Media Outreach

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Blogger & MediaOutreach

Greg Greene » Democratic Nat’l Cmte.August 10, 2012

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Introductions

NOI On Demand

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You

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FOLLOWING THE LAWElections.neworganizing.com

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FOLLOWING THE LAW

www.afj.org

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Presenter:

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Greg Greene

New Media Outreach Director

Democratic National Committee

OBJECTIVE

•Walking through the present-day media landscape, and the tools needed to navigate it — and;

•Learning how to make inroads with the media and reach the people that you need.

AGENDA

•Surveying the media landscape•Making pitches and reaching

audiences •Building and nurturing media

relationships

The Changed Landscape

•Fewer gatekeepers•Greater cacophony of voices•Digital media ↔ traditional media

Blogs & the Media Landscape

•Merging with — or into — traditional media ecosystem

•Influencing political coverage•Hosting ‘water cooler’ banter among

reporters, insiders, and activists

Activist Reporters & Bloggers

•Can rouse support for candidates, issue campaigns, and causes

•Organize people behind policy goals (e.g., presidential support for marriage equality)

•Sometimes — through writers or readers — raise money for campaigns and causes

QuickTime™ and a decompressor

are needed to see this picture.

Allen Quip Provokes Outrage, ApologyName Insults Webb Volunteer

— The Washington PostAug. 15, 2006

Democrats Take Control of Senate As Allen Concedes to Webb in Va.Victor Vows New Approach To Iraq War

— The Washington PostNov. 10, 2006

The Triangle of Media Influence

The Triangle of Media Influence

Forging Relationships

•Set your strategy•What are your goals?•How can the media help you?•Why should someone help you?

•Identify the relevant reporters•Note what they like, and the subjects

they focus on•Learn how to reach their audiences

Building a Blogger List

•LeftyBlogs.com lists blogs in each state (but needs updating)

•Soapblox.net links to state-based community blogs

•Memeorandum.com monitors trends on national blogs

BlogrollBlogroll

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Starting the Relationship

•Reach out personally•Listen — conversations are two-way•Ask before adding to press lists•Stay clear about what’s on, and off,

the record•Treat trusted activist writers/bloggers

as allies

Building the Relationship

•Hold conference calls to keep media looped in

•Help people write live from events •Set aside accomodations at major

happenings (e.g., a party convention’s press gallery)

Building the Relationship

•Link to valued sites and stories on your site

•Create material — e.g., photos, videos, and infographics — that others can use

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