MEDIA RELATIONSAPAMSA Leadership Development Module

Media Relations

Developing a positive relationship with the news media is a challenge with a lot of upside

News coverage is a low-cost, highly credible way to inform the public about events and your organization

Be prepared to deliver a succinct story with a clear reason why it is newsworthy

Relations-Oriented Behaviors

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

Relations-Oriented Behaviors

Media Relations

Understand that the media must balance tight deadlines with accurate, complete reporting

Identify local media outlets (i.e., radio stations, local television news, newsletters, listserv, etc.) and create a listing of your key media contacts (i.e., name, title, organization, contact information)

Leadership Challenge (28)

Media Relations

Guidelines For Media Relations

Source: G. Yukl, Leadership In Organizations (New Jersey: Pearson Prentice Hall, 2006, p. 71-72)

Understand the media Media database Newsworthy Presenting news Other media exposure

Media Relations

The media seeks accurate, objective stories balanced with the pressure of tight deadlines

Research the type of news that the target media outlet typically presents

Provide complete and accurate stories deemed most typical of the news covered by the target media

Understand The Media

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

Media Relations

Create a database that identifies Varied modes of media (TV, radio,

newspaper) Target audience Contact information of reporters and editors Frequency of publication Deadlines

Become familiar with media outlets to match your needs with their interests

Media Database

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

Media Relations

News is new, timely, informative, educational, significant, unique, interesting, or entertaining

Appealing to a good percentage of the audience

A special event of significant impact in the community

Unique and unusual stories

Newsworthy

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

Media Relations

News release Announce an event as a news story Start with the basic 5 Ws:

Who’s involved? What will happen? When will it take place? Where will it take place? Why is this news?

Presenting News

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

Media Relations

News release Use an inverted pyramid to present information

Most basic and important facts first at the top More detailed information will then follow

Be concise, remove puff and jargon terminology, and never lie

One page max Be certain that every fact, title, and name is

correct

Presenting News

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

Media Relations

News release Format:

Typed on 8 ½ x 11 paper, double spaced, 1in margins Your contact information in the upper left corner Below contact information, type the date of expected release

(FOR IMMEDIATE RELEASE is preferred) Begin about 1/3 down the first page; if more than one page,

type “---more---” in the bottom center and all other pages On the upper left corner of the second page, type your

organization name and “2-2-2-2” and continue 1 inch below that; indicate the end with the following symbol “# # #:

Send one copy of the news release to the media outlet before their deadline

Presenting News

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

Media Relations

News release Photo Coverage

Preferred: 5” x 7” or 8” x 10” black and white glossy photographs in sharp focus

Smaller photos in color may also work Identify places, events, and people in the

photo/artwork on the back Write the information on a separate sheet of paper

and attach work it to the photo/artwork with a paperclip

Presenting News

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

Media Relations

News release (sample)APAMSA Chapter333 Main StreetBig Town

For further information:Jane DoePublicity Chairman222-888-0000    

FOR IMMEDIATE RELEASE: Paul Doctor (who) will speak (what) at a Local Council meeting at 7 p.m., Wednesday, January 31 (when) in Big Town Community Hall. (where)

Doctor, who has extensive experience in organizing health festivals, (why) will speak on "Promoting Your Art with a Smile."

Reservations may be made by contacting Mary Jones at 123 Riverside Lane; phone 444-3333; email mjones@central.org.

   #-#-#

Presenting News

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

Media Relations

Media alert Succinct, urgent report with bulleted facts

Cancelled events, or short notice of events Use sparingly

Keep short, no quotes or taglines

Identify newsworthy point and why it is so

Presenting News

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

Media Relations

Media alert (sample)MEDIA ALERT

Who: Paul Doctor, speaker and fair organizer.

What: Featured speaker for Local Council meeting.

When: Wednesday, January 31, program beginning at 7 p.m.

Where: Big Town Community Hall.

Why: Doctor has extensive experience in organizing health fairs. He will speak on “Improving Your Health Today."

Additional Information: For reservations contact Mary Jones,123 Riverside Lane; phone 222-444-3333;email mjones@central.org

For further information contact:Jane DoePublicity Chairman

Presenting News

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

Media Relations

Pitch letter Persuasive letter requesting coverage of

an event or an issue

Can be more editorial and descriptive

Presenting News

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

Media Relations

Pitch letter (sample)Dear Editor (name)

Many people these days are more concerned about their health lifestyles. That's why I thought you might be interested in hearing a presentation by noted physician and health fair organizer Paul Doctor and reporting his insights to your readers.

Doctor will be the featured speaker at the Wednesday, January 31, meeting of the Local Council at Big Town Community Hall. He will speak, beginning at 7 p.m., on “Improving Your Health Today." Beverages and snacks will be served.

We would be pleased to have you as our guest. I will call you to confirm your attendance. In the meantime, if you have any questions please call me at 222-888-0000.

Sincerely,

Jane DoePublicity ChairmanLocal Council

Presenting News

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

Media Relations

News conference Presentation of new and very important

information to a group of news reporters

Save news conferences for very important “front page” news

Select an appropriate location or special site

Presenting News

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

Media Relations

News conference Hold news conferences early in the day in

consideration of daily deadlines

Inform all key contacts about the news conference

Designate a spokesperson to deliver message and answer questions

Presenting News

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

Media Relations

News conference Make all statements brief and concise,

and choose your words wisely

Do not elaborate beyond the 5 Ws

Practice your statements out loud and prepare canned responses for anticipated questions

Presenting News

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

Media Relations

News conference Take questions one at a time, call upon

reporters by name or pointing

Answer questions cordially and calmly

Never lie, it is okay to not know and say so

End within 30 minutes or when questions drag

Presenting News

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

Media Relations

News conference End within 30 minutes or when questions

drag

Stick around to answer further questions

Provide the same statements in writing to avoid misunderstandings or reporting errors

Presenting News

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

Media Relations

Other options: Guest articles as an expert of the subject Letters to the editor offering your opinion Upcoming event listings People highlights to recognize notable persons Volunteer as a guest lecturer Talk shows on relevant issues of audience

interest Celebrities are newsworthy and can spread the word

Other Media Exposure

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

Relations-Oriented Behaviors

Media Relations

Developing a positive relationship with the news media is a challenge with a lot of upside

Be prepared to deliver a succinct story with a clear reason why it is newsworthy

Utilize the Guidelines for Media Relations to build a positive relationship with the news media and publicize your organization

Summary

Relations-Oriented Behaviors

Broadcast Media Interview

Our next module discusses guidelines to work with broadcast media outlets and prepare your interview

Next Topic…

Relations-Oriented Behaviors

Ohio Arts Council www.oac.state.oh.us/resources/

mediaresourceguide/media.asp

Free Management Library www.managementhelp.org/ldrship/

ldrship.htm

Sources