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Media Relations 101

Media Relations 101. Javier Solano. Introduction. Working with OPA. Supporting OBS build up. This Webinar will last around 45 minutes. Getting a reporter on center. Javier Solano. Media Relations Procedure: Office of Public Affairs. Responding to Media Inquiries.

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Media Relations 101

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  1. Media Relations 101 Javier Solano

  2. Introduction • Working with OPA • Supporting OBS build up This Webinar will last around 45 minutes. • Getting a reporter on center Javier Solano

  3. Media Relations Procedure:Office of Public Affairs

  4. Responding to Media Inquiries When the media contacts you with a request for info or an interview, a few calls need to be made. • Center Director (corporate HQ, if necessary) • Regional Office of Job Corps • The Office of Public Affairs (regional contact)

  5. Responding to Media Inquiries • Do not do the interview right away. • Find out basic info and offer to get back with the reporter. • What is the story about? • Whom does the reporter want to interview? • What is the reporter’s deadline? • TIP: Use a form

  6. The Vetting Process • Regional OPA and Regional Office of Job Corps • National OPA (Michael Volpe) • Office of Congressional and International Affairs (OCIA) as courtesy • National Director, Office of Job Corps • Secretary of Labor (sometimes)

  7. Why? • Privacy Act • Seeing the whole board • Help with elected officials • Adding value • Because OPA doesn’t like surprises Our No. 1 concern is to provide for the safety of the students and the campuses.

  8. Common Questions • How much time does the vetting process take? • What if a reporter has a tight deadline? • What about proactive media relations? • What happens if media contact us after-hours? Can I still get through to OPA?

  9. OPA Contacts • Region I-Boston (CT, ME, MA, NH, NY, RI, VT, PR, USVI) • (617) 565-2072 • Region III-Philadelphia (DE, DC, MD, NJ, PA, VA, WV) • (215) 861-5100 • Region IV-Atlanta (AL, FL, GA, KY, MS, NC, SC, TN) • (404) 562-2080 • Region V-Chicago (only IL, IN, MI, MN, OH, WI) • (312) 353-6976

  10. OPA Contacts • Region VI-Dallas (only AR, LA, NM, OK, TX) • (972) 850-4708 • Region VII-Kansas City (IA, KS, MO, NE) • (816) 426-5481 • Region VIII-Denver (CO, MT, ND, SD, UT, WY) • (303) 844-1300

  11. OPA Contacts • Region IX-San Francisco (only AZ, CA, Guam, HI, NV) • (415) 625-2630 or (415) 625-2631 • Region X-Seattle (AK, ID, OR, WA) • (206) 553-7620

  12. Supporting OBS:Six Things I’d Do

  13. 1. Build a Media List • Media list • Local print, television, radio, and online • Education and business reporters (and editors) • If in a remote location, include distant media • Include contacts for calendar listings, photo editors • MP&F can help. • Expand the spreadsheet • How do they like to be contacted, best times to reach • Last visit, last story (positive/negative), and other notes • Who covered the enrollment freeze and the lifting?

  14. 2. Build a Calendar • School calendar plus events • Graduation • Community service projects • Open houses • VIP visits and tours • Games, contests • Are some open to the public? • Send to media to update their calendar listings.

  15. 3. Find Your Success Stories • Personal stories • Not necessarily your SGA president • A rising, an awakening • Signs: JTM, good wage, higher ed, leader • Organize as one-page profiles and short stories • Does JC work? Why should your center stay open?

  16. 4. Launch a Recruitment Drive • You just created an event • More newsy than saying “we have openings” • But don’t be afraid to tell them you have openings • A release that tends to get picked up • Can attach it to a season or do it quarterly

  17. 5. Build a Relationship • With the media • Center visits and tours • Invite for lunch • Yes, they have time for this, even in today’s media landscape • Research target before you talk • What can you do for them (not vice versa) • With the Office of Public Affairs

  18. 6. Tell Your Story • Letters to the editor • Op-Eds • Get a reporter on center

  19. Get a Reporter on Center

  20. The Approach • How do reporters like to be contacted? • E-Mail: Subject line matters, get to the point • Photos and video help. Show me. • Cut through the clutter: phone, letter • Following up • When is the best time to make contact? • Not on deadline • Morning is usually better • Soft news: Friday isn’t a bad day to pitch

  21. The Hook • Graduations and ceremonies • Community service projects • Career technical skills training projects • Open houses • New student arrival/orientation • Mentoring, speaking opportunities • Lunch on center works, too

  22. The Goal • Get the reporter on center • Why? • This is where perception meets reality. • If no perception, this is where you make a first impression. • This is where you introduce your success stories. • No expectation of coverage. Play it cool.

  23. Media Relations 101 Questions/Comments? Call us at (615) 259-4000.

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