working effectively with the media – part 1

Working Effectively with the Media – Part 1Gary Beaumont, University of Illinois

Sara Brewster, Easter Seals Inc.Deborah Danuser, National AgrAbility Project

Marketing and the Media

Working with the media to tell your storyTalking about/writing about people with disabilitiesUsing person-first language

What Is News?

Tools & Tactics

Press ReleaseMedia AdvisoryPress KitsPitchingPress Conference / Media BriefingOpinion Editorials (Op-Ed)Editorials

Letter to the Editor (LtE) Public Service Announcements (PSA)PhotosMedia ListsStory FilesE-News AlertsWeb

Press Releases

What: News presented news style using Associated Press (AP) style Inverted Pyramid

Info to include:Contact(s), Release Date, Headline,

Dateline, Lead, Body, Slug, “More” and “###”

Timeline: Immediate – 1 week

Media Advisory

What: Invitation to cover an eventInfo to Include:5 W’s (Who, What, When, Where, Why)

Timeline: 1 week prior

Press Kit

What: Packet of informationInfo to Include: Press Materials, Fact Sheets, Brochures, Biographies, Contact Information, Photos, FAQ, History and Issue BackgroundersTimeline: Ongoing

Pitching

What: Brief phone calls to reporters supporting your effortsInfo to Include: Highlights of sent material – 30 sec. Your name, organization, and reason for calling Be enthusiastic and polite Be respectful of deadlines Confirm receipt; Offer to resend Rejection common

Timeline: Immediate – 2 days

Press Conference / Media Briefing

What: Press Conference: formal presentation to

reporters Media Briefing: informal presentation to reporters

Info to Include: Key messagesTimeline: Invites 1-7 days in advanceRESERVE FOR SPECIAL OR UNUSUAL EVENTS & SITUATIONS

Opinion Editorials (Op-Ed)

What: 3rd Party position statements to educate on a current issue (500-800 words)Info to Include: Headline, Byline, Short bio of author, Human angle, Facts Timeline: 2 week minimum

Editorials

What: Media’s position statements on current issueHow: Schedule a meeting with the editorial boardTimeline: 1-2 weeks

Letter to the Editor (LtE)

What: Letters submitted to media editors about articles and current events (250-500 words) Articles relevant to AgrAbility Thank You’s Special Events Use E-News Alerts

Info to Include: Title & Date of Article, Contact InformationTimeline: Immediately after publication

Public Service Announcement (PSA)

What: FREE Brief spot announcements on broadcast mediaInfo to Include: Contact Info, Key Message; “Kill” DateTime your message into 10, 30 & 60

second spots

Timeline: 3-4 weeks prior

Photos

What: Good photographs of your projectInfo to Include: Short, typed caption with names from L to R; use complete sentences in present tenseTimeline: Immediate – 1 month

Media Lists

What: Contact information for media outlets and reporters TV & Radio Stations; Newspapers & Magazines,

Trade Publications; Ag, Disability, & Features Reporters

Contact Deborah for assistanceInfo to Include: Name, Title, Outlet, Address, Phone, Fax, E-Mail, Beat, Delivery PreferenceTimeline: Ongoing, update at least yearly

Story Files

What: List of current story ideas ready to move forwardInfo to Include: Contact Info, Summary, Pitching HistoryTimeline: Ongoing

E-News Alerts

E-Mail Notification of Articles with Selected Key WordsGoogle, Yahoo, MSN, etc.Daily or As-It-Happens E-MailsRecommended Keywords:

Your ProjectDisability and Agriculture

Web

Often the first contact and info sourceEverything you send out should be available online

Special Events Timeline

Prior Event Media advisory, Press Kits, LtEs, PSAs, and

PITCHING, PITCHING, PITCHING!!!

Day of Event Photos Press Release

Post Event Press Release, Photos, LtEs Thank You’s

Questions?

Idea Sharing

Contact Information

Gary Beaumont217-333-9440

Sara Brewster800-221-6827sbrewster@easterseals.com

Deborah Danuser800-914-4424ddanuser@easterseals.com