csprc 2014 - talk to the media ... and get heard

Talk to the media …… and get heard

CSPRC Spectrum Conference 2014

Jill Hampton

Jill Hampton

TV Web Producer

FOX 2, KPLR 11, KSDK 5

Public Relations

@JillSTL

stlouishampton@yahoo.com

My Mantra

Timely~

Consistent

~

Relevant

Understanding us …

Understand the media

• 400-800 press releases each day

• “Sweeps” vs. regular programming

• Which shows want what

• Quick turnaround

• Magazine: editorial calendar

• Newspaper: longer time to work

• Newspaper: More indepth

Understand the media

• Calls, emails, faxes

• Copy & paste bulk into computer

• Systems do not allow for attachments

• Everyone in newsroom can look up

• Attachments must be forwarded

• Graphics not included

• Photos can cause problems

What’s our message …

Pitch or Release?

Press Release

Come to us

We have an event …• something to see• related to current

event• famous person

Pitch

We’ll come to you

We have someone …• an expert• a great event• a spokesperson• special coming

through town

Make it good …

Mechanics of a good release

• Bullet points

• LINKS!

• No faxes

• Contact information

• Subject line – NOT “press release”

• The trouble with templates

Mechanics of a good release

• Short & to the point – 1 page is best

• Headline

• We could take it verbatim

• Forget those quotes

• Spelling & grammar check

• Online support – press room

Mechanics of a good release

Photos

• Don’t attach to *every* release

• Make sure big enough (print / TV / online)

• 1-2 usually plenty

• *Compelling* pictures

Know who to contact …

Assignment Desk

• First contact for the newsroom

• Logistics

• Filter for all reporters

• See the widest variety of releases

• Can be avoided

Reporters

• Required to provide story ideas

• You can cold email

• Develop relationship

• May keep your idea on hold for weeks

• Mostly day-to-day ideas

Producers

• Have time to fill

• You can cold email

• Develop a relationship

• They can re-use contacts more often

• Weekends filled farther out

Take this knowledge and begin …

In the end …

• Assertive not aggressive

• Keep at it

• Don’t get discouraged

• If you deliver what you promise, they will begin to count on you

• They will starting contacting *you*

• Know when to back off

They called back …

… now what?!

You’re booked!

On your location

• Be ready when they arrive

• Quiet place for interview

• B-roll/photo locations

• Waivers, if necessary

You’re booked!

At the station

• Arrive early

• Ask for time of interview

• Texture better than pattern

• Avoid dark colors

• Relax and enjoy

Thank you!

Jill Hampton

@JillSTL

stlouishampton@yahoo.com