Agenda

• Introduction • The 5 W’s of media outreach • Media outreach for an event • Vicky Chandler: How I got the media’s attention • Additional tips for media outreach • Activity • Q & A

When Reaching Out to the Media, Think Like a Reporter …

– – –

Ask yourself the questions reporters ask when writing a story:

–

Who?

–

What?

Where?

When? Why?

–

How ?

The 5 W’s of Media Outreach

• • • •

Why What Who

conduct media outreach?

attracts the media? should I contact?

Where

do I find contact information?

• •

When How

should I pitch? do I pitch the story?

• Additional pointers

Why Should I Conduct Media

Outreach?

Your objectives are to:

• • •

Relay your key messages Reach your target audience Call to action

What Attracts the Media?

A reporter’s objectives are:

•

Provide timely and interesting information

•

Tell a story

•

Build the audience

What Attracts the Media?

So, your news should:

• Be timely - announce something new that has wide impact • Build on a trend or relate to other current news • Include a human element • Be visual

Whom Should I Contact at a Newspaper?



City editor



Beat reporter



Editorial assistant



Photo editor



Editorial board

Whom Should I Contact at a Radio Station?



News director

 

Beat reporter Public affairs/PSA director

Whom Should I Contact at a Television Station?



Planning editor/assignment desk



Producer/reporter

Where Do I Find Contact

Information for the Media?

• Phone book • www.usnpl.com (U.S. Newspaper List) • Coalition members • Library – Bacon’s media directory – News Media Yellow Book • Follow news coverage of health care and children’s issues and track who is doing the reporting • Call each outlet to identify key reporters

How do I Create a Press List?

• Contact name • Outlet name • Position or beat • Phone number • Fax number • E-mail address • Other helpful information

When Do I Contact the Media?

Timing is everything!

•

Print: Call between 10:00 a.m. and 3:00 p.m.

•

Radio: Call between 7:30 a.m. and 8:30 a.m. or after 10:00 a.m.

•

TV: Call between 10:00 a.m. and 11:00 a.m. or 1:00 p.m. and 3:00 p.m.

What Does the Media Need to

Cover Your Story?

News Conference or Event Planning

• Purpose • Date/time • Location • Speakers • Visual elements • Media materials

What Materials Can I Use for

Media Outreach?

• News advisory • Press release • Op-Ed • Drop-in article • Letter to the editor • Community calendar listing

When Do I to Pitch an Event to

the Media?

1 week before the event

1. Send pitch letters 2. Begin making pitch calls 3. Engage reporters on the issue

When Do I Pitch the Media?

3-5 days before the event

1. Send the news advisory 2. Make follow-up calls 3. Continue providing background information

When Do I Pitch the Media

?

Day before the event

1. Re-fax news advisory 2. Make follow-up calls 3. Answer questions 4. Gauge attendance

When Do I Pitch the Media?

Morning of the event

1.

Call newsrooms again to see who’s coming 2. Offer to re-fax news advisory

When Do I Pitch the Media?

At the event

1. Work with media to determine their needs 2. Offer interviews with spokespersons/families 3. Follow up if necessary 4. Distribute news release 5. Have extra people on hand to help out

When Do I Pitch the Media?

After the event

1. Follow up with reporters who were interested, but didn’t attend 2. Send/fax/courier media materials 3. Be prepared for interview requests

How Do I Pitch the Media?

• Ask: Are you on deadline?

• Lead with the most compelling information • Always include the

5 W’s

• Offer to send additional information

How Do I Pitch the Media?

• Be concise • Be enthusiastic

Pitching DO’s

• Be persistent • After success…be consistent

How Do I Pitch the Media?

Pitching DON’Ts

• Leave long message with your phone number at the end • Call to see if a fax was received • Pitch two reporters at the same outlet at the same time

How Do I Pitch the Media?

Pitching DON’Ts

• Read a script • Argue with a reporter • Call during a big news story

How Do I Pitch the Media?

Don’t be afraid to say, “I don’t know.”

• Offer to find out the answer and call the reporter back • Get back to the reporter on a timely basis

Tips for Pitching

• Send something in writing • DON’T call to see if they got it • Use pitch call to engage reporter on the issue • Call to confirm they are coming to event • Use e-mail

Tips for Pitching

• • • • • •

Media outreach helps build a rapport

Be informed Be responsible Be helpful Be responsive Be creative Be respectful of deadlines

Tips for Pitching

Create a media contact log

• Use while pitching • Include up-to-date info • Keep track of your calls

Be Familiar with the Local Media

• Health news segments – Format – Subject matter – Additional opportunities • Reporter’s interests

Initiate Contact

• Contacted the health reporter • Used their objectives to fulfill my objectives • Suggested how CKF could fit into their news

Create a Relationship

• Became a resource for information • Offered CKF materials • Made myself available for the reporter’s needs

Proven Success!

• Health news segment •

Ask the Doctor

segment

Proven Success!

• Hundreds of phone calls • Opportunities flourish

Tips for Media Outreach

Learn the lingo

• • •

On the record:

Everything said can be quoted with attribution •

On background:

Everything said can be quoted but attributed generically, i.e., an “official” said

Off the record:

Information provided is not to be used but is intended to provide context for the reporter

Embargo:

Restricts use of news item before a certain time

CKF Communications Tools

www.coveringkidsandfamilies.org/communications

• Template media tools • How-to guides for media outreach