news media basics for tru grantees ann houston staples, ches nc tobacco prevention & control...

News Media BasicsFor TRU GranteesAnn Houston Staples, CHES

NC Tobacco Prevention & Control Branch

Ann.Staples@dhhs.nc.gov

Two Types of Media Paid (Advertising) Earned (Free!)

What is Earned Media? News Coverage Public Service Announcements Community Calendar/Events Listings Letters-to-the-Editor Op/Eds (long opinion pieces) Editorials (editorial board visits)

Earned Media & Teen Tobacco Use

Recommended by the Guide for Community Preventive Services: Mass media education campaigns combined with

other interventions

What are “other interventions?” contests, school-based education programs,

community education programs, or excise tax increases on tobacco products.

How Can Earned Media Help? Can draw attention to

Contests school-based education programs community education programs Efforts to increase excise tax on tobacco

products Tobacco-Free School Policies Smoke-free Laws

Do teens pay attention to the News?

Not so much, but who does? Lawmakers Community Leaders Teachers & Coaches Parents, Grandparents and Guardians People who are influential with teens and policy!

News coverage expands your reach!

Sharing your program with local news media Gives recognition to HWTF & helps them with

funding retention Furthers policy and program success Should be part of everything you do!

Your Goal? To create news and public interest around

your issue – emphasizing the community’s responsibility to support programs and create sound policy to address the issue.

News Media’s Goal? To inform the citizens of important issues

and events happening in their community. To tell stories in a way compelling enough

to sell newspapers and recruit readers, viewers and listeners

News media tell community leaders: What should I think about? How should I think about it? Who has worthwhile things to say about

this? Who is responsible? What should be done about it?

Monitor the Media

Become familiar with your local news media Watch! Listen! Read! Login!

Checklist for Monitoring the Media

Is your issue being covered? If not, are similar issues? Main themes/arguments presented? Is responsibility assigned? What reporters seem to be covering your

issue or similar ones?

Media Relations How to interact and build relationships with

local news reporters

Develop a Relationship with a Reporter: Some ways to Begin

Email reactions to articles Bring/Send information and Introduce

Yourself Talk about issues BEFORE things start

happening ALWAYS return their calls

More tips for Media Relations Put them on your e-

newsletter list Praise their “thorough

and fair reporting” Ask for corrections

only when facts are wrong

Respect deadlines

Pitch story ideas regularly

Invite them as guest speakers

Thank Them! (copy their bosses!)

Understand Journalism

News is a competition. Journalists are hardworking and underpaid.

NC is full of transitional markets! Many reporters are looking for better jobs in bigger markets.

“All the reporters in the world working all the hours of the day could not witness all the happenings in the world.” - Walter Lippmann, 1922

Pitch Stories, Not Issues Introduce yourself with information on your

issue, but pitch story ideas that are concrete.

EX: Pitch an Earth Day cigarette butt clean-up activity, not a story on smoking litter.

EX: Pitch a story on a ATS class, not on a new emphasis on tobacco-free school policy

“The relationship between sources and journalists resembles a dance, for sources seek access to journalists, and journalists seek access to sources. Although it takes

two to tango, either journalists or sources can lead, but more often than not, the

sources do the leading.”-- Herbert Gans

Tips to Get the Media Listening Know who you’re talking to and what they cover. Have story angles in mind that fit the media outlet. Keep an eye for both news angles and the

personal interest stories that tie in. The easier the better – provide quotes, offer

images, offer interviews with key people.

Tips to Get the Media Listening (cont.) If you have difficult news to cover, be honest.

Explain the situation you’re in. In the event of catastrophes, respond as directly

and quickly as possible. Know and respect deadlines. Build relationships by being genuine, honest and

understanding. Know that 99% of the media is not ignoring you.

They’re just busy.

Don’ts Do not send large attachments. Do not get despondent if you do not get coverage

for an event. Follow-up immediately with an event capsule and photo.

Keep in mind that pressing current events could have evergreen angles.

Do not call every employee at a media outlet. DO NOT GET DISCOURAGED.

What’s a news release?

A written summary or update to make the news media aware of your

activities.

Why do you need a press release?

Announce your event Tell why your event is news Show your perspective Increase visibility Remind people of what your group does Highlight a report

When should you prepare a press release?

News of upcoming events Report of recent events Reports of changes Reports of awards General announcements

How do you prepare a press release?

Make it read like a news article Emphasize importance Be provocative Make clear headline and summary lead Make it look professional Follow technical guidelines

Get your news release out to the

media.

Consider the timing and don't forget a

follow-up.