Crafting a Specific Media Campaign

1. Crafting a Specific Media Campaign Developing your message and working thru Press + Social for Visibility Katherine Cleland Credit to TuijaHeikkela for slides from her 2015 Media Training

2. The process Evaluate Research Communicate Plan

3. Media – What is it today? Somanytypes of media! print and electronic. Usethemall!

4. The Basics: Media Step by Step 1. Compile a media contact list./ Build Relationships 2. Set a time frame with clear goals. 3. Determine your key message. 4. Tailor your pitch. To the reporter and Audience. Don’t just email a release to a list. Create a reporter specific, personal email, or better yet, if you have a relationship, call them.

5. Develop a Media Contact List • Identify the appropriate reporters, editors, • AKA producers, news directors, and departments in your local newspapers and broadcast stations. Keep these handy and pass them on in the club. • Identifying contacts. • Check websites to see who has written on your topic. • Call the media outlet and ask for contact information of reporters covering the topic you’re wanting to pitch on. • Reporter beats (topics): women’s issues, family issues, economic/consumer affairs/business issues and politics (state & local). • Update your list. • Make calls quarterly to review and update your media list. Keep track of returned e-mails you get when you send e-mails to certain reporters.

6. Build Relationships- Earn Trust • Spend less time on your materials and more on your press list. • Get to know your local reporters. Seek them out. Introduce yourself. Do a “get to know you” with new reporters. Introduce yourself before or after events. • Why?  Because finding the right reporter is much more important than the perfect pitch. Writing the story is the journalist’s job. Your job is to connect them to stories they want to tell—your stories. • Get to know your local TV reporters, Special interest reporters and Community beat. Find them by writing down the names of reporters writing about similar stories or events. • Help a Reporter out. They are besieged with low quality tips and information.

7. Time Frame: • Is your outreach on legislative action? • Take into account session terms. • Is outreach leading up to an event? • Make sure your media strategy reflects the amount of time available and feasible. Don’t wait till the last minute Be sure to follow up right before and after any Event

8. What do you want to tell to the media? Reader POINT OF VIEW!

9. Defining PR&C objectives

10. Media Tools

11. MEDIA / PR Tools

12. Zonta Provides a Backgrounder https://zonta100.org/wp-content/uploads/2019/03/ZontaBackgroundInfo.pdf Add a Page for your Club!

13. Principles for Building Trust • Say the truth, provide accurate facts, make the point clear. • 1 • Select the media, be at the right place at the right time. • 2 • 3 • Provide a Hook, Take the reader POINT OF VIEW • Tell the story, • connect with the target audience.

14. What is a Hook? It makes News Interesting: It catches a Reporter or Reader and reels them in! Compare:

15. What is a Hook?

16. 8 ways to Write a Hook • Tell A Story • Twist on Trending News • Localize a National Story • Nationalize a Local Story • Be a Contrarian – Go against the flow • Personalize Big Data • Reinvent a “Trope” or Usual Story • If its Really NEW Source: https://www.brigittelyons.com/news-hook/

17. Earning Media for Events • Before the Event: • Approximately three days before the event, e-mail a media advisory to the appropriate reporters on your media list. Include the advisory in the body of the e-mail, never as an attachment • Call reporters the day you send the media advisory to follow up on the materials you sent, confirm they’re the right content and offer to • The day before the event, resend the media advisory. Call reporters you didn’t reach the day before. • During the Event: • At the start time of the event, send a news release that provides more detailed information. Have printed copies available at your event. • Call reporters the day of the event and remind them to cover the event • Take digital photos (the higher the resolution, the better) of your events for Zonta and your own use. (Most media outlets will not use provided photos.) • Designate someone to post about what is going on at the event on Facebook and Twitter as it is happening. This will attract the attention of individuals who may not consume traditional media. Consider a “livestream”. • After the Event: • Follow up! Contact to see if they need additional information or quotes to complete their stories. Call reporters who did not attend the event to offer additional information, including the media kit, in case they intend to publish an article on the event.

18. Preparing your EVENT MEDIA Package

19. Write a Press Release (handout)

20. A picture is worth a thousand words

21. Amplifying through Social Media Social Media can be very effective! Beactive! IncludePartners and @them to includetheirfollowers Use Social Media to alertyourcontactlist: @reportername @papername @newschannel Livestream Public events for thosewhocan’tattend Followup Post presspieces, repeatovertime (throwbackthurs) @Paper, Thankreporterlater

22. Collectoutcomes and beproud

23. Three things to remember