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Media Contacts. Sandra Peterson ProHealth Care Spokesperson & Media Relations . Today’s Media Has Changed video 4. More Fractured & Competitive. TV Stations Radio Stations News Websites Blogs Newspapers Small Community Newspapers Business Publications. Consequences. - PowerPoint PPT Presentation
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Media Contacts
Sandra PetersonProHealth Care
Spokesperson & Media Relations
Today’s Media Has Changedvideo 4
More Fractured & CompetitiveTV StationsRadio StationsNews WebsitesBlogs Newspapers
Small Community NewspapersBusiness Publications
ConsequencesEach has a smaller piece of the audience pie
Economic downturn + more media options =smaller staffs inexperienced reporters fewer beat reporters means less
specialization less investigation
Consequences Websites result in breaking news
mentalityMore competitive to get the news out
fasterMore mistakes Less fact-checking Blogs- many are not journalists
Media TimelinesBreaking news – contact any time
Planned news release - send at 8 a.m.E-mail is bestSpecify content in subject lineCall to follow-up
Story pitch Call or e-mail
Media TimelinesInstant coverage on websites, TV, radioLonger stories in newspapers – next daySmaller publications and web use releases
as writtenLarger publications and TV stations do
their own story
Initiate ContactNewspapers – Editor and/or Beat ReporterTV stations – Assignment EditorRadio stations – News Department Web-Based News – post news release directly
***In all cases, direct contact with someone you have a working relationship with is best. He/she can point you in the right direction.
Conflicting GoalsThe media’s goals are not the same as
yours!
The media wants a story that will get the interest of their audience; ratings, readership, listeners, web-views= money
You want a story that will carry your messages to the audience you are trying to reach
Your job is to make your story interesting enough to accomplish both
How to Write a Press Release
Headline and first sentence are keyWhatWhereWhenWho
Second and third paragraphs- add detailsHow Why
How to Write a Press ReleaseKeep it simple
Some facts and figures add credibility, too many distract from your message
Don’t use professional jargon, explain it if you must
Write at 6th grade levelOne page is bestInclude media contact information
How to Write a Press Release5-Point Checklist
Is my headline specific?
Did I use active voice?
Can I chop three words from my headline?
Does my release answer the five W’s?
Did I do a five-step proofread?
Control the InterviewPreparing for an interview
Know the topic and potential questionsObtain additional information, factsPractice explaining at a 6th grade level,
avoid technical jargonChoose an uncluttered office or meeting
room for in-person interviewsLook in the mirror
Control the InterviewConducting the interview
Smile, be friendlyBe cooperative, not confrontationalUse short, concise answersDon’t try to fill the silenceEverything you say can be usedTV interviews-
Look at the reporter, not the camera Use small gestures, don’t wiggle
Control the InterviewMessage Triangle
Three key message points Together, they convey a singular overall message One does not dominate the others All should be emphasized in a balanced manner
Proof points Each key message has 3-4 proof points Allows you to repeat key messages without being
redundantCentral goal or theme (inside the triangle)
Sums up your position in a few words
Control the InterviewMessage Triangle
A—T—M Answer the questionTransition to one of the keyMessage points (use only one per answer)
Control the InterviewGetting your messages across
Transition phrases That’s important, but the critical question is… That’s one way to look at it, but if you think about it
this way…Flags (help emphasize key message points)
The most important thing is… Here is what people need to know… It boils down to this… Simply put…
Control the Interview
Small Group ExerciseMessage Triangle
Control the InterviewLook out for traps
Negative question phrasingDon’t repeat negative words. “I am not a
crook.”
Set-ups with incorrect informationUse a transition. “That’s not accurate. Here’s
what’s happening…”
Control the InterviewAfter the interview
Add any important point that wasn’t asked
Re-state most important point Don’t ask to see the story before it runsEven after the interview, reporter can
use what you say
SHORT BREAK
DeAnns presentation will continue in 10 minutes
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