Media Relations 101. Distribute to media. Editorial content/format

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1 Media Relatins 101 Indiana 811 is requesting the supprt f its stakehlders in spreading the wrd t lcal media, and therefre cnsumers, abut safe digging thrughut the year. Indiana 811 has created this dcument as a guide t help supprt lcal utreach effrts, which will be accmplished thrugh media relatins surrunding the fllwing themes: Seasnal safe digging reminders Each seasn brings a perfect pprtunity t remind the media, and therefre the general public, f the imprtance f calling 811 befre digging prjects r seasnal maintenance. Natinal Safe Digging Mnth The Cmmn Grund Alliance and Indiana 811 have designated April as Natinal Safe Digging Mnth t raise awareness abut safe digging during a cncentrated time perid t maximize impact and media cverage. Generating lcal news cverage is ne f the mst effective ways t raise public awareness abut 811 and safe digging practices. Indiana 811 recgnizes that nt all stakehlders are familiar with hw t pitch lcal media, s we have put tgether this media relatins dcument t supprt yur lcal utreach effrts. It is imprtant t remember that all template material shuld be lcalized t each specific market. In additin t this dcument, stakehlders will als receive the fllwing tls t execute lcal media relatins campaigns in their wn markets: Media relatins tls 811 fact sheets fr cnsumers and media 811 message pints fr media interviews Template material Op-ed shell fr winter digging safety Op-ed shell fr spring digging seasn Op-ed fr natural disasters (i.e., blizzards, trnades) Template press release fr Earth Day and Arbr Day Bylined article fr reginal magazines Bylined article fr assciatin publicatins Distribute t media December 2009 January 2010 March 23, 2010 March 30, 2010 April 12, 2010 May 2010 June 2010 Editrial cntent/frmat State lng-lead byline article n Indiana Safe Digging Mnth. Byline article fr stakehlders t share with lcal building assciatin chapters fr their websites/newsletters. Indiana Safe Digging Mnth media advisry. Indiana Safe Digging Mnth press release and new call vlume data (as prvided by Indiana 811). Arbr Day and Earth Day press release t call befre digging (events during week f April 20). Spring Op-ed t call befre digging. Op-ed fr natural disasters and imprtance f calling befre digging. 1

2 Securing Lcal Media Cverage Befre cntacting the media With recent buyuts and layffs in the media, it s mre imprtant then ever t d yur research befre cntacting a reprter r prducer. Yur stry will be n gd if it desn t make it int the right hands. The fllwing are tips t help yu identify the right cntact fr yur stry: Print Befre reaching ut t newspapers r magazines read the last few issues f the publicatin t determine which reprter has been cvering tpics related t the news yu are sharing. (Typically hme imprvement, gardening and feature reprters wuld be interested in yur news.) If yu re unable t determine a specific reprter, cntact the newsrm r editr t determine the apprpriate cntact. These phne numbers shuld be available n the publicatin s website. Once yu have determined the apprpriate reprter, send him/her a persnal with yur stry idea and hw it affects the publicatin s readers. Bradcast Befre cntacting televisin and radi, visit the statin s website t determine the newsrm address and phne number. Mrning and weekend newscasts are great fr feature stries, s lk fr the cntact infrmatin fr a mrning shw r weekend prducer, and make a pint t send him/her yur news/event infrmatin. Additinally, search the website fr any shws that wuld benefit frm yur infrmatin, (i.e. gardening shws, utdr hme imprvement expert shws r hw-t shws). Syndicatin (Assciated Press) Visit t determine t whm t fax yur stry idea. Once n the webpage, g t AP Bureaus (n the right hand side), select yur state and hit g. A list f AP ffices will appear. Cntact the bureau clsest t yu. Distributing the infrmatin Once yu have determined the apprpriate cntact, yu will need t (r fax the AP ffice) yur news. Belw are a few things t keep in mind: General Pitching Keep s t reprters and editrs shrt, direct and cncise. Reference his/her recent stry t shw yu ve dne yur hmewrk and make them mre willing t wrk with yu. i.e. Hi Jhn, I recently read yur article entitled, Bailing ut the Envirnment. I fund it very insightful and helpful t hmewners and d-it-yurselfers. I wanted t pass alng a reminder that DIYers need t call Indiana 811, the state call-befre-yu-dig service, befre bailing ut the envirnment this Arbr Day and Earth Day. It is imperative that this number is called t ensure utility lines are prperly marked t prevent injury and damages frm digging. Create a catchy subject line t ensure they will pen and read yur . Make sure yur cntact infrmatin is in the bdy f the . D nt send an blast t all reprters; it is typically flagged as spam. Rather, take the time t send a persnal t each reprter. It pays ff. Press Release and Media Advisry Distributin Send a media advisry the wh, what, where, and when f an event ne week prir t the event, inviting the media t attend and letting them knw t mark their calendars. Send a press release the day f the event. Paste press releases int the bdy f the . D nt send attachments, such as phts, until the reprter requests them, because they are ften flagged as spam. 2

