The New york times headline reads:

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The New york times headline reads
May 4, 1963
The New york times headline reads
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Media Tips and Tactics
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Dogs and Hoses Repulse Negroes at Birmingham
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Dogs and Hoses Repulse Negroes at Birmingham
This headline, along with this horrifying image,
brought national exposure to the civil rights
movement, and the plight of African-Americans in
the south.
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Walter Cronkite gives an editorial report on the
Tet offensive in Vietnam.
February 27, 1968
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Upon seeing the report, President Lyndon Johnson
is said to have remarked, If I've lost Cronkite,
I've lost Middle America.
A month later, Johnson announced that he would
not seek re-election.
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A Biloxi-Gulfport Sun Herald Editorial entitled
Help Us Now, begs the nation.
September 2, 2005
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The essentials - ice, gasoline, medicine -
simply are not getting here fast enough. We are
not calling on the nation and the state to make
life more comfortable in South Mississippi, we
are calling on the nation and the state to make
life here possible.
The nation responded, donating 4.2 Billion in
private aid in the immediate wake of Katrina.
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The media can have a profound impact on public
opinion.
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(No Transcript)
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Todays Reporter

• Overloaded with Info
• Deadline Driven
• Stories and Anecdotes
• Conflict
• Ego
• Different by publication

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Message/Prove It - 3 x 3 -
VIP - Sound Bites -
Anecdotes, Analogies
Third Party
You - C, C, C - Body Language - Voice
Audience -- Relationship, Listen, Translate -
Reporter Viewer/Reader 5Ws So What?Who
Cares? Headline WIIFM Conflict
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5 Steps to Preparation

• 1. Overview statement
• 2. Key Messages
• 3. Prepare for Difficult Questions
• 4. Last Question Response
• 5. Offer to provide more information

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Focus the Message

• 3 x 3
• VIP
• Soundbites
• Stories, Anecdotes
• Third Party Endorsement

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Creating a Soundbite Bite
HEADLINE
PROOF 1/Fact
PROOF 2/ Make Me Care
Proof - Anecdote/Story -Third Party Endorsement
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Creating a Soundbite

• Local, local, local
• Specific to your audience/publication
• Differentiated from whats been covered before
• Visual, visual, visual
• C

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Media Dos and Donts

• Build the Relationship
• Be friendly, but dont be their friend
• Ask the reporter questions
• Know your material
• Provide follow up info