Transcript Slide 1

The Michigan Summit: A Blueprint for
Change
You, Your Campaign & the News Media
Presented by:
Ms. Darci E. McConnell
McConnell Communications, Inc.
Shaping Your Story
•
It's your story, and you can shape it your way. You don’t have to feel used,
misused or ignored by the media. You can initiate the angles you want the
media to focus on. McConnell Communications will show you how. This
presentation includes a concise guide on how to shape news.
Why Bother?
•
•
•
•
•
•
“There are only two forces that can carry light to all the corners of the
globe…the sun in the heavens and the Associated Press down here.”
– Mark Twain
Despite criticism of news media coverage, it is still by and large how people
get their information. And it remains the foundation for people’s attitudes
and opinions about public figures and issues.
You can reach thousands, even millions of people through television, radio,
newspapers and the Internet.
According to a survey by BIGresearch, newspaper articles, television and
the Internet are among the most influential media among all age groups.
When it comes to people of color, while television is a preferred news
source, news from minority-owned radio stations was overwhelmingly
preferred and viewed as the most credible and trustworthy.
What Works?
•
•
•
•
•
You can wait for a reporter to call (or you can hope a reporter never does) or
send out a hundred press releases that get ignored. Or you can initiate
more effectively.
News organizations obtain their material in many ways and for a variety of
reasons. Obviously they want to cover whatever is most important. But
they are also highly attracted by three factors in particular:
Convenience
Surprise
Visuals
Know Your Audience & How They Get Their Information
•
•
•
•
•
•
•
•
•
•
•
Minorities typically get their information from trade and non-traditional
sources. That means, to reach them, an ethnic newspaper or magazine or
urban radio program is a better resource than a mainstream newspaper.
Generation X and Y (although now Boomers and Baby Boomers have
joined the ranks) are more likely to get information from emails, text
messages and the Internet than from traditional media outlets. The following
should be considered:
-- Facebook/Twitter
--You Tube
--Online publications
-- Blogging
-- Electronic newsletters
-- Video emails
Newspaper endorsements are critical in smaller races. In those contests
where there is little media attention or limited public interest, endorsements
take on more significance. An endorsement can swing the election.
Don’t ignore the smallest publications. Community papers usually don’t
send out reporters but are often happy to accept photos for print. Is an
event you’re doing photo-worthy? Integrate photography into whatever you
do – and don’t forget to supply caption material clearly in writing. Does your
block club have a newsletter for which you can draft an article?
Ensure that your website is updated regularly.
How to Get Media Interested in Your Campaign
•
•
•
•
•
•
•
•
•
•
•
The news media’s propensity is to cover top-of-the-ticket races – president,
governor, county executive, etc. Controversy can also draw coverage, but
you should be on the favorable side of the dispute.
It is best to create a name for yourself months ahead of any campaign.
Contact the reporters (and columnists) who will be covering that election, or
the editors for that geographic region, to let them know that you are in the
race -- and tell them one thing in particular that you stand for.
Get involved with a community organization, and make the announcement
public.
Do ongoing opinion articles that discuss hot-button issues or areas of
expertise.
Target non-traditional and small media that rely more on submissions than a
large reporting staff.
Make your candidacy announcement tied to a hot-button issue.
Include other high-profile figures in your announcement.
Schedule your event of announcement on a slow news day. Saturdays,
Sundays and Mondays are usually good, especially if visuals are included.
Be the first to announce.
Know reporters’ deadlines, so you don’t offend by calling during a newscast
or at crunch time.
How Your Campaign Can Shape the News
•
•
•
•
•
•
The two key points are (1) to know which journalists make coverage
decisions about your area and (2) to decide what kind of news you have or
want to put out. If it’s …
… Purely informative, it should be e-mailed or sent by leaflet to all your
constituents. Next best is to send a brief release – one that makes clear to
an ordinary citizen why the information matters – to news media that serve
your area in particular.
… Of real human interest – something a busy person would willingly be
interrupted to learn – contact major media as well as your local specialists.
… Interesting to specialists – such the auto industry, people in construction
and development, sports fans and participants, boaters – contact people
and media who are devoted to those topics. Niche media have rather
intense customers and some can turn out to be advocates for your cause,
once they feel they have inside knowledge.
… A problem of public significance, attempting to cover up can be the worst
strategy, as southeast Michigan has amply seen recently. Better is to
contact the journalist most likely to be fair and give her or him the best
possible accurate summary, along with what you’re doing to solve the
problem.
Contact a professional communications company. You should be able to
quickly receive an estimate for the kind of work you want done, as well as
ideas you might not have thought of. Professional expertise can save you a
lot of time and effort.
How To Be Interviewed
•
•
•
•
•
•
•
•
Decide in advance what three points you really want to convey. Then think of how
an opponent might attack them, and what an uninformed person would want to
know about them. Then make yourself a few notes you can use during the
interview on why your points are best.
Keep the interview as brief as possible (without seeming to cut it off) and your
answers short and sweet. That way, the reporter has less chance of using less
important material instead of the points most important to you. If you are doing a
radio interview, keep your notes in front of you for reference.
Be energetic and outgoing (though not presumptuous or overwhelming). Always
be civil.
Don’t hesitate to ask that a question be repeated and/or that your quote be read
back to you. Do this in the interest of accuracy.
Avoid trying to answer multi-point questions. Instead, say something like “Let’s
concentrate on that last point first” (or whatever point you most want to address)
and respond to that one. You’ll come across smarter and sharper than if you
attempt to deal with the entire original question.
Avoid jargon. Use language your mother or child would understand.
If you’re going to be on camera, wear comfortable clothing that does not clash or
look busy or fussy.
Unless you’re really sure it serves your interests, don’t say something is off the
record. Going off the record usually increases a reporter’s interest in digging
further. If you need to provide information you don’t want attributed to you, get the
reporter to agree that the info is “on background,” for the reporter’s benefit in
understanding an issue, and can be described as coming from “a local official.”
How To Write a News Release
•
•
•
•
•
•
•
•
•
Include the contact information at the top of the page, and try not to be the
contact for your own story (weird third person issues).
Cover the who-what-when-where-why in the first sentence/paragraph.
Include dates, times and addresses.
Use a sexy – intriguing – quote from a person of authority.
Keep the release to one page.
Include any key statistics/numbers, such as the number of people affected
or the cost or savings.
Use spell-check and always verify names and titles. Reporters heckle
releases that are rife with errors.
Send the release out a few days before the event, unless you desire a
calendar listing, which has an earlier need (two weeks).
Make follow-up calls to individual reporters to see if they have any
questions, but avoid pestering reporters with multiple calls.
400 Monroe Ave. Suite 610
Detroit, Michigan 48226
www.dmcconnell.com
[email protected]
Phone: (313) 237-0100
Fax: (313) 237-0104
Public Relations
Crisis Management
Media Training
Relationship Building
Marketing
How you communicate