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Mastering the Media

Mastering the Media. Warning.

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Mastering the Media

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  1. Mastering the Media

  2. Warning Participants attend this seminar at their own risk. The views herein expressed are the author’s alone and do not necessarily represent the views of United Way, Wild Dunes Resort or the Commissioner of Major League Baseball. Nor are those entities, or any others, responsible for the content, style or presentation of this seminar, or for the conduct of the presenter himself. Frankly, we think he’s a bit of a wanker.

  3. Why won’t the news media cover us? Quiz What business are they in: Newspaper TV Radio Digital Magazine

  4. Why Do We Care About “Media”?

  5. Let’s Define “Media”?

  6. Who Are News Media? Newspapers TV news News magazines Digital news aggregators Radio news

  7. Mastering the Media • Why won’t the news media cover us? • Why do the media only want to talk to us when they have something negative? • How can we get our story covered? What do the media want? • How can we explain all the things we do? • How do we get top-of-mind with reporters when issues related to our work come up?

  8. Why won’t the news media cover us? Know what they need. Hint: It rhymes with SNOOZE. Make it easy for them to cover it. Package the story for them. Know their particular medium Know when they need it. Hint: 6:00 pm TV newscasts don’t like 5:00 pm stories.

  9. Why won’t the news media cover us? Know what they need. “I don’t care about your damn program.” --Dave Marshall

  10. Why won’t the news media cover us? Understand their medium • TV needs visuals • Radio needs sound • Newspapers need depth • Magazines need evergreen • Geographic media need their town • Business media need business stories

  11. Why won’t the news media cover us? Make it easy for them to cover it.

  12. Why won’t the news media cover us? Know when they need it. (Not now.)

  13. Why all the negativity? Consider these headlines: Salvation Army Does Great Job Helping Poor Red Cross: 25 Years Without Scandal Children Happy & Learning at XYZ Elementary New United Way Program Seeks Good Results

  14. How can we explain all the things we do?

  15. How can we explain all the things we do?

  16. How do we get top-of-mind with media? Take out an ad in their brain.

  17. How do we get top-of-mind with media? Methods Editorial Board meetings Visits to news directors Cultivate friendly reporters/editors Provide clear information at their campaign Send scoops to friendly reporters

  18. How do we get top-of-mind with media? Methods Suggest day-in-the-life story Offer behind-scenes help Provide expert list Your staff is your PR team

  19. But Wait . . . What about this new Interwebthingie on my phone? Thank you, Don Martin.

  20. But Wait . . .

  21. Bypassing News Media How can we effectively get our message out without the news media?

  22. Bypassing News Media

  23. Bypassing News Media

  24. Bypassing News Media

  25. Bypassing News Media

  26. Bypassing News Media

  27. Bypassing News Media What do all these have in common? You’re communicating directly with your key constituents.

  28. Bypassing News Media

  29. Bypassing News Media How does Social Media fit into our plan?

  30. Bypassing News Media

  31. Bypassing News Media • Best Practices on Facebook • No more than once/day (around noon) • Make it about them, not about you • Photos, videos, audio • People! Animals!

  32. Bypassing News Media

  33. Bypassing News Media Light-hearted, off-beat, fun

  34. Bypassing News Media • Drawing Fans on Facebook • Interactive: Provocative questions • Promote others too • Follow your friends • Like, comment, post on other sites • Invite your supporters • Incentivize • Advertise

  35. Bypassing News Media Mashable.com

  36. Bypassing News Media

  37. Questions? Concerns? Queries? Interrogatives? Inquiries? Grievances? Objections? Gripes? Bellyaches?

  38. The End It’s about time.

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