Using Effective Media Relations & Social Media to Tell Your Story

2. Using Effective Media Relations & Social Media to Tell Your Story Thirtieth National Symposium on Child Abuse Von Braun Center Huntsville, Alabama March 27, 2014 10:30 am - 12:00 pm

3. Introductions • Name • Home-base • Agency • Job Title • One thing that you hope to gain from this experience

4. Learning Objectives • Describe how to use a media advisory/news release/press conference/public service announcements to generate interest • Identify strategies that effectively pitch your story to the media • Describe steps to using social media to increase awareness about your agency/services

5. Establishing Effective Media Relations • To develop effective relationships with the media, it is important to understand what the media want in a story, and make sure you provide information to them in a clear and concise format.

6. Types of Correspondence • Press Release • Media Advisory (Alert) • News Release

7. Press Release • Contains news or announcements • Up to 2 pages; 1 page is optimal • Can be posted online • Send to all media (local and national) • Can be e-mailed • If not tied to an event, send when relevant

8. When to Use a Press Release • Introduce a new program • Announce the results of a report/study • Receive a grant, award, or other recognition • Want to help the media understand the local impact of a national news story • Want to take a position on something • Announce significant staff additions • Respond to something that misrepresents facts

9. Press Release Format • Press Release • Contact Information • Date of the Release • For Immediate Release • Catch phrase

10. Media Alert/Advisory • Brief notice/invitation • Used to announce an event • Can be e-mailed • Send to those most likely to attend (e.g., local tv) • Typically sent twice • Minimum of two weeks before the event • 1-2 days before the event • Who, what, where, when, why

11. When to Use a Media Advisory • Press Conference • Rallies • Entertainment events • Ribbon cutting • Fundraisers

12. Media Advisory Format • Media Advisory • Contact Information • Headline is the event • Short paragraph containing the 5 Ws • Information about access, parking, refreshments, etc.

13. News Release • Used to not only deliver news to media but also to the general public • Used “as is” (ready to print) • Typically posted directly to the internet or news sites

14. Tools of the Trade • Media Guide • Media Kit • Press Conference • Web Site • Social Media Site • PSAs • Pitching Stories to the Media

15. Media Kit • Description of the organization • Staff profiles • Photographs • Recent press releases • Contact information (include social media) • Video (electronic press kits)

16. Media Guide • Television (Local, Regional) • Cable (Local) • Radio (Local, Regional) • Print (Local, Regional, Campus) • Alternative Weeklies (Regional) • Web

17. Press Conference • Use to announce BIG news • News should be fresh • Make it ‘visual’ • Too many will desensitize the media

18. Organizing a Press Conference • What’s your message? • Who will your messengers be? • Where will you hold it? (Location, location, location) • When (day/time) will you hold the event? • What material will you use to get the word out? • Who will you invite? • How will you market your event?

19. Conducting a Press Conference • Arrive early • Greet media • Start on time • Introduce yourself/others • Give opening remarks followed by others • Q&A

20. Web Site

21. PSAs • FCC requires broadcast media to serve “in the public interest” • Short messages produced on film, video, DVD, CD, mp3 file, or computer document • Generally inexpensive • Raises awareness • Serve as call to action

22. When to Use PSAs • Non-profit • When you have a specific announcement to make or information to share • When you need to issue a call to action • When you can say what you need to say in either 30 seconds (60-75 words) or less (but may be given 60 seconds) • When you have a relationship w/local media

23. Sample PSA • Use: Immediate: TFNTime: 20 secondsAgency: Gay and Lesbian Alliance Against DefamationTitle: "Day of Compassion" • Main Point: Day of Compassion will be held June 20 Fifteen years ago, most people thought it couldn't happen to them. Today we know better. AIDS has taken more than 320,000 lives nationwide. It could happen to someone you love. Turn on your radio or TV on June 20th and experience a Day of Compassion. It could save lives. Be aware. Be safe. Be compassionate.

24. Sample PSA • The Annual North Alabama Health & Wellness Fair will be held on Saturday, September 21, 2013 in the Student Health & Wellness Center at Alabama A&M University. Join us with your family and friends for a variety of free medical screenings, healthy living seminars, exercise classes, free food, door prizes, and more.  Public transportation will be provided from selected locations, and Spanish interpreters will be available. Come walk with us to help promote a healthier lifestyle beginning at 8:30 AM followed by the Health Fair from 10:00-2:00 PM.  The health fair is FREE and open to the entire community and is a joint collaboration between the 100 Black Men of America Greater Huntsville Chapter, Asha Kiran, and the North Alabama Coalition for the Homeless. For more information about the Fair, call Earnest Starks 256.975.5519 or Bhavani Kakani at 256. 698.4446.

25. Social Media Site • Facebook • Twitter • LinkedIn • Instagram

26. Facebook • Should you promote posts? • Should you advertise? • How often should you post? • What content should you post? (Algorithms) • Timely and relevant • Trustworthy source • Genuine • Worthy of sharing • Virtual ‘shelf’ life is about 3 hours

27. Pitching Your Story to the Media • Develop relationships with local media • Find out which media cover specific things • Communicate the idea clearly • Spin local connection • Respect deadlines (manage time) • Invite media to a briefing about your agency

28. Twitter: therealKennyA Facebook: Kenny Anderson (256) 679-4241 www.kennethanderson.co