Working with News Media-Big Give Jan. 2018.pptx
@fransteps
For The Big Give SA January 26, 2018
Working with News Media
@fransteps
Where Do You Start?
• • • • • •
@fransteps
Who Are The Media? What Story Do You Have to Tell? Where Should You Tell Your Story? When Is the Best Time to Tell Your Story? How Can You Tell Your Story? Why Do You Want to Tell Your Story?
Let’s Start With Questions
• • • • • • • •
@fransteps
Newspapers Magazines Radio Television Associations Industry Groups Freelancers Bloggers
Who Are The Media?
• • • • • • • •
@fransteps
Features and Benefits New Services Staff Changes Economic Impact Big Events Service Information Seasonal Outlook Community Impact
What Story Do You Have to Tell Them?
@fransteps
o Mass distribution o Targeted distribution o Exclusive
• Outlets and distribution decisions should be part of strategic decision making
Where Should You Tell Your Story?
@fransteps
• Long-range plan OR Spontaneous • Pros and Cons of Each • Might clarify the “where” to tell the story
When Is the Best Time to Tell My Story?
@fransteps
o Custom pitches o Press Release o Wire Story o Photo Essay o Other Don’t forget to amplify w/ Internal stakeholders
• External How Can I Tell My Story?
@fransteps
• Every story is important to your organization, but not every story has news value
• Answer this question fully BEFORE you start
Why Do You Want to Tell Your Story?
@fransteps
Developing Relationships with Media Professionals
@fransteps
• Be Professional • Build over time • Journos do NOT accept Compensation/meals/trips
o Time, deadline, space
• Freedom of the “press” is guaranteed in the US Constitution • They have a job to do—it’s not personal • Understand their constraints
Media Relationships
@fransteps
• Develop their own story ideas and “sell” them to the news outlet • Usually compensated by a traditional or online media outlet • May or may not expect their expenses to be covered • May or may not disclose the relationship
Freelancers Vs. Journalists
@fransteps
…and Instagrammers….and Snappers…..
….And Then There Were Bloggers…
• • • • • • •
@fransteps
Independent media channels Developing their “specialty” Emerging practices and ethics Expect to be paid….and they will work for it! You MUST do your homework Not all bloggers are created equal Should disclose the relationship, if paid
Influencers Vs. Journalists
@fransteps
Together, this will make a diverse and balanced media relations plan
PESO Model
• Paid – Can extend the life of your story on social or boost a key story placed with traditional media; place advertising alongside key stories • Earned – these are the stories you “pitch” to media of all types but for which you don’t pay actual dollars. 3rd party endorsement • Shared – These are the stories featured on social networks and/or sponsored content you cultivate with influencers. Some paid, some not, but you don’t own all the elements • Owned – these are the stories you feature in your own sites-on your blog or promote from blog to social media channels. @fransteps
PESO– what does it mean for me?
@fransteps
Research and Monitoring • Cision • Muck Rack • Inkybee • Custom Scoop • Meltwater • Burrelle’s Luce
Reference and Writing • AP Stylebook • Everybody Writes • Content Rules Public Relations Basics • https://www.prsa.org/resourcelibrary/
Tools
@fransteps
Top Tips from the Solo PR Pro Community
Hire An Experienced PR Person -- Ann Isenhower, Georgia
1. Solve a problem 2. Identify a trend 3. Help your community - the big three! Julie Dennehy, Massachusetts
Research, target, tell the truth. Make sure you really have a story. Everything you think is news…isn’t Mary Deming Barber, APR, Washington
Tip: 1. storytelling vs selling. 2. Help develop the story. Which may mean collaborating with others to develop a more robust piece. 3. Send source introductions every time a new person joins the team and quarterly. "Here are some topics we can be available for" could be helpful so the reporter @fransteps goes outside of their normal sources. Kia Jarmon, Tennessee
•
•
•
•
Do THIS!
Never tell a reporter no. If you can't help them, call back and suggest someone or multiple someones who can. Greg Brooks, Nevada
•
@fransteps
Three-fourths of news is NEW. Ensure content is actually newsworthy. Stephanie Elsea, Texas
•
• Make yourself easy to find and contact, including outside business hours. Can a reporter quickly (within two clicks or 30 seconds) find a phone number and email on your website or social? TEST IT. – Gayle Lynn Falkenthal, California
Do THIS! Contd.
• And there's no such thing as off the record. Reporters are not your friend - they don't need you to chat them up for a half hour for one quote. Sherry Abernathy Crawley, Washington @fransteps DC
• Don’t issue a press release and then not have someone standing by to take the media calls. Fran Stephenson, Texas
• Get the reporters name or beat wrong or take into account their lead time. Sacha Cohen, Washington DC
• Hire An Inexperienced PR Person Mary Beth Huffman
Don’t Do THIS!
@fransteps
• Quality vs. Quantity • Build Relationships today; pay dividends tomorrow • Start close to home and build out to the region, the nation, the world • Build a trail of great stories & great relationships • Widen the net over time
What We Believe about PR
@fransteps
• Update or Create a One Page Fact Sheet to use as a backgrounder • Create a file of 6 key images (high res AND low res) for your organization or destination so they are ready when a reporter calls • Meet your local beat or biz reporter for coffee and start building your relationship (But expect NOTHING in return)
Three Things You Can Do Today
@fransteps
Fran Stephenson, M.A., APR, CTA [email protected] http://stepincomm.com @fransteps on Twitter
Public Relations and Social Media Counsel
Crisis Planning and Scenarios
Influencer Outreach Programs
Social Media Benchmarks and Analysis
Communications Plans
For The Big Give SA January 26, 2018
Working with News Media
@fransteps
Where Do You Start?
