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There Are No Small Papers

There Are No Small Papers read, watch, listen to local news check out media web sites find out who covers your area call or visit reporters Get to know the news media deadlines best times to contact stories in progress; future stories how to pitch: phone, e-mail, fax

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There Are No Small Papers

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  1. There Are No Small Papers

  2. read, watch, listen to local news check out media web sites find out who covers your area call or visit reporters Get to know the news media

  3. deadlines best times to contact stories in progress; future stories how to pitch: phone, e-mail, fax The media visit spend the time asking questions

  4. Media as messenger • Reporters aren't your audience • Know the audience • What connects with them

  5. Professionals – neither friend nor foe Aren’t always ‘out to get you’ Don’t worry about making you look good Asking tough questions is their job More often generalists than specialists Live by tight deadlines Reporters

  6. Different reporters have different needs • Newspapers • Radio • Television • Web

  7. Editors and broadcasters assign news value based on: • Timeliness • Proximity • Prominence • Consequence • Human interest

  8. Reporter’s name, who they work for Who’s the audience (lifestyle, business) What they want from you/your role Determine if you can help Or get them to someone who can When do they need it -- deadlines Reporter’s knowledge of subject When they call…

  9. Phone or in person TV crew Call-in radio show Local or national outlet Interview format

  10. Great interviews don’t just happen Never wing it – do your homework Is this controversial; what will critics say Gather background for reporters Think visual – photos, video, graphics Preparation is key

  11. It’s OK to say you can’t talk this minute Arrange a time to call back in 15 minutes Use time to prep -- key points, background, etc. Call back prepared Buy some time

  12. You can’t tell ‘em everything Honing message takes discipline What do you want people to know If you don’t know key messages, your audience won’t Your message -- Know it, hone it

  13. Use simple, everyday language Ditch the jargon, university-speak Practice short answers Say it aloud, never memorize Imagine telling mom in 30 seconds Short and simple

  14. How does this affect your audience Head, heart or pocketbook Use 'real life' anecdotes or examples Develop descriptive phrases or word pictures Bah-Hum Bug Kinder, gentler chickens Make it memorable

  15. Keep your cool, be professional, pleasant Actively listen to the reporter’s questions Concentrate on conveying your message During the interview

  16. Interviews are more than just answering questions Strategies help manage interview Guide discussion back to key points Drive, don’t ride Interview strategies

  17. Ask questions to determine if the reporter “gets it” Provide brief background information Offer to answer follow-up questions Tell the reporter how to reach you later Are you getting through?

  18. Newspapers and radio stationsare often short-handed They are happy to let you do the job if you can produce quality copy You, the reporter

  19. You have an interesting story to tell You have important information to relay Not every news item needs a news release Write a news release when:

  20. A date A headline Contact information Just the facts ma’am What should be in everynews release?

  21. Plan: Find an idea, research and organize Draft: Get things down on paper Clarify: Revise your draft Edit: Remove the excess Proofread: Get it all correct; ask for help – four eyes are better than two Writing process

  22. A useful guide for organizing your news release Readers start at the top Editors cut from the bottom Inverted Pyramid Really Important Facts Who What Where When Why Information that helps readers Information that provides context Useful detail and history

  23. Who What Where When Why Top of the pyramid usually includes the 5 Ws: Really Important Facts Who What Where When Why

  24. Immediately helps the reader Provides context Gives useful detail and history Information that helps readers Information that provides context Useful detail and history Follow with information that:

  25. Use them sparingly Probably the least essential Often hardest to remove Add a nonobjective tone Cuter is not always better Adjectives, adverbs and exclamation points

  26. Always provide contact information Pay attention to grammar and style (but don’t obsess over them) Learn from experience Make life easy for editors:

  27. A column is: Regular (weekly, for instance). Personal (you talking to your audience). A news release is: Irregular (usually one article). Objective (balanced perspective). How is a column differentfrom a news release?

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