Media Relations

An Introduction

Lands Advisory Board

Tewanee Consulting Group

Communications

Communications

Starts Small

&

Expands

Administration

Administration

Family Family

MembershipMembership

MembershipMembership

Communications Strategy

• Multidiscipline ApproachDirect MailTelephoning

InboundOutbound

Interactive AdvertisingInformation MeetingsMedia Relations

Membership (On and Off Reserve)

General Public/Media

Meetings Telephone Bulletins Video MediaWeb

Chief and Council/Administration Office

Talk

Types of Media

• Print– Least immediate, but most permanent

• Radio– Immediate medium

• Television– Immediate medium

• News agencies or News Wire Services– International disseminators of news stories

Page 2

Understanding the Media

• Utilize stories – in words, pictures and sound• Have deadlines to keep• Are businesses – they balance profit against losses

and need to make money• Primary aim to stimulate, interest and entertain

their readers – not just an information or education service

Journals, newspapers and magazines want readersTV want viewers

Radio wants listeners

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News – what is it?

• Something that is happening now• Different, unusual, unique, novel• Controversial, confidential• Relevant to many people• Extreme – very sad, very happy, very

serious, very silly• Conflict – ‘Decision caused an uproar in the

community’Page 3

Media Activities

• Proactive Media Relations– initiate and maintain contact with journalists

• Reactive Media Relations– waiting for journalists to make inquiries can

put you at a disadvantage

• Good Planning– be prepared

Page 3

Working with Journalists

• Key to successful media activity is a good relationship with key journalists

• Journalism is a highly competitive profession

• It is their job to gather accurate, newsworthy information, often on a tight deadline

• Media activity must be carefully planned and timing is crucial

Page 3

Talking to Journalists

• Messaging – tailor story

• Deadlines – important to know the timeframe

• Remember the regional media – newspapers, TV and radio stations are the key to local stories

• Sustain your relationship, maintain contact

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Things to Remember

1. Treat them as normal people

2. Journalists are professional and are not there to educate their audience, but to tell a story

3. It’s a market; you’re selling, they’re buying

4. Deadlines are real5. They want a good story6. Remember the pressure

they face

7. Know their medium – TV, radio, print

8. Provide clear and accurate information

9. Get to the point, do not waffle

10. Nothing is “off the record”

11. Don’t lie. Only make statements you can support factually

12. Be relaxed, but stay sharp!

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Spokesperson Person

• Knowledgeable of various issues relating to the Nation

• Works with communications person various initiatives

• Speaks with community and media when required

Communications Person

• Develops and fosters relationships with the community

• Knowledgeable of various issues• Develops working relationships with local,

national, international media• Works with government and corporate

communicators• Develops communications products for various

initiatives (one pagers, backgrounders, letters)• Advises spokespersons in various initiatives• Speaks with media when required

Step One - Identify

• Identify your key media – TV/print/radio

• Identify journalist

Step Two – Prepare to Communicate

• Identify Community Spokesperson• Identify objectives

• Increase awareness in the local community and for membership on the progress of the Land Code

• Maintain and improve a positive image

• Media kit• Press Release – key messages, the ‘lead’, quotes• Q & As• Fact Sheet• Backgrounder• Photo

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Step Three - Communicate

• Send out press packs/press releases to target journalists

• Include a brief covering letter with a suggested story angle that will interest the journalist

• Proactive mail out of media kits should be followed up by a telephone call a few days later to confirm that the kit was received

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Step Four – Follow Up

• Speak directly with the journalist/editor • Telephone call will draw their attention to your

press material• Will assist in building relationship • Do not call first thing in the morning (mail arrives

later) and do not call at the end of the day• Remember to always record any contact with the

media on your Media Log Sheet

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Media Inquiries

• Media inquiries should follow a standard routing procedure – through the communications department

• Questions to ask a journalist calling for info:• What publication are you calling from? (assess importance to you)• What is your name and title? (do you know the journalist?)• Can you give me your contact number? (telephone, email)• Is this an urgent call, do you have a deadline? (time in which to respond)• Do you have a message you would like to leave? (nature of call)

• Sometimes you may need time to think and consult with others if a difficult question is asked – take the time and call back as soon as possible

• Record all inquiries in the Media Log

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Sample Media Log SheetName

Publication:

Telephone Number:

Address:

Fax Number:

Time Called:

Date Called:

Deadline:

Sample Media Log cont.

Inquiry/Nature of call:

Action/Information given:

Action by:

Further information needed/request sent to:

Other comment:

In Summary

• Familiarize yourself with various types of local media

• Identify spokesperson• Identify objectives• Be proactive – initiate relationship with

journalists, prepare messaging, provide press releases/kits, follow up

• Keep a record of all contact with the media

Centralized Communication Service

Membership Inquiries

Membership Inquiries

Department Communication Service

Department and CCS

Media Inquiries

Media Inquiries

Communication Service

Department and CCS

Thank you.