Minnesota Arms Spending Alternatives Project

(MN ASAP)

[Presenter][Date]

Overview

Earned media overview Telling stories Messages

Crafting them Getting them across Staying on them

What is news The newsroom Working with reporters

effectively

Building a press list Tools

Press releases, pitch letters, radio fees, etc.

Opinion pieces Working with broadcast

media What to do if a reporter

calls you Dealing with

unfavorable coverage

What is Earned Media and Why Use It?

Earned media = Media that doesn’t cost you money, but have to earn (not free) News articles, TV interviews, etc. Contrast with paid media and owned media

Earned media can help you: Educate the public Sway elected officials Recruit new members Win your campaigns!

The Importance of Telling Stories

People love stories Natural way we process information More likely to notice, remember, share information if it is

presented as a story To tell a story, use the elements of narrative

Protagonist, antagonist, conflict, resolution Emotional impact is key

Emotion tells us what’s important in the world How to get emotional impact

Help audience identify with “protagonist” (e.g. through personal stories)

Appeal to moral values

Big-Picture Stories & Messages

Big-picture story Broad, all-encompassing story about your

effort & why it’s important

Message What you’re communicating in a particular

interview, etc. Part of your big-picture story

Getting Your Message Across

Develop concise messages Average quote is 30 words, TV clip is 10 seconds Use the 27/9/3 formula (“sound bites”)

Repeat, repeat, repeat! Keep your message consistent

Select spokespeople Coordinate between them

Discuss big-picture story Develop talking pts & answers to likely questions Train people how to stay on message during an interview

Staying on Message During an Interview

Don’t allow the reporter to lead you off topic Say “I’d be happy to talk about that, but first I’d like

to explain how…” You don’t need to wait for a question to be

asked to answer it Never repeat a negative

Reinforces it in audience’s mind Instead, neutralize it with a positive statement

Staying on Message During an Interview

You don’t have to answer every question! Instead, respond using a pivot

Pivot = Pivot phrase + talking point Example pivot phrases

“The thing is…” “What’s important is…” “What it sounds like you’re really getting at is…” “That’s an interesting question, but first I’d like to

address…”

Staying on Message During an Interview

Pivot examples: Reporter: “Do you really think the MN Congressional

delegation will take this seriously?” You: “What it sounds like you’re really getting at is whether

military spending is a problem in our country. I think we can all agree that Minnesota cannot afford to spend $8.6 billion dollars funding the wars in Iraq and Afghanistan, when we have a $5 billion budget shortfall here in MN.”

Reporter: “What are the chances your group will be successful?”

You: “The reality is that Minnesotans are coming together with a unified voice on military spending. We want to bring our tax dollars home for local control.”

What is News?

Just because it interests you doesn’t mean it’s news News value (“newsworthiness”)

1. Conflict2. Novelty3. Timeliness4. Proximity5. Prominence6. Impact7. Human interest

Rank your story in each category, try to increase its rankings

What is News?

Angle How the story is told, what is emphasized Focus on news value categories with highest rankings

Peg Current news item to which you tie your story Makes your story timely

Hook Grabs the audience’s attention Encapsulates the story Like a jingle in a commercial

How are News Stories Created?

Assignment Top-down method Assignment editor => reporter

Enterprise Bottom-up method Beat reporter => editor Generally the better stories, & more copy

What Reporters Want

They want good stories presented in a way that makes their jobs easier Give them that, and you both win

Compete hard for space in paper Increasingly harried due to downsizing

They want a resource Not your enemy But also not your friend

Building Relationships with Reporters

Beat reporters at newspapers most important Also consider bloggers, editors, etc.

