on the record final draft
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CANDICE ELDERSformer lowly reporter
current communications evangelist and all-around geek
ON THE RECORDworking the media to work for you
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Media is your friendYour partnerYour voiceIf they aren’t there, it didn’t happen.
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Love Them. Understand them.Shrinking resourcesHigh turnoverTight deadlinesKnowledge gapsHuman beings with human biases
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What’s Worth Pitching?Begin with the end in mindWill your message influence your bottom line?
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What is “pitch-able”?Make it sexy! Make it sizzle!Newsworthy = timely + relevant + compelling
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Amazing Grace© Patented P.R. MethodSell the problem before you position yourself as the solutionBleeding = leading = reading
The hero: Your org
Customer: Lost, now found; blind, now sees
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Headline Pop Quiz! A. Bureaucrats Meet About Youth Program With Long AcronymB. Kids on the Brink Major in Bright Futures
“Ho, hum…”“WOO HOO!”
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Define Your AudienceWho are they? Where are they?Customize your message
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Massage Your MessageThe Spock and Kirk within us all Data + Stories = Minds + Hearts = WINNING!Be strategic. Reinforce big picture
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More on MessageBe “on brand”NO JARGON!NO ACRONYMS!
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More on MessageBe authentic. Earn trust.Leverage current news cycleReinforce big pictureRepeat, repeat, repeat, repeat, repeat, repeat, repeat, repeat, repeat….
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Choose an OutletThe right vehicle For the right audience With the right message
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Outlet: Print (credible medium, loyal readers) Don’t bury the lead Master the press release: Inverted Pyramid, 3rd person, etc. Sometimes O.K. to answer in writing
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Outlet: Radio (intimate)Tone speaks louder than wordsBe conversational, friendly... Smile!Say my name, say my name…
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Outlet: TV (multi-sensory, image-building) 3 points: KEEP ‘EM SIMPLE!Bridging techniquesEmbrace the golden silenceLooks speak louder than words
K.I.S.S.
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Outlet: Interwebz (interactive, instant)BlogsPodcastsPartner SitesSocial Media
Journalist Sources - 2011 Arketi Web Watch Survey
200m.+ U.S. bloggers
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Interviewees and SpokespersonsChoose: ControlScreen: Presentable Polished ProfessionalPrep and practiceCoach (every one)
epic. fail. “I’d like my life back.”
-B.P.’s Tony Hayward
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Be a ResourceWorking for them works for youRefer outside subject matter expertsStock photos/b-roll
“You scratch my stripes, I’ll
scratch yours”
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Be TransparentIf you screw up, admit and fixIf you don’t know, admit and get
epic. fail.
I "can't say with certitude…” -Former U.S. Rep. Anthony Weiner
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Do Not Ever…Ask to “approve” a storyGo “off the record”Answer “no comment”Forget to leave contact and information resources