Transcript This userfriendly PowerPoint presentation replaces “Working With the Media: A SHRM® Guide” Working with the Media SHRM Global Public Relations ▪ Sept.

This userfriendly
PowerPoint
presentation
replaces
“Working
With the
Media: A
SHRM®
Guide”
Working with the Media
SHRM Global Public Relations ▪ Sept. 2009
Working with the Media
First Things First
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This resource guide is designed for SHRM volunteers, chapters
and affiliates.
When possible, a trained PR professional on your staff should
handle media initiatives.
This guide may aid you absent such a colleague.
SHRM understands that you have state and local chapter or
affiliate news to communicate, and media relationships to
cultivate.
Media inquiries from journalists contacting you will typically
regard state-specific legislation or business trends observed in
your city or region.
©SHRM 2007
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Working with the Media
Who and What Are Considered Media?
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Journalists
News editors, reporters, and columnists
> News producers and anchors
> Magazine editors, columnists, writers, and freelancers
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Bloggers
May include credentialed and non-credentialed writers (some are
journalists, former journalists, or hold no media credential at all).
> Treat bloggers professionally for ease in growing and maintaining
the relationship as they may prove pivotal in reputation issues.
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Media Outlets
Print (newspapers, magazines)
> Broadcast (TV and radio)
> Online (online versions of print and broadcast outlets)
> Blogs
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©SHRM 2007
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Working with the Media
What is Media Relations?
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Proactive media relations
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Working with reporters to get your company/product/issue positive
media coverage
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Develop pitch angles and approach reporters with your pitch
Craft by-lined articles, opinion editorials and letters to the editor
Set up interviews for key spokespeople; facilitate interview, if necessary
Follow up with a reporter or editor post-interview / post-article
submission
Reactive media relations
Responding to reporter requests for information and interview
requests
> Responding to negative news coverage
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• Liaise with reporter on information needed
• Work with communications/PR staff to identify appropriate
spokesperson
• Facilitate interview, if necessary
• Respond to negative press or blog posts with written corresondence
©SHRM 2007
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Working with the Media
Cardinal Rules
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Know the outlet, know the outlet, know the outlet
Know the reporter’s work; follow bloggers
Develop a relationship with your contact
Think like a reporter/producer/blogger
Determine what is newsworthy
> Know your media target’s reader/viewer/listener
> Know your story
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Develop appropriate materials
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Media list, press release, fact sheets, bios, etc.
Be knowledgeable of local/national and international current
events and industry trends
©SHRM 2007
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Working with the Media
Know the Outlet
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Understand the media outlets in your region before you
approach reporters/producers
Research the types of stories the publication or television/radio
station typically covers
> Do they focus on compelling local ties for their articles?
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Understand the audience of the media outlets in your region
Do they cater to a general audience or a targeted audience?
> Understand the media outlets in your region before you
approach reporters/producers
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Understand how deadlines work
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Hourly, daily, weekly, monthly
©SHRM 2007
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Working with the Media
Know the Reporter’s & Blogger’s Work
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Take inventory on what key business and workplace
reporters in your region are covering and have covered in
the last six to twelve months
Stay up to speed on their articles on a daily basis
> Reference recent articles, where appropriate, when approaching
reporters
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Monitor influential blogs
“Hot” topics in blogsphere
> Bloggers with large following and who are often cited/linked to by
mainstream media outlets
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©SHRM 2007
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Working with the Media
Relationship Development
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Magic element…relationship building
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Get to know key reporters and producers in your region
• Call to introduce yourself
• Invite them to coffee or lunch
• Invite them to chapter events
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Same goes with bloggers… extend the olive branch!
©SHRM 2007
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Working with the Media
Think like a Reporter
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Print reporters
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Ask yourself:
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Is there a breaking local or national news story today?
Do I have a concise, coherent pitch?
Do I have supporting materials (i.e., press release, fact sheet)
Am I calling at an appropriate time?
Are my spokespeople available?
Broadcast producers
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Ask yourself:
• Does my spokesperson have TV experience?
• What/where are the visuals needed to bring a segment to life?
• Can my story fill a 3-5 minute segment?
– Do I have enough materials/examples?
©SHRM 2007
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Working with the Media
What is Newsworthy?
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In developing story ideas/pitch angles ask yourself:
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What is considered a “hot” human resource management issue in
the news?
What surveys, news releases and legislative items are coming from
SHRM headquarters?
What has our chapter recently created or accomplished that would
be of local interest?
What is our organization doing that is different from what other
organizations are doing?
What are members doing?
What events are taking place?
Remember: Reporters look for news that is local, timely,
unusual/interesting, about people or surprising.
