JOIN  THE  DISCUSSION  ON  TWITTER    #ccMKTGconf  

JOIN  THE  DISCUSSION  ON  TWITTER    #ccMKTGconf  

SEAN  HENNESSEY  OFFICE  OF  NEWS  &  PUBLIC  AFFAIRS,  BOSTON  COLLEGE  

KEYNOTE  ADDRESS:    Proac<ve  &  Reac<ve  Media  Rela<ons  

•  PROACTIVE PITCHING

•  REACTIVE MEDIA

Proactive Pitching

•  Think Like Journalist • Why Does Anyone Care? • Why Should They Care? • What’s the Headline? Why is This Story

Different?

THINK OF HEADLINE

•  FINDING TIMELY HOOK

BIGGER PICTURE

CAN HELP THE SELL

Proactive Pitching Takeaways

•  Think larger than campus •  Why would anyone care? •  News Pegs ▫  First of its kind? Trend?

•  Timely Tie-ins ▫  Anniversary, Amazing Streak, Holidays

•  Big Picture ▫  Larger cause?

Reactive Public Relations

• Reporter Pet Peeves ▫  Can’t Reach Media Relations ▫  Too Long to Respond ▫  No Grasp of Topic or Who to Turn To 

Reactive Public Relations

• Know Response Boundaries

• Respect Media Deadlines, But Facts Come First

•  Follow the News & Anticipate Inquiries