Newvine Growing media training. Corn Party March 2015
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Transcript of Newvine Growing media training. Corn Party March 2015
Our agenda
How reporters work
What reporters look for in a story idea
How to prepare for an interview
What to do if it doesn’t turn out how you hoped
How to work with reporters in a bad news situation
What to include in a good press release
How to pitch your story
What to include in your website’s media section
Your questions
#cornparty
@NewvineGrowing
What makes a good story
Journalists have two audiences – their editors and the general public. The story should be compelling to both.
Does the story have what journalists call a news hook? Explain what’s new or different.
Is it part of a larger trend? Provide data or background on that trend. Other sources are a big help, too.
Is the idea timely? You should have a reason why now is the perfect time to do this story.
Do you have photos or video? Visuals make a story more compelling.
#cornparty
@NewvineGrowing
What makes a good story
Probably not a story: Your maze is open this weekend ... Just like every weekend every fall.
More likely a story:
Your maze is open this weekend... the first weekend this year.
Your maze is open this Saturday noon – 9 p.m. ... three hours longer than previously.
Your maze is open this weekend... with a new design, a charity fundraiser, live music …
What else might be new?
#cornparty
@NewvineGrowing
What makes a good story
Probably not a story: Your maze is marking its 15th
anniversary this weekend.
More likely a story:
Your maze is marking its 15th anniversary. ... and
you’re having a big party to celebrate.
Your maze is marking its 15th anniversary this
weekend. ... and you have photos of the first maze
to show how it’s changed.
What else might you do that’s special or unusual?
#cornparty
@NewvineGrowing
Preparing for an interview
When a reporter calls, ask when his or her deadline is and if you can call back in a few minutes
Ask for a little background on the story: what’s the story about, who else are you talking to, how can I help? What’s the media outlet? Is it local or national?
Prepare three crisp, clear ideas you would like to get across in the interview. Write them down.
Write a list of potential questions – including the scary ones – you think the reporter might ask. Try to use your three ideas to answer them.
Gather any background you might want: your hours, pricing, history, acreage, name of maze designer
#cornparty
@NewvineGrowing
Preparing for an interviewTHREE KEY POINTS: Our maze is the oldest
in the county
Our maze designer has built more than 300 other mazes around the world
We have lots of non-maze activities including face painting, bobbing for apples and a petting zoo
POSSIBLE QUESTIONS:
How long have you been in business?
How did you get started offering a corn maze?
How does your maze compare to others in the area?
Is your corn maze right for little kids or senior citizens?
#cornparty
@NewvineGrowing
Preparing for an interview
What are some important ideas you might want to get across in an interview?
What are some questions you think a reporter
might ask?
What questions have reporters asked you before
that have stumped you or thrown you off?
What background might you want to have for an
interview?
#cornparty
@NewvineGrowing
Preparing for an interview
BY PHONE:o Minimize distractions –
mute your computer, go
someplace quiet where
you won’t be interrupted
o Listen carefully for queues
– you don’t have body
language so ask “does
that answer your
question?” or “would you
like an example?”
BY EMAIL:o Try to be conversational –
don’t use marketing speak just because it’s in writing
o But not too casual –everything you write could end up in the article, including the little aside jokes before you answer any questions
o Spellcheck. Twice. – You are writing to a writer. Make a good impression.
#cornparty
@NewvineGrowing
Preparing for an interview
IN PERSON:o Minimize distractions –
turn off your phone, go
someplace quiet where
you won’t be interrupted
o You can still have your
background material
o Everything is on the
record, even before and
after the notebook is out
FOR BROADCAST:o Watch for distracting
noises – tapping your
pen, your email alert
tone, rocking in your chair
o If you stumble on your
words, you can start over
if you aren’t live on air
o Choose solid colors for TV,
and avoid noisy or
reflective jewelry
#cornparty
@NewvineGrowing
If it doesn’t go well
If you know even before the story runs that the interview didn’t go well, send a calm follow-up email emphasizing your three talking points
If you are unhappy with the story, first ask: did the reporter accurately report on the situation and what I said OR was I misquoted?
Politely ask for a correction if the story had factual errors. Clearly point out what was written versus what you said, and why the distinction is important.
Offer supporting material for future reference
If the story was negative but accurate, thank the reporter and reflect on what you’ll do next time
#cornparty
@NewvineGrowing
When it’s bad news
No comment doesn’t help – it just means your
side of the story might not get told
Just like any other time, ask what the reporter
needs and if you can call back
Take a deep breath
Call your lawyer, if necessary
Prepare your three talking points and list of
possible questions
Be clear, be human and don’t be defensive
#cornparty
@NewvineGrowing
Anatomy of a good
press release
o Contact information
o Keep it short and
straightforward
o Provide background
o Make the reporter’s job
easyYou can find a variety of press release templates online – this one is available to download from Hubspot.com, for example
#cornparty
@NewvineGrowing
Pitching your story
Find reporters via the news outlet’s website, a Google News search and social media
Email individual reporters with a personal pitch
Explain what will make the reporter’s life easier: you have a source who’s experienced giving interviews, broadcast-quality video, photos, etc.
Think about all your local media: weeklies, alternative publications, bloggers, student publications and broadcasts
Services can help you: for example, MuckRack or Cision to find reporters, PR Newswire to send releases, HARO or ProfNet to pitch yourself as a source
#cornparty
@NewvineGrowing
The media section
of your website
o Contact information
o Archived press releases
o Photos with captions
o Logo in color and B/W
o Video with descriptions
#cornparty
@NewvineGrowing
Dos and don’ts with mediaDON’T:o Ask to read the story in
advance
o Pitch yourself for a story that just ran
o Call immediately after sending your press release
o Send unsolicited attachments
o Scattershot your release to the whole newsroom
DO:o Learn the names of
reporters who cover food, agriculture, entertainment
o Be responsive, even on bad news stories
o Admit when you don’t know the answer – but offer to find out if you can
o Offer other sources if you can’t help
o Say thank you
#cornparty
@NewvineGrowing
Newvine GrowingMarketing strategy and tactics
for farmers, farmers markets
and farm-to-table restaurants
http://newvinegrowing.com
#cornparty
@NewvineGrowing