Post on 11-Jan-2016
MEDIA RELATIONSAPAMSA Leadership Development Module
Media Relations
Developing a positive relationship with the news media is a challenge with a lot of upside
News coverage is a low-cost, highly credible way to inform the public about events and your organization
Be prepared to deliver a succinct story with a clear reason why it is newsworthy
Relations-Oriented Behaviors
Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp
Relations-Oriented Behaviors
Media Relations
Understand that the media must balance tight deadlines with accurate, complete reporting
Identify local media outlets (i.e., radio stations, local television news, newsletters, listserv, etc.) and create a listing of your key media contacts (i.e., name, title, organization, contact information)
Leadership Challenge (28)
Media Relations
Guidelines For Media Relations
Source: G. Yukl, Leadership In Organizations (New Jersey: Pearson Prentice Hall, 2006, p. 71-72)
Understand the media Media database Newsworthy Presenting news Other media exposure
Media Relations
The media seeks accurate, objective stories balanced with the pressure of tight deadlines
Research the type of news that the target media outlet typically presents
Provide complete and accurate stories deemed most typical of the news covered by the target media
Understand The Media
Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp
Media Relations
Create a database that identifies Varied modes of media (TV, radio,
newspaper) Target audience Contact information of reporters and editors Frequency of publication Deadlines
Become familiar with media outlets to match your needs with their interests
Media Database
Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp
Media Relations
News is new, timely, informative, educational, significant, unique, interesting, or entertaining
Appealing to a good percentage of the audience
A special event of significant impact in the community
Unique and unusual stories
Newsworthy
Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp
Media Relations
News release Announce an event as a news story Start with the basic 5 Ws:
Who’s involved? What will happen? When will it take place? Where will it take place? Why is this news?
Presenting News
Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp
Media Relations
News release Use an inverted pyramid to present information
Most basic and important facts first at the top More detailed information will then follow
Be concise, remove puff and jargon terminology, and never lie
One page max Be certain that every fact, title, and name is
correct
Presenting News
Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp
Media Relations
News release Format:
Typed on 8 ½ x 11 paper, double spaced, 1in margins Your contact information in the upper left corner Below contact information, type the date of expected release
(FOR IMMEDIATE RELEASE is preferred) Begin about 1/3 down the first page; if more than one page,
type “---more---” in the bottom center and all other pages On the upper left corner of the second page, type your
organization name and “2-2-2-2” and continue 1 inch below that; indicate the end with the following symbol “# # #:
Send one copy of the news release to the media outlet before their deadline
Presenting News
Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp
Media Relations
News release Photo Coverage
Preferred: 5” x 7” or 8” x 10” black and white glossy photographs in sharp focus
Smaller photos in color may also work Identify places, events, and people in the
photo/artwork on the back Write the information on a separate sheet of paper
and attach work it to the photo/artwork with a paperclip
Presenting News
Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp
Media Relations
News release (sample)APAMSA Chapter333 Main StreetBig Town
For further information:Jane DoePublicity Chairman222-888-0000
FOR IMMEDIATE RELEASE: Paul Doctor (who) will speak (what) at a Local Council meeting at 7 p.m., Wednesday, January 31 (when) in Big Town Community Hall. (where)
Doctor, who has extensive experience in organizing health festivals, (why) will speak on "Promoting Your Art with a Smile."
Reservations may be made by contacting Mary Jones at 123 Riverside Lane; phone 444-3333; email mjones@central.org.
#-#-#
Presenting News
Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp
Media Relations
Media alert Succinct, urgent report with bulleted facts
Cancelled events, or short notice of events Use sparingly
Keep short, no quotes or taglines
Identify newsworthy point and why it is so
Presenting News
Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp
Media Relations
Media alert (sample)MEDIA ALERT
Who: Paul Doctor, speaker and fair organizer.
What: Featured speaker for Local Council meeting.
When: Wednesday, January 31, program beginning at 7 p.m.
Where: Big Town Community Hall.
Why: Doctor has extensive experience in organizing health fairs. He will speak on “Improving Your Health Today."
Additional Information: For reservations contact Mary Jones,123 Riverside Lane; phone 222-444-3333;email mjones@central.org
For further information contact:Jane DoePublicity Chairman
Presenting News
Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp
Media Relations
Pitch letter Persuasive letter requesting coverage of
an event or an issue
Can be more editorial and descriptive
Presenting News
Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp
Media Relations
Pitch letter (sample)Dear Editor (name)
Many people these days are more concerned about their health lifestyles. That's why I thought you might be interested in hearing a presentation by noted physician and health fair organizer Paul Doctor and reporting his insights to your readers.
Doctor will be the featured speaker at the Wednesday, January 31, meeting of the Local Council at Big Town Community Hall. He will speak, beginning at 7 p.m., on “Improving Your Health Today." Beverages and snacks will be served.
We would be pleased to have you as our guest. I will call you to confirm your attendance. In the meantime, if you have any questions please call me at 222-888-0000.
Sincerely,
Jane DoePublicity ChairmanLocal Council
Presenting News
Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp
Media Relations
News conference Presentation of new and very important
information to a group of news reporters
Save news conferences for very important “front page” news
Select an appropriate location or special site
Presenting News
Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp
Media Relations
News conference Hold news conferences early in the day in
consideration of daily deadlines
Inform all key contacts about the news conference
Designate a spokesperson to deliver message and answer questions
Presenting News
Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp
Media Relations
News conference Make all statements brief and concise,
and choose your words wisely
Do not elaborate beyond the 5 Ws
Practice your statements out loud and prepare canned responses for anticipated questions
Presenting News
Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp
Media Relations
News conference Take questions one at a time, call upon
reporters by name or pointing
Answer questions cordially and calmly
Never lie, it is okay to not know and say so
End within 30 minutes or when questions drag
Presenting News
Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp
Media Relations
News conference End within 30 minutes or when questions
drag
Stick around to answer further questions
Provide the same statements in writing to avoid misunderstandings or reporting errors
Presenting News
Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp
Media Relations
Other options: Guest articles as an expert of the subject Letters to the editor offering your opinion Upcoming event listings People highlights to recognize notable persons Volunteer as a guest lecturer Talk shows on relevant issues of audience
interest Celebrities are newsworthy and can spread the word
Other Media Exposure
Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp
Relations-Oriented Behaviors
Media Relations
Developing a positive relationship with the news media is a challenge with a lot of upside
Be prepared to deliver a succinct story with a clear reason why it is newsworthy
Utilize the Guidelines for Media Relations to build a positive relationship with the news media and publicize your organization
Summary
Relations-Oriented Behaviors
Broadcast Media Interview
Our next module discusses guidelines to work with broadcast media outlets and prepare your interview
Next Topic…
Relations-Oriented Behaviors
Ohio Arts Council www.oac.state.oh.us/resources/
mediaresourceguide/media.asp
Free Management Library www.managementhelp.org/ldrship/
ldrship.htm
Sources