Meet the Press… More Effectively!

1. Meet the Press…More Effectively! Laura Johnston Monchuk National Community Action Foundation Media Advisor

2. Why is improved media relations important to you?

3. Today’s Training Objectives • Practice perfecting the message • Explore media relations tools • Jump-start your media plans • Demystify media relations

4. Messaging – being prepared with a positive messages for the media Managing – improve and manage relationships with the press Packaging –strategically packaging messages for greatest impact Presenting –acquiring interview skills and media savvy Quick Overview ofElements of Media Success

5. Messaging Tips: • Prepare in advance • Five W’s • 3 core messages ~ 30 seconds • Make sure its newsworthy • Motivation sequence: • Attention • Need • Satisfaction • Support • Action

6. Managing Tips: • Golden Rule • Make their jobs easier • Maintain credibility • Keep detailed database • Update lists regularly • Have a plan • Do something daily

8. ENERGIZE your media relations in 10 minutes • Write goals and schedule time • Call a reporter and introduce yourself • Watch the weather forecast • Read papers for angles and reporters to pitch • Write a letter-to-the-editor • Invite a reporter to lunch • Fill in the blanks • Thank a reporter • Put together a short ad for a student volunteer • Check out the Media Club website for ideas and tips • Read and comment on a blog • Call me!

9. The Communications Plan • The key ingredient to successful communications • Identify target audiences • Pinpoint specific contacts • Assign delivery vehicles • Establish timeframe • Evaluate

11. Packaging Tips: • Write in style • Associated Press (AP style) • Chicago Manual of Style • Individual papers • Know your tools • Choose and use wisely

12. Basic Media Relations Tools • Media query • Media advisory • News releases • Letters-to-the-editor • Op-ed • News conference • New media

13. Media Query • Sometimes it is best to pick up the phone or send an e-mail to tip off a reporter. • A way to build relationships.

14. Media Advisories • Simple way to let media know about an event they may want to attend. • Send to the assignment editor, city editor or news editor. • Five W’s • Identify key dignitaries who will attend. • Outline the story angle and relevance. • Keep it simple and to one page!

15. News Releases • Inverted pyramid • Keep it to one page • Could be fashioned as a statement only • NCAF sample releases

16. NCAF: Bush’s Proposed Energy Budget Elects Energy Experimentation over Conservation WASHINGTON (Feb. 5, 2007) – President Bush’s 2008 budget proposes a 40 percent cut, a $98 million reduction, to the Weatherization Assistance Program. National Community Action Foundation Executive Director David Bradley said the administration’s plan unwisely elects energy experimentation over conservation. “The Administration is proposing that all new energy resources go into research and development of new technologies for the future. We certainly need new breakthroughs, yet it is not wise to invest only in risky, long-range experiments and neglect more immediate and proven home energy-saving upgrades. Reducing energy use is the cheapest way for society to ease the demand for fuels,” Bradley said. “Last year the weatherization program helped nearly 100,000 low-income households permanently lower their energy use by 30 percent. By slashing program funding, an estimated 40,000 American low-wage workers and retirees on fixed incomes who are on weatherization waiting lists around the country will be kept waiting.” -30- NCAF is the Washington advocate for the Community Action Agencies that provide weatherization services to low-income households. NCAF Executive Director David Bradley is available for additional comment this week.

17. David Bradley, executive director of the National Community Action Foundation, said Bush’s proposal “unwisely elects energy experimentation over conservation.” “We certainly need new breakthroughs, yet it is not wise to invest only in risky, long-range experiments and neglect more immediate and proven home energy-saving upgrades,” he said.

