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The good press payoff - 4

Getting started - 7

Meet the press - 11

The big pitch - 25

Resident experts - 29

Announcements - 32

Events - 32

Awards - 39

Ed board meetings - 41

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Thank you for working hard to make Hamilton the best place to raise a child.

This guide offers some ideas on how to turn your success stories into good news stories that get shared with our community.

You’ll be sharing stories that grab our attention. Fire our imaginations. Show us what’s possible. Inspire and motivate us to follow your lead in making Hamilton the best place to raise a child.

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Great media coverage helps to raise our profile and enhance our reputation with current and prospective:

• Clients• Volunteers• Funders and donors• Community partners• Politicians and government• Civic leaders• Staff• Board members 4

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Position your organization as:• A leader in social innovation.• A champion for making Hamilton

the best place to raise a child.• An organization worth

supporting.

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Third party validation, someone else is singing our praises.

Recognize our outstanding clients, volunteers, community partners, funders and donors, staff.– Media coverage makes for a

very public thank-you.

Build our “trust and forgiveness”account with the community.

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Before the media tell our story, we need to answer one question.

• Every reporter, editor, host and producer will ask the same question.

• There’s a right, and a wrong, answer to this question.

• The better the answer, the better our chances at getting media coverage.

• So what’s the question?

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• Why should I care?• Why should our readers, viewers

and listeners care about what you have to tell us?

• Why should we pay attention to you?

• Why do you matter?

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The right answer• We’re turning poverty into prosperity.• We’re making Hamilton the best place

to raise a child.We’re also…• Building a vibrant community.• Building strong, healthy families.• Welcoming and supporting newcomers.• Helping kids stay in school and graduate

to success.• Giving all kids the same shot at realizing

their potential.• Giving all kids a childhood.

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It’s not about…• Our new program or service.• Our new funding or the latest

donation.• It’s not about bricks and mortar.It’s about PEOPLE.• The people who benefit from…

– Our new programs and services.– Our funding and donation.– Our new, expanded home.

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Two needs = one opportunity.We need to get the word out.The media need to give their readers, viewers and listeners news that’s relevant, important, informative, interesting, entertaining.Also looking for local content.

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We can supply the media with local stories about:Solutions that are making Hamilton the best place to raise a child.Making Hamilton an even better place to live and work.Partnerships and collaborations.Innovations – new and better ways of making a difference.

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Who’s who in a newsroomEditors and producers assign stories.Reporters deliver stories –assigned or pitched. Objective. Some assigned to beats – areas of expertise. Columnists and hosts are paid to be opinionated. Subjective.

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The media want 2 things from us.

1. They want great quotes.2. They want to go home. On time.

Our job is to make it as easy as possible for the media to tell our stories.

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For great quotes…Be bold.Be brief.Be quiet.

Also…Be ourselves. On our best day.Be enthusiastic.Be prepared.

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Speak in soundbites.

Master the art of the elevator speech.

30 seconds.

One key benefit (who benefits).

Two or three key features (how).

Sum up (why).16

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Put your key facts and stats in a media backgrounder and email to the media. – One page summary – Who we serve – Why we do it (mission, vision)– What we do (programs, services)– Who does it (volunteers, staff)– Where we do it (locations)– How long we’ve been doing it– Who we do it with (partners)– Plus any awards & accolades.

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Introduce the media to remarkable people in our organizations.– Clients, volunteers, frontline staff.– Unsung heroes. Quiet superstars.– Compelling life stories.– Have overcome adversity.– People we can relate to.– We can empathize with.– People who are the face and

the future of our community.

Every great story needs a great storyteller.

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Work to the reporter’s deadline.• Their deadlines could be

1 hour or the end of the day.• Return calls ASAP.• Follow-up ASAP.• Line up people to talk with

the reporter ASAP.• Pull together facts and

stats ASAP.

Underpromise and overdeliver.

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Don’t leave a reporter wondering when or if you’ll call back.

• They won’t wait.• They’ll find someone else to

interview.• And they’ll remember the next

time you pitch a story or they need someone to interview.

• Be the first to call back and you might set the debate and frame the discussion.

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Connecting with the media• Email is best (remember the 3Bs)• Don’t cold call (and definitely

don’t call on deadline).• Don’t mail.• Don’t fax.• Don’t show up in the newsroom.• Don’t send gifts and graft.

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Be grateful.• Compliment reporters for a job

well done.• Quick email, phone-call. No gifts.• Say what impact the coverage has had.• Offer to help with any future stories

on related topics.

Don’t sweat the small stuff.• Don’t demand corrections on

misspelled names, incorrect job titles.

Aim for long-term relationships built on mutual respect.

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8 ways to annoy a reporter:1. “I’m returning your call from

last week.”2. “We need some good press

coverage so be kind.”3. “Can I review your story to make

sure it’s correct?”4. “I don’t want to go in front

of a camera.”5. “I don’t want to be quoted.”6. “I don’t want to be interviewed

over the phone.”7. “Can you send me a copy

of your story for our files?”8. “You’re my new best friend.”

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• A feature story / profile on how your organization is helping to make Hamilton the best place to raise a child.

• A story that speaks to your mission and vision.

• The sort of story:– You pin on bulletin boards.– You send and share with

everyone you know.– That starts conversations and

builds connections.

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• Recruit your “poster child”– Compelling, inspiring human interest story.

• Recruit a supporting cast– 2-3 others to help tell the story (clients,

volunteers, staff, executive director, community partners, funders or donors & the Hamilton Roundtable for Poverty Reduction).

• Scout locations– Find great backdrops for telling stories.

