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Media Training Workshop: Understanding and Engaging with the Media

Join the National Indian Health Board (NIHB) at the 28th Annual Consumer Conference (ACC) on September 28, 2011, for a comprehensive media training workshop. Learn how to navigate the media landscape, develop a media strategy, prepare information, and effectively deliver your message. Understand the power of the media and how it can benefit your organization.

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Media Training Workshop: Understanding and Engaging with the Media

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  1. Media Training WorkshopNational Indian Health Board (NIHB) 28th Annual Consumer Conference (ACC)September 28, 2011 Pamela J. Gentry Office of Communications Director, Strategic Marketing Group

  2. Goals of Media Training • Understanding how the media works • How to be more comfortable with the media • How to develop a media strategy • How to prepare information for the media • How to deliver your message • Understand what the media can do for your organization

  3. The Media’s Bad Wrap

  4. The Media - Print • Newspaper (local) • Community Newspapers • Magazines • Newsletters • Web partners (all) • Area focused Sections in large Metro areas

  5. The Media - Broadcast • Local TV affiliates • Local Cable • Public TV • Local Radio News & Talk Show • Internet Podcast • Community Based Bulletin Boards • Web partners (All)

  6. The Media - Internet • Web based news providers • Google • Yahoo • Bloggers • Web based news letters & sources • HuffingtonPost • News Link

  7. Social Media

  8. Social Media

  9. What is NEWS? Information which is… • New • Unusual • Unexpected • Controversial • Of wide significance • Of interest to the audience of publication or program

  10. Keys to Understanding the Media • Understanding who to contact and when • The news cycle • What is news worthy • Know your audience • Identifying a news peg • Understanding deadlines • Planning placement

  11. What do you control? • Reaching out to the media and how • The flow of information • Your time • Your strategy and delivering your message

  12. What does the media control? • What the camera shoots • Notes taken • Editing process • The angle • The elements in the story • When it is published, broadcasted or posted

  13. Did you get the message?

  14. Delivering the Message • Answer the reporters question’s, but return to message. • Put the story or issue in context. (1 incident in 5K) • Cleary establish the limits of your authority • Stick to the facts • Repeat messages. Each time you repeat a message you increase your chances of its emerging in the final news story. • Your personal opinion should remain private

  15. Good Advice When Talking to Reporters • Be polite • Never lose your temper • Don’t lie • Stick to your area of responsibility • Don’t be sarcastic or give smart-aleck response • Don’t bring up issues or subjects you don’t want to see in the story • Avoid jargon

  16. Only Answer the Question!

  17. Media Contact Materials • The Advisory – should be brief and to the point. (Who, what, when, why and where) • Press Release – a backgrounder and pitch document with all the above information.

  18. Media Advisory & Press Release • Who • What • When • Where • Why • Contact for more information.

  19. Getting the Media’s Attention

  20. What the media can do • Be a source of clear information • Generate outside help or interest • Save time and money • Taking initiative can balance critical coverage • It’s often impossible to reach the public without the media

  21. Tools You Can Use • Public Relations Guide • Press Release and Advisory • Local Media Guide • Citizen Journalist Bloggers • Develop your own Media Contact List • Indianz.com • IndianCountryToday.com

  22. Actuality Angle Newspeg Package Wires Op-ed By-line Blogger Sot B-roll Chat Convergence Phoner Sidebar Stringer Media Glossary

  23. Did we reach our Goals? • Understanding how the media works • How to be more comfortable with the media • How to develop a media strategy • How to prepare information for the media • How to deliver your message • Understand what the media can do for your chapter

  24. Questions?

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