Four Elements of Effective Media Relations. I. Planning. No Idle Zone / Anti-Idling

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1 N Idle Zne / Anti-Idling Fur Elements f Effective Media Relatins The effectiveness f a prgram r campaign ften depends upn the level f marketing effrts implemented befre the prgram actually launches, and well after it ends. Media relatins is a cst-effective marketing tl t reach a target audience n a small r large scale using the brad reach and influence f the media. The fllwing fur elements f media relatins are crnerstnes fr achieving the mst psitive results: Planning Media Tactics Executin Fllw-Up I. Planning It is n secret that the success f a campaign r event largely relies upn the planning that ges int it. The fcus f media relatins planning is t help reprters and media representatives better infrm the public. It is yur jb t deliver the mst cmplete and cncise infrmatin fr a valuable stry. Media utreach requires the same meticulus preparatin and thught that is invested int the prgram yu want t prmte. Once prgram bjectives have been slidified, it's a gd time t begin the public relatins planning prcess, which establishes the apprpriate audience, key media surces, relevant media materials and messaging, prgram spkespersn(s), and the ptin fr a media event r press cnference. Determine target audience It is imprtant t knw yur audience. By raising awareness abut a particular issue, yur rganizatin can help initiate change. The media can help deliver yur message t a brad audience, but it is imperative t first establish the best primary and secndary recipients f that message. Narrwing yur fcus will als help t priritize media surces t generate press cverage.

2 Cnsider the fllwing: Wh des this prgram affect? Wh shuld receive this message? What is a cmmn denminatr fr members in this grup(s)? Wh has the ability t reach and influence ther audience members? What cre values and bjectives are shared? What benefits are expected fr these individuals? What is the current level f awareness amng these cnstituencies? Identify target media By develping a direct line f cmmunicatin with the media, yur rganizatin can take an active rle in establishing a psitin in the cmmunity. When determining which media targets t pursue, keep in mind the idea f quality ver quantity. A single, in-depth and thrughly written article directed at the right grup f peple can ften have mre ptential fr effect n yur target audience than multiple impressins with less substance. Media can be divided int five basic grups: Print (newspapers, magazines, newsletters, internal and trade publicatins) Televisin (news prgrams, talk shws, and public service annuncements) Radi (news prgrams, talk shws, and public service annuncements) News wire services (Assciated Press, United Press, Reuters, etc.) Online news publicatins The mre yu knw abut the needs f any media rganizatin and the media prfessinal, the mre efficient and effective yu can be as a cmmunicatr and prgram liaisn. D sme research - by reading r watching yur target media diligently, yu'll cnsiderably increase the chances fr a favrable respnse and psitive view f the stry that yu are pitching. Assemble a media list T assure effective cmmunicatin f yur message, distribute relevant infrmatin t the right peple. This can be accmplished by develping a cmprehensive media list that identifies the mst apprpriate cntacts at each f the media utlets at the cmmunity, lcal, state and/r natinal level. Assembling a media list allws yu the chance t better prmte a prgram and respnd quickly t publicity pprtunities. Make a list f media that are imprtant t yur rganizatin and identify apprpriate cntacts fr each media grup. Create a spreadsheet r list with the fllwing infrmatin t help in all stry pitching effrts: Media rganizatin name Phne number Media cntact name Fax number Title address Area f expertise/interest

3 Circulatin (daily, weekly, etc.) Address, city, state, zip Persnal ntes, cntact lg The fllwing is a list f different types f media, the general kinds f editrs and reprters n staff, and the range f stries each will cver. Sme media (e.g., newspapers, TV) have reprters wh write stries exclusively n specific tpics (e.g., envirnment, health, cnsumer interest, gvernment, etc). If there is n such tpicspecific reprter, ask fr smene wh cvers these similar issues and direct all cmmunicatins tward that persn. T btain the apprpriate cntact infrmatin fr any media prfessinal, start ut by visiting their main website r searching thrugh the actual publicatin fr a general cntact. Even fr the mst experienced public relatins prfessinal, narrwing dwn the right cntact persn can be a bit f a wild gse chase. Have patience and keep trying until yu identify the apprpriate cntact t help yu deliver yur message. Print Jurnalist (types f cverage) Newspapers Envirnmental Reprter (respnsible fr envirnmental stries) Health Reprter (respnsible fr health related stries) Cnsumer Reprter (respnsible fr cnsumer issues) Lifestyle Reprter (respnsible fr lcal prfiles and human interest stries regarding peple invlved with a lcal cause) City Editr (respnsible fr news taking place in yur city; emphasis n cmmunity events; features n utstanding residents; lcal issues) Features Editr (respnsible fr human interest stries including: prfiles f utstanding citizens; scial trends; lifestyles; prgrams that benefit the cmmunity) Pht Editr (respnsible fr events r backdrps that prvide gd pht pprtunities) Magazines Managing Editr/Articles Editr (respnsible fr reviewing all incming press materials and chsing which stries t cver) Envirnmental Editr (respnsible fr cverage f all envirnmental issues) Newsletters Editr (respnsible fr reviewing all incming press materials and chsing which stries t cver) Televisin Jurnalist (types f cverage) News Prgram Assignment Editr (respnsible fr reviewing all incming press materials and assigning stries t staff reprters) News Rm/Desk (respnsible fr receiving all incming press materials and stry leads, passes infrmatin t editrs) Health Reprter (respnsible fr health related stries) Cnsumer Reprter (respnsible fr cnsumer issues) Envirnmental Reprter (respnsible fr envirnmental stries)

