csprc 2014 - talk to the media ... and get heard
DESCRIPTION
You've tried press releases, emails and phone calls - what is really the best way to reach the media and have them actually answer you? I take a look at how the media likes to be contacted and when. I also take a look at how tips become stories so you can try to fit into the news cycle.TRANSCRIPT
Talk to the media …… and get heard
CSPRC Spectrum Conference 2014
Jill Hampton
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
