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“Getting Quoted in the News”

“Getting Quoted in the News”. Prepared by Arlyn G. Riskind National Communication Association ariskind@natcom.org. WASHINGTON, DC 2013. Agenda. Why Publicize? What is News? Becoming a Media Resource Proactive Media Outreach Reactive Media Outreach Be Prepared. WASHINGTON, DC 2013.

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“Getting Quoted in the News”

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  1. “Getting Quoted in the News” Prepared by Arlyn G. Riskind National Communication Association ariskind@natcom.org WASHINGTON, DC 2013

  2. Agenda • Why Publicize? • What is News? • Becoming a Media Resource • Proactive Media Outreach • Reactive Media Outreach • Be Prepared WASHINGTON, DC 2013

  3. Why Publicize? • Raise awareness of the discipline • Reach audiences, credibly • Heighten visibility of you/your department • Become a resource for the media WASHINGTON, DC 2013

  4. What is News? WASHINGTON, DC 2013

  5. What is News? • Surprising, unexpected, counterintuitive • First, biggest, most comprehensive • Linked to what’s already in the news • Different today from yesterday • Raises new issues, problems, solutions • Intriguing to your neighbor WASHINGTON, DC 2013

  6. News Most Likely to be Covered • Pioneering research • Provocative topic • Broad audience appeal • Easily understandable WASHINGTON, DC 2013

  7. Becoming a Media Resource • Track outlets & reporters • Have good story ideas (who cares?) • Be concise • Be informative • Be honest • Be cooperative • Use clear language (no jargon) WASHINGTON, DC 2013

  8. Proactive Media Relations Generate news by promoting: • Research • Programs • Projects • Events • Experts WASHINGTON, DC 2013

  9. Proactive Media Relations Proactive tools include: • News release • Pitch email or phone call • Media advisory • Interview availability advisory • Social media marketing WASHINGTON, DC 2013

  10. Reactive Media Relations React to news as it happens via: • Promoting an expert • Issue a statement • Opinion Editorial • Letter to the Editor • Email/call a reporter • Social media marketing WASHINGTON, DC 2013

  11. Be Prepared • Prepare Messages (no more than three) • Prepare Talking points • Prepare for a Phone interview • Prepare for an on-camera interview • Always remember… you are a spokesperson for your institution; nothing is ever off-the-record; and you don’t have to have all the answers. WASHINGTON, DC 2013

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