4-H Media 4-H Media RelationsRelations

““Show Impact for Positive Show Impact for Positive Media Coverage of 4-H” Media Coverage of 4-H”

Lorna Norwood, Patricia Lorna Norwood, Patricia McDaniels, Chuck DenneyMcDaniels, Chuck Denney

“ “Twins and Ponies”Twins and Ponies”

““Which twin are we going to Which twin are we going to be?”be?”

Media Relations – Not!Media Relations – Not!

Media Relations is Media Relations is NOT a “Run and NOT a “Run and Hide” ordeal.Hide” ordeal.

Media Relations Media Relations Training includes Training includes tips, such as “Never tips, such as “Never say NO COMMENT!”say NO COMMENT!”

Never say anything Never say anything “Off the Record!”“Off the Record!”

Media Relations – No Spin Media Relations – No Spin Zone!Zone!

A “Spin Doctor” puts a positive spin on a negative situation, but that’s not what Media Relations is about either!

So what is Media So what is Media Relations?Relations?

Media Relations is a means to Media Relations is a means to promote your organizationpromote your organization

Telling people about the good Telling people about the good things 4-H is doingthings 4-H is doing

We reach the general public We reach the general public through the mediathrough the media

Reaching a Mass Reaching a Mass AudienceAudience

Why build relationships Why build relationships with reporters?with reporters?

It’s an exchange of value with It’s an exchange of value with both sides gaining something both sides gaining something they need. You want coverage of they need. You want coverage of 4-H, and they want news from a 4-H, and they want news from a trustworthy sourcetrustworthy source

Good relationships = better Good relationships = better communications with the public communications with the public

What makes a good news What makes a good news story?story?

Little action, but Little action, but lots of detail – lots of detail – Newspapers!Newspapers!

Great sound Great sound bites, great audio bites, great audio – Radio!– Radio!

Visual, lots of Visual, lots of action – TeeVee!action – TeeVee!

Breaking down the Breaking down the MediaMedia Newspapers – Informing MediaNewspapers – Informing Media

- (More details)- (More details) Radio – Alerting MediaRadio – Alerting Media

- (Immediacy)- (Immediacy) Television – Emotional MediaTelevision – Emotional Media

- (Just like being there in person)- (Just like being there in person)

Categories of News Categories of News StoriesStories

You’ll find two main types of You’ll find two main types of news stories on TV or in your news stories on TV or in your newspaper….newspaper….

Crime Crime Politics Politics

News or What?News or What?

50% Off Sale – Not 50% Off Sale – Not News!News!

Your organization Your organization does something does something good – That’s good – That’s News!News!

We’re talking about We’re talking about FREE Media FREE Media coverage!coverage!

Professional Professional courtesiescourtesies First, learn how we define “news”First, learn how we define “news” Be proactive – you approach the Be proactive – you approach the

media with a story idea, rather than media with a story idea, rather than waiting form them to callwaiting form them to call

Learn the best time to contact Learn the best time to contact media – papers, radio and TV differ media – papers, radio and TV differ herehere

Provide them with background infoProvide them with background info Return calls/emails promptlyReturn calls/emails promptly

IMPACT!IMPACT! The best stories for the media – and to The best stories for the media – and to

showcase 4-H – are ones that show us showcase 4-H – are ones that show us having an IMPACT in our communities.having an IMPACT in our communities.

Examples of Impact Examples of Impact storiesstories

4-H’ers at Congress collect CDs/DVDs 4-H’ers at Congress collect CDs/DVDs for “Tunes 4 the Troops”for “Tunes 4 the Troops”

Lewis County 4-H’ers hold a “Creek Lewis County 4-H’ers hold a “Creek Stomp” to get trash out of waterwayStomp” to get trash out of waterway

Maury County 4-H’ers collect Maury County 4-H’ers collect games/toys as Christmas gifts for games/toys as Christmas gifts for Katrina evacueesKatrina evacuees

Service learning projects work well Service learning projects work well here!here!

What did you know, What did you know, and when did you and when did you know it?know it? Interview tips – Use plain Interview tips – Use plain

language, no jargonlanguage, no jargon Have a central theme or message Have a central theme or message

and stick to itand stick to it Be prepared and practice the Be prepared and practice the

interviewinterview Keep in mind that you represent 4-Keep in mind that you represent 4-

HH

To attract the media…To attract the media…

The story idea should demonstrate 4-H The story idea should demonstrate 4-H having an IMPACT!having an IMPACT!

Show 4-H’ers and Volunteers in a pro-active Show 4-H’ers and Volunteers in a pro-active wayway

Make sure the story has a clear, concise Make sure the story has a clear, concise message.message.

Make sure your story is relevant and timely.Make sure your story is relevant and timely. Does you story have a unique or interesting Does you story have a unique or interesting

angle?angle? Your story should appeal to a mass audience.Your story should appeal to a mass audience. Use a written release to alert the mediaUse a written release to alert the media..

To attract the media…To attract the media…

For TV – is the story visually interesting?For TV – is the story visually interesting? Lots of technical details – might be best for Lots of technical details – might be best for

papers.papers. Be aware of media deadlines and other Be aware of media deadlines and other

events when scheduling.events when scheduling. Be careful with “exclusives.” Hit multiple Be careful with “exclusives.” Hit multiple

media outlets.media outlets. Have people available for the media to Have people available for the media to

interview.interview. Don’t “stage” too much.Don’t “stage” too much.

To attract the media…To attract the media…

Use plain language and be friendly.Use plain language and be friendly. Don’t take it personally if the media can’t do Don’t take it personally if the media can’t do

your story at that exact time.your story at that exact time. Give the media multiple information sources Give the media multiple information sources

– web sites, pamphlets, etc.– web sites, pamphlets, etc. Be persistent, but don’t be a bother in Be persistent, but don’t be a bother in

pitching stories.pitching stories. Remember – 4-H may not be the whole story.Remember – 4-H may not be the whole story. If you want to tell people about 4-H – think If you want to tell people about 4-H – think

media!media!

4-H on Ole Rocky Top4-H on Ole Rocky Top

Radio spots are available that have Radio spots are available that have previously run on the Vol Network.previously run on the Vol Network.

Effective way to promote 4-H – tie-Effective way to promote 4-H – tie-in with the popularity of UT sportsin with the popularity of UT sports

Perhaps introduces 4-H to a new Perhaps introduces 4-H to a new audienceaudience

Get Up and Contact Get Up and Contact Em’Em’

UTIA Marketing & UTIA Marketing & CommunicationsCommunications

Lorna Norwood Lorna Norwood lorna@tennessee.edulorna@tennessee.edu (865-947-7368) (865-947-7368)

Patricia McDaniels Patricia McDaniels pclark@utk.edupclark@utk.edu (865-974-7375) (865-974-7375)

Chuck Denney Chuck Denney cmdenney@utk.educmdenney@utk.edu (865-974-7367) (865-974-7367)

Please send us your story ideas!Please send us your story ideas!