Media Can Be Your Partner

1
Media Can Be Your Partner

• Make It Happen

2
Objectives

• Build awareness of among local media
• Identify at least three resources from press kit
• Identify three ideas for engaging the media
• Learn two ways to obtain after event media
  coverage

3
How Do I Grab Media Attention?
YOU ARE HERE
4
Partnering With the Media

• Use a variety of methods including
• Proclamations
• News releases
• Research
• Collateral Materials
• Editorials
• Video PSAs
• Newspaper supplements

5
Preparing for Media Public

• What are your goals?
• What is your key message?
• What is your agenda?
• If you dont have one, create an one

6
T H E T I M E O F Y O U
Time Magazine Person of the Year
Todays media is about consumer interaction. The
media look for consumer-driven content. Tools
like the blogs, Youtube, MySpace bring together
the small contributions of millions of people and
make them matter.
7
Approaching Media

• Real life example
• Victim turned advocate
• Mover Shaker
• Give hard facts -New stats about local boating
  /potentials
• Expert fills in the blanks -What to do about
  local issues

8
Using Media

• Celebrate Safe Communities tie AWW to local
  needs
• Sample proclamations
• Crime Prevention Month
• Encourage Governor or Mayor to issue proclamation
  including AWW
• Present the proclamation to local government
  leaders at a council or board meeting

9
Using Media

• Once your proclamation has been issued . . .
• Send to local newspaper for publication
• Share in local organizations newsletters
• Ask local radio stations
• Pitch local morning news shows

10
Using Media

• Advisories and News Releases
• Advisories
• Advance event notice
• Announce keynote speaker
• News Releases
• Localize official release
• Announce your event
• Available for interview
• After the event

11
Using Media

• News Releases
• Link AWW to current community hot topics
• Neighborhood Watch
• Home Invasion
• Burglary
• Identity theft prevention

12
Using Media

• Research
• Use research and statistics to grab attention
• Perceptions of Crime fact sheet
• AWW/DHS materials

13
Using Media

• Collateral Materials
• Encourage airtime for PSAs
• Respond to local issues with radio PSA
• Air TV on local access shows
• Newspaper support for supplement
• Protecting kids in cyberspace
• Reprint one or more articles
• Sponsor or find sponsor to reprint supplement

14
Using Media

• Collateral Materials
• Talking points
• Use to focus spokespeople and volunteers
• Adapt/create new for specific issues
• Localize AWW national press materials
• National news releases
• Encourage local airtime/support for AWW

15
Using Media

• Collateral Materials
• Fliers
• AWW flier
• CGAUX recruiting materials
• Websites
• Report exciting ideas through CGAUX website
• Write about AWW event progress for CGAUX
  publications

16
Partner with Media

• Invite the media . . .
• Follow local preparation for the AWW event
• Film a visit by Coastie to local school
• Record kids participating in an AWW poster
  contest
• Winners can be announced at the event or later in
  the month

17
Public Appearances
18
Partner with Media

• Invite media to. . .
• remote live broadcast from a MOM patrol or AWW
  carnival -Local weather personality
• To host autograph signing booth at AWW carnival
• Residents get to meet favorite personalities
• Local radio to broadcast live from the event

19
Partner with Media

• Offer Media . . .
• VIP/keynote speaker interview
• Interview with local Auxiliarist -Compelling
  story
• Auxiliarists for AWW hotline segment during
  morning news show
• Submit weekly AWW tips to local newspapers,
  television, and radio

20
Partner with Media

• Offer Media . . .
• Generate local public affairs contacts
• Offer to be a guest on their show
• Work with your affairs officer to suggest an
  angle for your leadership
• to appear on local media
• Create your own AWW month PSA (national can help)
• Work with local media to co-star and film at
  their studios
• Link to AWW PSAs to websites
• Local crime prevention show
• Host an AWW spokesperson
• Promote local programs that work and include AWW
  information

21
Partner with the Media

• Submit weekly AWW tips

22
Partner with Media

• Offer Media . . .
• Chance to record one-of-a-kind event
• Active Example National Safe Boating Week
  activity with AWW emphasis
• Show facilities air and surface
• Access to
• Police Chief/sheriff
• Local celebrity -Involve a local sports figure,
  actor, personality in your event
• Story ideas for their blog
• Track their blogs and write responses/share new
  information
• Offer guest blog opportunity if you have your own
  blog

23
B L O G S
51 of journalists read Blogs for story ideas.1
Description A Blog is a user-generated and
frequently updated online journal, displayed in
reverse chronological order, with opportunity for
Comment from other users.

• Facts
• There are 54,000 new Blog posts every hour
• The Blogosphere doubles approximately every 230
  days
• On Average, Blog users visit 77 more web sites
  than non-Blog users.2

1 http//www.editorsweblog.org/news/2005/08/us_51_
of_journalists_use_blogs.php 2 http//technorati.c
om/weblog/2006/11/161.html
24
B L O G R E A D E R S
39 Percent of online Americans that read Blogs.
( Thats 57 million people! )
http//www.pewinternet.org/PPF/r/186/report_displa
y.asp
25
M E D I A T R A F F I C
210 Growth in traffic to Blogs on Traditional
Media websites. ( Only 9 growth in traffic to
main page )
Nielsen//Net Ratings Press Release
26
Partner With Media

• Get Creative with online media
• YouTube Video
• Create entertaining video about event
• Create crime prevention tips videos
• MySpace Page
• Share stories about local event volunteers
• Post pictures before and after the event

27
Partner With Media

• Still more you can do after the event
• Tout what worked
• Share success stories through news release-
• New partnerships
• Plan for next year

28
Partner With Media

• Now . . .
• What do you need from Public Affairs????
• Talking Points
• Video News Release
• Audio News Release
• Editorials

29
Public Affairs Capabilities?

• Brochure Design
• Displays
• Multi-media presentations- including new media
• Media releases
• Advertising Marketing
• Speeches
• Imagery
• PSAs
• Other