Identify key individuals, do background research Ask to meet at her office or over coffee At the meeting

Explain issue & give her background materials Offer yourself as a resource

Build the relationship Deliver consistent quality Don’t waste her time Offer exclusives, & suggest other stories on her beat

Building Your Press List

Press list = List of media contacts likely to be interested in your stories Detailed information & a record of past contacts/stories

Be selective Sending materials to those unlikely to be interested is

spamming Build your list using internet & phone calls

Can use another organization’s list as starting point - but check over everything

Keep the list updated

Press Releases & Advisories

Press release Alerts a reporter to a story Enough to write an article, but also gives contact info Written like a news article

Headline, inverted pyramid style, quotes

Press advisory Alerts a reporter to an event Answers who, what, where, when, why

Formatting & sending See guide for advice

Important: Follow with a pitch call!

The Pitch Call

Purpose: Get a reporter’s attention & convince her to cover your story or event

When you call Introduce yourself & your organization

If you know the reporter, connect briefly on a personal note Ask if she has a moment to talk Give a brief summary of story or event Ask if she got your release or advisory Be prepared to do an interview on the spot If get answering machine, call back later

Radio Feeds & Actualities

Audio versions of the press release Used by radio stations in newscasts Lead-in, clip, closing, contact info

Feed vs. actuality Feed = Clip prerecorded Actuality = Clip recorded at a live event

Make pitch call before sending Not all stations accept these

Pitch Letters

Used to convince news outlet to interview someone or book them as a guest

Format flexible, but keep it short Follow up with a pitch call

Press Conferences

Staged event where one or more speakers present a story to reporters

Opportunity for reporters to ask questions & take photos

Difficult for small organizations to use effectively

Opinion Pieces in Newspapers

Letter to the editor Short letter responding to a current topic Anyone can submit Many people submitting increases chances

Can have a few writers & larger number of senders

Op-ed Longer opinion piece Most often signed by an expert or public figure

Editorial Statement by a paper’s editorial board Meet with editorial board to make your case

Radio Interviews

Prepare! Learn talking points, practice answers to likely questions Bring documents along to the interview

Studio vs. telephone During the interview

Treat mic like ear of someone close to you (don’t shout) Speak slowly & clearly Repeat your main messages often Smile!

If talk radio, line up people to call in Listen to your interview afterwards & learn from it

Television Interviews

Prepare! Like radio - but television short-form medium, & visual Pay special attention to:

Sound bites Clothing & appearance

During the interview Ask that the camera be brought to your eye level Be still (everything looks bigger on camera) Smile!

Watch your interview afterwards & learn from it

Radio Call-Ins

Familiarize yourself with the show Make the call

Be prepared to wait Have your points ready & in front of you Tell screener why you’re calling in one short sentence Greet host by name, then immediately make your point Remain calm

Can assemble a team of callers for maximum impact

Public Service Announcements

Short noncommercial messages on TV and radio Used to meet the FCC’s requirement that stations serve “in

the public interest” Can use to send a message or announce an event Free airtime, but stiff competition

Usually delivered as ready-to-use files, though some stations prefer a script

Requirements vary by station Call & ask for individual responsible for PSAs Try to set up a meeting

If a Reporter Calls You

Most likely to happen in the afternoon or early evening But not always!

When get the call, pick up Ask what the story is about If you are willing to talk, say you’re in the middle of something

& will call back in 5-10 minutes Compose your thoughts, & then call back

If get a voicemail, return the call promptly Remember the reporter is probably working under deadline

Dealing with Unfavorable Media Coverage

This will happen sooner or later. Don’t panic, and don’t become defensive!

If a mistake If small, ignore If moderate, alert the reporter so she doesn’t repeat it If severe, ask for a formal correction

If reporter refuses, consider going to her editor

If critical or hostile coverage Consider carefully whether to respond If choose to respond

Return to the issue and stress why it is what’s important Remain calm & always behave like an adult

Questions?

Acknowledgements

This presentation was donated to MN ASAP by Kaja Rebane of www.movetoamend.org. She gave an excellent media training at the 2011 Democracy Convention in Madison, WI. She was gracious in sharing her expertise with us.