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Media Contacts

Media Contacts. Sandra Peterson ProHealth Care Spokesperson & Media Relations . Today’s Media Has Changed video 4. More Fractured & Competitive. TV Stations Radio Stations News Websites Blogs Newspapers Small Community Newspapers Business Publications. Consequences.

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Media Contacts

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  1. Media Contacts Sandra Peterson ProHealth Care Spokesperson & Media Relations

  2. Today’s Media Has Changedvideo 4

  3. More Fractured & Competitive • TV Stations • Radio Stations • News Websites • Blogs • Newspapers • Small Community Newspapers • Business Publications

  4. Consequences • Each has a smaller piece of the audience pie • Economic downturn + more media options = • smaller staffs • inexperienced reporters • fewer beat reporters means less specialization • less investigation

  5. Consequences • Websites result in breaking news mentality • More competitive to get the news out faster • More mistakes • Less fact-checking • Blogs- many are not journalists

  6. Media Timelines • Breaking news – contact any time • Planned news release - send at 8 a.m. • E-mail is best • Specify content in subject line • Call to follow-up • Story pitch • Call or e-mail

  7. Media Timelines • Instant coverage on websites, TV, radio • Longer stories in newspapers – next day • Smaller publications and web use releases as written • Larger publications and TV stations do their own story

  8. Initiate Contact • Newspapers – Editor and/or Beat Reporter • TV stations – Assignment Editor • Radio stations – News Department • Web-Based News – post news release directly ***In all cases, direct contact with someone you have a working relationship with is best. He/she can point you in the right direction.

  9. Conflicting Goals The media’s goals are not the same as yours! • The media wants a story that will get the interest of their audience; ratings, readership, listeners, web-views= money • You want a story that will carry your messages to the audience you are trying to reach • Your job is to make your story interesting enough to accomplish both

  10. How to Write a Press Release • Headline and first sentence are key • What • Where • When • Who • Second and third paragraphs- add details • How • Why

  11. How to Write a Press Release • Keep it simple • Some facts and figures add credibility, too many distract from your message • Don’t use professional jargon, explain it if you must • Write at 6th grade level • One page is best • Include media contact information

  12. How to Write a Press Release • 5-Point Checklist • Is my headline specific? • Did I use active voice? • Can I chop three words from my headline? • Does my release answer the five W’s? • Did I do a five-step proofread?

  13. Control the Interview • Preparing for an interview • Know the topic and potential questions • Obtain additional information, facts • Practice explaining at a 6th grade level, avoid technical jargon • Choose an uncluttered office or meeting room for in-person interviews • Look in the mirror

  14. Control the Interview • Conducting the interview • Smile, be friendly • Be cooperative, not confrontational • Use short, concise answers • Don’t try to fill the silence • Everything you say can be used • TV interviews- • Look at the reporter, not the camera • Use small gestures, don’t wiggle

  15. Control the Interview • Message Triangle • Three key message points • Together, they convey a singular overall message • One does not dominate the others • All should be emphasized in a balanced manner • Proof points • Each key message has 3-4 proof points • Allows you to repeat key messages without being redundant • Central goal or theme (inside the triangle) • Sums up your position in a few words

  16. Control the Interview • Message Triangle • A—T—M • Answer the question • Transition to one of the key • Message points (use only one per answer)

  17. Control the Interview • Getting your messages across • Transition phrases • That’s important, but the critical question is… • That’s one way to look at it, but if you think about it this way… • Flags (help emphasize key message points) • The most important thing is… • Here is what people need to know… • It boils down to this… • Simply put…

  18. Control the Interview Small Group Exercise Message Triangle

  19. Control the Interview • Look out for traps • Negative question phrasing • Don’t repeat negative words. “I am not a crook.” • Set-ups with incorrect information • Use a transition. “That’s not accurate. Here’s what’s happening…”

  20. Control the Interview • After the interview • Add any important point that wasn’t asked • Re-state most important point • Don’t ask to see the story before it runs • Even after the interview, reporter can use what you say

  21. SHORT BREAK • DeAnns presentation will continue in 10 minutes

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