18. NCAF Sample News Release For Immediate Release Contact: {Your name, phone, e-mail} Local Energy Conservation Program Caught in Washington Spending Fight (YOUR COMMUNITY) Date – Before its Spring recess, the U.S. Senate directed the Energy Department to restore funding for local weatherization efforts that the Administration cut from its 2007 spending plan just as local crews were gearing up for the year. The Bush Administration recently revised the Energy Department’s 2007 spending plan to cut the Weatherization Assistance Program by $38 million, or 16 percent. This change of plans would translate into a {how much—see state percentages} percent cut to the local weatherization program managed by {your agency name}. According to the agency’s {Your Title}{First and Last Name},its skilled local weatherization crew weather proofs and upgrades heating and cooling systems of about {how many} low-wage workers and retirees each year. The Department of Energy estimates these investments reduce energy use by 20 to 30 percent for at least two decades and lower home energy bills an average of $358 each year after the improvements are made. After the Energy Department funding announcement, the Senate amended the Iraq war supplemental emergency spending bill, instructing the Secretary of Energy to restore the program to nearly 2006 levels using funds originally designated for this purpose. However, with the fate of the supplemental spending bill caught between the White House and Congress, the {your agency} weatherization team is uncertain about how much of its mission can be accomplished. “Until a few weeks ago, we were anticipating full funding for the weatherization program year, which begins {April 1 or July 1},” said {Last Name}. “Our weatherization crews are ready to go, and we are prepared to weatherize {how many} homes this year. Now we’re unsure how the federal funding situation will affect us. If these cuts are not reversed, there will be many disappointed families in {local community name} who are currently on weatherization waiting lists. “We hope Congress will reverse this cut before the year moves very far,” said {last name}. “We are grateful for the commitment of Senator{s}{your Senators name, if shown as a co-signer or Sanders amendment co- sponsor} and Representative{s}{your representative’s name, if shown as a co-signer} to the low-income energy consumers in our state. We appreciate that they tried to prevent these cuts, and we are confident they will do everything in their power to turn this bad decision around.” Earlier this month,{Last name(s) of senators and representatives} signed a letter sent to Secretary of Energy Sam Bodman and Office of Management and Budget Director Rob Portman urging them to maintain or increase the Weatherization program as authorized in the 2005 Energy Policy Act. -30-

20. Letters to the Editor • Among the best-read sections of any newspaper. • Major newspapers get hundreds of letters each week, and most run only a few letters a day. • Pay close attention to the individual rules for getting your letter in the paper. A few generic rules: • Be timely.  If your letter is about news that’s a month old, it may not get play. • Be brief.  Generally under 200 words. • Have an angle.  Have a reason for them to run it. • Be sure it is well-written and typed or e-mailed. • Try to make reference to something that has been in the newspaper, especially in another letter to the editor.

21. Op-Ed Pieces • Expresses an opinion or reaction to a current issue or event. • 500-750 words, concise, to the point. • Read the paper’s editorial section and guidelines before submitting. • It may take several weeks and some require “specials.” • Strategize who the proper author should be: A local leader? A client? • Include complete contact information and a blurb about the author.

22. News Conferences • Gives your organization a proactive opportunity to state its position in depth. • Allows you to hit multiple outlets at once, but reporters get the same story. • Don’t cry wolf! Call a news conference only if you have newsworthy and timely news to break, you have access to a limited-access expert or official. • News rooms are stretched and deadline-driven, so the topic must warrant their leaving their desks to attend. Check deadlines of the major media before booking. • Make sure reporters’ needs are met. Mult-boxes for audio, make sure there are interesting visuals for television crews and photojournalists. Print and electronic copies of background. • Prepare your representative for a grilling by the media.  • Spokesperson should have a brief statement, then open the session for questions from the floor. 

23. What the heck is a blog? • It is a public journal that allows communities of people a way to share thoughts and knowledge. • It is public. • It contains a searchable archive. • It shows up in search engine queries. • It is growing. • It is a commitment.

26. Blogs • http://ncaf.blogspot.com • http://ncafmedia.blogspot.com • http://www.wxprogram.blogspot.com/

27. New Media • Blogs • Podcasts & audio releases • Website & online news room • Site feeds • YouTube.com video • Digital photo applications (Slide.com) • Social networking sites • (MySpace & Facebook)

28. Other Media Relations Tools • Public service announcement • Cable channels • Talk show query • Media kits & backgrounders • Advertising • And many others!

29. Presenting Tips: Bullets & Bridging! • Identify three main points • Make sure all discussion leads back to the three main points BRIDGING!

30. WOW!

31. WOW (Within One Week)What is the first step you will take toward improved media relations when you return home?

32. Today’s Training Objectives • Practice perfecting the message • Explore media relations tools • Jump-start your media plans • Demystify media relations

33. For more information: Laura Johnston Monchuk NCAF Communications Consultant 202-741-9410 ncaf.news@ncaf.org www.ncaf.org