think like a journalist: advanced techniques for working with the press

© 2016 Enroll America | StateOfEnrollment.org

Paydon Miller, Regional Communications Director

Lovemore Masakadza, North Carolina Communications Director

Think Like a Journalist: Advanced Techniques for Working with the Press


• What is earned media?• How to build relationships with the

press• Who is actually your “audience?”• What makes a story newsworthy?• Building pressworthy media events

Today We’ll be Discussing…


• Why earned media is so important• How to build relationships with the

media• What makes a story interesting to a

reporter

• AND WITH A PLAN TO DO IT!

We Hope You’ll Leave Knowing…


But First…Your Planning Sheet!


The big question: Why are you here?


WHAT IS EARNED MEDIA?


What has your experience been working with the

media?


SO, WHO ISYOUR AUDIENCE?


BUILDING REPORTER RELATIONSHIPS


WHO HAS WORKEDONE-ON-ONE WITH REPORTERS BEFORE?


• You want to be the go-to group for stories about the ACA• Reporters should know your name and trust your opinion

• Reporters need you as much as you need them!• You want them to cover your organization• But reporters need stories with trustworthy, compelling

sources

Why Build Relationships with Reporters?


Help them, help you!

• Be easy to work with

• Flag stories for reporters you already know or want to get to know better

• Be willing to do work to help them with their stories

• Always have a story idea in your back pocket

• Watch and read the local news

Reporter Relationships 101


• When you get a reporter on the phone• Be brief, be direct• Keep it local and in their beat• Be explicit about what you offer to a story

• If you meet a reporter in-person• Get their business card• Find out:

• Their beat• What days they work• What type of stories they like to do• What stories they work on

• Keep in touch

Tips for Talking with a Reporter


BUT REMEMBER… REPORTERS ARE PEOPLE TOO


GETTING THE ACA INTO THE NEWS STORIES

Lovemore


• What was it?• Why did you like it?• How did you it pull off?• Why were the media interested in the story?

What successes have you had?


WHAT DOES IT MEAN TO BE “PRESSWORTHY?”


8 ELEMENTS THAT MAKE A STORY PRESSWORTHY


1. Timeliness

When did it happen?

When is it happening?

© 2016 Enroll America | StateOfEnrollment.org 20

2. Impact

How many people are affected?How many people will be impacted?Do you have any good data to share?


3. Proximity

How close is the event to the media market?


4. Prominence/Celebrity

Who is it?


• Christmas• Thanksgiving• Back to school• New Year• Memorial • Hanukkah

5. Currency

- What is on people’s minds?

- Time or period during which something is widely accepted and circulated

- A particular story or theme is already being covered by the media and further developments or side stories appreciated.


6. Conflict

• What’s the fight about?• Who is right?• Who is wrong?• Who is winning?


7. Novelty


8. Human Interest

- Is there anything touching?

- Discusses a person in an emotional way

- Engages reader emotionally


Other things to consider

TVNeed unique visuals – B-roll is important to the reporters

NewspapersProvide them with a lot of (on message) info so they can explore different angles.

RadioOffer expert interviews– Audio is key!


North Carolina Examples

- Events with elected officials- Barbershop educational efforts- Phone banks- Dropboxes- Christmas event with religious leaders- Canvassing- Farmworkers- Consumer stories- Enroll-a-thons


Clip: ACA event helps migrant workers sign up for health insurance

http://s3.amazonaws.com/TVEyesMediaCenter/UserContent/272638/5025753.1112/WRAZ_07-12-2015_22.05.45.mp4





Back to your Planning Sheet!


BREAKOUTS!


FEEDBACK&QUESTIONS


Get hands on help building and implementing your own communications program. Participation includes:

• Support throughout process of writing a media plan, fielding press inquiries, editing written materials, pitching stories, & more

• Resources for implementing media plan including tracking clips, building press lists, & Champion Communicators Resource Hub.

• Support in hitting goals, tracking progress, & quantifying success

Sign up at www.enrollamerica.org/championcommunicators!

Get Covered Champion Communicators!

think like a journalist: advanced techniques for working with the press

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