Pay attention to us! Managing the news media for fun and profit

1. Pay attention to us!Managing the news media for fun and profit PA LCB - RURAL INITIATIVE SYMPOSIUM May 15, 2008

2. My experience • Nearly five years as pound-the-pavement reporter for the Altoona Mirror (in the pre-Internet days) • Three years as the editor of two community newspapers in Michigan • 1.5 years as a reporter for a regional business magazine • Untold underpaid hours as a freelancer

3. Why are we here? • Most non-profits and government agencies are not good at telling their story • Are we earning our oxygen? • If we are to expect people to continue to fund our efforts with tax dollars, we have to tell them what we do, why we do it and how we can benefit them • News media relations can help get the word out

4. The default method of handling the news media

5. But that leads to ….

6. … headlines you never want to see State agency funds unaccounted for State agency slams door in public’s face Agency director to public: Buzz off! Audit reveals problems at state agency Agency ‘unresponsive’ to public needs

7. So we have a better idea … Have a plan!

8. Today’s three main ideas … • Make friends with the news media people • Regularly send out smart news releases • Have a News Media Management Plan

9. … leading to … Today’s Agenda • Some background on how the news media thinks and works • How to make friends and influence the news media • How to write effective news releases • How to create a News Media Management Plan

10. How newsrooms work How decisions about news get made

13. Tell me where to put this story Your choices: • A – Front Page • B – Page inside the news section • C – Features/lifestyle front page • D – Editorial/Opinion page

14. Story 1 • Somehow a Golden Retriever dog got loose in City Hall yesterday. It was pursued by three city police officers, but eluded them by running from room to room, barking loudly and disrupting offices. The dog was finally cornered in the mayor’s office, where it jumped onto the mayor’s chair before being collared and returned to its owner.

15. Tell me where to put this story Your choices: • A – Front Page • B – Page inside the news section • C – Features/lifestyle front page • D – Editorial/Opinion page

16. Answer • A – Front Page • B – Page inside the news section • C – Features/lifestyle front page • D – Editorial/Opinion page

17. Why? • Of local interest • Amusing • It will get read and talked about • Makes city officials look silly • Much easier to write about than zoning board meeting

18. Story 2 • The International Council on Wretched Human Conditions has issued a report stating that 27 percent more people live in wretched conditions this year than last year. The United Nations supported the report’s findings, noting that people should not have to live in wretched conditions unless it is absolutely necessary to the United States SUV market.

19. Tell me where to put this story Your choices: • A – Front Page • B – Page inside the news section • C – Features/lifestyle front page • D – Editorial/Opinion page

20. Answer • A – Front Page • B – Page inside the news section (Unless Bono is quoted; then move to C) • C – Features/lifestyle front page • D – Editorial/Opinion page

21. Why? • Sadly, will not get read by many people • “Compassion burnout” • Not the current hot international topic (unless Bono is involved) • No local connection • Snoozefest

22. Story 3 • A submitted writing by a local resident stating that the Northern Backwater School Board is spending too much taxpayer money on teacher salaries. Teachers make too much money already and they don’t need any more, the writer states. Besides, the resident states, he is retired, so why should he have to pay school taxes when his kids are all grown and gone?

23. Tell me where to put this story Your choices: • A – Front Page • B – Page inside the news section • C – Features/lifestyle front page • D – Editorial/Opinion page

24. Answer • A – Front Page • B – Page inside the news section • C – Features/lifestyle front page • D – Editorial/Opinion page

25. Why? • It’s the opinion of a reader, not a fact-based article • It’s the opinion of a reader, not the newspaper • It doesn’t conform to the newspaper’s unstated stance on the issue • It was not written by a reporter

26. Story 4 • The Meets-Way-Too-Early Rotary Service Club has elected new officers, including the election of a prominent local businessman as president. The businessman owns a chain of car washes and a laundromat. Includes photo.

