Media Relations

Summer Camp 2012

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On July 10 & 12, campers from a dozen nonprofits

and community groups in Hamilton, ON got together

with a team of seasoned PR pros / camp counselors.

Together, they got crash courses in media relations &

social media, practiced and polished story ideas and

then made their pitches to reporters, columnists and

editors with The Hamilton Spectator.

The annual media relations summer camp is offered

free of charge by The Hamilton Spectator and Mohawk

College to support local community builders.

The positive press payoff

Telling the wrong story

Pitching the right story

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The positive press payoff

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Reputation & profile building

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Relationship building

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Standing out.

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Showing appreciation.

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Building up your trust and

forgiveness account.

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Too many nonprofits pitch

the wrong stories.

Just because it’s worthy

doesn’t mean it newsworthy.

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Ribbon cuttings!

Giant cheque presentations!

Groundbreakings!

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Fundraisers!

Gala dinners!

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Do you really want to be known for

big scissors, big cheques and

big holes in the ground?

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And does anyone else care?

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We’re broke!

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No one’s buying tickets

to our big event!

The media is under no obligation

to help bail you out. 21

You have

a much

better

story to

tell.

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The first question every reporter,

editor and producer will ask you.

Why should I care?

Why should our readers?

Our listeners?

Our viewers?

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You provide this...

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Create that…

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Make this a better place.

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Build resilience.

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Build hope.

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Build a healthier community.

Build a more prosperous

community. 31

In 30 seconds or less, what do you

provide, create or build?

Focus on where you’re

a trailblazer – first &

better than the rest.

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Put someone amazing

in the spotlight.

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Make it as easy as possible for

the reporter to tell your story.

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Give the reporter an

all-access pass.

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Pitch to the right reporter.

Email your pitch.

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The subject line is

your headline.

Make it clear,

concise and

compelling.

Max. of 3-4

sentences in the

body of your email.

End with contact

info (work & cell #s,

weekend #)

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Be bold. Be brief. Be quiet.

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Be flexible.

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Don’t be annoying.

Don’t pick a fight.

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Email a quick thank you.

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Be there when the

media need you.

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Other ways to make a name

for yourself and your

organization.

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Be a thought leader.

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Submit award nominations.

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Use social media.

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The key to great media relations.

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Jane Allison

Manager, Community

Partnerships

Hamilton Spectator

jallison@thespec.com

@JaneattheSpec

Jay Robb

Director of Communications

Mohawk College

jay.robb@mohawkcollege.ca

@jayrobb

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