oclc online computer library center 1 media planning and outreach

OCLC Online Computer Library Center

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Media Planning and Outreach


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In this session, we will cover the fundamentals of media planning and

outreach, and prepare you to work with the media to generate media attention that will support your library advocacy.

Session Purpose


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Session AgendaIn this session, you will:

1. Review and discuss the key steps involved in traditional media planning and outreach.

2. Discuss how to prepare for a media interview.


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Traditional Media Outlets


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Benefits of Media Outreach


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Media Planning and Outreach Steps

1. Determine the news story you want to tell

2. Prepare media message points

3. Prepare media materials

4. Identify a library spokesperson

5. Conduct outreach to media outlets

6. Follow up with reporters and monitor media coverage


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Step 1: Determine the Library News Story

What is your media outreach objective? Who is your target audience? What makes a story newsworthy?


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Activity: What Makes a Story Newsworthy?

Research New, Timely Information

Funding News

Events Anniversary

New Programs New Services & Materials Spokespeople


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Step 2: Prepare Media Message Points

Media message points are also called pitch points

• Use your library advocacy messages as a foundation for media pitch point development

Highlight specific ideas and information that will pique the media’s interest

• Focus on the five W’s: who, what, when, where, and why

Keep the interests and priorities of your target audience in mind

Keep It Simple and Short (KISS)


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Step 3: Prepare Media Materials

Press Kits: Folders that contain all of your library information

Fact Sheet: Provides an overview of your library

FAQ: Answers frequently asked questions about your library

Media Advisory: Preliminary information sent to reporters

Press Release: The story you want to tell about your library

Visuals: Photos and videos that help tell your library story


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Step 4: Identify aLibrary Spokesperson


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Step 5: Conduct Media Outreach

Compile a media list Determine the best media outlets and

reporters to approach based your media outreach objectives, target an audience, and library story

Use the media pitch points Contact reporters via email/phone/text


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Step 6: Follow Up and Monitor

It may take a few attempts to reach reporters Monitor the media to locate and collect stories

about your library when they appear Review the content of your library stories with

a critical eye. Is the story what you anticipated? Are the facts correct? Is the tone positive?

Take time to update your media contact list


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A Note about Bloggers

Blogs are personal web spaces that share information and opinions. They

reflect the personality and perspective of their author, and often make use of

multi-media materials like photos, videos and links to websites.


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Outreach to Bloggers

Trusted Well-liked sources of information and opinions Typically engage with a wide, active

readership Have online presence beyond their blog

Bloggers are:


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Activity: Media Case Studies


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Media Interviews

1. Learn more about the focus of the interview, the reporter, and the media outlet

2. Research the reporter’s previous media coverage on libraries

3. Determine three key points you want to make

4. Practice anticipated questions

5. Relax and focus

Before an interview:


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Media Interviews

1. Make your first words the most memorable

2. Be enthusiastic

3. Speak at a comfortable pace

4. Keep your answers short

5. Localize and personalize responses

6. Do not worry if a reporter repeats a question

During an interview:


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Use “Connectors”

“Yes…and in addition to

that…”

“Yes…and in addition to

that…”

“Good question…let me tell you…”

“Good question…let me tell you…”

“Interesting point…what I

do know is…”

“Interesting point…what I

do know is…”


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Reinforce Your Message

“We’ve talked about a lot of things today. I

want people to remember these three

things…”

“The most important thing to remember

is…”


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Important Reminders

•Know your key message points•Be steadfast about delivering them

•Set a comfortable pace for yourself by pausing and gathering your thoughts before responding to questions

•If you don’t know the answer to a question, say so, but tell the reporter you will get him/her the information, and be sure to follow up

•Today more than ever, any communication or conversation with a reporter should be considered public


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Media Interviews

1. Reflect: Take some time to think about your answers to prepare for your next interview.

• What worked? What would you do differently?

2. Follow Up: If appropriate, this is a good opportunity to send the reporter more background information on your library.

3. Monitor: Monitor the media so you know when your story is published. Review the story with a critical eye.

• Is it the story you wanted to tell?

After an interview:


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Advocacy Action Plan Workbook


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Activity: Media Planning Questions


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ClosingReviewing our agenda:

Review and discuss the key steps involved in traditional media planning and outreach.

Discuss how to prepare for a media interview.


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oclc online computer library center 1 media planning and outreach

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