Meet the Press…Meet the Press…More Effectively!More Effectively!

Laura Johnston MonchukLaura Johnston MonchukNational Community Action FoundationNational Community Action Foundation

Media AdvisorMedia Advisor

Why is improved Why is improved media relations media relations

important to you? important to you?

Today’s Training ObjectivesToday’s Training Objectives

Practice perfecting the messagePractice perfecting the message

Explore media relations toolsExplore media relations tools

Jump-start your media plansJump-start your media plans

Demystify media relationsDemystify media relations

Quick Overview ofQuick Overview of Elements of Media SuccessElements of Media Success MessagingMessaging – –

being prepared being prepared with a positive with a positive messages for messages for the mediathe media

ManagingManaging – – improve and improve and manage manage relationships relationships with the presswith the press

Packaging –Packaging – strategically strategically packaging packaging messages for messages for greatest impactgreatest impact

Presenting –Presenting – acquiring acquiring interview skills interview skills and media and media savvysavvy

Messaging Tips:Messaging Tips:

Prepare in advance Prepare in advance Five W’sFive W’s 3 core messages ~ 30 seconds3 core messages ~ 30 seconds Make sure its newsworthyMake sure its newsworthy Motivation sequence:Motivation sequence:

AttentionAttention NeedNeed SatisfactionSatisfaction SupportSupport ActionAction

Managing Tips:Managing Tips:

Golden Rule Golden Rule Make their jobs easier Make their jobs easier Maintain credibilityMaintain credibility Keep detailed databaseKeep detailed database Update lists regularlyUpdate lists regularly Have a planHave a plan Do Do somethingsomething daily daily

ENERGIZE your media ENERGIZE your media relations in 10 minutesrelations in 10 minutes Write goals and schedule timeWrite goals and schedule time Call a reporter and introduce yourself Call a reporter and introduce yourself Watch the weather forecastWatch the weather forecast Read papers for angles and reporters to pitchRead papers for angles and reporters to pitch Write a letter-to-the-editorWrite a letter-to-the-editor Invite a reporter to lunchInvite a reporter to lunch Fill in the blanksFill in the blanks Thank a reporterThank a reporter Put together a short ad for a student volunteerPut together a short ad for a student volunteer Check out the Media Club website for ideas and tipsCheck out the Media Club website for ideas and tips Read and comment on a blogRead and comment on a blog Call me!Call me!

The Communications PlanThe Communications Plan The key ingredient to successful The key ingredient to successful

communicationscommunications

Identify target audiencesIdentify target audiences

Pinpoint specific contactsPinpoint specific contacts

Assign delivery vehiclesAssign delivery vehicles

Establish timeframeEstablish timeframe

EvaluateEvaluate

Packaging Tips:Packaging Tips:

Write in styleWrite in style Associated Press (AP style)Associated Press (AP style) Chicago Manual of StyleChicago Manual of Style Individual papersIndividual papers

Know your toolsKnow your tools Choose and use wiselyChoose and use wisely

Basic Media Relations ToolsBasic Media Relations Tools

Media queryMedia query Media advisoryMedia advisory News releasesNews releases Letters-to-the-editorLetters-to-the-editor Op-edOp-ed News conferenceNews conference New mediaNew media

Media QueryMedia Query

Sometimes it is best to pick up Sometimes it is best to pick up the phone or send an e-mail to the phone or send an e-mail to tip off a reporter.tip off a reporter.

A way to build relationships.A way to build relationships.

Media AdvisoriesMedia Advisories

Simple way to let media know about Simple way to let media know about an event they may want to attend.an event they may want to attend.

Send to the assignment editor, city Send to the assignment editor, city editor or news editor.editor or news editor.

Five W’sFive W’s Identify key dignitaries who will Identify key dignitaries who will

attend.attend. Outline the story angle and Outline the story angle and

relevance.relevance. Keep it simple and to one page!Keep it simple and to one page!

News ReleasesNews Releases

Inverted pyramidInverted pyramid

Keep it to one page Keep it to one page

Could be fashioned as a Could be fashioned as a statement onlystatement only

NCAF sample releasesNCAF sample releases

NCAF: Bush’s Proposed Energy Budget Elects Energy Experimentation over Conservation

WASHINGTON (Feb. 5, 2007) – President Bush’s 2008 budget proposes a 40 percent cut, a $98 million reduction, to the Weatherization Assistance Program. National Community Action Foundation Executive Director David Bradley said the administration’s plan unwisely elects energy experimentation over conservation.

“The Administration is proposing that all new energy resources go into research and development of new technologies for the future. We certainly need new breakthroughs, yet it is not wise to invest only in risky, long-range experiments and neglect more immediate and proven home energy-saving upgrades. Reducing energy use is the cheapest way for society to ease the demand for fuels,” Bradley said.

