Media Outreach
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Transcript of Media Outreach
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&#noiOnDemand
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Welcome!We will be starting the training session shortly.
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Blogger & MediaOutreach
Greg Greene » Democratic Nat’l Cmte.August 10, 2012
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&#noiOnDemand 3
Introductions
NOI On Demand
Norms
You
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&#noiOnDemand 4
FOLLOWING THE LAWElections.neworganizing.com
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&#noiOnDemand
Presenter:
&#noiOnDemand#noiOnDemand
Greg Greene
New Media Outreach Director
Democratic National Committee
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OBJECTIVE
•Walking through the present-day media landscape, and the tools needed to navigate it — and;
•Learning how to make inroads with the media and reach the people that you need.
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AGENDA
•Surveying the media landscape•Making pitches and reaching
audiences •Building and nurturing media
relationships
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The Changed Landscape
•Fewer gatekeepers•Greater cacophony of voices•Digital media ↔ traditional media
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Blogs & the Media Landscape
•Merging with — or into — traditional media ecosystem
•Influencing political coverage•Hosting ‘water cooler’ banter among
reporters, insiders, and activists
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Activist Reporters & Bloggers
•Can rouse support for candidates, issue campaigns, and causes
•Organize people behind policy goals (e.g., presidential support for marriage equality)
•Sometimes — through writers or readers — raise money for campaigns and causes
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QuickTime™ and a decompressor
are needed to see this picture.
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Allen Quip Provokes Outrage, ApologyName Insults Webb Volunteer
— The Washington PostAug. 15, 2006
Democrats Take Control of Senate As Allen Concedes to Webb in Va.Victor Vows New Approach To Iraq War
— The Washington PostNov. 10, 2006
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The Triangle of Media Influence
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The Triangle of Media Influence
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Forging Relationships
•Set your strategy•What are your goals?•How can the media help you?•Why should someone help you?
•Identify the relevant reporters•Note what they like, and the subjects
they focus on•Learn how to reach their audiences
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Building a Blogger List
•LeftyBlogs.com lists blogs in each state (but needs updating)
•Soapblox.net links to state-based community blogs
•Memeorandum.com monitors trends on national blogs
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BlogrollBlogroll
NotLarrySabato.Typepad.cNotLarrySabato.Typepad.comom
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Starting the Relationship
•Reach out personally•Listen — conversations are two-way•Ask before adding to press lists•Stay clear about what’s on, and off,
the record•Treat trusted activist writers/bloggers
as allies
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Building the Relationship
•Hold conference calls to keep media looped in
•Help people write live from events •Set aside accomodations at major
happenings (e.g., a party convention’s press gallery)
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Building the Relationship
•Link to valued sites and stories on your site
•Create material — e.g., photos, videos, and infographics — that others can use
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&#noiOnDemand &#noiOnDemand#noiOnDemand
Questions?
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