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BUILDING MEDIA BUZZ

BUILDING MEDIA BUZZ. Presented to: 2007 Parks and Recreation Ontario Educational Forum and Trade Show Presented by: susan sommers +associates Thursday, March 29, 2007 905 889-6029 www.susansommers.ca susan@susansommers.ca c. 2007. THE MEDIA QUIZ. Handout, Page 1.

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BUILDING MEDIA BUZZ

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  1. BUILDING MEDIA BUZZ Presented to: 2007 Parks and Recreation Ontario Educational Forum and Trade Show Presented by: susan sommers +associates Thursday, March 29, 2007 905 889-6029 www.susansommers.ca susan@susansommers.ca c. 2007

  2. THE MEDIA QUIZ Handout, Page 1

  3. CHANGES IN THE MEDIA • More opportunities for success • Explosion of media outlets: all business channels, talk radio, print and electronic media websites, web-based media, multi-cultural media • More competition • More freelance, less staff • Internet major tool

  4. THE KEYS TO SUCCESS • Understand what is “newsworthy” • Build on-going relationships

  5. COMMUNICATE • The right message to • the right audience through • the right media • at the right time

  6. DEFINE YOUR TARGET MARKETS • Employees • Current clients • Past and potential clients • Sponsors • Members • Donors • Suppliers • Associations • Colleagues/strategic alliances

  7. OTHER MARKETS • Competitors • Government Agencies • Media • Local Community • National/international

  8. KNOW YOUR REASONS • WHY are you contacting specific media? • What’s the “hook” • What are your goals (Handout, Page 2)

  9. UNDERSTAND THEIR REASONS • WHY should the media (and their readers or viewers) be interested in you, your products, and your services?

  10. THINK LIKE A REPORTER • Handout, Page 3 and 4

  11. UNDERSTAND THE MEDIA • Create a media list of print and broadcast media who reach your markets • Learn about their staff, deadlines, and formats

  12. KNOW THE RESOURCES • Bowden’s Directory • Matthews Media Directory • CARD (Canadian Advertising Rates & Data) • Canada NewsWire • Ontario Community Newspaper Association • Canadian Press and Broadcast News • Periodical Writers Association of Canada

  13. INCLUDE ALL KINDS OF MEDIA • Newsletters (corporate, association, and government) • Internet media • Alternative media (controlled circulation, free) • Bulletins (church, etc.)

  14. FREELANCE WRITERS • Freelance writers understand the needs and deadlines of media in their industry • Contact the Periodical Writers Association of Canada (PWAC) at www.writers.ca

  15. FOR LARGER CAMPAIGNS • Use Canada NewsWire or Matthews to send your release • Goes directly into newsrooms • Posted on their websites

  16. DESIGNATE ONE MEDIA SPOKESPERSON • All requests for interviews, quotes and information should be handled by your media representative • Create a written policy and review it with staff

  17. WHEN TO CONTACT THE MEDIA • To arrange an information session • To follow up on a media release • To comment on an issue, problem, or trend • To “pitch” your organization

  18. HOW TO CONTACT THE MEDIA • By e-mail • By mail • By fax • By telephone

  19. WHY THE MEDIA CONTACT YOU • To get a quote • To comment on an issue • To verify or obtain more information • As a pre-interview • In a crisis

  20. WHEN MEDIA PHONE Ask if the person is “on deadline” If not, buy time – ask to call back in 20 minutes with information or another contact Record the conversation You can say no

  21. PREPARE FOR AN INTERVIEW • What is the goal? • Who else is being interviewed? • Develop 3 key messages • Questions from media are message opportunities

  22. BEFORE THE INTERVIEW Provide to media:Information on youYour company and historyYour goals and objectivesBEFORE THE INTERVIEW BEFORE THE INTERVIEW BEFORE THE INTERVIEW Provide to media: • Information on you • Your organization and history • Your goals and objectives • Your programs and services 

  23. PRACTICE, PRACTICE, PRACTICE If your spokesperson is not totally comfortable with the media: • Audio and video tape answers to questions • Hire a professional for training

  24. PREPARE 2 LISTS OF QUESTIONS :Topics related to your company or organizationCreate questions that you wish the media would askProvide interviewer with listPREPARE 2 LISTS OF QUESTIONS • Topics related to your business • Create questions that you wish the media would ask • Provide interviewer with list

