United Way Getting Attention Session Womens Leadership Summit

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United WayGetting Attention SessionWomens
Leadership Summit

• March, 2009

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Why talk to media?

• Relevance of media
• Influence
• What the public reads, hears and sees often
  shapes what they think
• Reach
• Effective channel of communication
• Various media outlets can get your message to
  target audiences
• They tell stories and people listen

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How United Way of America can help

• National media should be coordinated through
  UWA
• Advice and counsel
• Tools and resources
• Templates
• Talking points
• Position statements
• Data/trends

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Role of local United Way

• Regional/local media
• Fitting WLC in as part of annual PR strategy
• Fulfillment
• Spokesperson preparation
• Follow-up

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Media strategy

• Building a proactive strategy
• Coordination with local United Way
• What is news?
• Timely
• New
• Relevant
• Create a strategy that outlines
• Objectives
• Key Audience
• Channels
• Timeline
• Plan who to approach about what, when
• Keep in mind, this will be one part of your UWs
  overall PR strategy
• Reinforce brand messaging/consistency
• Is there a call to action? (Go to the Web site,
  come to the event)

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Media distribution tools

• Press releases (wire, email, fax)
• Media advisories/alerts
• Desk-side briefings
• Editorial board meetings
• Op-eds
• Letter to the editor
• Targeted pitches (phone and email)
• Web site and other Web outlets
• Matte releases

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Reinforce brand messaging

• Our brand
• Optimistic
• Hopeful
• Confident in ability to make a difference
• Inspirational
• We avoid talking about need and instead talk
  about goals and how well get there.

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Writing for media/telling your story
General Expository Writing
Writing for Media
5W1H
Introduction
Conclusion
Info in Diminishing Importance
Inverted Pyramid

• 5W1H (where, what, when, where, why, how)
• Dont bury the lead
• AP Style
• Hyperlinks for social media

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Pitching your story

• Crafting the pitch
• Select targeted media contacts
• 10 second rule
• Email and phone
• Prepare for roadblocks
• Convey enthusiasm, importance
• Even if they cant see you smile!

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Protocol

• General rules for working with media
• All media contact should be coordinated by one
  person (or team) at UW
• Dont respond off the cuff
• Ask for email with specifics (questions, angle,
  deadline)
• Conduct research
• Craft message, talking points
• Be responsive (indicate when you can have info)
• Use spokesperson (Be sure spokesperson is
  prepared)
• Be transparent and truthful
• Follow up

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Media strategy Using a spokesperson

• Who is the appropriate subject expert
• Briefing sheet
• If possible, talk it through a bit before the
  interview (anticipate challenge questions, etc.)
• Your local PR staff should sit in on the
  interview, take notes, use control techniques as
  necessary, prepare for any follow-up, etc.

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Avoid common spokesperson pitfalls

• Assume youre always on the record
• Never say no comment
• Reframe the issue
• Use your control techniques
• Decline when necessary
• Dont answer off the cuff Preparation is key
• Dont miss the reporters deadline or forget the
  follow up
• Dont use acronyms or jargon
• Dont answer questions when you arent sure of
  answer
• dont speculate
• Dont exaggerate

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Message Mapping
Stakeholder Issue
Key Msg 1
Key Msg 2
Key Msg 3



Supporting Info 1
Supporting Info 1
Supporting Info 1



Supporting Info 2
Supporting Info 2
Supporting Info 2



Supporting Info 3
Supporting Info 3
Supporting Info 3
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Control techniques Reframing/Keeping it positive

• Bridging
• However, the real issue here is
• If we look at the bigger picture here
• What matters most is
• If we take a closer look
• Hooking
• I have 3 key points to share with you on
  this
• To answer that question fully, I should first
  tell you about
• Flagging
• That is a great question because
• Thats the most important question youve
  asked because

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If media contacts attend an event

• Preparation
• UW PR staff should prepare spokesperson(s)
• Media sign-in
• Media kits
• Be sure to have extra materials, talking points,
  etc.
• Greet media, explain what they will see and where
  there will be opportunities for good shots
• PR staff should introduce them to spokesperson
• Convey enthusiasm, importance

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Public Relations 101

• Effective public communication
• Timely
• Truthful
• Consistent
• Coordinated
• Four cornerstones
• Get the facts.
• Tell the truth.
• Tell it all.
• Tell it fast.

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Thank you