Marianne L. HamiltonMedia Expert

Got You Covered:

Media Management 101

Marianne L. HamiltonMedia Expert

• Mate former Rotarian

• Newspaper stories• Segments on TV

show

Rotary Connections

Marianne L. HamiltonMedia Expert

• 1st byline in national pub 1982• Film/TV experience• Many mktg/comms jobs in Corp.

America• Both sides of fence: pitching &

publishing

Professional History

Marianne L. HamiltonMedia Expert

PRINT

Marianne L. HamiltonMedia Expert

Why you’re not

getting any…ink

The Terrible Truths

Marianne L. HamiltonMedia Expert

Digital Decade:

Pulverizing Print

Marianne L. HamiltonMedia Expert

• 15K layoffs-’09

• “Only” 4,100 -’11

800 so far -’12

• Print costs $$$

• Consumers want mobile content

• Circ./ad revs dropping;

• bankruptcies/consolidation

NewspaperDeathWatch.com, PaperCuts

Marianne L. HamiltonMedia Expert

3 papers share: •ONE editor (+sports for 12 pubs)•ONE assistant editor•ONE reporter per paper•ONE photographer•ONE freelancer

FIVE writers/THREE entire papers+

Local Staffing Levels

Marianne L. HamiltonMedia Expert

• 100s of emails/press releases weekly

• Scores of orgs/clubs want coverage

• Everyone’s convinced: We deserve

press!!

At the Same Time…

Marianne L. HamiltonMedia Expert

WAYYY Too Much to Do; No Resources to Do It

Bottom Line:

Marianne L. HamiltonMedia Expert

Editors are NOT sitting

in their offices,

waiting for your story!

Here’s a Hot Tip:

Marianne L. HamiltonMedia Expert

There’s Still Hope…

Marianne L. HamiltonMedia Expert

• Pubs still need solid story leads• Community pubs love human-interest

stories• Leads appropriate for digital delivery:

Golden• Help your editor; he/she will help you

The Good News:

Marianne L. HamiltonMedia Expert

How Do You Get Ink???

Marianne L. HamiltonMedia Expert

•Know your local media

•Plan ahead!!!

•Check editorial calendar

You Need To…

Marianne L. HamiltonMedia Expert

Connect With Your Editor/Reporters

Marianne L. HamiltonMedia Expert

• Check bylines/websites

• Lunch not necessary! Well-

crafted email intro will do

• Be reliable, informed

• Make his/her job easier

Crafting Connections

Marianne L. HamiltonMedia Expert

•Know editorial guidelines

•Adhere to production schedules!

•Send releases that sell

•Be selective – DON’T try for coverage

every time

Also…

Marianne L. HamiltonMedia Expert

•Press releases

•Calendar notices

•Photos (w/captions & photo credit)

What to Send:

Marianne L. HamiltonMedia Expert

Your Press Releases MUST Include:

“5 Ws and an H”

Marianne L. HamiltonMedia Expert

•Contact info – upper corner/easy to find•“Grabber” headline•Lead sentence that tells story•Supporting data/quotes from key personnel•URLs•Measurable results (if any)•Photos (large, hi-res); may not be used

Press Release Must-Haves:

Marianne L. HamiltonMedia Expert

• One page only

• NOT written as feature (that’s reporter’s job)

• Devoid of adjectives/adverbs

• Newsworthy!

The BEST Releases Are…

Marianne L. HamiltonMedia Expert

• Don’t right away

• Dated event: call out in email

• Ensure photog/reporter have access

• Many items better suited for calendar vs. feature

Follow-Up

Marianne L. HamiltonMedia Expert

Fast, Furious & Frugal

BROADCAST:

Marianne L. HamiltonMedia Expert

•Proliferation of stations, cable, online,

social media

•Less ad $ split more ways

•Layoffs, consolidations = less staff,

more stress

Same Challenges As Print:

Marianne L. HamiltonMedia Expert

How Do YOU

Get

Air-Time???

Marianne L. HamiltonMedia Expert

•Plan ahead (faster than print, but

scheduling key

•Similar tools (press releases, photos)

•General pitches: Assignment desk

Since Challenges Are Same…

Marianne L. HamiltonMedia Expert

•Match pitch to reporter’s “beat”

(health, tech, biz, etc.)

•Check website for contact info

•If N/A, leave succinct vmail

•Most stories NOT appropriate for TV

Be Selective…

Marianne L. HamiltonMedia Expert

• Partner: live broadcasts/special events (esp. weekends)

• Involve reporter in your activity

• TV is visual medium…your pitch should be camera-ready!!!

BUT…

Marianne L. HamiltonMedia Expert

Community Access TV/Radio

Marianne L. HamiltonMedia Expert

•Target local talk radio stations/reporters

•Community access TV bulletin boards

•You create it, they’ll run it

•Video promos, talk-shows, PSAs

More Bang for Your Buck:

Marianne L. HamiltonMedia Expert

• Plan

• Prepare

• Pitch

• Partner

• Publicize!

To Get Covered, You Need To…

Marianne L. HamiltonMedia Expert

In The News!!!

If You Do, Rotary Will Be…