pitching 101 - lsc•ask lsc build relationships with these reporters •follow on twitter ......
TRANSCRIPT
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CarlRauscher,DirectorofCommunicationsandMediaRelations
Pitching101
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MakingContactIdentifyreporterswhocoveryouandrelatedissues:
• Patternsearchtopics
• AskLSC
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Buildrelationshipswiththesereporters
• FollowonTwitter
• Retweetwhenyoucan
• Sendinforelatedtotheirtweets
• Old-fashionedways—invitetolunchandevents
• Don’tbeasource,bearesource
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MakingthePitch
Findmultiplehooksforeachpitch• Focusonbenefits,notfeaturesormethodology
• Focusonultimateaswellasimmediatebenefits
• Knowyourfacts,butdon’tdrownthemwithdetail
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Thinklikeareporter:
• Pitchlocalangleonnationalstories
• Knowthepublication’saudienceandtailorpitchtoit
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RulesoftheRoad• Nevercallondeadline
• Spinyourmessage,butdon’texaggerateorlie
• Don’texpectreporterstobeadvocates
• Rememberthatareporter’sfocusishis/herreaders,notsources
• Nevercalltoconfirmthereceiptofapressrelease
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EngagingMembersofCongress
Overview
• RequestingquotefromMOCannouncesthatLSCandthegranteearebringingmoneyintohis/herdistrictforusefulproject
• Addingquotetopressreleasegivesitmoreresonancewithjournalists
• HoldingpresseventwithMOCbringsevenmoreresonance
• Messaging: Constituentservicesandaccesstojusticenotanti-povertyprogram
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D.C.v.DistrictOffice
• Easiertodealwithdistrictoffice
• Caseworkersindistrictofficemoreawareofgranteesasresources;dealwithconstituentproblemsvs.policystaffinD.C.moreremoved
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RequestingQuotes• Startwithdistrictoffice,mightbebumpeduptoCommunications
DirectorinWashington
• Explainwhy grantmatterstoconstituentsinthedistrictorissuestheMOCcaresabout(doyourhomework)
• Beconciseinexplainingthegrant
• Beginwithemail—butfollowupwithacallifyoudonothearbackinadayortwo
• Bepreparedtowritethequoteforthem
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Planning&StagingPressEvents
Restrictions
• CongressionalCalendar: planaroundwhenworkingintheDistrict(DistrictWorkPeriod)
• Ifnot,MondayorFriday
• LetMOCspeakfirstoraftershortintro
• Notokaytodiscussappropriations
• OkaytorespondtoQsonimpactofpotentialcuts—notokaytoask