Pitching2.0

Oscar’s LawThe only thing worse than being talked about is not being talked about.(from “The Picture

of Dorian Gray”)

CMWho?

TurnoutAttendance at an event

Why we communicate

AwarenessUsually traces back to

moneyAdvocacy Best to engage audience

Goals & ‘Frame’

1. Package

http://bit.ly/newsrelease

2. Practice

The headline (not a slogan) gameIf you could write one of these

yourself:

• A newspaper headline over your story• the teaser before your story comes on

radio/TV• or the blog post title about your story

What headline would you like to see about your organization in the next 6 months?

3. Pitch“Do youhave aminutefor meto pitchyoua story?”

Getyourliston

The subject line

• The most important part of the pitch• Need to make most impact in fewest

words• Competing with spam• Balance between playing it straight,

using humor or shock value

Huh???

“Do cats need e-mail accounts?”(for cat owners’ Web site)Results: MSNBC, Wall St. Journal, USA Today

“Stevie Wonder, Dick Cheney and a Volvo”(for Inventors’ Hall of Fame)Results: L.A. Times, AP, SF Chronicle

“47% think it’s OK to use cell phone in bathroom”(for Sprint PCS survey on cell-phone etiquette)Result: Several radio placements

The spam problem

• Filters increasingly in higher gear

• Innocent words can trip filters: “free,” “money,” “check,” “cash”

• Action verbs, like “buy,” “save,” and “get” cause problems

• To learn more, google “spam filter words”

Tomakenews,youneedto doorcreate something

Man bites Dog, Peter Blapps, from flickr

Telling stories

Storyteller FigureJalisco, Mexico, AD 100/800 Art Institute Chicago

Like what?

• Identifying a Problem

• Finding a Solution

• Creating a Conflict

• Making a Fresh Start

• Doing Something New

• Doing Something Unusual

Not these

“mission statement” by Ecastro, from flickr

6 types of media stories

• Oh No!...disaster, tragedy, bad news

• Yes!...victory, agreement, improvement

• Wow!...extreme, unique event

• Hmmm!...thought-provoking, stimulating

• Rituals...opening days, funerals, birthdays

• News You Can Use...helpful information

The alternatives may be better

http://bit.ly/cmwethnic

Community news

What about these?

To pitch bloggers, first be one• Read first

• Make your own list

• Even more custom if you can

DIY, or hire a consultant?

Don’t try this at home, from mhaithaca, flickr

Get found online!

Add your group to our directory at www.communitymediaworkshop.org

And fan us on Facebook!

www.facebook.com/ communitymediaworkshop

Thank you!

Social Media

Bob

Bla

ck f

or

CM

W

The News…

Tribune and Sun-Times, 1986-2008

Source = Newsbank, March 2009

Disagree

Agree

…and YouHow has communications changed? (summer 2009)