Communicating with the Media
Or…
“How to work with the industry everybody loves to hate
(and live to tell about it.)”

Overview
• What media relations is and how it can help you.
• Characteristics of news and reporters.
• Media relations strategies .

What media relations can do
• Enhance knowledge and understanding .
• Build credibility .
• Extend the reach and increase the frequency of your message.

What do YOU get?
• Exposure for yourself and for your program.
• New members/clients .
• Measure for accountability : newspaper/TV stories.

Who are the media?
• Media pass information to target audiences.
• Media act as filters .
• Media are in business for profit .

Develop a strategy
• Decide who is responsible for media contacts .
• Set goals and decide on your approach .

Develop a strategy
• Decide who is responsible for media contacts .
• Set goals and decide on your approach .
• Become a reputable and dependable expert source .
This should be a priority .

Develop a strategy
• Develop an office source book .
• Provide photos and/or photo opportunities .
• Send a letter to the editor .

Try this yourself…
• Write down how you can implement some of the strategy suggestions.

For example, who’s going to be the contact person? Make sure everyone in your office knows what to do when a reporter calls.

Where do you start?
• Get to know the reporters .
• Know reporters’ “beat” assignments .
• Contact them personally .
 Phone calls, faxes, letters, visits.

Where do you start?
• Get to know the reporters .
• Know reporters’ “beat” assignments .
• Contact them personally .
 Phone calls, faxes, letters, visits.
• Know what “ news ” is.

Getting interest in your story
• “Dog bites man” vs. “man bites dog”

Is your story visual ? Can it be told in 90 seconds?

Getting interest in your story
• “Dog bites man” vs. “man bites dog”

Is your story visual ? Can it be told in 90 seconds?
• Does it meet “ news value ” criteria ?

Determining
“news value”
• Is the information significant ?
• How many readers/viewers could benefit from it?
• Is the story timely ?
• Is it local or does it have local impact?

Media differences
• Newspapers -- Quotes, facts, information, pictures

Deadline of late afternoon for next morning’s paper.

Media differences
• Radio -- Short soundbites/ quotes (10-20 seconds), “natural sound”

All day.

Media differences
• TV -- Soundbites (10-20 seconds, action visuals

Mid-morning or early afternoon.

Try this yourself…
• Write down an idea for a story you think should be covered.

Does it meet “news value” criteria?

How can you make it “different”?

How can you “pitch” the idea to different media?

Understanding reporters
• Generalist , not a specialist.
• Personalize a story.
• Deadlines : Is it news TODAY ?

Understanding reporters
• Reporters are not educators.

Helping the reporter
• Tip sheet or news release.
• Visuals/audio.
• Setting.
• Directions/travel.
• Understandable terms.
• Several sources/resources.

Publicity
• Tip sheet/news release.
• Public service announcements
(PSAs).
• Letter to editor.

Try this yourself…
• Write a short tip sheet (or news release) about the story you would like to have covered.
• Write a PSA or letter to the editor.

So the story’s done....
• Don’t ask for a preview.
• Leave a phone number where you
(or another person) can be reached for follow-up.
• No guarantees on when (or IF ) the story will be aired or run.

What happened to
MY story?
• Preempted
• Story length.
• Information misunderstood or inaccurate.

If a mistake is made...
• Approach the situation thoughtfully .
• Don’t make a fuss over a small error .
• Big error : call the reporter (after you’ve calmed down). No satisfaction?
Call the editor or news director.

Summary
• Know reporters.
• Develop strategy.
• Be a news source.

Communicating with the Media
You may even enjoy working with the group everyone loves to hate!