1 1 Media as a Partner Lee Ann J. Kendrick, M.Ed. Regional Advocacy Specialist, National PTA.
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Transcript of 1 1 Media as a Partner Lee Ann J. Kendrick, M.Ed. Regional Advocacy Specialist, National PTA.
11
Media as a Partner
Lee Ann J. Kendrick, M.Ed.Regional Advocacy Specialist, National PTA
2
Why do we need media?
• Create a “buzz”
• Get the “word out”
• Show your power
• Inform others
• Recruit new members
• Share information
3
What is the media interested in?
• Increase in sales
• Increase in viewers/readers
Note: Media is not a public service for a well informed public!
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Where to begin
Guidelines for using media:
1.There must be hard news
2.Think pictures
3.Have a quotable quote
4.Help reporters do their work
5.Know the media staff
6.Include human interest
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There must be hard news
• Large numbers of people doing something interesting
• Someone who is news says it
• A new program is launched
• New information is revealed
• The unexpected happens
• New treatment of an old story
• A tie-in with a breaking story
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Think Pictures
• No talking heads!
• Produce interesting visuals by:
– Moving the event outdoors
– Moving the event to the impacted area
• Add a subheading to the press advisory that says “Photo Opportunity”
• Make sure your organization’s name is a prominent visual
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Have a quotable quote
• Captures the meaning of the event
• Each speaker repeats it
• Put it on signs
• If nothing else, spell it right!
Just Do It!
Melts in your mouth, not in
your hands
Can you hear me
now?
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Help Reporters
• Write releases as a news article
• Who, what, when, where and why in the first paragraph
• Length of a typical news story or a bit longer
• Factual, well written and accurate
• Put opinions in quotes
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Know the staff
• Develop relationships
• Know who handles what beat
• Go introduce yourself
• Give occasional exclusives
• Nothing is EVER off the record or confidential
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Include Human Interest
• How the problem hits real people, not just statistics
• Have people tell their own stories
• Bring children
• One expert is enough
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The Press Release
• Send one week ahead of event
• Don’t give them too much information or they won’t have to come
• Who, what, where, when, why
• Follow up with reporters
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Questions