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Mastering the Media

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Participants attend this seminar at their own risk. The views

herein expressed are the author’s alone and do not

necessarily represent the views of United Way, Wild Dunes

Resort or the Commissioner of Major League Baseball. Nor

are those entities, or any others, responsible for the content,

style or presentation of this seminar, or for the conduct of

the presenter himself. Frankly, we think he’s a bit of a

wanker.

Warning

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Why won’t the news media cover us?

Q u i zWhat business are they in:

NewspaperTVRadioDigitalMagazine

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Why Do We Care About “Media”?

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Let’s Define “Media”?

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Who Are News Media?

NewspapersTV newsNews magazinesDigital news aggregatorsRadio news

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Mastering the Media

• Why won’t the news media cover us?

• Why do the media only want to talk to us when they have something negative?

• How can we get our story covered? What do the media want?

• How can we explain all the things we do?

• How do we get top-of-mind with reporters when issues related to our work come up?

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Why won’t the news media cover us?

Know what they need.Hint: It rhymes with SNOOZE.

Make it easy for them to cover it.Package the story for them.Know their particular medium

Know when they need it.Hint: 6:00 pm TV newscasts don’t like

5:00 pm stories.

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Know what they need.

“I don’t care about your damn program.”--Dave Marshall

Why won’t the news media cover us?

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Why won’t the news media cover us?

Understand their medium

• TV needs visuals• Radio needs sound• Newspapers need depth• Magazines need evergreen• Geographic media need their town• Business media need business stories

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Make it easy for them to cover it.

Why won’t the news media cover us?

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Know when they need it.

(Not now.)

Why won’t the news media cover us?

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Why all the negativity?Consider these headlines:

Salvation Army Does Great Job Helping Poor

Red Cross: 25 Years Without Scandal

Children Happy & Learning at XYZ Elementary

New United Way Program Seeks Good Results

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How can we explain all the things we do?

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How can we explain all the things we do?

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How do we get top-of-mind with media?

Take out an ad in their brain.

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How do we get top-of-mind with media?

Methods

Editorial Board meetingsVisits to news directorsCultivate friendly reporters/editorsProvide clear information at their campaignSend scoops to friendly reporters

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Suggest day-in-the-life storyOffer behind-scenes helpProvide expert listYour staff is your PR team

How do we get top-of-mind with media?

Methods

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But Wait . . .

What about this new Interweb

thingie on my phone?

Thank you, Don Martin.

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But Wait . . .

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our message out without the news media?

Bypassing News Media

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Bypassing News Media

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Bypassing News Media

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Bypassing News Media

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Bypassing News Media

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Bypassing News Media

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Bypassing News Media

What do all these have in common?

You’re communicating directly with your key constituents.

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Bypassing News Media

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Bypassing News Media

How does Social Media fit into our plan?

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Bypassing News Media

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Bypassing News MediaBest Practices on Facebook

• No more than once/day (around noon)• Make it about them, not about you• Photos, videos, audio• People! Animals!

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Bypassing News Media

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Light-hearted, off-beat, fun

Bypassing News Media

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Bypassing News Media

Drawing Fans on Facebook• Interactive: Provocative questions• Promote others too• Follow your friends • Like, comment, post on other sites• Invite your supporters• Incentivize• Advertise

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Bypassing News Media

Mashable.com

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Bypassing News Media

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Questions?

Concerns?Queries?Interrogatives?Inquiries?Grievances?Objections?Gripes?Bellyaches?

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The End

It’s about time.