marianne l. hamilton media expert got you covered: media management 101

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  • Slide 1
  • Marianne L. Hamilton Media Expert Got You Covered: Media Management 101
  • Slide 2
  • Marianne L. Hamilton Media Expert Mate former Rotarian Newspaper stories Segments on TV show Rotary Connections
  • Slide 3
  • Marianne L. Hamilton Media Expert 1 st byline in national pub 1982 Film/TV experience Many mktg/comms jobs in Corp. America Both sides of fence: pitching & publishing Professional History
  • Slide 4
  • Marianne L. Hamilton Media Expert PRINT
  • Slide 5
  • Marianne L. Hamilton Media Expert Why youre not getting anyink The Terrible Truths
  • Slide 6
  • Marianne L. Hamilton Media Expert Digital Decade: Pulverizing Print
  • Slide 7
  • Marianne L. Hamilton Media Expert 15K layoffs-09 Only 4,100 -11 800 so far -12 Print costs $$$ Consumers want mobile content Circ./ad revs dropping; bankruptcies/consolidation NewspaperDeathWatch.com, PaperCuts
  • Slide 8
  • Marianne L. Hamilton Media Expert 3 papers share: ONE editor (+sports for 12 pubs) ONE assistant editor ONE reporter per paper ONE photographer ONE freelancer FIVE writers/THREE entire papers+ Local Staffing Levels
  • Slide 9
  • Marianne L. Hamilton Media Expert 100s of emails/press releases weekly Scores of orgs/clubs want coverage Everyones convinced: We deserve press!! At the Same Time
  • Slide 10
  • Marianne L. Hamilton Media Expert WAYYY Too Much to Do; No Resources to Do It Bottom Line:
  • Slide 11
  • Marianne L. Hamilton Media Expert Editors are NOT sitting in their offices, waiting for your story! Heres a Hot Tip:
  • Slide 12
  • Marianne L. Hamilton Media Expert Theres Still Hope
  • Slide 13
  • Marianne L. Hamilton Media Expert Pubs still need solid story leads Community pubs love human-interest stories Leads appropriate for digital delivery: Golden Help your editor; he/she will help you The Good News:
  • Slide 14
  • Marianne L. Hamilton Media Expert How Do You Get Ink???
  • Slide 15
  • Marianne L. Hamilton Media Expert Know your local media Plan ahead!!! Check editorial calendar You Need To
  • Slide 16
  • Marianne L. Hamilton Media Expert Connect With Your Editor/Reporters
  • Slide 17
  • Marianne L. Hamilton Media Expert Check bylines/websites Lunch not necessary! Well- crafted email intro will do Be reliable, informed Make his/her job easier Crafting Connections
  • Slide 18
  • Marianne L. Hamilton Media Expert Know editorial guidelines Adhere to production schedules! Send releases that sell Be selective DONT try for coverage every time Also
  • Slide 19
  • Marianne L. Hamilton Media Expert Press releases Calendar notices Photos (w/captions & photo credit) What to Send:
  • Slide 20
  • Marianne L. Hamilton Media Expert Your Press Releases MUST Include: 5 Ws and an H
  • Slide 21
  • Marianne L. Hamilton Media Expert Contact info upper corner/easy to find Grabber headline Lead sentence that tells story Supporting data/quotes from key personnel URLs Measurable results (if any) Photos (large, hi-res); may not be used Press Release Must-Haves:
  • Slide 22
  • Marianne L. Hamilton Media Expert One page only NOT written as feature (thats reporters job) Devoid of adjectives/adver bs Newsworthy! The BEST Releases Are
  • Slide 23
  • Marianne L. Hamilton Media Expert Dont right away Dated event: call out in email Ensure photog/reporter have access Many items better suited for calendar vs. feature Follow-Up
  • Slide 24
  • Marianne L. Hamilton Media Expert Fast, Furious & Frugal BROADCAST:
  • Slide 25
  • Marianne L. Hamilton Media Expert Proliferation of stations, cable, online, social media Less ad $ split more ways Layoffs, consolidations = less staff, more stress Same Challenges As Print:
  • Slide 26
  • Marianne L. Hamilton Media Expert How Do YOU Get Air-Time???
  • Slide 27
  • Marianne L. Hamilton Media Expert Plan ahead (faster than print, but scheduling key Similar tools (press releases, photos) General pitches: Assignment desk Since Challenges Are Same
  • Slide 28
  • Marianne L. Hamilton Media Expert Match pitch to reporters beat (health, tech, biz, etc.) Check website for contact info If N/A, leave succinct vmail Most stories NOT appropriate for TV Be Selective
  • Slide 29
  • Marianne L. Hamilton Media Expert Partner: live broadcasts/special events (esp. weekends) Involve reporter in your activity TV is visual mediumyour pitch should be camera- ready!!! BUT
  • Slide 30
  • Marianne L. Hamilton Media Expert Community Access TV/Radio
  • Slide 31
  • Marianne L. Hamilton Media Expert Target local talk radio stations/reporters Community access TV bulletin boards You create it, theyll run it Video promos, talk-shows, PSAs More Bang for Your Buck:
  • Slide 32
  • Marianne L. Hamilton Media Expert Plan Prepare Pitch Partner Publicize! To Get Covered, You Need To
  • Slide 33
  • Marianne L. Hamilton Media Expert In The News!!! If You Do, Rotary Will Be