3 Byline Article Pitching Send him/her a persnal nte asking if yu are able t submit a byline article fr a spring issue. In this , include a brief verview f the article and why this news is timely. If he/she is interested in receiving the byline article, attach it in a brief , thank the reprter fr the pprtunity, and ask when the article is scheduled t run. Be prepared t als prvide a headsht and bi f the persn the article is attributed t. Qualify a few things: Length f article Pht requirements Fllwing up with the media Tw days after ing r faxing the media, it is imprtant t place a fllw-up call t ensure the media received yur infrmatin and t encurage them t cver yur stry. Belw are recmmended times t cntact r avid the media. Bradcast (Televisin and Radi) Avid calling weekdays frm 6-9 a.m., 12-1 p.m., 5-7 p.m., as mst statins are in the middle f live prgramming during these times. Print (Newspaper and Magazine) D call Mnday-Wednesday between 10 a.m.-12 p.m. and 2-4 p.m. D nt call n Thursdays, as reprters are typically n deadline. D call Fridays, 10 a.m.-12 p.m. Hw t pitch TV, radi r print reprters Preparing t pitch Reprters are interested in hearing abut stries with lcal angles. Be prepared t share yur stry idea in a brief, succinct explanatin that includes nly the mst relevant details. Imprtant details t include: Yur name and rganizatin Date and time What makes the event timely A few highlights f the event Availability f B-rll (stck vide ftage) demnstrating the call-befre-yu-dig prcess. Cntact Chuck Muller t btain a cpy fr $75 at Availability f experts fr in-studi segments and live interviews Speaking t the reprter When calling televisin and radi newsrms, ask t speak with a mrning shw prducer r weekend prducer. When calling newspapers and magazines, ask t be cnnected t the reprter yu t which yu sent yur infrmatin. Once yu have been cnnected t the right persn, state yur name and cmpany. Ask the reprter if he/she is n deadline, and if they have a mment t discuss a lcal stry idea. This is ut f respect fr their time, and they will appreciate yu asking! Be prepared t share the tp line details f yur event/annuncement in 10 secnds. Example: Je: Hi Kate, this is Je Smith with XXX. Are yu n deadline, r d yu have a minute t talk abut a lcal stry idea? Kate: I have a secnd, g ahead. 3

4 Je: [Stakehlder] has just annunced that it is supprting Indiana Safe Digging Mnth thrughut all f April by educating lcal students n safe digging practices. By getting in frnt f students at a yung age, we teach the imprtance f having utility lines marked prir t digging t prevent damages and injury. Wuld yu be interested in speaking t a lcal representative frm [Stakehlder] and Indiana 811 abut this effrt and Indiana Safe Digging Mnth in general? Offer access t B-rll demnstrating the call-befre-yu-dig prcess. (B-rll is a great supplemental tl fr TV because it adds value t segments withut incurring additinal wrk fr the film crew. It als cntrls the safe digging message. B-rll can be used during in-studi interviews r interviews that take place in the field. Cntact Chuck Muller at t rder B-rll fr $75). If the reprter agrees t cver the event Fllw-up yur phne cnversatin by sending an t the reprter cnfirming the event details, yur cntact infrmatin, interview times, lcatin, names and titles f participants, as well as cnfirming when the stry is scheduled t run. Day f interview Keep in mind, if there is breaking news, the media may decide nt cver yur event/interview at the last minute. It is a gd idea t prep yur team members/spkespersns n this t better manage expectatins. When dealing with the media, there is n guarantee anything will happen until it actually des. Belw are the basic Ds and Dn ts f speaking with the media. D Dn t Designate a staff persn t assist the reprter with n-site interviews and prvide cmpany infrmatin fr the reprter. If a staff member is nt available t attend an interview, send the reprter cmpany/ne call center materials ahead f time. Be calm and take charge f the situatin. Remember, yu have the infrmatin they want! Review Indiana 811 messages as a refresher prir t the interview. Speak slwly, directly, and cncisely. Be psitive! Dn t repeat a reprter s negative questin/statement. Instead, rephrase the questin and turn it int a psitive. Reprter: It seems t be a hassle t call every time, even when digging nly a few feet. Respnse: Yu re respnsible fr calling every time because the depth f utility lines can vary due t a number f factrs, such as ersin and uneven surfaces. Sme lines are nly a few inches frm the surface, making it extremely imprtant t call fr shallw digging. Calling will nly take a few minutes f yur time, and it can save yu frm injury r damage. Dn t ever say n cmment. It s perfectly acceptable t refuse t answer a questin that yu re unsure abut r d nt feel cmfrtable answering. Remember, YOU are in cntrl f the interview. Never speculate. If yu dn t knw, say, I m nt psitive n that answer, and I dn t want t speculate, s let me find ut and get back t yu. The PR persn will fllw up with the reprter t prvide this infrmatin. 4

5 Dn t speak ff the recrd. Nthing is ever ff the recrd. Even flip remarks. If yu dn t want smething published, dn t say it. Reprters can use anything yu say during an interview. N matter hw friendly the interview is, remember yu are ALWAYS n the recrd. After the interview After the interview, send the reprter an thanking him r her fr their time and cnfirming the scheduled run date. Once the stry appears, send a persnal t the reprter thanking them fr their cverage. Share the stry internally by sending an , including cmpany newsletters, blgs. 5

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