“Last year the weatherization program helped nearly 100,000 low-income households permanently lower their energy use by 30 percent. By slashing program funding, an estimated 40,000 American low-wage workers and retirees on fixed incomes who are on weatherization waiting lists around the country will be kept waiting.”

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NCAF is the Washington advocate for the Community Action Agencies that provide weatherization services to low-income households.

NCAF Executive Director David Bradley is available for additional comment this week.

David Bradley, executive director of the National Community Action Foundation, said Bush’s proposal “unwisely elects energy experimentation over conservation.”

“We certainly need new breakthroughs, yet it is not wise to invest only in risky, long-range experiments and neglect more immediate and proven home energy-saving upgrades,” he said.

NCAF Sample News ReleaseNCAF Sample News ReleaseFor Immediate ReleaseFor Immediate ReleaseContact: Contact: {Your name, phone, e-mail}{Your name, phone, e-mail}

Local Energy Conservation Program Caught in Washington Spending FightLocal Energy Conservation Program Caught in Washington Spending Fight

(YOUR COMMUNITY) Date (YOUR COMMUNITY) Date – Before its Spring recess, the U.S. Senate directed the Energy Department to– Before its Spring recess, the U.S. Senate directed the Energy Department torestore funding for local weatherization efforts that the Administration cut from its 2007 spending plan just asrestore funding for local weatherization efforts that the Administration cut from its 2007 spending plan just aslocal crews were gearing up for the year. local crews were gearing up for the year.

The Bush Administration recently revised the Energy Department’s 2007 spending plan to cut the The Bush Administration recently revised the Energy Department’s 2007 spending plan to cut the Weatherization Assistance Program by $38 million, or 16 percent. This change of plans would translate into aWeatherization Assistance Program by $38 million, or 16 percent. This change of plans would translate into a{how much—see state percentages} {how much—see state percentages} percent cut to the local weatherization program managed by percent cut to the local weatherization program managed by {your{youragency name}agency name}. .

According to the agency’s According to the agency’s {Your Title}{Your Title} {First and Last Name}{First and Last Name},, its skilled local weatherization crew weatherits skilled local weatherization crew weatherproofs and upgrades heating and cooling systems of about proofs and upgrades heating and cooling systems of about {how many} {how many} low-wage workers and retirees eachlow-wage workers and retirees eachyear. The Department of Energy estimates these investments reduce energy use by 20 to 30 percent for atyear. The Department of Energy estimates these investments reduce energy use by 20 to 30 percent for atleast two decades and lower home energy bills an average of $358 each year after the improvements areleast two decades and lower home energy bills an average of $358 each year after the improvements aremade. made.

After the Energy Department funding announcement, the Senate amended the Iraq war supplementalAfter the Energy Department funding announcement, the Senate amended the Iraq war supplementalemergency spending bill, instructing the Secretary of Energy to restore the program to nearly 2006 levels usingemergency spending bill, instructing the Secretary of Energy to restore the program to nearly 2006 levels usingfunds originally designated for this purpose. However, with the fate of the supplemental spending bill caughtfunds originally designated for this purpose. However, with the fate of the supplemental spending bill caughtbetween the White House and Congress, the between the White House and Congress, the {your agency} {your agency} weatherization team is uncertain about how muchweatherization team is uncertain about how muchof its mission can be accomplished.of its mission can be accomplished.

““Until a few weeks ago, we were anticipating full funding for the weatherization program year, which beginsUntil a few weeks ago, we were anticipating full funding for the weatherization program year, which begins{April 1 or July 1}{April 1 or July 1},” said ,” said {Last Name}{Last Name}. “Our weatherization crews are ready to go, and we are prepared to . “Our weatherization crews are ready to go, and we are prepared to weatherize weatherize {how many} {how many} homes this year. Now we’re unsure how the federal funding situation will affect us. Ifhomes this year. Now we’re unsure how the federal funding situation will affect us. Ifthese cuts are not reversed, there will be many disappointed families in these cuts are not reversed, there will be many disappointed families in {local community name}{local community name} who are who arecurrently on weatherization waiting lists.currently on weatherization waiting lists.

““We hope Congress will reverse this cut before the year moves very far,” said We hope Congress will reverse this cut before the year moves very far,” said {last name}{last name}. “We are grateful for. “We are grateful forthe commitment of Senatorthe commitment of Senator{s}{s} {your Senators name, if shown as a co-signer or Sanders amendment co-{your Senators name, if shown as a co-signer or Sanders amendment co-sponsor}sponsor} and Representative and Representative{s}{s} {your representative’s name, if shown as a co-signer}{your representative’s name, if shown as a co-signer} to the low-income to the low-incomeenergy consumers in our state. We appreciate that they tried to prevent these cuts, and we are confident theyenergy consumers in our state. We appreciate that they tried to prevent these cuts, and we are confident theywill do everything in their power to turn this bad decision around.”will do everything in their power to turn this bad decision around.”