• • • • • •
@fransteps
Who Are The Media? What Story Do You Have to Tell? Where Should You Tell Your Story? When Is the Best Time to Tell Your Story? How Can You Tell Your Story? Why Do You Want to Tell Your Story?
Let’s Start With Questions
• • • • • • • •
@fransteps
Newspapers Magazines Radio Television Associations Industry Groups Freelancers Bloggers
Who Are The Media?
• • • • • • • •
@fransteps
Features and Benefits New Services Staff Changes Economic Impact Big Events Service Information Seasonal Outlook Community Impact
What Story Do You Have to Tell Them?
@fransteps
o Mass distribution o Targeted distribution o Exclusive
• Outlets and distribution decisions should be part of strategic decision making
Where Should You Tell Your Story?
@fransteps
• Long-range plan OR Spontaneous • Pros and Cons of Each • Might clarify the “where” to tell the story
When Is the Best Time to Tell My Story?
@fransteps
o Custom pitches o Press Release o Wire Story o Photo Essay o Other Don’t forget to amplify w/ Internal stakeholders
• External How Can I Tell My Story?
@fransteps
• Every story is important to your organization, but not every story has news value
• Answer this question fully BEFORE you start
Why Do You Want to Tell Your Story?
@fransteps
Developing Relationships with Media Professionals
@fransteps
• Be Professional • Build over time • Journos do NOT accept Compensation/meals/trips
o Time, deadline, space
• Freedom of the “press” is guaranteed in the US Constitution • They have a job to do—it’s not personal • Understand their constraints
Media Relationships
@fransteps
• Develop their own story ideas and “sell” them to the news outlet • Usually compensated by a traditional or online media outlet • May or may not expect their expenses to be covered • May or may not disclose the relationship
Freelancers Vs. Journalists
@fransteps
…and Instagrammers….and Snappers…..
….And Then There Were Bloggers…
• • • • • • •
@fransteps
Independent media channels Developing their “specialty” Emerging practices and ethics Expect to be paid….and they will work for it! You MUST do your homework Not all bloggers are created equal Should disclose the relationship, if paid
Influencers Vs. Journalists
@fransteps
Together, this will make a diverse and balanced media relations plan
PESO Model
• Paid – Can extend the life of your story on social or boost a key story placed with traditional media; place advertising alongside key stories • Earned – these are the stories you “pitch” to media of all types but for which you don’t pay actual dollars. 3rd party endorsement • Shared – These are the stories featured on social networks and/or sponsored content you cultivate with influencers. Some paid, some not, but you don’t own all the elements • Owned – these are the stories you feature in your own sites-on your blog or promote from blog to social media channels. @fransteps
PESO– what does it mean for me?
@fransteps
Research and Monitoring • Cision • Muck Rack • Inkybee • Custom Scoop • Meltwater • Burrelle’s Luce
Reference and Writing • AP Stylebook • Everybody Writes • Content Rules Public Relations Basics • https://www.prsa.org/resourcelibrary/
Tools
@fransteps
Top Tips from the Solo PR Pro Community
Hire An Experienced PR Person -- Ann Isenhower, Georgia
1. Solve a problem 2. Identify a trend 3. Help your community - the big three! Julie Dennehy, Massachusetts
Research, target, tell the truth. Make sure you really have a story. Everything you think is news…isn’t Mary Deming Barber, APR, Washington
Tip: 1. storytelling vs selling. 2. Help develop the story. Which may mean collaborating with others to develop a more robust piece. 3. Send source introductions every time a new person joins the team and quarterly. "Here are some topics we can be available for" could be helpful so the reporter @fransteps goes outside of their normal sources. Kia Jarmon, Tennessee
•
•
•
•
Do THIS!
Never tell a reporter no. If you can't help them, call back and suggest someone or multiple someones who can. Greg Brooks, Nevada
•
@fransteps
Three-fourths of news is NEW. Ensure content is actually newsworthy. Stephanie Elsea, Texas
•
• Make yourself easy to find and contact, including outside business hours. Can a reporter quickly (within two clicks or 30 seconds) find a phone number and email on your website or social? TEST IT. – Gayle Lynn Falkenthal, California
Do THIS! Contd.
• And there's no such thing as off the record. Reporters are not your friend - they don't need you to chat them up for a half hour for one quote. Sherry Abernathy Crawley, Washington @fransteps DC
• Don’t issue a press release and then not have someone standing by to take the media calls. Fran Stephenson, Texas
• Get the reporters name or beat wrong or take into account their lead time. Sacha Cohen, Washington DC
• Hire An Inexperienced PR Person Mary Beth Huffman
Don’t Do THIS!
@fransteps
• Quality vs. Quantity • Build Relationships today; pay dividends tomorrow • Start close to home and build out to the region, the nation, the world • Build a trail of great stories & great relationships • Widen the net over time
What We Believe about PR
@fransteps
• Update or Create a One Page Fact Sheet to use as a backgrounder • Create a file of 6 key images (high res AND low res) for your organization or destination so they are ready when a reporter calls • Meet your local beat or biz reporter for coffee and start building your relationship (But expect NOTHING in return)
Three Things You Can Do Today
@fransteps
Fran Stephenson, M.A., APR, CTA [email protected] http://stepincomm.com @fransteps on Twitter
Public Relations and Social Media Counsel
Crisis Planning and Scenarios
Influencer Outreach Programs
Social Media Benchmarks and Analysis
Communications Plans
