1. Outreach Program Starting Your MediaFrom starting out to social media Association of Australian Convention Bureaux Walter Jennings September 2011 2. friendor foe? 3. Media works to tight deadlinesEditors determine what is newsJournalists determine tone and slantWriters are human, therefore biasedMedia are always on duty 4. try thisat work 5. action is thefoundational key to all success. Pablo Picasso 6. one basic principlestwo first stepsthree getting social 7. basic principles Be forthright, honest and to the point Dont start unless you plan to continue Never hide key facts Eliminate Spin Build relationships 8. message planning Consider key points & evidence Write them out clearly & study them Ask: Does it broaden the issue? Is the message memorable & succinct Rehearse them so theyre quick & easy Practice how youll work them in when questions are posed 9. messageplanning Who? When? What? Where? Why? How? 10. think & speak in headlines Order of Importance Time 11. Imagine!Punctuation. Please? 12. PopQuiz 13. two first steps 14. plan What do you hope to achieve? Who are spokespeople? Can you maintain media relations? Target audiences what are their news sources? Develop a network of journalists Read voraciously and never stop the ideas! 15. releasesFirst paragraph is make or breakWho, what, when, where, how, why?Keep it short and simplePreferably one pageDouble spacedOne idea one sentenceContact name and phone number 16. releasesAvoid superlativesConsider photographs, video, audioAddress to particular journalistConsider timing of release 17. conferencesWhen NOT to hold one When to hold one When a press release will When nothing less than a do Q&A format will do When your target Crisis audience is far afield Fast-breaking news Significant event When you want to maintain your credibility 18. fam trips Expert planning; Flawless details Always On The 100 metre rule Constant companion Prepare for the unexpected And the whinger Consider VIPs for 1-on-1 Friendly but not friends Follow-up 19. tool kit Editorial calendars Surveys Features Supplements Exclusives Advertorials 20. three getting social 21. it helps us connect 22. from consumertechnologys changed our roles to media producer 23. REVOLUTION GLOBAL ONLINEthe largest increase in expressivecapability in human history. - Clay Shirky, Author 24. voraciouscontent8,668 tweets per second on 28/8/11 25. start small and grow 26. theessentials 27. participate 28. social is not emerging 29. even if you are 30. in a connected world, power shifts to those best able to connect. Dov Seidman 31. one basic principlestwo first stepsthree getting social 32. thanks.Im blogging this. www.twitter.com/WallyDownUndy