optimizing chapter media relations how to promote your chapter’s activities and gain positive...
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Optimizing Chapter Media RelationsHow to promote your chapter’s activities and gain positive visibility for worker/workplace safety
Craig G. May ASSE Manager of Public Relations
Your Dad’s Media Relations
Centralized/Brick & Mortar
Under strict editorial control
Cycled every 24 hours Driven by
“professional” journalists
Largely objective
THIS IS NOT YOUR FATHER’S MEDIA ENVIRONMENT
Your Dad’s Media Relations
Centralized/Brick & Mortar
Under strict editorial control
Cycled every 24 hours
Driven by “professional” journalists
Largely objective
Your Media Relations
Diffused and Portable
Editorial control is often vague
Cycles in real time Citizen journalists
have significant influence
Largely subjective
THIS IS NOT YOUR FATHER’S MEDIA ENVIRONMENT
Today’s news reporters are as different as the news agencies that employ them…
They want to decide for themselves what is news…
They want you to provide the information by which they make that decision.
PERSONAL RELATIONSHIPS ARE PARAMOUNT!
THIS IS NOT YOUR FATHER’S MEDIA ENVIRONMENT
Useful Skills & Effective Tactics
NEW MEDIA MEANS NEW MEANS OF MEETING NEW EXPECTATIONS
Useful Skills & Effective Tactics
NEW MEDIA MEANS NEW MEANS OF MEETING NEW EXPECTATIONS
PROMOTING CHAPTER ACTIVITIES
PROMOTING CHAPTER ACTIVITIES
emedia=more coverage2
PROMOTING CHAPTER ACTIVITIES
Build Chapter-wide social media networks
Include local news reporters on your chapter’s social media accounts and join theirs
Let reporter’s determine news value
Be there when reporters seek your chapter’s assistance—sources, background, facts, figures
PROMOTING CHAPTER ACTIVITIES
Recognize that “everyplace is a workplace” and view all news stories from this perspective
POSITIVE VISIBILITY FOR WORKER/WORKFORCE SAFETY
POSITIVE VISIBILITY FOR WORKER/WORKFORCE SAFETY
Costa Concordia
Recognize that “everyplace is a workplace”
Suggest to reporters that they take the “worker/workplace” angle of news stories covered otherwise
POSITIVE VISIBILITY FOR WORKER/WORKFORCE SAFETY
POSITIVE VISIBILITY FOR WORKER/WORKFORCE SAFETY
Promoting the profession
Growing chapter membership
Generating attendance for an upcoming event or positive awareness following an event
KNOW WHY YOU’RE SEEKING CHAPTER NEWS COVERAGE
Define Risk vs. Hazards
Influence Policy
Promote Existence of Standards
WORKPLACE SAFETY PROFESSION IS VITAL TO EVERYTHING WE DO
• Use social AND traditional media to:• Editorialize on behalf of the profession, its
influence and your expertise
• Influence coverage of workplace safety news by commenting on news webpages, social media sites or your own blog
• Win over converts to multiply your message
WORKPLACE SAFETY PROFESSION IS VITAL TO EVERYTHING WE DO
Questions?