Behind-the-scenes, on the frontlines, in the action. Make the location part of the story.

• Get the supporting evidence– Pull together relevant facts and stats that

strengthen your WSIC response. Numbers plus trends. Not 101 slightly useful stats.

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Make your pitch• Pick one reporter, host, editor

or producer for your pitch.• Email your pitch – 2-3 sentence

overview (the people you’ll meet, the places you’ll see) plus contact info (work and cell#s, emails).

• Link your pitch to a community issue or current hot topic.

• Be patient and prepared (it may take days, weeks, months for your pitch to turn into a story).

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Best bets for the Big Pitch:• Feature story in the Hamilton

Spectator (Local News, Business, GO section, Weekend Reader)

• An episode on CHCH’s TalkBack (Saturdays at 6:30 p.m.).

• A ½hour segment on CHML’s Bill Kelly Show.

• Feature story in Hamilton Magazine or Biz Magazine.

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Generate ongoing media coverage as a resident expert.

• The media seek you out.• Sought after for your expertise

and insights into social innovation.

• Quoted in news stories, columns and features.

• Booked as a guest on talk shows –solo or part of a panel.

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So you want to be a resident expert? Key qualities:– Easily, readily accessible.– Personable.– Clear & concise. No jargon.– Credible & confident.– Offer a fresh perspective,

unique insight.– Can simplify complexity.– Focused on solutions,

not problems. Optimistic.– Don’t talk down. Converse.– Deliver great quotes.

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How to become a resident expert.• Make a positive first impression when

reporters do a story with you.• Submit op-eds and letters to the editor

commenting on issues of the day.• Speak at conferences, workshops,

community events. Keynote speeches.• Congratulate reporters on

well-reported stories, offer to help on future stories.

• Get listed on the Hamilton Roundtable for Poverty Reduction’s media experts guide.

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To get press coverage for our announcements:

• Remember, it’s not about us. It’s about our community.

• Who benefits, how and why.• Have a real person tell a real story

at the announcement.• Add some star power with a well-

known, respected guest speaker.• Pick a location with great visuals,

frontlines, behind-the-scenes, in the heart of the action (no boardrooms, parking lots).

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• Hold the announcement mid-morning, Tuesdays to Thursdays (10 a.m.).

• Pitch the press 5 days out, with a follow-up email the day before the announcement.

• Designated parking for the press.• Keep remarks short (10 minutes).• Know what everyone is going to

say to avoid repetition and to cover off key messages.

• Stick to the agenda. Don’t start late or run over time.

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•Make it a multi-purpose event, so the show goes on if the media don’t show up. And if they do show up, it’s a full house

–Client, donor, funder appreciation–Staff, volunteer, community partner recognition

•Give reporters a one-page handout with announcement highlights, names and titles of speakers.•Be available for reporters who didn’t attend and want to do a follow-up interview.

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Best bets for announcements:• Email media advisory to all local

media 5 weekdays before your announcement (who, what, when, where, why, Mapquest directions). Reminder email day before.

• Cable 14’s Urban Cut• Community News• Hamilton Spectator• CHML, KLITE

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To get media coverage of our special events:

• Be realistic – may get coverage if it’s a slow news day.

• Focus on the benefits of our event, rather than the features.

• Do our homework and find a poster child with a compelling story who can personalize and put a face on your event.– Client or volunteer, young / old,

family, overcome significant obstacles to participate.

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Pitch to editors and producers rather than reporters

• Likely assigned to interns, part-time / weekend / on-call staff.

Tell the media when’s the best time to cover the event – what’s the highlight? When’s the event in full swing? In a 2-hour event, when’s the best 10-minute block?

• Media don’t want to show up when no-one’s arrived or everyone’s gone home.

Give the media the cell # for an onsite contact at the event.

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Best bets for special events:• Pre-event coverage

– Cable 14’s Coffee Break with Mike Fortune

– Hamilton Spectator’s Too Good To Miss calendar

– CHML’s Bob and Shiona morning show

• Event coverage– SNAP magazine– Cable 14’s Urban Cut– Hamilton Spectator’s About Town– Community News

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• Nominate clients, volunteers, staff, a program or service, community partnership.

• Built-in media coverage for major awards.– Announcement of nominees.– Coverage of event.– Announcement of winners.

• Third party validation of your great work.

• Position your organization, award recipient as a resident expert.

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Best bets for awards:• YWCA Women of Distinction

Awards• Chamber of Commerce

– Citizen of the Year– Youth Volunteer of the Year– HR Hero Awards– Outstanding Business Achievement

Awards – nonprofit

• Hamilton Gallery of Distinction• YMCA Canada Peace Medal

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Editorial board meeting• Meet with the Spectator’s senior

editors who decide on and assign news stories and features.

• Informal and on-the-record.• No death by PowerPoint.

Conversation on an issue or topic that’s in the news.

• Can also request editorial board tours (3-4 a year). Bring the board to our organizations.

• Contact Kevin Cavanagh to pitch (kcavanagh@thespec.com).

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• During the next year, aim for:– 1 feature story about your

organization– 2 stories about an event or

announcement-- 1 story before the event or the

announcement-- 1 story covering the event or the

announcement

– 3 stories where you’re quoted as content experts

• PLUS:– 1 letter to the editor– 1 op-ed– 1 award nomination

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Liz WeaverDirector, Hamilton Roundtable for Poverty Reduction905.523.5600 ext 244 lizweaver@hcf.on.ca

Jay RobbDirector, Media Relations and Community Projects, Mohawk College 905.575.1212 ext. 3965 jay.robb@mohawkcollege.ca

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