Transcript Boot Camp - Covering Kids & Families
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