Engaging The Media

1. Engaging The Media News Flash – It Can Help You

2. The Basics • Media coverage can be a very powerful tool for your organization. Think traditional mainstream media (TV, radio, print) and new and emerging media (i.e. social media, blogs, niche online communities, etc.); both media are incredibly important to effectively share your story. • With Cause and Effect every message counts. Utilize local media to get the word out about your cause (Story) and how it will improve the community. Pitch relevant local reporters about the (Story) and how the story, your cause could benefit the community

3. Tips for Engaging Media What Media Wants? “News” • Tell the media something it doesn’t know. Good Talent • Clarity, humor, real life examples, optimism, passion and insider knowledge help make great talent. Self Contained Stories: • The briefing/idea • The expert – you, your manager or CEO • The case study – a match • The data – facts about the event • The visuals – if appropriate • The ‘call to action’ – donate, volunteer, partner

4. Five Key Things (1&2): Know The Purpose: • Your purpose will determine how you approach all aspects of your communications. Know The Audience: • Do you know what media reaches what audience? • Think about who you want your message to be going to and how will be best to reach them.

5. Five Key Things (3&4): Know The Message: • Your message should be tailored to each audience. Ensure what you are saying and how you are saying it will appeal to your audience. Make your message specific to your geographical area if possible, especially for local media. Know The Medium: • The differences between television, radio and print media are vast. Think about what it will be like for your ‘talent’ to sit and be interviewed live in a studio and how that will be different to an interview with a newspaper journalist.

6. Five Key Things (5 + 1): Know The Limits: • Be aware of what yourself, as a spokesperson, or your ‘talent’ are and aren’t able to say regarding privacy of participants, your organization's standpoint and specific event. Be Prepared • When you make your call/s to your chosen media outlet/s you should have your media release/proposal pre-prepared so that it is clear in your mind and you can immediately forward it to them in writing.

7. Media will want to know immediately: • Who • What • Where • When • Why • Have this information at hand when you make the call.

8. Marketing Why? Getting Word Out – For Needed Workers • To succeed, the product or service or employment opportunities it provides must be known to potential buyers / potential workers. Unless your business is known in the community and have communication with your customers readily available, you have to use marketing strategies to create product or service awareness. • Without marketing, your potential employee may never be aware of your business offerings and your business may not be given the opportunity to progress and succeed at its hiring goals. Using marketing to promote your product, service and company provides your business with a chance of being discovered by prospective employees.

9. Marketing Why? Company Reputation • The success of a company often rests on a solid reputation. Marketing builds brand name recognition or product recall with a company. When a company reaches the high expectations of the public, its reputation stands on firmer ground. As your reputation grows, the business expands and increases. The reputation of your company is built through active participation in community programs, effective communication—internal and externally--and quality products or services, which are created or supported by marketing efforts.

10. Marketing Why? Healthy Competition • Marketing also fosters an environment in the marketplace for healthy completion. Marketing efforts get the word out on pricing, products and opportunities, which not only reaches the intended consumers, but also reaches other companies competing for the potential employee. As opposed to companies that have a monopoly on products and services that can hire at any price, marketing helps keep offers and information competitive for a business to try to win over consumers before its competition does. Without competition, well known companies would continue to grow while lesser known companies or new companies would stand little chance of ever reaching their potential. Marketing facilitates the healthy competition that allows businesses and new businesses to be successful enter and grow in the marketplace.

11. How to Start? At the top. • Call the local general manager. They have solid people in place but you want answers without delay, local general managers are the place to start and expedite your goals and needs. • Set a meeting. Tell them your situation. • Here are a list of general manager contacts for the entire state of WV.

12. Thank you John Halford 1065 Radio Park Dr. Mount Clare, WV 26408 jchalford@wvradio.com 304.623.6546 Office 304.476.3323 Cell Twitter @JohnWAJRFM