pay attention to us! managing the news media for fun and profit pa lcb - rural initiative symposium...
TRANSCRIPT
Pay attention to us!Managing the news media for fun and profit
PA LCB - RURAL INITIATIVE SYMPOSIUM
May 15, 2008
My experience
Nearly five years as pound-the-pavement reporter for the Altoona Mirror (in the pre-Internet days)
Three years as the editor of two community newspapers in Michigan
1.5 years as a reporter for a regional business magazine
Untold underpaid hours as a freelancer
Why are we here?
Most non-profits and government agencies are not good at telling their story
Are we earning our oxygen? If we are to expect people to continue to
fund our efforts with tax dollars, we have to tell them what we do, why we do it and how we can benefit them
News media relations can help get the word out
The default method of handling the news media
But that leads to ….
… headlines you never want to see
State agency funds unaccounted for
State agency slams door in public’s face
Agency director to public: Buzz off!
Audit reveals problems at state agency
Agency ‘unresponsive’ to public needs
So we have a better idea …
Today’s three main ideas …
1. Make friends with the news media people
2. Regularly send out smart news releases
3. Have a News Media Management Plan
… leading to … Today’s Agenda
I. Some background on how the news media thinks and works
II. How to make friends and influence the news media
III. How to write effective news releases
IV. How to create a News Media Management Plan
How newsrooms work
How decisions about news get made
Tell me where to put this story
Your choices: A – Front Page B – Page inside the news section C – Features/lifestyle front page D – Editorial/Opinion page
Story 1
Somehow a Golden Retriever dog got loose in City Hall yesterday. It was pursued by three city police officers, but eluded them by running from room to room, barking loudly and disrupting offices. The dog was finally cornered in the mayor’s office, where it jumped onto the mayor’s chair before being collared and returned to its owner.
Tell me where to put this story
Your choices: A – Front Page B – Page inside the news section C – Features/lifestyle front page D – Editorial/Opinion page
Answer
A – Front Page B – Page inside the news section C – Features/lifestyle front page D – Editorial/Opinion page
Why?
Of local interest Amusing It will get read and talked about Makes city officials look silly Much easier to write about than zoning
board meeting
Story 2
The International Council on Wretched Human Conditions has issued a report stating that 27 percent more people live in wretched conditions this year than last year. The United Nations supported the report’s findings, noting that people should not have to live in wretched conditions unless it is absolutely necessary to the United States SUV market.
Tell me where to put this story
Your choices: A – Front Page B – Page inside the news section C – Features/lifestyle front page D – Editorial/Opinion page
Answer
A – Front Page B – Page inside the news
section (Unless Bono is quoted; then move to C)
C – Features/lifestyle front page D – Editorial/Opinion page
Why?
Sadly, will not get read by many people
“Compassion burnout” Not the current hot international topic
(unless Bono is involved) No local connection Snoozefest
Story 3
A submitted writing by a local resident stating that the Northern Backwater School Board is spending too much taxpayer money on teacher salaries. Teachers make too much money already and they don’t need any more, the writer states. Besides, the resident states, he is retired, so why should he have to pay school taxes when his kids are all grown and gone?
Tell me where to put this story
Your choices: A – Front Page B – Page inside the news section C – Features/lifestyle front page D – Editorial/Opinion page
Answer
A – Front Page B – Page inside the news section C – Features/lifestyle front page D – Editorial/Opinion page
Why?
It’s the opinion of a reader, not a fact-based article
It’s the opinion of a reader, not the newspaper
It doesn’t conform to the newspaper’s unstated stance on the issue
It was not written by a reporter
Story 4
The Meets-Way-Too-Early Rotary Service Club has elected new officers, including the election of a prominent local businessman as president. The businessman owns a chain of car washes and a laundromat. Includes photo.
Tell me where to put this story
Your choices: A – Front Page B – Page inside the news section C – Features/lifestyle front page D – Editorial/Opinion page
Answer
A – Front Page B – Page inside the news section C – Features/lifestyle front page D – Editorial/Opinion page E – None of the above. Most likely it
will end up inside the features/lifestyle section
Why?
