Maximizing Your PR Efforts

Agenda• It’s time for a Mind Shift

• Using National Resources

• Building Media Lists

• Messaging

• Audiences

• Be Prepared

• Media Relations

• Q & A

Mind Shift – New Paradigms• It’s about relationships

– You date first

– Build the relationship

• What I want to get out of a relationship

• Who do I want to talk to? – Who fulfills those needs?

• What do they want to get out of a relationship?

• How do I make this happen?

Use National Resources• PR Manual

• Sponsorships

• Social Media

Building Media Lists

• Use contacts you’ve already developed

• Television

• Children and youth producer/reporter (relevant for JA story)

• Community news producer/reporter

• Health and medicine producer/reporter

• News assignment editor – note: if you’re publicizing a weekend event, be

sure to pitch the weekend news assignment editor

• Guest booker

Building Media Lists• Radio

• News director• Public service director (primarily for PSA requests)• Guest booker

• Print• Calendar/events editor• Children and youth editor/reporter (relevant for JA story)• Community news editor/reporter• Health and medicine editor/reporter• Fitness and exercise editor/reporter (relevant for Let’s Move story)• Nonprofit editor/reporter• Some newspapers may have a special Sunday section with a different set of

reporters and editors

Audience

• Strategize

• Prioritize

• Match appropriate channels/media

• Execute

Messaging

• What is the message

• Share the message

• Spokesperson

• Crisis management

Be Prepared

• Do your research

• Talking Points

• Know writer deadlines

• Be responsive

Media Relations

• You can excel!

• Use your contacts for introductions

• Build relationships

• Be a resource

• Be aware of stories generating media coverage

Questions