getting the-press-attention jeff gauger convergesouth2012
DESCRIPTION
ConvergeSouth2012TRANSCRIPT
![Page 1: Getting the-press-attention Jeff Gauger ConvergeSouth2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554edb8eb4c905d51b8b48e5/html5/thumbnails/1.jpg)
Getting the …… Attention
Press’
![Page 2: Getting the-press-attention Jeff Gauger ConvergeSouth2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554edb8eb4c905d51b8b48e5/html5/thumbnails/2.jpg)
![Page 3: Getting the-press-attention Jeff Gauger ConvergeSouth2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554edb8eb4c905d51b8b48e5/html5/thumbnails/3.jpg)
![Page 4: Getting the-press-attention Jeff Gauger ConvergeSouth2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554edb8eb4c905d51b8b48e5/html5/thumbnails/4.jpg)
![Page 5: Getting the-press-attention Jeff Gauger ConvergeSouth2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554edb8eb4c905d51b8b48e5/html5/thumbnails/5.jpg)
![Page 6: Getting the-press-attention Jeff Gauger ConvergeSouth2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554edb8eb4c905d51b8b48e5/html5/thumbnails/6.jpg)
The one-slide secret to working with the press
• Understanding commercial media • Relationships • Credibility • Making the right pitch
![Page 7: Getting the-press-attention Jeff Gauger ConvergeSouth2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554edb8eb4c905d51b8b48e5/html5/thumbnails/7.jpg)
Commercial Media = Exposure
Buy it Control • Content • Timing • Placement
Get it free Say . . . “Goodbye control”
![Page 8: Getting the-press-attention Jeff Gauger ConvergeSouth2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554edb8eb4c905d51b8b48e5/html5/thumbnails/8.jpg)
Reporter’s Job
Sales
Editor’s Job
Your Job
Sales
Compromise • Time • Talent • Space
![Page 9: Getting the-press-attention Jeff Gauger ConvergeSouth2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554edb8eb4c905d51b8b48e5/html5/thumbnails/9.jpg)
Relationships
• Making connections first • Meet reporters, editors • Figure out who covers what • Figure out who makes decisions
![Page 10: Getting the-press-attention Jeff Gauger ConvergeSouth2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554edb8eb4c905d51b8b48e5/html5/thumbnails/10.jpg)
Your credibility • Offer story tips even when you have
nothing to gain • Be honest . . . don’t oversell • Be realistic • Understand the difference between
ads and editorial content
![Page 11: Getting the-press-attention Jeff Gauger ConvergeSouth2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554edb8eb4c905d51b8b48e5/html5/thumbnails/11.jpg)
Your credibility, V. 2.0
Stuff happens
When it does
![Page 12: Getting the-press-attention Jeff Gauger ConvergeSouth2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554edb8eb4c905d51b8b48e5/html5/thumbnails/12.jpg)
Understanding media • They’re busy. Get to the point • They’re motivated by what’s new, different,
bigger, broken, changed, unusual • They prize their credibility • They want stories with the broadest possible
appeal • They want real-people examples • With non-profits, they want to share the
wealth
![Page 13: Getting the-press-attention Jeff Gauger ConvergeSouth2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554edb8eb4c905d51b8b48e5/html5/thumbnails/13.jpg)
Make the right pitch
• Have a narrow purpose • Be realistic • Unless you’re buying ads, don’t
promise your boss or board what the media will deliver
![Page 14: Getting the-press-attention Jeff Gauger ConvergeSouth2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554edb8eb4c905d51b8b48e5/html5/thumbnails/14.jpg)
Make the right pitch
• Tell them early • Make it easy • Frame your idea for wide • Think visually • How can you help?
![Page 15: Getting the-press-attention Jeff Gauger ConvergeSouth2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554edb8eb4c905d51b8b48e5/html5/thumbnails/15.jpg)
Bonus tip Suggest
a Partnership
![Page 16: Getting the-press-attention Jeff Gauger ConvergeSouth2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554edb8eb4c905d51b8b48e5/html5/thumbnails/16.jpg)
An editor’s Peeves
• Last-minute Minnies • NQR Ninnies
• Molly Moochers • Entitlement Eddy’s
• Negative News Nancy’s
![Page 17: Getting the-press-attention Jeff Gauger ConvergeSouth2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554edb8eb4c905d51b8b48e5/html5/thumbnails/17.jpg)
Now you be the editor An exercise
• 10 minutes • 10 stories • Expect interruptions
![Page 18: Getting the-press-attention Jeff Gauger ConvergeSouth2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554edb8eb4c905d51b8b48e5/html5/thumbnails/18.jpg)
Now you be the editor An exercise
Pick . . . – Four stories for page field
• 1 story for news lead • 1 story for main display • No more than one with secondary art • Four stories for page field
– One story with art for sky box – One story to lead left rail
![Page 19: Getting the-press-attention Jeff Gauger ConvergeSouth2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554edb8eb4c905d51b8b48e5/html5/thumbnails/19.jpg)
Your 10 stories • Non-profit with record of successful service celebrates 50th
anniversary. 15 inches. w/ photos. • Greensboro City Council debates changes to city recycling
program. No decision made. Meeting highly contentious. 18 inches. No visuals.
• Popular long-time, former high school football coach dies in nursing home. 12 inches. w/ file photos.
• Weather expected to turn colder overnight, first frost possible. 7 inches. w/ chart.
• Convenience store robbery in High Point. No suspects. 5 inches. No visuals.
• Local manufacturer announces it will add 150 jobs paying $40K over next three years. 16 inches. w/ locator map.
• Trial preview story in year-old homicide case. 10 inches. w/ file mug shot of defendant.
• Service club announces it is accepting applications for scholarship program it sponsors. 4 inches. No visuals.
• Dow Jones Industrial Average falls 2.4%. w/ chart. • Car, school bus collide, killing car driver and injuring nine
children. 22 inches. w/ photos.
![Page 20: Getting the-press-attention Jeff Gauger ConvergeSouth2012](https://reader034.vdocument.in/reader034/viewer/2022042814/554edb8eb4c905d51b8b48e5/html5/thumbnails/20.jpg)
Questions