Traditional MediaOr How I Learned to Stop Worrying and Love the News

Kelley FreemanCommunications AssociateSecular Student Alliance

@ramenneedles

Why do traditional media?

• To get eyes on your group, duh.• Get your group in searches• Political legitimacy!

How do you get media attention?

• Be newsworthy.• Target the correct outlets.

• Have a compelling message.• PREPARE.

• Deliver it properly!

So, what’s newsworthy?

• Host creative events.• Partner with other organizations.• Offer counter-intuitive points of view.• Be first.

What outlets?

• Right region.• Right audience.

• Right beat.• Use your relationships!

• Campus > Local > Blogs? > National

Compelling message, what?

• You have a story, but you have to…

PREPARE

• Come up with talking points, quotes.• Do mock interviews.• Stay on message.

• Consider objections.• Don’t get distracted.

Deliver what now?

• Follow guidelines for submission!• Be timely.• Be polite. • Follow up!

Okay, yeah, but how get media?

• Letters to the Editor• Press Releases!• Media Advisory

• Statements• Right time, right place

We just sent a letter…

• Feel strongly about an issue.• Correcting a misconception• Want people to take specific action.• Influence public opinion/policy.• Honoring an anniversary. • www.secularstudents.org/

LettertotheEditor

Wait, what kind of letter?

• Opinionated!• Timely.

• Speak on behalf of your group. • Reflect your community. • End with an invitation.

Stop the presses!

• Pre-written, pre-packaged, ready to go article!

• Announces breaking news.• Objective, with opinions as quotes.• Sent early in the week, early in the day.• Plain text, proper format

• www.secularstudents.org/resources/pressrelease

Format!

WE HAVE SO MANY SAMPLE PRESS

RELEASES FOR YOU

Media Advisory

• One page sheet. • Alerts reporters to

an upcoming event.• Make it easy for

reporters to quickly figure out the details.

• Essentially an invitation.

Statements

• Written in first person.• People already know

the story – you’re giving your commentary.

• Make every sentence count.

• Include contact information.

Regardless, follow up!

• Don’t ask if they got it.• “Did you have any questions?”• Opportunity to pitch your story to

real live human! • Take their advice.

Right time, right place.

• Sometimes, that’s all it takes.

www.secularstudents.org/mediarelations

Kelley FreemanCommunications AssociateSecular Student Alliance

@ramenneedles