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Media Relations 101
- 2. HOW TO MAKE HEADLINES Media relations 101
- 3. FIND A “HOOK” Define your goals
- 4. Know your audience Who are you trying to reach?
- 6. Message development Keep it simple
- 7. Supporting Message Supporting Message Core Message __________________ __________________ __________________ __________________ __________________ Supporting Message __________________ __________________ _________________ Supporting Message
- 8. Pitch your story Timely media relations is key
- 9. Personalize your story Create emotion
- 12. Think visually
- 13. Think like a reporter Put yourself in reporter’s shoes
- 14. Stick to the message
- 15. Critique yourself Learn from mistakes
- 16. Maintain media contacts Good media relationships key to future coverage
Notas del editor
- Is your organization trying to raise money?Do you have a new program?Do you have new management?Tie the story to an event
- Statewide?Anchorage, Fairbanks, Juneau, rural residentsPublications - business, dailies, etc?
- Spokesperson and media relations person not always the sameEnsure the designated spokesperson is involved in framing the message; thorough understanding of organization, message and objective of story
- Developmessage box
- Keep it simpleMessage should support core values & mission statement of organization
- Know media deadlines and send press releases or media advisory accordingly. Don’t send out late in the afternoon if you want evening coverage.Press release – try to include: who, what, where, when, why, and how; quote from organization’s leader and/or program beneficiary; background history; provide photos if neededFollow up with calls to assignment editor/reporter to sell the storyOffer to set up interviews; the more you do, the more likely media will cover storyOffer “live shot” opportunities when appropriateAssociated Press coverage is key; picked up by other pubs
- Highlight a person who benefits from your program; how has the program improved their lifeUse their introduction as a way to bridge to the program’s purpose & functions
- Set up interviews/video in area that best captures the storyProvide photos or existing video that might add to the story
- Anticipate questions – practice ahead of time when possiblePlay devil’s advocate and put yourself in reporter’s shoes – what questions would you ask?Google yourself/your organization – the information found there will likely frame the reporter’s view of you
- Know what you want to say, how to say it and say itDon’t be afraid to pause or ask to re-phrase answer – reporters want clear quotes/concise sound bites
- Watch/read/listen to story critically – was it accurate? How did you perform?Don’t hesitate to contact reporter afterwards. Most like feedback (good or bad)
- Keep in contact with reporters so they remember who you are. More likely to cover stories if you have built a relationship with them.