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1LibreOffice Bern 2014 Conference Presentation

Dealing with Journalists

Italo Vignoli


Media Relations


Media Workflow


What’s In It For Me?

Informing and influencing key audiencesStrengthening links and promoting dialogue Marketing and accountabilityThe media are the means, not the endThe media are only one part of a larger communicationstrategy


Tech vs the Media

Tech people think that the mediaDistort and sensationalizeAct shallow and ignorantDon’t understand technologyTake a “gotcha” approach


The Media vs Tech

Reporters think that tech peopleAre bad communicatorsHide behind jargonDo boring workAre out of touch


Understanding Media

Are deadline drivenAre often stressedSeek new and interesting storiesThrive on conflictNeed to convince editorsDon’t like to give out interview questions in advanceAre not into promotion


Types of Stories

NewsFeaturesOpinionInterviewsLetters to the Editor


Media Messages

Focus on three to five key messagesEmphasize the impact on peopleKeep messages succinct and simpleUse active verbsFind the “sticky message”


Making a Media Pitch

Compile a list of reportersSee the story from a reporter’s perspectiveBe clear and conciseBe timely


Making a Media Pitch

The IssuesBoil down to the basicsFocus on the human angleHighlight conflictLink to current events

The CharactersShowcase key individuals

The StoriesSuggest a narrativeThink visuals


Inverted Pyramid


News Release

Include organization’s name and dateFollow with a headlineStart with conclusionArrange in short paragraphsUse a quoteInclude backgrounder and/or biosInclude contact information and website


News Release Tips

Use simple, everyday language Give it the human touchAvoid jargon and acronymsUse the active voiceSend two or three days ahead of time


News Release Tips

Consider attaching a backgrounder or bioRemember that news releases are not always effectiveConsider other ways to get a reporter’s attention


Cultivate Reporters

Update your list of key reportersArrange face-to-face meetingsHave some information to offerTry to understand their needs


The Exclusive

Journalists are competitiveExclusive stories help their careersRespect an offer of exclusivityFeel free to recycle the story to other reporters later


How to Handle Media Requests

Always be promptKeep reporter in the loopBe prepared with facts and figuresBe both professional and personable


Be Ready to Respond

Monitor the mediaMonitor eventsConsider a letter to editor or op-ed


Thanks

[email protected]://www.italovignoli.org

dealing with journalists - libreoffice · dealing with journalists italo vignoli. 2 libreoffice...

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