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Working with Today’s Media to Get Attention for Your Organization
Lisa SommerMedia Relations Manager
1048 Pierpont, Suite 3Lansing, MI 48911
(517)492-2400
www.mnaonline.org
Expectations
Building relationships with the media…AND your constituents, community, supporters, volunteers, legislators…
Effective outreach
Tools and Techniques
Tell Your Story
We are our best storytellers
Who are the passionate people connected to your cause?
Get Their Attention
Getting Started
Develop an editorial calendar for your organization
Review editorial calendars
Develop a press list
Know reporter’s beat, best way to reach them and their deadlines
Develop an Online News Room
Build the Relationship
Develop a Media Kit – mail to interested media contacts; have on hand at events
Cold Call
Set up an informational meeting
Read what the reporter writes/watch what they produce – and comment about it
Keep a Media Log
Connect through Social Media platforms
Web site – News Room
Media Contact(s)
Current Media Releases
Current media coverage
Organization Fact Sheet
PSAs
RSS feed
Story bank
Links to Blog, video, podcasts, Facebook,
Twitter, Flickr, etc.
Finding and Tracking Media
www.helpareporter.com
Help A Reporter Out
www.google.com/alerts
Google Alerts
www.tweetbeep.com
www.search.twitter.com
www.minewsline.com
Michiganfinderbinder.com
Television
Media release – send one to two weeks out
Media Advisory – send day before or by 7 a.m. day of
Morning meetings at 9 or 9:30 a.m.
Follow up call around 10:00 a.m. or 2:00 p.m.
Determine if they accept PSAs
Never call during a news cast!
Television contacts
Planning editors
Assignment editors
Producers of specific shows
Reporters – what are their special interests?
Know your publication
– Daily/Weekly/Monthly
– Deadlines– day of week and/or time of day
– Prefer email, call or fax
Reader Submissions available – story and photo
Editorial board meeting
Call between 10 a.m. and 2 p.m.
Print contacts
City editor
Business editor
Editorial page editor
Nonprofit reporter
Columnists who cover your issue
Photo editor
Radio
Call or email between 7:30 and 8:30 a.m. or after 10 a.m.
Know the audience the station reaches
Know the programming
Determine if they accept PSAs
Radio contacts
News directors
Assignment desk staff
Show producers
Blogs
Videos
Photos
Podcast
Be quick and smart
Personal view, conversational style
Comment on their blog
Comment about their blog
Communication Tools
Communication Tools
• Media Release
• Media Advisory
• Letter to the Editor
• Opinion Piece
• Public Service Announcement
• Cold Calls
• Web site
• Blog
• YouTube
• Photos
• Video
• PodCast
Organizing Media Releases
Remember it’s not just press that will read the release
City and date of media release origin Easy to find media contact information Lead sentence – why it matters Utilize effective and appropriate quotes Organization boilerplate near bottom Limit to 1 page unless absolutely necessary Provide links within text to direct readers to land on
your web site Add social media tags Incorporate video or photos Do not send as email attachment
Organizing Media Advisories
Invitation or announcement to media
City and date of origin
Clear bullets: what, when, where, who
Media opportunities
Organization boilerplate
Include links directing to land on your web site
Organizing Letters to the Editor
Article title
Author
Date published
Word Count
– If maximum word count is unknown, keep less than 300
Submit with author headshot
Organizing Op-Eds
Effective title
Word count
– If maximum word count is unknown, keep less than 600
Submit with author headshot
Include brief bio of author
PSA
Be clear, concise and conversational
Active voice and present tense
Include way for listener or viewer to obtain more information
Provide multiple lengths
– 15 seconds
– 30 seconds
– 60 seconds
