Working with the Media

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Working with the Media

• The Ohio Early Care and Education Campaign
• Advocacy Training

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EFFECTIVE MEDIA MESSAGES

• Concise
• Interesting
• Well-organized
• Visually appealing
• Consistent

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STEP ONE MAKE CONTACT

• Knowing contact names is very
• important. Find these by
• Media directories
• Web search
• Contact local newsrooms and statewide news
  services

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MAKE CONTACT- CONT.

• Keep a current list of reporters and producers
  who have contacted you
• Maintain a clipping file of stories

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STEP TWO ESTABLISH A RELATIONSHIP

• Get to know which reporters cover your issues.
• Introduce yourself with a phone call or a
  get-to-know-you meeting

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ESTABLISH A RELATIONSHIP MEDIA KITS

• Prepare a media kit for reporters including
• Calendar of events
• Press releases
• Fact sheets on your issue
• Information about your organization
• Any other relevant information

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STEP THREE MAINTAIN THE FLOW

• Being as helpful and accessible as possible.
• Providing background information when a news
  story breaks about which you or your group is
  knowledgeable.

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Maintaining the flow Use existing opportunities

• Add to mailing lists
• Invite to events
• Consider for awards

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STEP FOUR FOLLOW UP!

• Be sure to follow-up with a phone call any
  materials that you have sent to the media by
  mail, e-mail or fax!
• Send thank you notes or e-mails when a reporter
  covers your event or writes a story on your
  issue.

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Print Media Opportunities Newspapers and
Magazines

• Editorials
• Op-eds
• Press Releases
• Letters to the Editor
• Feature Stories

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THE PRINT PRESS NEWSPAPERS AND MAGAZINES

• Get acquainted with one of the editors.
• Contact the editor, ask for an appointment, and
  tell him or her about your issue.
• If he/she is interested in the idea, the editor
  could be encouraged to write an editorial on the
  subject.

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PRINT MEDIA- CONT.

• If not, then you can propose to write an op-ed
  article on the subject.
• By limiting the length of your op-ed piece to 500
  or 600 words, you stand a much better chance of
  seeing it published.

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THE PRESS RELEASE

• A press release is a short description of your
  newsworthy information or announcement of your
  event designed to attract media attention to
  cover it.

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THE PRESS RELEASE

• Make it short - 1 page, double-spaced.
• Make it clear - what, where, why, when
• Get to the point at the beginning -
• Triple-check all your facts

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THE PRESS RELEASE

• Include contact name and phone number - it will
  not be printed if you don't.
• Type "News Release at the top of the page and
  "-30-"at the bottom, signifying the end.
• Try to establish a contact at the newspaper, TV
  or radio station who may feel a personal
  connection to your event or issue

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LETTERS TO THE EDITOR

• Contact the newspaper to find out length and time
  restrictions.
• Letters must be signed and include an address,
  telephone number or e-mail address.

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Broadcast Media

• Radio public and traditional
• Call-in
• Public Affairs Programs
• Television network and cable
• Community Bulletin Boards
• Guest Commentary
• Airwaives owned by public

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PUBLIC SERVICE ANNOUNCEMENT (PSA)

• Provide clear, concise answers to the Who, What,
  When, Where, Why and How.
• Call the station and ask how long, in number of
  words and in time, your PSA can be.
• Cant target a specific elected official

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PUBLIC SERVICE ANNOUNCEMENT (PSA)

• There are generally four lengths
• 10 seconds (25 words)
• 20 seconds (50 words)
• 30 seconds (75 words)
• 60 seconds (150 words)

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PUBLIC SERVICE ANNOUNCEMENT (PSA)

• Direct the PSAs to the Public Affairs Director
  with cover letter
• Say the name, address and telephone number of
  your group twice!

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FEATURE STORIES

• Generate interest
• Answer questions
• Provide further information
• Good for Broadcast and Print Media

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The News Conference

• Perhaps the single most effective means of
  generating news.
• 11 a.m.
• The most important part of the news conference is
  the announcement being made.

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DAY-OF-EVENT COVERAGE

• Want day-of coverage of event
• Identify reporters assigned
• Send media kit to assigned reporters
• Build case, call morning of event to confirm
• Provide them a VIP parking pass, give
  instructions on where to find contact.

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REMEMBER THE DETAILS

• Spokespeople availability
• Get contact information from media!
• LOCATION IS CRITICAL
• Have fun!
• Be gracious