Working Effectively
with the Media – Part 1
Gary Beaumont, University of Illinois
Sara Brewster, Easter Seals Inc.
Deborah Danuser, National AgrAbility Project
Marketing and the Media
Working with the media to tell your story
Talking about/writing about people with
disabilities
Using person-first language
What Is News?
Tools & Tactics
Press Release
Media Advisory
Press Kits
Pitching
Press Conference /
Media Briefing
Opinion Editorials (OpEd)
Editorials
Letter to the Editor (LtE)
Public Service
Announcements (PSA)
Photos
Media Lists
Story Files
E-News Alerts
Web
Press Releases
What: News presented news style using
Associated Press (AP) style

Inverted Pyramid
Info to include:

Contact(s), Release Date, Headline,
Dateline, Lead, Body, Slug, “More” and
“###”
Timeline: Immediate – 1 week
Media Advisory
What: Invitation to cover an event
Info to Include:

5 W’s (Who, What, When, Where, Why)
Timeline: 1 week prior
Press Kit
What: Packet of information
Info to Include: Press Materials, Fact
Sheets, Brochures, Biographies,
Contact Information, Photos, FAQ,
History and Issue Backgrounders
Timeline: Ongoing
Pitching
What: Brief phone calls to reporters
supporting your efforts
Info to Include: Highlights of sent material –
30 sec.

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

Your name, organization, and reason for calling
Be enthusiastic and polite
Be respectful of deadlines
Confirm receipt; Offer to resend
Rejection common
Timeline: Immediate – 2 days
Press Conference /
Media Briefing
What:


Press Conference: formal presentation to
reporters
Media Briefing: informal presentation to reporters
Info to Include: Key messages
Timeline: Invites 1-7 days in advance
RESERVE FOR SPECIAL OR UNUSUAL
EVENTS & SITUATIONS
Opinion Editorials (Op-Ed)
What: 3rd Party position statements to
educate on a current issue (500-800
words)
Info to Include: Headline, Byline, Short
bio of author, Human angle, Facts
Timeline: 2 week minimum
Editorials
What: Media’s position statements on
current issue
How: Schedule a meeting with the
editorial board
Timeline: 1-2 weeks
Letter to the Editor (LtE)
What: Letters submitted to media editors
about articles and current events (250-500
words)

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Articles relevant to AgrAbility
Thank You’s
Special Events
Use E-News Alerts
Info to Include: Title & Date of Article, Contact
Information
Timeline: Immediately after publication
Public Service Announcement
(PSA)
What: FREE Brief spot announcements
on broadcast media
Info to Include: Contact Info, Key
Message; “Kill” Date

Time your message into 10, 30 & 60
second spots
Timeline: 3-4 weeks prior
Photos
What: Good photographs of your project
Info to Include: Short, typed caption with
names from L to R; use complete
sentences in present tense
Timeline: Immediate – 1 month
Media Lists
What: Contact information for media outlets
and reporters

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TV & Radio Stations; Newspapers & Magazines,
Trade Publications; Ag, Disability, & Features
Reporters
Contact Deborah for assistance
Info to Include: Name, Title, Outlet, Address,
Phone, Fax, E-Mail, Beat, Delivery
Preference
Timeline: Ongoing, update at least yearly
Story Files
What: List of current story ideas ready
to move forward
Info to Include: Contact Info, Summary,
Pitching History
Timeline: Ongoing
E-News Alerts
E-Mail Notification of Articles with
Selected Key Words
Google, Yahoo, MSN, etc.
 Daily or As-It-Happens E-Mails
 Recommended Keywords:

Your Project
 Disability and Agriculture

Web
Often the first contact and info source
Everything you send out should be
available online
Special Events Timeline
Prior Event

Media advisory, Press Kits, LtEs, PSAs, and
PITCHING, PITCHING, PITCHING!!!
Day of Event

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Photos
Press Release
Post Event
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Press Release, Photos, LtEs
Thank You’s
Questions?
Idea Sharing
Contact Information
Gary Beaumont

217-333-9440
Sara Brewster
800-221-6827
 sbrewster@easterseals.com

Deborah Danuser
800-914-4424
 ddanuser@easterseals.com
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