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Working Effectively with the Media – Part 1

Working Effectively with the Media – Part 1. Gary Beaumont, University of Illinois Sara Brewster, Easter Seals Inc. Deborah Danuser, National AgrAbility Project. Marketing and the Media. Working with the media to tell your story Talking about/writing about people with disabilities

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Working Effectively with the Media – Part 1

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  1. Working Effectively with the Media – Part 1 Gary Beaumont, University of Illinois Sara Brewster, Easter Seals Inc. Deborah Danuser, National AgrAbility Project

  2. Marketing and the Media • Working with the media to tell your story • Talking about/writing about people with disabilities • Using person-first language

  3. What Is News?

  4. Press Release Media Advisory Press Kits Pitching Press Conference / Media Briefing Opinion Editorials (Op-Ed) Editorials Letter to the Editor (LtE) Public Service Announcements (PSA) Photos Media Lists Story Files E-News Alerts Web Tools & Tactics

  5. Press Releases • What: News presented news style using Associated Press (AP) style • Inverted Pyramid • Info to include: • Contact(s), Release Date, Headline, Dateline, Lead, Body, Slug, “More” and “###” • Timeline: Immediate – 1 week

  6. Media Advisory • What: Invitation to cover an event • Info to Include: • 5 W’s (Who, What, When, Where, Why) • Timeline: 1 week prior

  7. Press Kit • What: Packet of information • Info to Include: Press Materials, Fact Sheets, Brochures, Biographies, Contact Information, Photos, FAQ, History and Issue Backgrounders • Timeline: Ongoing

  8. Pitching • What: Brief phone calls to reporters supporting your efforts • Info to Include: Highlights of sent material – 30 sec. • Your name, organization, and reason for calling • Be enthusiastic and polite • Be respectful of deadlines • Confirm receipt; Offer to resend • Rejection common • Timeline: Immediate – 2 days

  9. Press Conference / Media Briefing • What: • Press Conference: formal presentation to reporters • Media Briefing: informal presentation to reporters • Info to Include: Key messages • Timeline: Invites 1-7 days in advance • RESERVE FOR SPECIAL OR UNUSUAL EVENTS & SITUATIONS

  10. Opinion Editorials (Op-Ed) • What: 3rd Party position statements to educate on a current issue (500-800 words) • Info to Include: Headline, Byline, Short bio of author, Human angle, Facts • Timeline: 2 week minimum

  11. Editorials • What: Media’s position statements on current issue • How: Schedule a meeting with the editorial board • Timeline: 1-2 weeks

  12. Letter to the Editor (LtE) • What: Letters submitted to media editors about articles and current events (250-500 words) • Articles relevant to AgrAbility • Thank You’s • Special Events • Use E-News Alerts • Info to Include: Title & Date of Article, Contact Information • Timeline: Immediately after publication

  13. Public Service Announcement (PSA) • What: FREE Brief spot announcements on broadcast media • Info to Include: Contact Info, Key Message; “Kill” Date • Time your message into 10, 30 & 60 second spots • Timeline: 3-4 weeks prior

  14. Photos • What: Good photographs of your project • Info to Include: Short, typed caption with names from L to R; use complete sentences in present tense • Timeline: Immediate – 1 month

  15. Media Lists • What: Contact information for media outlets and reporters • TV & Radio Stations; Newspapers & Magazines, Trade Publications; Ag, Disability, & Features Reporters • Contact Deborah for assistance • Info to Include: Name, Title, Outlet, Address, Phone, Fax, E-Mail, Beat, Delivery Preference • Timeline: Ongoing, update at least yearly

  16. Story Files • What: List of current story ideas ready to move forward • Info to Include: Contact Info, Summary, Pitching History • Timeline: Ongoing

  17. E-News Alerts • E-Mail Notification of Articles with Selected Key Words • Google, Yahoo, MSN, etc. • Daily or As-It-Happens E-Mails • Recommended Keywords: • Your Project • Disability and Agriculture

  18. Web • Often the first contact and info source • Everything you send out should be available online

  19. Special Events Timeline • Prior Event • Media advisory, Press Kits, LtEs, PSAs, and PITCHING, PITCHING, PITCHING!!! • Day of Event • Photos • Press Release • Post Event • Press Release, Photos, LtEs • Thank You’s

  20. Questions?

  21. Idea Sharing

  22. Contact Information • Gary Beaumont • 217-333-9440 • Sara Brewster • 800-221-6827 • sbrewster@easterseals.com • Deborah Danuser • 800-914-4424 • ddanuser@easterseals.com

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