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Would you like to understand what makes reporters say yes or no to a story or feel more prepared when you give interviews? Join Colleen Newvine, owner of Newvine Growing marketing consulting, for a webinar on working with reporters, editors and bloggers. * How reporters work * What reporters look for in a story idea * What to include in a good press release -- and what to leave out * How to create a good media section on your website * How to prepare for an interview so you feel more confident and emphasize what matters most to you * What to do if the story doesn't turn out how you hoped * How to work with reporters in a bad news or crisis situation
Citation preview
Building a long-term relationship with reporters
Farmers Market Coalition, June 2012
Colleen NewvineNewvine Growing
Our agenda
How reporters work What reporters look for in a story idea What to include in a good press release What to include in your website’s media section How to pitch your story effectively How to prepare for an interview What to do if it doesn’t turn out how you hoped How to work with reporters in a bad news
situation Your questions
How reporters work
What you might picture The modern reality
What makes a good story
Journalists have two audiences – their editors and the general public. The story should be compelling to both.
Does the story have what journalists call a news hook? Explain what’s new or different.
Is it part of a larger trend? Provide data or background on that trend. Other sources are a big help, too.
Is the idea timely? You should have a reason why now is the perfect time to do this story.
Do you have photos or video? Visuals make a story more compelling.
What makes a good story
Probably not a story: Your market is open this Saturday 9 a.m. – 4 p.m. ... Just like every Saturday.
More likely a story: Your market is open this Saturday 9 a.m. – 4 p.m. ...
The first Saturday for your market. Your market is open this Saturday 9 a.m. – 4 p.m. ...
Three hours longer than previously. Your market is open this Saturday 9 a.m. – 4
p.m. ... There was a big storm this week and it was unclear if you’d be open.
What makes a good story
Probably not a story: Your market is marking its 15th anniversary this weekend.
More likely a story: Your market is marking its 15th anniversary. ... And
you’re having a big party to celebrate. Your market is marking its 15th anniversary this
weekend. ... And you have photos of the first market to show how it’s changed.
Your market is marking its 15th anniversary this weekend. ... And your founders are available to talk about why they established the market.
Anatomy of a good press release
o Contact information o Keep it short and
straightforwardo Provide backgroundo Make the reporter’s job
easyo FMC has this template available at
http://farmersmarketcoalition.org/membership/fm-week-press-release-template
The media section of your website
o Contact information o Archived press releaseso Photos with captionso Logo in color and B/Wo Video with descriptions
Farmers Market Federation of New York
Shreveport Farmers Market
Pitching your story
Find reporters via the news outlet’s website, a Google News search and social media
Email individual reporters with a personal pitch Explain what will make the reporter’s life
easier: you have a source who’s experienced giving interviews, broadcast-quality video, photos, etc.
Think about all your local media: weeklies, alternative publications, bloggers, student publications
Services can help you: for example, Vocus or Cision to find reporters, PRNewswire to send releases, HARO to pitch yourself as a source
Pitching your story
Pitching your story
Pitching your story
Preparing for an interview
When a reporter calls, ask when his or her deadline is and if you can call back in a few minutes
Ask for a little background on the story: what’s the story about, who else are you talking to, how can I help?
Prepare three crisp, clear ideas you would like to get across in the interview. Write them down.
Write a list of potential questions – including the scary ones – you think the reporter might ask. Try to use your three ideas to answer them.
Gather any background you might want: your list of vendors, your budget, your board members, etc.
Preparing for an interviewIN PERSON:o Minimize distractions –
turn off your phone, pick someplace where you won’t be interrupted
o You can still have your background material
o Everything is on the record, even before and after the notebook is out
FOR BROADCAST:o Watch for distracting
noises: tapping your pen, your email alert tone, rocking in your chair
o If you stumble on your words, you can start over if you aren’t live on air
o Choose solid colors for TV, and avoid noisy or reflective jewelry
When it’s bad news
No comment doesn’t help – it just means your side of the story might not get told
Just like any other time, ask what the reporter needs and if you can call back
Take a deep breath Call your lawyer, if necessary Prepare your three talking points and list of
possible questions Be clear, be human and don’t be
defensive
If it doesn’t go well
If you know even before the story runs that the interview didn’t go well, send a calm follow-up email emphasizing your three talking points
If you are unhappy with the story, first ask: did the reporter accurately report on the situation and what I said OR was I misquoted?
Politely ask for a correction if the story had factual errors. Clearly point out what was written versus what you said, and why the distinction is important.
Offer supporting material for future reference If the story was negative but accurate, thank the
reporter and reflect on what you’ll do next time
Final thoughtsDON’T:o Call immediately after
sending your press release
o Send unsolicited attachments
o Scattershot your release to the whole newsroom
o Pitch yourself for a story that just ran
o Ask to read the story in advance
DO:o Learn the names of
reporters who cover food, markets, etc.
o Be responsive, even on bad news stories
o Pay attention to timing, including planning ahead and deadlines
o Offer other sources if you can’t help
o Say thank you
Newvine GrowingMarketing strategy and tactics for farmers, farmers markets and farm-to-table restaurantshttp://[email protected]