Media & Press Management

September 24, 2011 CJ Martinez, Ketchum

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“If a story is not about the hearer, he will not listen. And here I make a rule—a great and interesting story is about everyone or it will not last.”

- John Steinbeck

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Good content and storytelling is still paramount to breaking through the clutter

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The news media are concerned about one primary thing – what’s the story? – communicate this effectively, and you’ll get noticed

In providing information and details to the news media, there are three basic methods:

Regardless of which format you choose, the key to getting the news media’s attention is developing an interesting and unique story

This overview will provide you some tips in how to best get the media’s attention and get your story published or broadcastSource: dilbert.com; AP; dailyanchor.com

Press Release Press Conference

Interview

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Develop your story, target your media outlet, and form your story for that audience

Craft your Story

Develop a compelling and attention-grabbing story

Tailor to your Audience

Tweak and form your story to suit the media format you want to target

Media Options

Choose which form of media you want to pursue – newspaper, TV, radio, online, etc. Which others?

Tap the search engine as a media relations “How-To Guide” for details on setting up a press conference

and writing a press release.

MEDIA & PRESS MANAGEMENT OBJECTIVES:

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Craft your Story: Which is more interesting?

The dragon’s head seems much more interesting and worthwhile than the blanket, right?

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Craft your Story: Every story needs a hook. What’s yours?

Dog bites man…

… man bites dog

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Craft your Story: Your headline matters

Garlic Shoppe broken into, olive oil spilled

Corn, irrigation pipe destroyed with car

Woman named Bacon wins Idaho hog-calling title

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Craft your Story: Does your story stand out?

What’s the human interest angle? Is your story new or different? Is it something people will talk about?

How does your story relate to the current cycle of news and events?Check the seasonal/editorial calendar What category of news is your story or event in?

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Craft your Story: Writing your story

What? Where? When?Who? Why?

Focus on the basics – the Five Ws (+H). Use what you learn in school about writing a story– Who was involved?– What happened (what’s the story)?– When did the event occur?– Where did it happen?– Why did it occur?– How did it happen?

Include a lead “hook” paragraph and 2-3 quotes from key people in your press release

Add narrative elements of true to form story – include the protagonist, the challenge/problem, the climax, and the conclusion/solution in your story. Ask yourself, “would I want to read/see/listen to this story and why?”

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Choose the media outlet Create a list of the media that you want to targetYour best targets are local:

– Local community newspaper– Local talk radio– Local network and cable television– Local/regional news/blog websites

Reach out to the Jefferson Awards Regional Director– (S)he will have a list of all local media outlets– (S)he will also have the Jefferson Awards Media Partners – although

it will be tougher to get these national partners to carry your storyDon’t forget about your school

– School website or other school-related sites– School newspaper– Other school media (video productions, yearbook, etc.)

Other internet sites – Facebook, YouTube, etc.

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How/When to contact the media outlet Plan and schedule when you will target your media Outreach for TV:

– Identify the program– Send information via email first– Follow up by phone– Know what you are going to say/get to the point

Outreach rules print media– Identify the right reporter/editor– Send information via email first– Consider options (photo, calendar listing)

Outreach online– Review websites, content, contact detail– Send information via email first– Consider options (links, photos, social media)

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Real time social media is the new “water cooler” talk

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Tailor to your audiencePitch your story Know your audience Time your pitch to the appropriate

season (e.g. your free tax prep volunteers’ press release is sent before April 15th- not after)

Develop other stories with a “soft” timeline, that can be prepared and stored for a slow news day

Be respectful: Always assume the reporter is on deadline – get to the point quickly– If your pitch is successful, never ask to

review what a reporter wrote – it insults them

– Offer to clarify their questions

Tailor your pitch to the type of media you’re requesting– TV needs visuals and radio needs audio

to stimulate the imagination, while papers can go deeper into the issue

– Follow reporters’ stories and get to know topics they cover. Never send a press release “to whom it may concern”

Small town vs Big town reporters – smaller papers are more likely to run a well-written press release

Think outside your own backyard – go to the hometown papers

All media appreciate a well-developed press release – do your homework and always include contacts for more information

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The key to getting published or broadcast is making your story interesting and compelling

One of the Seven Goals for the SIA is to tell stories in the community to elevate the understanding of the impact youth can have– Getting broadcast on radio and television and published in

newspapers are key to meeting this goalTo get the media’s attention:

– Make your story interesting and unique– Choose the right media outlet – one that is interested in local and

community events– Tailor your story to the media outlet you are targeting

By meeting this goal, you’ll be able to communicate the impact you are making in the communities – go and get your deserved recognition for the work you do!

QUESTIONS