Media Relations

1. Media Relations An Introduction Lands Advisory Board Tewanee Consulting Group

2. Communications Membership Membership Administration Communications Starts Small & Expands Family Family Membership Membership Administration

3. Communications Strategy • Multidiscipline Approach • Direct Mail • Telephoning • Inbound • Outbound • Interactive Advertising • Information Meetings • Media Relations

4. Membership (On and Off Reserve) General Public/Media Meetings Telephone Bulletins Video Web Media Talk Chief and Council/Administration Office

5. Types of Media • Print • Least immediate, but most permanent • Radio • Immediate medium • Television • Immediate medium • News agencies or News Wire Services • International disseminators of news stories Page 2

6. Understanding the Media • Utilize stories – in words, pictures and sound • Have deadlines to keep • Are businesses – they balance profit against losses and need to make money • Primary aim to stimulate, interest and entertain their readers – not just an information or education service Journals, newspapers and magazines want readers TV want viewers Radio wants listeners Page 2

7. News – what is it? • Something that is happening now • Different, unusual, unique, novel • Controversial, confidential • Relevant to many people • Extreme – very sad, very happy, very serious, very silly • Conflict – ‘Decision caused an uproar in the community’ Page 3

8. Media Activities • Proactive Media Relations • initiate and maintain contact with journalists • Reactive Media Relations • waiting for journalists to make inquiries can put you at a disadvantage • Good Planning • be prepared Page 3

9. Working with Journalists • Key to successful media activity is a good relationship with key journalists • Journalism is a highly competitive profession • It is their job to gather accurate, newsworthy information, often on a tight deadline • Media activity must be carefully planned and timing is crucial Page 3

10. Talking to Journalists • Messaging – tailor story • Deadlines – important to know the timeframe • Remember the regional media – newspapers, TV and radio stations are the key to local stories • Sustain your relationship, maintain contact Page 4

11. Treat them as normal people Journalists are professional and are not there to educate their audience, but to tell a story It’s a market; you’re selling, they’re buying Deadlines are real They want a good story Remember the pressure they face Know their medium – TV, radio, print Provide clear and accurate information Get to the point, do not waffle Nothing is “off the record” Don’t lie. Only make statements you can support factually Be relaxed, but stay sharp! Things to Remember Page 5

12. Spokesperson Person • Knowledgeable of various issues relating to the Nation • Works with communications person various initiatives • Speaks with community and media when required

13. Communications Person • Develops and fosters relationships with the community • Knowledgeable of various issues • Develops working relationships with local, national, international media • Works with government and corporate communicators • Develops communications products for various initiatives (one pagers, backgrounders, letters) • Advises spokespersons in various initiatives • Speaks with media when required

14. Step One - Identify • Identify your key media – TV/print/radio • Identify journalist

15. Step Two – Prepare to Communicate • Identify Community Spokesperson • Identify objectives • Increase awareness in the local community and for membership on the progress of the Land Code • Maintain and improve a positive image • Media kit • Press Release – key messages, the ‘lead’, quotes • Q & As • Fact Sheet • Backgrounder • Photo Page 7

16. Step Three - Communicate • Send out press packs/press releases to target journalists • Include a brief covering letter with a suggested story angle that will interest the journalist • Proactive mail out of media kits should be followed up by a telephone call a few days later to confirm that the kit was received Page 8

17. Step Four – Follow Up • Speak directly with the journalist/editor • Telephone call will draw their attention to your press material • Will assist in building relationship • Do not call first thing in the morning (mail arrives later) and do not call at the end of the day • Remember to always record any contact with the media on your Media Log Sheet Page 9

18. Media Inquiries • Media inquiries should follow a standard routing procedure – through the communications department • Questions to ask a journalist calling for info: • What publication are you calling from? (assess importance to you) • What is your name and title? (do you know the journalist?) • Can you give me your contact number? (telephone, email) • Is this an urgent call, do you have a deadline? (time in which to respond) • Do you have a message you would like to leave? (nature of call) • Sometimes you may need time to think and consult with others if a difficult question is asked – take the time and call back as soon as possible • Record all inquiries in the Media Log Page 11

19. Sample Media Log Sheet

20. Sample Media Log cont. Inquiry/Nature of call: Action/Information given: Action by: Further information needed/request sent to: Other comment:

21. In Summary • Familiarize yourself with various types of local media • Identify spokesperson • Identify objectives • Be proactive – initiate relationship with journalists, prepare messaging, provide press releases/kits, follow up • Keep a record of all contact with the media

22. Centralized Communication Service Membership Inquiries Membership Inquiries Department Communication Service Department and CCS Media Inquiries Media Inquiries Communication Service Department and CCS

23. Thank you.