Car washes and laundromats aren’t sexy Rotary service clubs aren’t sexy Most likely the men in the picture aren’t sexy If they put it on the front page, every service
club will demand front-page placement The photo is almost certainly posed and
boring Frankly, Scarlet, most readers don’t give a
damn
Story 5
The Lower Eastern Township board of supervisors voted last night to reject an offer of police department cost-sharing and cooperation with Lower Western Township. The townships have a history of cooperation, but the recent election of two new supervisors on Lower Eastern Township has caused controversy as they have moved quickly to reverse decisions made by the previous supervisors.
Tell me where to put this story
Your choices: A – Front Page B – Page inside the news section C – Features/lifestyle front page D – Editorial/Opinion page
Answer
A – Front Page or B – Page inside the news
section C – Features/lifestyle front page D – Editorial/Opinion page
Why?
A solid core of readers in the two townships would make it front-page news
If it’s a slow news day (meaning nothing has exploded), it might go front-page.
If it’s a hot local topic of ongoing controversy, it will likely end up on the front page.
If none of these are true, it will probably end up on an inside page.
One: Making friends with the news media
Don’t be afraid! They don’t bite. Well, hardly ever.
Making friends with the media
Think of them as a high-maintenance partner, just like many other partnerships you have in the community
They can help or hurt you, so they need to be managed
Maintaining communication is crucial
Making friends with the media
Find out who “covers” you and take the reporter to lunch. Don’t be surprised if they won’t let you pay. But if they will, do so.
Have printed materials and website URLs giving background on your agency.
Call your reporter regularly. Monthly is fine. Always return your reporter’s phone calls as
promptly as you do your boss’s.
Making friends with the media
If you have a complaint, start with your reporter. Don’t go over his/her head.
Stay calm and reasonable. Have “talking points” – a list of your
main points Don’t ask for a retraction Don’t be surprised if there is no
correction
The Golden Rule
Collect gold coins Spend them wisely
Two: Send out news releases
Yes, it’s a pain but it’s worth it. Hey, you want coverage or not?
Why send out news releases?
Most often, the news media will not care what you are doing
Even if they do care, they will probably not assign a reporter to cover it unless it’s juicy or controversial
Reporters are lazy.* So do their work for them.
OK, OK!
* Actually, reporters are like the rest of us. Some are lazy, but most are busy. Like the rest of us, they’re being asked to do more with less. Newsrooms once staffed by 20 or 30 reporters are now staffed by 10 or 15 … and they’re expected to cover more territory and a wider variety of issues. Help them out!
News release basics
1. Have a “hook”2. Include ALL relevant information3. Include contact info in case they want
to call4. Send it on letterhead5. Send it to your reporter buddy by
name6. Keep it to one page MAX
Ouch. What’s a “hook”?
Your story must compete with other news of the day. You must have something to catch your audience’s attention.
You must have some reason that your story is newsworthy.
Find a person: Tell his/her story That’s a hook.
Good hooks
Common news "hooks" include: Strong Local Effect Personal Profile Conflict or Controversy Drama Opinion Polls Injustice Special Event Scientific Breakthrough Anniversary/Holiday Celebrity Involvement (Local celebrities OK)
Advanced hooks
Newspapers like the opportunity to take photos of things and people.
Photos usually get you better placement. TV requires pictures, preferably things that
move. People who just talk are boring. Describe a “photo op” in every news
release, if you can You will look lousy on TV. Deal with it.
Include all relevant info
Every time, pretend that the reporter/reader is a blank slate. Assume they know nothing about you or your news event.
Give background on the event Give background on your agency
(boilerplate is OK)
Include all relevant info
Answer all of these questions:
Who?
What?
When?
Where?
Why?
How?
Include contact info
The reporter might want more info. If so, how can he/she get in touch with the right person?
Include all contact info: Name, title, phone, email and physical address
Be sure that the person listed is aware of the news release and is prepared to answer questions
Send it on letterhead
Duh.
Send it to your buddy by name
Send it to your reporter buddy, using his or her name.
Don’t send more than one copy unless your news media organization has a definite history of losing stuff.
Occasionally include a handwritten note or Post-it pointing out an interesting aspect of your event.
Send it to your news buddy
Hey Frank, Did you know that this is the 25th
anniversary of our POP Program? And this year we’re throwing a party at the newly renovated Toftrees in State College. Give me a call! 555-1234.