Earlier this month,Earlier this month, {Last name(s) of senators and representatives} {Last name(s) of senators and representatives} signed a letter sent to Secretary ofsigned a letter sent to Secretary ofEnergy Sam Bodman and Office of Management and Budget Director Rob Portman urging them to maintain orEnergy Sam Bodman and Office of Management and Budget Director Rob Portman urging them to maintain orincrease the Weatherization program as authorized in the 2005 Energy Policy Act. increase the Weatherization program as authorized in the 2005 Energy Policy Act.

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Letters to the EditorLetters to the Editor

Among the best-read sections of any newspaper.Among the best-read sections of any newspaper.

Major newspapers get hundreds of letters each Major newspapers get hundreds of letters each week, and most run only a few letters a day.week, and most run only a few letters a day.

Pay close attention to the individual rules for getting Pay close attention to the individual rules for getting your letter in the paper. A few generic rules:your letter in the paper. A few generic rules: Be timely. Be timely.  If your letter is about news that’s a month If your letter is about news that’s a month

old, it may not get play.old, it may not get play. Be brief.Be brief.  Generally under 200 words.  Generally under 200 words. Have an angle. Have an angle.  Have a Have a reasonreason for them to run it. for them to run it. Be sure it is Be sure it is well-written and typedwell-written and typed or e-mailed. or e-mailed. Try to Try to make reference make reference to something that has been in the to something that has been in the

newspaper, especially in another letter to the editor. newspaper, especially in another letter to the editor.

Op-Ed PiecesOp-Ed Pieces Expresses an opinion or reaction to a current issue Expresses an opinion or reaction to a current issue

or event.or event.

500-750 words, concise, to the point.500-750 words, concise, to the point.

Read the paper’s editorial section and guidelines Read the paper’s editorial section and guidelines before submitting.before submitting.

It may take several weeks and some require It may take several weeks and some require “specials.”“specials.”

Strategize who the proper author should be: A local Strategize who the proper author should be: A local leader? A client?leader? A client?

Include complete contact information and a blurb Include complete contact information and a blurb about the author. about the author.

News ConferencesNews Conferences Gives your organization a proactive opportunity to state its

position in depth.

Allows you to hit multiple outlets at once, but reporters get the same story.

Don’t cry wolf! Call a news conference only if you have newsworthy and timely news to break, you have access to a limited-access expert or official.

News rooms are stretched and deadline-driven, so the topic must warrant their leaving their desks to attend. Check deadlines of the major media before booking.

Make sure reporters’ needs are met. Mult-boxes for audio, make sure there are interesting visuals for television crews and photojournalists. Print and electronic copies of background.

Prepare your representative for a grilling by the media. 

Spokesperson should have a brief statement, then open the session for questions from the floor. 

What the heck is a blog?What the heck is a blog?

It is a public journal that allows It is a public journal that allows communities of people a way to communities of people a way to share thoughts and knowledge.share thoughts and knowledge.

It is public. It is public. It contains a searchable archive.It contains a searchable archive. It shows up in search engine It shows up in search engine

queries.queries. It is growing. It is growing. It is a commitment. It is a commitment.

BlogsBlogs

http://ncaf.blogspot.com

http://ncafmedia.blogspot.com

http://www.wxprogram.blogspot.com/

New MediaNew Media

BlogsBlogs Podcasts & audio releasesPodcasts & audio releases Website & online news roomWebsite & online news room Site feedsSite feeds YouTube.com videoYouTube.com video Digital photo applications (Slide.com)Digital photo applications (Slide.com) Social networking sites Social networking sites

(MySpace & Facebook)(MySpace & Facebook)

Other Media Relations ToolsOther Media Relations Tools

Public service announcementPublic service announcement Cable channelsCable channels Talk show queryTalk show query Media kits & backgroundersMedia kits & backgrounders AdvertisingAdvertising And many others!And many others!

Presenting Tips: Presenting Tips:

Bullets & Bridging!Bullets & Bridging! Identify three main pointsIdentify three main points

Make sure all discussion leads Make sure all discussion leads back to the three main pointsback to the three main points

BRIDGING! BRIDGING!

WOW!WOW!

WOWWOW ( (WWithin ithin OOne ne WWeek)eek)What is the first step What is the first step you will take toward you will take toward

improved media relations improved media relations when you return home?when you return home?

Today’s Training ObjectivesToday’s Training Objectives

Practice perfecting the messagePractice perfecting the message

Explore media relations toolsExplore media relations tools

Jump-start your media plansJump-start your media plans

Demystify media relationsDemystify media relations

For more information:For more information:

Laura Johnston MonchukLaura Johnston Monchuk

NCAF Communications ConsultantNCAF Communications Consultant

202-741-9410202-741-9410

ncaf.news@ncaf.orgncaf.news@ncaf.org

www.ncaf.orgwww.ncaf.org