©SHRM 2007
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Working with the Media
Know Your Story
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Develop three key messages
Be selective, keep them clear and concise
> Support each message with examples, facts/figures and/or thirdparty endorsements
> Stay on message
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Have a newsworthy and timely theme
Encourage spokespersons to:
Use quotable language such as action verbs, full sentences and
positive language
> Brand his/her message by saying the chapter/state council name
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©SHRM 2007
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Working with the Media
Media Relations Tools
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Media list
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List of chapter spokespeople
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Maintain a list of names, emails and phone numbers for reporters
and bloggers
Develop a list of spokespeople; segment per topic/issue/discipline
Press materials
News release
> Chapter/state council background/fact sheet
> Spokesperson biographies
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SHRM materials
Survey research
> White papers
> Legislative and public policy updates
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©SHRM 2007
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Working with the Media
How to Write a Press Release
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Headline – Brief sentence that conveys the key purpose of the
release
Kicker – Sub-headline that conveys vital, supporting
information for the headline
Release date and city
Lead – Opening paragraph of the release
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Will convey the purpose of the release, the main angle, the reason
why the reporter should be interested and the overall message you
are trying to project
Body – Used to get the main idea and supporting evidence
across
Spokesperson quote – Should be the second or third
paragraph of the press release
Contact Information
Logo/letterhead
©SHRM 2007
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Sample Press Release
Contact
Working with the Media
Press Release Sample
Names and contact
numbers for the
chapter/ state
council
Logo
Use letterhead or chapter/state
council logo if available
Headline
Main topic of press release
Kicker
Subtitle, can provide
additional key information
Release date
Release date and city
Lead
Opening line, 38 words
or less, convey main
point
Body
Short, supporting
paragraphs
Quote
Main message, full title
of spokesperson
©SHRM 2007
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Working with the Media
Press Release Sample (cont’d)
End
“###” signals the
end of the text
message
Boilerplate
Brief description of
chapter/state council and
membership, including
affiliation with SHRM
©SHRM 2007
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Working with the Media
Press Release Tips
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Keep it concise (1-2 pages)
Clarity is key
Avoid industry jargon, stick with one main idea as the focus
> Less is more
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Be consistent
Develop a press release template to use for all announcements
> Include contact information
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©SHRM 2007
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Working with the Media
Pitch Letters
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Include current news/trends in the lead
Reference specific sections/segments that you would see as a
perfect fit for your spokesperson/story
Give a writer/producer an exact date when you will call them
back to discuss opportunities
Personalize your pitch; never send a mass mailing to all
reporters
E-mail, fax, snail-mail letter?
E-mail subject lines: 25 characters of less
Keep it concise
©SHRM 2007
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Working with the Media
Talking to the Media
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When calling a reporter:
Do identify yourself and your affiliation
> Do ask if he/she has time to speak with you at that time
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• Do not get discouraged if you receive an initial negative response, as
reporters are often on tight deadlines
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If the reporter is on deadline…
• Do ask him/her when is a good time to call back, or
• Do provide your name and phone number where you can be reached
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Remember, reporters receive pitches from dozens of
people everyday. Make certain you have something
meaningful to say, because you may not get a second
chance to pitch the story.
©SHRM 2007
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Working with the Media
Talking to the Media
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The best time to call a reporter is generally:
In the morning prior to distribution of daily assignments
> In the late afternoon after stories have been filed
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Keep in mind:
Reporters typically have their stories already written in their heads
before speaking with a spokesperson
> They are often looking for a spokesperson to provide a quote or to
crystallize an issue
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A spokesperson’s challenge:
Ensure that the reporter has the correct story
> The quote you/your spokesperson gives them captures the
message your want delivered
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©SHRM 2007
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Working with the Media
Media Relations Tactics
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Column in daily newspaper; guest article in magazine or trade
journal; guest blog
Regular guest appearances on local radio and television
programs
Letters to the Editor
Used to respond to a particular article published
> Be timely; try to respond within a day or two of the article’s
publication
> Pick and stick to one subject per letter
> Keep letter short and concise; under 150 words
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Opinion-editorial pieces (Op-eds)
Article based on the writer’s view of a particular issue
> 500-750 words in length
> Article is pitched to the publication’s op-ed section editor
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©SHRM 2007
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Working with the Media
Final Thoughts
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Work with your communications/public relations staff
Review key messages on a monthly basis and prior to
interviews
Do your homework on reporters and media outlets
Remember that you are speaking on behalf of your organization
Identify and develop media angles/pitches on a monthly basis
©SHRM 2007
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Working with the Media
Sample Questions
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What are the benefits of offering work/life balance benefits to
employees?
The state legislature is considering a bill mandating that
employees be allowed to store weapons on company property.
Why are you against this bill?
Why is HR advocating for changes to the Family and Medical
Leave Act?
Why is HR against families with children and people who are
seriously sick taking leave when they need it?
©SHRM 2007
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