4 Talk shw Prducer (respnsible fr reviewing all incming materials and chsing which stries t cver; als respnsible fr bking guests fr the shw) Radi Jurnalist (types f cverage) News Prgram News Directr (respnsible fr reviewing all incming media materials and chsing stries t cver n the air) Newswire Services Jurnalist (types f cverage) Bureau Chief (respnsible fr reviewing all incming press materials and chsing stries t cver) Pht Desk (respnsible fr assigning news phtgraphers t cver events and ther pht pprtunities; als distributes pht submissins) Determine media timeline Depending upn each media utlet (print, televisin, radi, etc.), yu will need t begin pitching at different times. Fr example, magazines require a lnger lead time fr stries, while televisin news prgrams usually accept stry pitches up t the mrning f an event. A media timeline shuld be develped as part f an verall rganizatinal schedule t prvide a guide fr when messages shuld be created and sent t the media. When first establishing cntact (see Sec. II: MEDIA TACTICS - 'Making the Pitch') be sure t get deadline infrmatin frm the media prfessinal immediately. Establish key messaging and prgram spkespersn Maintaining cnsistent key messages is imperative t the prgram, since any incmplete r incrrect infrmatin can create unjustified cncern and jepardize the prgram's credibility. T help facilitate the disseminatin f accurate and relevant infrmatin t an audience and members f the press, create dcuments that briefly summarize the prgram (e.g., missin, bjectives, activities, etc). These materials shuld be cmpiled and included in media kits, which becme reference tls fr generating a gd stry. Media kits Media kits usually include the fllwing: Press release with prgram lg Prgram backgrund infrmatin Prgram fact sheet with stats Spkespersn bigraphy Other relevant backgrund infrmatin Organizatin cntacts Key news articles

5 Spkespersn Selecting the apprpriate spkespersn fr yur prgram is very imprtant. It is essential fr keeping yur message as straightfrward and cncise as pssible. This individual(s) shuld be seen as a resurce fr the audience and media prfessinals, smene wh is an expert and directly entrenched in the prgram issues. Selecting t many representatives can dilute prgram messages and decrease the chance fr effective cmmunicatin. A spkespersn nt nly needs t be knwledgeable but als pen t interviews and cmfrtable appearing n camera and in phts, and/r being quted. This persn will essentially serve as the face and vice f yur prgram, s chse wisely. Create talking pints (summary f prgram key features that highlight newswrthy facts and issues) Training/briefing (frmal media training f key spkespersn(s) n what t expect and hw t respnd t media inquiries) Practice (prir t interviews, make time fr practice runs) Determining the need fr media events Media events prvide members f the press with a special pprtunity t see a prgram in actin and capture key images and interviews. Hwever, nt every prgram will need a media event since it means additinal planning time and finances. It is a great way t reach multiple mediums in an appealing and memrable fashin that highlights all majr pints f a stry. Cnsider the fllwing t gauge whether r nt a media event is apprpriate fr yur prgram: Magnitude - Hw many peple are impacted by yur prgram? Newswrthiness - Cmpared t all ther activities taking place in the cmmunity, is this imprtant at the given mment? Lcality - Is the stry relevant here? Visuals - What interesting imagery, actin, interviews are available? II. Media tactics With yur cmmunicatins planning and key messaging finalized, it is time t begin generating interest fr yur prgram with active media utreach. Making the pitch Media prfessinals are always n deadline and have little time fr lng stry pitches. Remember that yu are nt the nly ne trying t get a reprter's attentin. Anyne can pitch a stry; it des nt rest exclusively upn the spkespersn. The mst effective way t begin sharing a stry with the media is by telephne and . Be aware f the preferences f individual media prfessinals, since sme may prefer t receive news releases by fax r instead f the telephne.