  25. THE SECOND LIST Questions you wish the media would not ask (but they probably will) Practice your answers

  26. AT THE INTERVIEW • Your answer is more impt. than the question • Think and talk in 15 second sound bites • Be sure of your facts • Use bridges for answers: Let’s consider, before I get to that • Stay in command – you are the expert • Don’t repeat negative questions • Listen, listen, listen • Don’t speculate

  27. NOTHING IS “OFF THE RECORD” • Anything you say can be used in any way they choose • “No comment” makes them want to know what you are hiding • They will get information from other sources

  28. BODY LANGUAGE • Look at the interviewer, not camera • Stand or sit still • Gestures: keep your hands down • Don’t cut off communication: fold hands, arms crossed, tinted glasses

  29. AFTER THE INTERVIEW • Always be available  • Arrange to get your own copies of articles or segments directly from media outlets

  30. PREPARE FOR A CRISIS • Designate a crisis “team” • Spokesperson and executives, management staff, technical, financial, extra resources

  31. CREATE A CRISIS COMMUNICATION PLAN • Put it in writing • Share with all staff • Aim • Key audiences • Emergency Media Operations Office • Release of public information

  32. IN A CRISIS • Respond within 2 hours, if possible • No longer than 24 hours • Talk about what you can confirm • Don’t speculate • Be open and honest with the media • Tell them when, and how, they will hear from you again

  33. MEDIA-FRIENDLY SPECIAL EVENTS • Open house or plant tour • Seminars and workshops • Community events • Charity fundraisers • Events involving children • Celebrity events

  34. INVITE MEDIA TO YOUR SPECIAL EVENTS • Organize a media sign-in table or room • Assign one or two people • Supply kits when they arrive - they won’t stay…

  35. MEDIA SPONSORSHIP • Involve media as sponsors or partners in your special event. • What can you offer? • What do you want?

  36. DESIGN A MEDIA EVENT • A media conference is a tool to deliver major “news” • A media preview • A media drop

  37. CREATE A MEDIA KIT • A customized presentation • Explains you and your organization or company to media when you are not there

  38. MEDIA KIT INSERTS • Media Release • Media Alert • Fact Sheet • Backgrounders • List of services and programs • Testimonials • Story Ideas

  39. MEDIA KIT INSERTS • Client and sponsor lists • Awards • Photos • Recent media coverage • Articles • Schedule of your event • Business card

  40. THE INTERNET MEDIA ROOM • Create a Media Room on your site • Make sure you keep it updated • Promote it in your publicity materials • Collect information?

  41. HIRE PROFESSIONALS

  42. MEDIA KIT INSERTS • THE MEDIA RELEASE, HANDOUT, Page 5 • THE FACT SHEET, HANDOUT, Page 6 STORY IDEAS, HANDOUT, Page 7

  43. THE INTERNET MEDIA ROOM

  44. MEDIA FOLLOW-UP • On-line and off-line clipping service and broadcast monitoring • Hire a Media Monitoring Service for larger campaigns • Keeping your own tabs

  45. WHEN YOU ARE PRAISED • Media representatives appreciate a handwritten thank you note to show to their editor or producer

  46. USE ADVERTISING TO SUPPLEMENT PUBLICITY • For special events • To reach a very specific market • Advertorials • To gain media sponsorship • For a “commercial message” • To thank sponsors

  47. CREATE A REPORT Include all contacts: • Date • Name • Media represented • What they said • Action to be taken • Call recorded by:

  48. THEN, LOOK AT COVERAGE • When, where, how much, tone • Calculate advertising value • The pros and cons • Key messages

  49. EVALUATE YOUR PROGRAM • Use the media report analysis and coverage to update your list, materials, and events

  50. RESOURCES • Bowden’s Media Directory • Canada NewsWire • Canadian Advertising Rates and Data • Canadian Press and Broadcast News • Matthews Media Directory • Canadian Periodical Writers Association • www.bowdens.com • www.newswire.ca • www.cardmedia.com • www.canpress.ca • www.cdn-news.com • www.web.net/-pwac • MediaNet Central (MediaNetCentral.ca) • Sourceswww.sources.com

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