Thanks! Susan
Keep it to one page MAX
Keep it practical, precise and professional Who cares? Answer that question. Just the facts, ma’am. If they want more,
they’ll call. That’s why you put the contact info on there.
Second pages get lost and never get read anyway
Keeps you in practice writing concisely – useful for if you have to file activity reports.
Yes, spelling counts
Using a media “advisory”
An advisory is just an announcement of an upcoming event.
Technically, a news release describes an event that has already happened.
Really, there’s no difference between the two, so don’t worry about it
Just be sure info about upcoming events is in the first paragraph of your release/advisory. Don’t make them look for it.
Sample news release
Your News Media Management Plan
Yes, you need one. Unless you don’t believe in things like fire escape plans, either.
What does your NMMP do?
Helps you manage the flow of news from your organization
Helps you get your news into the media regularly
Helps you respond effectively when there’s bad news
Helps you prepare for a crisis
Why, Part 2
Like anything else, if you want the benefits of news coverage, you have to work for it
If you don’t plan for coverage, you have to take what falls off the table
By definition, managing requires planning (I knew that MBA would come in handy some day …)
What is an NMMP?
A written document that summarizes how your organization handles relationships with the news media
It assigns roles to people and establishes process for what happens during a media contact
It provides guidance for routine and emergency news situations
The parts of an NMMP
Who in the office does what Handling routine incoming media
inquiries (Reporter on line one!) Handling routine outgoing info (news
releases) Handling crisis situations Procedures and standards for writing
news releases
Who does what
Contact person The person who knows the most about
the topic but also knows what NOT to say
The name that goes on the news release
Where certain media calls are directed
Some things NOT to say
Criticizing anything or anyone, even by implication. Stay positive.
Jokes or attempts to be funny. Don’t. Anything off-topic. Stay focused until
you think the reporter gets it. Stories of internal strife, politics,
contentious issues (no underwear!)
Contact person
Anyone who answers the phone should know which contact person handles which inquiries
Make a list of topics and contact people and post it by the phones
Messages from reporters should be given to the right contact person ASAP
The Official Spokesperson
The person who can speak for the entire organization – or at least the local branch
Someone who understands news media thinking
Someone who can stay calm even under tough questioning
The ONLY person who talks during a crisis
News release coordinator
Handles distribution of outgoing news releases and tracks their appearance in the media
Does not write all the releases Has a detailed list of news media outlet
contacts and phone and fax numbers, email addresses and such
Calls to check that releases were received
NMMP pointers
Put it in writing and give everyone a copy or have it on an intranet site
Update it every year or with major personnel changes
Be smart: Turn news releases into activity reports
NEVER EVER EVER
Make a joke when you’re being interviewed.
Let your anger show to a reporter or on camera
Assume that a camera and/or microphone has been turned off
Assume that a reporter understands what you’re talking about – Have written support materials or URLs ready
NEVER EVER EVER
Lie to or mislead a reporter Say “no comment” Fail to find the silver lining. Spin bad
news with: lessons learned; we’re cooperating; nipped it in the bud; it’s being looked into
Blow off returning a reporter’s call because you know it will be nasty
Forget that you’re talking to a reporter
Remember … Sell your story
No matter what reporters say, headlines and juicy story lead-ins are what sells. (World ends at 10! Story at 11.)
The news media reflects society’s interests and obsessions. Hitch your story to what’s hot. Find an “angle.”
Remember … Be ethical
Keep yourself honest: Think about what you just did as a HUGE black headline in tomorrow’s paper.
LCB AGENT USES RESTROOM; FAILS TO WASH HANDS
MOM SHIRKS LAUNDRY FOR THIRD STRAIGHT DAY
WALK STILL UNSHOVELED; DAD SAYS: ‘FOOTBALL’S ON’
Remember … Why we care
If your agency is to thrive, not just survive, we must do a better job of telling people what we do, why we do it and how it benefits them
One practical, low-cost way to communicate with the public and elected officials is through the news media
Call me!
I’m a free News Media Consultant
Allan J. Bassler
Penn State Extension
(Cambria County)
(814) 472-7986