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Working Effectively with the Media – Part 1
Gary Beaumont, University of Illinois
Sara Brewster, Easter Seals Inc.
Deborah Danuser, National AgrAbility Project
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Marketing and the Media
Working with the media to tell your story
Talking about/writing about people with disabilities
Using person-first language
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What Is News?
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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
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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
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Media Advisory
What: Invitation to cover an event
Info to Include:5 W’s (Who, What, When, Where, Why)
Timeline: 1 week prior
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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
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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
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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
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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
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Editorials
What: Media’s position statements on current issue
How: Schedule a meeting with the editorial board
Timeline: 1-2 weeks
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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
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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
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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
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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
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Story Files
What: List of current story ideas ready to move forward
Info to Include: Contact Info, Summary, Pitching History
Timeline: Ongoing
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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
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Web
Often the first contact and info source
Everything you send out should be available online
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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
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Questions?
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Idea Sharing