Media Match
Primer
EVOLVE COMMUNICATIONS
Daniel Waldman • 443.326.3444 • daniel@simplyevolve.com • www.simplyevolve.com
How Media Match Works
Three minute
speed date with
the media.
Four Steps
1. Research
2. Identify three key messages
3. Have a handout
4. Practice
What Media Cares About?
Basics
• An interesting and accurate story
• 5 W’s
• Usable quotes
5 W’s
• Who
• What
• When
• Where
• WHY
What Else?
• Headline/Deadline
• Conflict/Sound Bite
• So What? Factor
1. Research
http://www.dayoffosterly.co
m/people/walt-mossberg/
2. Identify three key messages
Most important
Who? What? Where? When? Why? So What?
Supporting
Details
Background
Example
Most Important: GiveCorps. Pro is a platform that lets missiondriven organizations empower their audiences with online
tools that let anyone be a philanthropist.
Important Details: Millennials are poised to inherit
approximately $42 billion over the next ten years and TODAY’S
organizations need channels and tools to harness this
generation’s passions.
Background: GiveCorps.Pro was founded by the former
Managing Director of investment bank Deutsche Banc Alex.
Brown.
3. Have Handouts
• List story ideas
• Keep them short (2-4 sentences tops!)
• Provide backgrounders as needed
(company, industry, etc.)
• Put it into a folder (or at least staple
pages)
• Make it look professional
Practice
• Use a mirror
• Use a friend
• Use an egg timer
YOU ONLY HAVE THREE MINUTES!
Thank you!
Questions?
Daniel Waldman
President, Evolve Communications
443-326-3444
Daniel@simplyevolve.com
@danieldubya