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Media Training

Media Training. Declaration of Peace Initiative. Presented by Timi Gerson FENTON | communications. This training will give you the tools to…. Get media coverage by: - Knowing who the media is and how to reach them -Giving the media what they need and following up effectively

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Media Training

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  1. Media Training Declaration of Peace Initiative Presented by Timi Gerson FENTON | communications

  2. This training will give you the tools to… • Get media coverage by:- Knowing who the media is and how to reach them-Giving the media what they need and following up effectively • Get your message across by:-Controlling the message with a frame and language that works -Finding the right messenger for your message

  3. MEDIA TRAINING AGENDA PART ILOCAL MEDIA RELATIONS 101 PART IIFRAMING / MESSAGING

  4. LOCAL MEDIA RELATIONS 101: Lay of the Land & What the Media Needs From You

  5. Local Lay of the Land: Different Mediums • Print (including wires) • Radio • Television

  6. LOCAL PRINT

  7. WIRES

  8. LOCAL RADIO & TV NETWORK AFFILIATES (ABC, CBS, FOX, NBC)

  9. PRINT NEWSDESK: Assignment/Metro Editor Beat Reporter (religion, education, politics) Bureau Chief/Correspondent Photo Editor EDITORIAL: Editorial Board Op-Ed Editor Columnist RADIO AND TELEVISION NEWSDESK Assignment Editor (day before/day of) Beat Producer (day before/day of) Planning Editor (Long-lead or weekend events) Local Lay of the Land:Who’s Who in the Newsroom

  10. Pitching the Media:What do they need from you?

  11. The Basics • Press Advisory:Your “invite” to the media to the central event/action • Contact person/media coordinator: The person/people who call the media • Spokesperson: (may be same as contact) The person/people quoted in the media • Press release: Your “article” on the event/action to hand out at the event and to send to media unable to attend.

  12. The Process:BEFORE THE EVENT • Assign media coordinator/committee • Make Press ListOutlet, Newsdesk tel/email, individual reporter tel/email • Draft Press Advisory • Send out Press AdvisoryVia email 1-2 days before event to list • Call all local outlets1-2 days before event, after sending out advisory. Make sure they saw advisory, give them a short “pitch”. Update your press list based on calls • Draft Press Release

  13. The Process: DAY OF THE EVENT • Re-send press advisory the morning of event • Follow up calls to television/radio • Assign someone to meet/greet media at event, hand out press release and guide reporters to spokespeople. • Send out press release immediately following event to everyone on your list • Report back to DOP national contact

  14. Pitching News Stories:“It’s the Follow-up, Stupid” • Practice makes perfect Write it out: “Hi… this is Timi with The DOP calling to tell you about a rally/vigil/civil disobedience action against the war happening tomorrow at Rep. XXXX’s office. Do you have a second to talk?…” • Pitch in the morning and respect deadlines • For TV, state your visuals upfront

  15. More Bang for your Buck: “Other than the event” ideas • Submit an op-ed for publication during the week of action by local leader • Meet with columnists or local editorial board • Invite key journalists to interesting pre-week of action events

  16. FRAMING /MESSAGING General principles & DOP talking points

  17. Framing is Key • “Liberals have no idea that language is not neutral, it is framed. They have the idea that…the facts will set you free. They won’t! The facts unframed won’t set you free! People won’t reach the appropriate conclusions” --Dr. George Lakoff, Author of Moral Politics

  18. Language • The language we use conveys more than the simple meaning of the words. • Language suggests the images that will be used to convey our messages. • Some words trigger an emotional response and conjure up feelingse.g. honesty, morals, deceit, freedom

  19. MESSAGING DOs • DO: Create a message that appeals to emotions/values. Plug into pre-existing beliefs, don’t try to rewire them. • DO: Create your own values vocabulary • DO: Choose a messenger/spokesperson who resonates with your audience • DO: Build your message into stories. Capture hearts first, then minds. • DO: Maintain message discipline – repeat, repeat, repeat!

  20. EXAMPLE: Re-framing the Death Penalty Debate • Capital punishment abolitionists: The death penalty is immoral and wrong. If people only knew. • People do know. The majority believe in an eye for an eye. • Debate was at a stalemate. Re-frame: Fear of putting innocent people to death.

  21. DOP Frame Bearing moral witness at a defining national moment • The Declaration of Peace is an initiative of more than 350 groups committed to bearing moral witness at this pivotal moment in the ongoing occupation in Iraq. • We are answering a call to conscience to draw attention to the failed policies that have led to the escalation of violence in Iraq. • We will confront Congress Sept 21-28 on moral grounds to demand legislation for a new course in Iraq that would end the occupation in a timely and responsible way.

  22. Possible DOP Messengers/Spokespeople • Religious figures • Veterans • Individuals with family/friends in Iraq • Unusual suspects (former supporters of the war, individuals from traditionally conservative areas, “first-time” activists)

  23. NEED HELP? CONTACT US! Timi Gerson or Paco Fabian Fenton Communications tgerson@fenton.com pfabian@fenton.com 202-822-5200

  24. Questions & Answers

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