27. Tell me where to put this story Your choices: • A – Front Page • B – Page inside the news section • C – Features/lifestyle front page • D – Editorial/Opinion page

28. Answer • A – Front Page • B – Page inside the news section • C – Features/lifestyle front page • D – Editorial/Opinion page • E – None of the above. Most likely it will end up inside the features/lifestyle section

29. Why? • Car washes and laundromats aren’t sexy • Rotary service clubs aren’t sexy • Most likely the men in the picture aren’t sexy • If they put it on the front page, every service club will demand front-page placement • The photo is almost certainly posed and boring • Frankly, Scarlet, most readers don’t give a damn

30. Story 5 • The Lower Eastern Township board of supervisors voted last night to reject an offer of police department cost-sharing and cooperation with Lower Western Township. The townships have a history of cooperation, but the recent election of two new supervisors on Lower Eastern Township has caused controversy as they have moved quickly to reverse decisions made by the previous supervisors.

31. Tell me where to put this story Your choices: • A – Front Page • B – Page inside the news section • C – Features/lifestyle front page • D – Editorial/Opinion page

32. Answer • A – Front Page or • B – Page inside the news section • C – Features/lifestyle front page • D – Editorial/Opinion page

33. Why? • A solid core of readers in the two townships would make it front-page news • If it’s a slow news day (meaning nothing has exploded), it might go front-page. • If it’s a hot local topic of ongoing controversy, it will likely end up on the front page. • If none of these are true, it will probably end up on an inside page.

34. One: Making friends with the news media Don’t be afraid! They don’t bite. Well, hardly ever.

35. Making friends with the media • Think of them as a high-maintenance partner, just like many other partnerships you have in the community • They can help or hurt you, so they need to be managed • Maintaining communication is crucial

36. Making friends with the media • Find out who “covers” you and take the reporter to lunch. Don’t be surprised if they won’t let you pay. But if they will, do so. • Have printed materials and website URLs giving background on your agency. • Call your reporter regularly. Monthly is fine. • Always return your reporter’s phone calls as promptly as you do your boss’s.

37. Making friends with the media • If you have a complaint, start with your reporter. Don’t go over his/her head. • Stay calm and reasonable. • Have “talking points” – a list of your main points • Don’t ask for a retraction • Don’t be surprised if there is no correction

38. The Golden Rule • Collect gold coins • Spend them wisely

39. Two: Send out news releases Yes, it’s a pain but it’s worth it. Hey, you want coverage or not?

40. Why send out news releases? • Most often, the news media will not care what you are doing • Even if they do care, they will probably not assign a reporter to cover it unless it’s juicy or controversial • Reporters are lazy.* So do their work for them.

41. OK, OK! • * Actually, reporters are like the rest of us. Some are lazy, but most are busy. Like the rest of us, they’re being asked to do more with less. Newsrooms once staffed by 20 or 30 reporters are now staffed by 10 or 15 … and they’re expected to cover more territory and a wider variety of issues. Help them out!

42. News release basics • Have a “hook” • Include ALL relevant information • Include contact info in case they want to call • Send it on letterhead • Send it to your reporter buddy by name • Keep it to one page MAX

43. Ouch. What’s a “hook”? • Your story must compete with other news of the day. You must have something to catch your audience’s attention. • You must have some reason that your story is newsworthy. • Find a person: Tell his/her story • That’s a hook.

44. Good hooks Common news "hooks" include: • Strong Local Effect • Personal Profile • Conflict or Controversy • Drama • Opinion Polls • Injustice • Special Event • Scientific Breakthrough • Anniversary/Holiday • Celebrity Involvement (Local celebrities OK)

45. Advanced hooks • Newspapers like the opportunity to take photos of things and people. • Photos usually get you better placement. • TV requires pictures, preferably things that move. People who just talk are boring. • Describe a “photo op” in every news release, if you can • You will look lousy on TV. Deal with it.

46. Include all relevant info • Every time, pretend that the reporter/reader is a blank slate. Assume they know nothing about you or your news event. • Give background on the event • Give background on your agency (boilerplate is OK)

47. Include all relevant info Answer all of these questions: Who? What? When? Where? Why? How?

48. Include contact info • The reporter might want more info. If so, how can he/she get in touch with the right person? • Include all contact info: Name, title, phone, email and physical address • Be sure that the person listed is aware of the news release and is prepared to answer questions

49. Send it on letterhead • Duh.

50. Send it to your buddy by name • Send it to your reporter buddy, using his or her name. • Don’t send more than one copy unless your news media organization has a definite history of losing stuff. • Occasionally include a handwritten note or Post-it pointing out an interesting aspect of your event.