media training si · pitching your story to a reporter clarify your overall goal(s) and target...

Media Relations Training

The Salween Institute

for Public Policy7 September

2013

IntroductionsIntroductions

ObjectivesObjectives

• Insight into how the media

work and what journalists

want

• Understand different types

of media


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3

of media

• Know how to prepare and

engage media as an

community

• Practical Tips!

Outline Outline

• Introduction to Media Relations

• Why is Media Important?

• Understanding Changing Media Landscape

• When do you (need to) talk to Media?

• How do you talk to Media?

• How to get your story covered?

• Pitching your story

• Media advisory


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• Media advisory

• Media Relations and Crisis Response

• Kachin crisis

• What can I/we do (individually or as a community)?

• Practical Tips

Introduction to Media RelationsIntroduction to Media RelationsThe Salween

Institute

Why Media is Important?Why Media is Important?

• Public Perception

• Brand your organization

• Image building

• Inform the Public/build accountability & Trust


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• Shape/influence Public opinion

• Position/build reputation

• Control damage

• It affects our lives

Changing Media Changing Media LanscapeLanscape

Social media

Digital/Multi-Media


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You can be the influencer

free of charge!

What is news?International Media Landscape International Media Landscape

8The Salween Institute

for Public Policy

Regional Media Landscape Regional Media Landscape

• Chanel News Asia

• Bangkok Post/The Nation

• Straits Times

• The New Straits Times / The


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• The New Straits Times / The Star

• Jakarta Post/Jakarta Globe

• Asia Times/The Diplomat/East Asia Forum (Analysis)

Private Broadcast Media

• Daily free radio programs, BBC, VOA, RFA, DVB, City FM broadcast in Burmese and some other local dialects are most effective in reaching out to Myanmar’s mass rural

Private Print Media

• Privately-run daily/weekly journals are widely read among major urban cities such

as Yangon, Mandalay and many State’s Capitals

(Mainstream) Media Landscape in Burma/Myanmar (Mainstream) Media Landscape in Burma/Myanmar


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some other local dialects are most effective in reaching out to Myanmar’s mass rural population.

• Daily free 24-hour TV programs in Burmese by Norway-based DVB are watched by almost every household in the country.

• SKYNET – a paid cable TV program that covers live broadcast of significant events and entertainment shows in the country has also become increasingly popular among urban middle class.

• Social media – Facebook

Burma/Myanmar Ethnic Media Landscape Burma/Myanmar Ethnic Media Landscape


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When do people talk to media?When do people talk to media?

• Launch of a new product/service

• Organization sponsored events or awards

• Raise awareness about an issue

• Calls for help in cases of emergency, disasters or humanitarian crisis


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• Calls for help in cases of emergency, disasters or humanitarian crisis

• Visits from organization dignitaries/celebrities

• Involvement in local/community activities

• Calm down public worries in times of uncertainty

How do you talk to media?How do you talk to media?

Individuals vs. Organizations/Public Figures


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Organizations/Public Figures need more than

Media Relations, but also Public Relations.

What challenges you have in talking to media as a What challenges you have in talking to media as a

Group? Group?


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How do you talk to media as a Group? How do you talk to media as a Group?

Preparation Media

Savvy


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Teamwork Pro-active

How do you get your story How do you get your story

covered?covered?

The Salween

Institute

How information becomes news? How information becomes news?

Current popular issues

e.g., Syria, Haze, Ceasefires

Pitching a story

Various ways


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Pitching a story

Media advisory

Press Release

Citizen Journalism: Simple well-crafted e-

mail/Phone call

Pitching your story to a reporterPitching your story to a reporter

Clarify your overall goal(s) and target audience

Craft key messages

Identify collateral materials that you have to offer,

such as data/statistics, community voices, or a

unique perspective


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unique perspective

Track reporters' coverage of related issues in media

outlets of interest

Look for opportunities to pitch your story

Media AdvisoryMedia Advisory

What is Media Advisory?

A media advisory is an abbreviated form of a press release

often in bullet format, sent the day before or early the day of

an event. It reminds the media of the event by providing basic

facts: who, what, when, where and why.


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Press Release Press Release

A press release is a written statement providing

information to the media to pursuade them to cover

an event, performance, or newsworthy item on the

day of the event.

- Quotations

What is Press Release?


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- Quotations

- Short to the Point with key facts/figures

- Media contact (different language if needed)

Media Relations and Crisis Media Relations and Crisis

ResponseResponseThe Salween

Institute

Case Study (1)Case Study (1)


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Case Study (2) Case Study (2)


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Case Study (3)Case Study (3)

Remember what President Thein Sein say about the

Kachin people and KIO?


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Practical Tips The Salween

Institute

What it takes to talk to media as a Group? What it takes to talk to media as a Group?

Preparation Media Savvy/

Media FriendlyMedia team

Media list

Journalist List

Media strategy

Media monitoring/

Analysis


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Teamwork Pro-active

Write story

Key message

Editor

Spokesperson

Media contact

Media advisory

Pitch story

Prepare to

talk/response

Crisis response

Preparation

Get background on journalist

If responding to call - buy time agree deadlines

Investigate subject

Develop / know your position and

Prepare: Prepare: ResearchResearch


for Public Policy

key messages

Anticipate related issues

Understand your audience

Ensure materials are based in media

reality

Structuring Structuring messagesmessages

Build your message house

What is your desired headline?

What statements can you give?


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What statements can you give?

What facts can you give to back

your statements up?

What stories can you tell to get

your points across?

Pitching Story and Media Monitoring (ETS)Pitching Story and Media Monitoring (ETS)


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Media Monitory & Analysis (Media Monitory & Analysis (AirbnbAirbnb))


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Spokesperson Spokesperson

Bridging phrases

“That’s not for me to answer. What I

can tell you about. . .”


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“That’s not how we see it. Our research

shows us . . .”

“That’s an interesting question. The

important point here is…”

“Let me answer you by saying that . . .”

Keeping on Keeping on tracktrack

FLAGS

“What is important is . . .”

“The key thing is . . .”


for Public Policy

“The key thing is . . .”

“Let me just say what is critical . . .”

“There are three important points here …”

ReviewReviewThe Salween

Institute

Q & A Q & A


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Have Have we achieved our objectives?we achieved our objectives?

• Insight into how the

media work and what

journalists want

• Understand different

types of media


for Public Policy

types of media

• Know how to prepare

and engage media as

an community

• Practical Tips!

Thank you!

© 2013 Salween Institute. All rights reserved.

This presentation is provided to you for your internal evaluation purposes only. You may not reproduce or share the content hereof with any third parties outside

your organization, including, without limitation, competing bidders. Upon completion of the evaluation process, you must return or destroy all copies of these

materials unless you obtain written permission from Salween Institute to retain them.

media training si · pitching your story to a reporter clarify your overall goal(s) and target...

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