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Dealing with Journalists

Italo Vignoli

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Media Relations

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Media Workflow

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What’s In It For Me?

Informing and influencing key audiencesStrengthening links and promoting dialogue Marketing and accountabilityThe media are the means, not the endThe media are only one part of a larger communicationstrategy

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Tech vs the Media

Tech people think that the mediaDistort and sensationalizeAct shallow and ignorantDon’t understand technologyTake a “gotcha” approach

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The Media vs Tech

Reporters think that tech peopleAre bad communicatorsHide behind jargonDo boring workAre out of touch

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Understanding Media

Are deadline drivenAre often stressedSeek new and interesting storiesThrive on conflictNeed to convince editorsDon’t like to give out interview questions in advanceAre not into promotion

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Types of Stories

NewsFeaturesOpinionInterviewsLetters to the Editor

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Media Messages

Focus on three to five key messagesEmphasize the impact on peopleKeep messages succinct and simpleUse active verbsFind the “sticky message”

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Making a Media Pitch

Compile a list of reportersSee the story from a reporter’s perspectiveBe clear and conciseBe timely

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Making a Media Pitch

The IssuesBoil down to the basicsFocus on the human angleHighlight conflictLink to current events

The CharactersShowcase key individuals

The StoriesSuggest a narrativeThink visuals

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Inverted Pyramid

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News Release

Include organization’s name and dateFollow with a headlineStart with conclusionArrange in short paragraphsUse a quoteInclude backgrounder and/or biosInclude contact information and website

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News Release Tips

Use simple, everyday language Give it the human touchAvoid jargon and acronymsUse the active voiceSend two or three days ahead of time

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News Release Tips

Consider attaching a backgrounder or bioRemember that news releases are not always effectiveConsider other ways to get a reporter’s attention

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Cultivate Reporters

Update your list of key reportersArrange face-to-face meetingsHave some information to offerTry to understand their needs

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The Exclusive

Journalists are competitiveExclusive stories help their careersRespect an offer of exclusivityFeel free to recycle the story to other reporters later

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How to Handle Media Requests

Always be promptKeep reporter in the loopBe prepared with facts and figuresBe both professional and personable

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Be Ready to Respond

Monitor the mediaMonitor eventsConsider a letter to editor or op-ed

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Thanks

italo@italovignoli.comhttp://www.italovignoli.org