Working Effectively with the Media Part 1

1
Working Effectively with the Media Part 1

• Gary Beaumont, University of Illinois
• Sara Brewster, Easter Seals Inc.
• Deborah Danuser, National AgrAbility Project

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Marketing and the Media

• Working with the media to tell your story
• Talking about/writing about people with
  disabilities
  
• Using person-first language

3
What Is News?
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Tools Tactics

• Press Release
• Media Advisory
• Press Kits
• Pitching
• Press Conference / Media Briefing
• Opinion Editorials (Op-Ed)
• Editorials

• Letter to the Editor (LtE)
• Public Service Announcements (PSA)
• Photos
• Media Lists
• Story Files
• E-News Alerts
• Web

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Press Releases

• What News presented news style using Associated
  Press (AP) style
  
• Inverted Pyramid
• Info to include
• Contact(s), Release Date, Headline, Dateline,
  Lead, Body, Slug, More and
  
• Timeline Immediate 1 week

6
Media Advisory

• What Invitation to cover an event
• Info to Include
• 5 Ws (Who, What, When, Where, Why)
• Timeline 1 week prior

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Press Kit

• What Packet of information
• Info to Include Press Materials, Fact Sheets,
  Brochures, Biographies, Contact Information,
  Photos, FAQ, History and Issue Backgrounders
  
• Timeline Ongoing

8
Pitching

• What Brief phone calls to reporters supporting
  your efforts
  
• Info to Include Highlights of sent material 30
  sec.
  
• Your name, organization, and reason for calling
• Be enthusiastic and polite
• Be respectful of deadlines
• Confirm receipt Offer to resend
• Rejection common
• Timeline Immediate 2 days

9
Press Conference / Media Briefing

• What
• Press Conference formal presentation to
  reporters
  
• Media Briefing informal presentation to
  reporters
  
• Info to Include Key messages
• Timeline Invites 1-7 days in advance
• RESERVE FOR SPECIAL OR UNUSUAL EVENTS SITUATIONS

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Opinion Editorials (Op-Ed)

• What 3rd Party position statements to educate on
  a current issue (500-800 words)
  
• Info to Include Headline, Byline, Short bio of
  author, Human angle, Facts
  
• Timeline 2 week minimum

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Editorials

• What Medias position statements on current
  issue
  
• How Schedule a meeting with the editorial board
• Timeline 1-2 weeks

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Letter to the Editor (LtE)

• What Letters submitted to media editors about
  articles and current events (250-500 words)
  
• Articles relevant to AgrAbility
• Thank Yous
• Special Events
• Use E-News Alerts
• Info to Include Title Date of Article, Contact
  Information
  
• Timeline Immediately after publication

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Public Service Announcement (PSA)

• What FREE Brief spot announcements on broadcast
  media
  
• Info to Include Contact Info, Key Message
  Kill Date
  
• Time your message into 10, 30 60 second spots
• Timeline 3-4 weeks prior

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Photos

• What Good photographs of your project
• Info to Include Short, typed caption with names
  from L to R use complete sentences in present
  tense
  
• Timeline Immediate 1 month

15
Media Lists

• What Contact information for media outlets and
  reporters
  
• TV Radio Stations Newspapers Magazines,
  Trade Publications Ag, Disability, Features
  Reporters
  
• Contact Deborah for assistance
• Info to Include Name, Title, Outlet, Address,
  Phone, Fax, E-Mail, Beat, Delivery Preference
  
• Timeline Ongoing, update at least yearly

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Story Files

• What List of current story ideas ready to move
  forward
  
• Info to Include Contact Info, Summary, Pitching
  History
  
• Timeline Ongoing

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E-News Alerts

• E-Mail Notification of Articles with Selected Key
  Words
  
• Google, Yahoo, MSN, etc.
• Daily or As-It-Happens E-Mails
• Recommended Keywords
• Your Project
• Disability and Agriculture

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Web

• Often the first contact and info source
• Everything you send out should be available online

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Special Events Timeline

• Prior Event
• Media advisory, Press Kits, LtEs, PSAs, and
  PITCHING, PITCHING, PITCHING!!!
  
• Day of Event
• Photos
• Press Release
• Post Event
• Press Release, Photos, LtEs
• Thank Yous

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Questions?
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Idea Sharing
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Contact Information

• Gary Beaumont
• 217-333-9440
• Sara Brewster
• 800-221-6827
• sbrewster_at_easterseals.com
• Deborah Danuser
• 800-914-4424
• ddanuser_at_easterseals.com