6 When talking with media prfessinals, remember t: Sund enthusiastic abut the stry yu are prpsing Be an authrity and knw yur prgram If yu dn't knw, be hnest and fllw up with an answer later Always fllw up any cnversatin with an and anther phne call Media fllw-up Even the mst cmpelling stry requires active fllw up effrts. Once yu have established an apprpriate cntact with the media, cntinue t check in regularly t maintain interest arund yur stry and prgram. The nly way t gauge their interest fr yur stry is t fllw up. If yu are ready t annunce yur prgram r event, send a media release via and/r fax and cnfirm whether r nt the reprter received the infrmatin they needed. If yu are planning a media event, prvide a media advisry that details the ccasin, fllwed by a press release. Finalize prgram messaging and media resurces Frm prgram media kit materials t questin and answer sheets fr the spkespersn, all messaging and resurces shuld be cmpleted and finalized at this time. Since yu cntrl the infrmatin shared with the media, maintaining accuracy and unifrmity is crucial fr these reference materials. III. Executin After a perid f detailed planning, making media cntacts and bking appintments, it is time t launch the media campaign in rder t create nging visibility fr the prgram. Briefing the media The best way t impact a member f the media is t cnduct a persnal, face-t-face briefing where media materials can be passed n and questins are handled efficiently. While this meeting situatin is ideal, it may be hard t secure face-time with every jurnalist, s use the fllwing tactics t help yu in seeking and btaining cverage: Media Releases (custmize) - Depending upn their medium and specialty area, each media prfessinal will interpret and use the infrmatin yu prvide differently. Take time t custmize yur message and media release fr the targeted jurnalist. Media Alert - Issued nly in preparatin fr media events; serves as an infrmatinal invitatin that helps break dwn the elements f a media event which will highlight yur prgram in a newswrthy fashin. Media Kits - Relevant and cncise packet f prgram infrmatin used by the media as a resurce t develp their stry; als establishes apprpriate cntact persns frm yur prgram. Fllw-Up - After sending all written materials, fllw-up with the jurnalist t ensure receipt and answer questins. Staging a media event As mentined previusly, a media event is an extremely useful (but nt required) tl fr drawing media attentin t generate publicity and awareness arund yur

7 campaign. Media events are like press briefings, with the added respnsibility f prviding cmpelling visuals (e.g., pht pprtunities, interviews, demnstratins, etc.) t appeal t a variety f media types. In additin t any ne-n-ne press briefings, a media event is an efficient and quick way t achieve multiple impressins acrss several mediums. One t three days befre: Create an agenda Detail the entire media event, including preparatin time, participants, etc. s that there is n cnfusin abut the day's events. Fr example: Event Date: Mnth XX, 200X Lcatin: Exact site fr press Spkespeple: Same as included in media kits Event schedule 8:30 AM: Business representative arrives t begin preparatin. Spkespersn 1 and 2 arrive t help prgram vlunteers with set-up. (Nte: Vlunteers will bring final press kits.) 9:00-10:00 AM: Representative frm schl district arrives. Prgram vlunteer reviews messaging and event agenda with business representative and prgram spkespersns. Spkespersn 1 des a practice run f the demnstratin. Spkespersn 2 and schl representative decide n lcatin fr interviews. 10:30 AM: TV statins arrive (typically nt at the same time) and primary prgram vlunteer presents press kits, crdinates interviews, and intrduces visuals. Send reminders Cnfirm media event date/time with all prgram participants, spkespersn(s), and media cntacts. Send and review agenda with prgram representatives. Day f event Arrive early - Plan fr unexpected surprises; arrive early t begin set-up and briefing f all participants well in advance f media arrival. Practice run - Cnduct a mck run-thrugh f any demnstratins, speeches, r prgram activity that will be shwn t media. Review message - Reiterate with spkespersn(s) key messages and prgram statistics t highlight during media event.

8 IV. Prgram fllw-up and recap Again, the fllw-up prcess is imprtant t maintain cnstant cntact with media as well as slidify the fcus f yur stry. Even after yu have successfully pulled ff a great campaign, it is imperative t keep in tuch with media cntacts and mnitr yur prgress with a prgram recap. Final media fllw-up This is the last chance t secure cverage fr yur prgram. Yur cntact shuld be: Timely - Wait n later than a week fllwing yur media event. Infrmative - Prvide any additinal infrmatin t media. Cncise - Jurnalists appreciate brevity and clear infrmatin. Prgram recap As news and feature stries begin t appear, begin t catalgue media cverage and create a dcument that traces the prgressin f yur media campaign. Clipping service A media clipping service can be cntracted with t capture articles and stries, depending upn the number f articles that yu plan t place. It is an easy way t thrughly mnitr any media cverage that yu have btained frm cuntless pitching effrts. A cst-effective alternative is t simply search fr articles yu knw have been printed; this can be cnfirmed thrugh final media fllw-ups. Archives An archive f media materials and tracked cverage shuld be develped fr future use and reference fr yur prgram. A basic utline fr a recap dcument will include: Yur prgram descriptin Success f media event, including results cmpared t initial bjectives Media campaign bjective Media cverage reprt Press cntacts yu made Future effrts fr prgram