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Media as a Partner

Media as a Partner. Lee Ann J. Kendrick, M.Ed. Regional Advocacy Specialist, National PTA. Why do we need media?. Create a “buzz” Get the “word out” Show your power Inform others Recruit new members Share information. What is the media interested in?. Increase in sales

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Media as a Partner

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  1. Media as a Partner Lee Ann J. Kendrick, M.Ed. Regional Advocacy Specialist, National PTA

  2. Why do we need media? • Create a “buzz” • Get the “word out” • Show your power • Inform others • Recruit new members • Share information

  3. What is the media interested in? • Increase in sales • Increase in viewers/readers Note: Media is not a public service for a well informed public!

  4. Where to begin Guidelines for using media: • There must be hard news • Think pictures • Have a quotable quote • Help reporters do their work • Know the media staff • Include human interest

  5. There must be hard news • Large numbers of people doing something interesting • Someone who is news says it • A new program is launched • New information is revealed • The unexpected happens • New treatment of an old story • A tie-in with a breaking story

  6. Think Pictures • No talking heads! • Produce interesting visuals by: • Moving the event outdoors • Moving the event to the impacted area • Add a subheading to the press advisory that says “Photo Opportunity” • Make sure your organization’s name is a prominent visual

  7. Have a quotable quote • Captures the meaning of the event • Each speaker repeats it • Put it on signs • If nothing else, spell it right! Melts in your mouth, not in your hands Can you hear me now? Just Do It!

  8. Help Reporters • Write releases as a news article • Who, what, when, where and why in the first paragraph • Length of a typical news story or a bit longer • Factual, well written and accurate • Put opinions in quotes

  9. Know the staff • Develop relationships • Know who handles what beat • Go introduce yourself • Give occasional exclusives • Nothing is EVER off the record or confidential

  10. Include Human Interest • How the problem hits real people, not just statistics • Have people tell their own stories • Bring children • One expert is enough

  11. The Press Release • Send one week ahead of event • Don’t give them too much information or they won’t have to come • Who, what, where, when, why • Follow up with reporters

  12. St. Finbar PTA 424 S. Finbar Street St. Finbar, New State 09031FOR MORE INFORMATION: Jane Mayer, PTA President 777-666-2121 janemayer@stfinbarpta.orgOctober 31, 2011NOTICE OF MEDIA EVENTMembers of the St. Finbar PTA will release a report ETC…. ETC……They will then wrap the office of School Board member Linda Nagashima with a paper chain made by students of the Linguistics Academy, one of the bilingual schools threatened with loss of busing. The paper chain is made up of 10,000 bands printed with “Please save our school” in 27 languages by the children and parents of the Academy.FRIDAY, JUNE 244:00 PMOffice of Linda Nagashima1833 Office Way, St. FinbarPHOTO OPPORTUNITY: The children will wrap the office with the brightly colored paper chain.

  13. Questions

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