyday language Give it the human touchAvoid jargon and acronymsUse the active voiceSend two or three days ahead of time
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15LibreOffice Bern 2014 Conference Presentation
News Release Tips
Consider attaching a backgrounder or bioRemember that news releases are not always effectiveConsider other ways to get a reporter’s attention
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16LibreOffice Bern 2014 Conference Presentation
Cultivate Reporters
Update your list of key reportersArrange face-to-face meetingsHave some information to offerTry to understand their needs
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17LibreOffice Bern 2014 Conference Presentation
The Exclusive
Journalists are competitiveExclusive stories help their careersRespect an offer of exclusivityFeel free to recycle the story to other reporters later
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18LibreOffice Bern 2014 Conference Presentation
How to Handle Media Requests
Always be promptKeep reporter in the loopBe prepared with facts and figuresBe both professional and personable
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19LibreOffice Bern 2014 Conference Presentation
Be Ready to Respond
Monitor the mediaMonitor eventsConsider a letter to editor or op-ed