St. Baldrick’s Foundation

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Local Media Outreach 101

What can media coverage do?

Media is a free and effective way to generate interest around

your event or a personal story and help raise awareness about

childhood cancer research and the St. Baldrick’s Foundation.

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Have you been tasked with the responsibility of

reaching out to your local media?

This webinar will guide you through the process

of reaching out to your local media with helpful

tips and resources.

*For a detailed timeline, see the “Local Media Outreach 101” document in your

Resource Lounge

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#1 Designate a public relations/media liaison.

Think about what type of person would be a good choice.

Someone who is outgoing, good communicator, strong writer, and not afraid to

pick-up the phone to call a reporter.

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#2 Draft your press materials.

Ask your coach where you can find sample press releases & sample media alerts.

Make your materials engaging and interesting, include stories about local Honored

Kids attending or tell the story of why one of your shavees is “braving the shave”.

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#3 Target the appropriate media outlets and reporters.

Find the contact information for local news outlet news desks, editors, and

community reporters.

Create a spreadsheet with phone numbers and email – organize your contacts!

Set Google Alerts using keywords including your city and “childhood cancer” to

see reporters that might be interested in learning about your event.

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#4 Pitch your event to your list of reporters.

Distribute your press release roughly 4 weeks before your event.

Distribute your media alert one week before your event.

Copy and paste your alert or release directly into the body of the email.

DO NOT attach your information.

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*Tips for Pitching to the Media*

Be conversational, but brief. Say the most interesting information first.

Let them know who will be attending and what they will see.

Think outside the box – invite them to emcee the event or be a celebrity barber!

Include details on opportunities to speak with local families affected by childhood cancer,

or helped by the Foundation and their local researcher/doctor.

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*Dos and Don'ts of Pitching*

Introduce yourself and ask the reporter if they have time to talk.

Be sure you don’t call media during peak news times or deadlines.

TV peak times are usually 1-2 hours before newscasts.

Print peak times are typically between 4-6 p.m.

Media are often handling multiple issues. Don’t take it personally if the call is cut

short. If that happens, follow up with an email.

TV Print1-2 hours

before newscasts

Between 4-6 p.m.

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#5 Follow-up after your pitch.

If you’ve been able to find a phone number for the reporters you reached out to,

don’t be afraid to follow-up with a phone call.

If you haven’t heard back after you sent your email, it’s okay to call the reporter

the day before the event!

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#6 Integrate social media.

Use social media to cultivate a relationship with reporters. Invite them to your event!

Follow news stations on Facebook – tag them in posts and interact with them by

posting to their page.

Tag reporters in tweets! But make sure that they have an active page.

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#7 Be prepared for media showing up to your event.

Make sure that your venue allows news outlets.

If possible, have a media check-in person when they arrive. If that’s not

possible, make sure the registration table knows who your media liaison is and

make sure they have their cell phone number.

Have printed media alerts and press kits (found the resource lounge) handy.

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*Develop a List of Potential Interviewees*

Provide interviewees with media talking points, which can be found in the

resource lounge and can help you .

Select two or three consistent key messages you want to stress.

Utilize the media interview training deck, found in the resource lounge, to help

prepare yourself or your potential interviewees.

Anticipate questions and practice responses.

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#8 Send a post-event release with photos.

If media can’t attend your event, don’t be discouraged! Send a post-event

release that recaps your event and includes photos (include captions – names

and descriptions) within the first 48 hours following your event.

Templates are available in the resource lounge.

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Tutorial of the Resource Lounge

https://www.stbaldricks.org/login

Still have questions?

Contact:

Cristine Lovato

Media & PR Manager

626.792.8247 ext. 275cristine.lovato@stbaldricks.org

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