Collaborating with the media to tell your

stories

The only constant is change

The only constant is change

• Fewer resources means reporters are choosier about stories

The only constant is change

• Fewer resources means reporters are choosier about stories

• Turnover means you might not know the reporters

The only constant is change

• Fewer resources means reporters are choosier about stories

• Turnover means you might not know the reporters

• You have new tools for engaging stakeholders directly

MLive is Michigan’s #1 media organization

Mass audience matters

Step 1:

Step 1:

Build a relationship with local editors

Step 1: The relationship

Build a relationship with local editors• Meet a few times per year

Step 1: The relationship

Build a relationship with local editors• Meet a few times per year• Connect on social media — with

reporters, too

Step 1: The relationship

Build a relationship with local editors• Meet a few times per year• Connect on social media — with

reporters, too• Invite editors to observe

meetings/gatherings for background

Step 1: The relationship

Build a relationship with local editors• Meet a few times per year• Connect on social media — with

reporters, too• Invite editors to observe

meetings/gatherings for background

* Remember that collaboration doesn’t preclude critical coverage

Step 1: The relationship

Step 2: The Pitch

Step 2: The Pitch

How to pitch a story:• Press releases are not your friend

Step 2: The Pitch

How to pitch a story:• Press releases are not your friend• The “nut graf” pitch

Step 2: The Pitch

How to pitch a story:• Press releases are not your friend• The “nut graf” pitch

• Overview of story• Compelling human angle• The goal: What does this story aim to

achieve?

Example: Nut graf of an issue story

Sample pitch

Success, right?

Not so fast…

We’ve only just begun …

We’ve only just begun …

We’ve only just begun …

We’ve only just begun …

Rules of engagement

• Monitor comments on story• Check in periodically over life cycle – 36 hours

Rules of engagement

• Monitor comments on story• Check in periodically over life cycle – 36 hours

• Separate the trolls from the mere critics• Don’t engage the trolls – flag them• Contact a reporter if they are really abusive

Rules of engagement

• Monitor comments on story• Check in periodically over life cycle – 36 hours

• Separate the trolls from the mere critics• Don’t engage the trolls – flag them• Contact a reporter if they are really abusive

• Take a friendly, conversational tone, even with critics

Rules of engagement

• Monitor comments on story• Check in periodically over life cycle – 36 hours

• Separate the trolls from the mere critics• Don’t engage the trolls – flag them• Contact a reporter if they are really abusive

• Take a friendly, conversational tone, even with critics• Aim for “one and done”

• Move the conversation out of the public eye

Rules of engagement

• Monitor comments on story• Check in periodically over life cycle – 36 hours

• Separate the trolls from the mere critics• Don’t engage the trolls – flag them• Contact a reporter if they are really abusive

• Take a friendly, conversational tone, even with critics• Aim for “one and done”

• Move the conversation out of the public eye

• Encourage others to comment and share

Rules of engagement

• Monitor comments on story• Check in periodically over life cycle – 36 hours

• Separate the trolls from the mere critics• Don’t engage the trolls – flag them• Contact a reporter if they are really abusive

• Take a friendly, conversational tone, even with critics• Aim for “one and done”

• Move the conversation out of the public eye

• Encourage others to comment and share• Watch for reaction on Facebook and Twitter

• Search for the story URL• Use same rules of engagement listed above

We have your back

We won’t remove all criticism, but we will address:

• Unsubstantiated allegations

• Misinformation

• Personal attacks

• Over-aggressiveness

Example: Business owner

Putting it all together

Putting it all together

Putting it all together

Contact us!• Questions? Reach out:

Jen Eyer, Statewide Community Engagement Directorjeyer@mlive.com