Working with Media: How to Earn Publicity for Your Organization

Victor Guerrero

Museums and Cultural Affairs DepartmentCity of El Paso Texas

Introductions

• Name

• Organization

• Why are you here?

Questions?

• What is a Press Release?

• Who do I send it to?

• What do I include?

• How should I follow up?

Publicity

• Disseminating planned messages through selected media to further the organization’s interests

• Forms of Publicity– Newspaper Article– News Story– TV/Radio Shows– TV/Radio Interview– Blog

Public Relations

• Is the management functions which evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and plans and executes a program of action to earn

Doing your homework…• What does your organization do?

– Who covers your sector/cause?• Reporters• Bloggers

– Are there any trade magazines in your sector/cause?

– Does your local newspaper have a section?

• Become a local media expert– Tune in to local radio stations, reading local newspapers and

surfing the internet, to make sure you are targeting the right outlets

– You never know what ideas might come to you when you hear how other stories are covered

Where do I start?Media Outlets In El Paso• Print

– El Paso Times– El Diario Juarez/El Paso– What’s Up?– El Paso Inc.– El Paso Scene– Prospector/Tejano Tribune

• TV– KINT 26– KVIA 7– KFOX 14– KDBC 4– KTSM 9– Azteca 44– Televisa 56

Media Outlets In El Paso

• Radio– KHEY– KPRR– KTSM– KLAZ– KSII– KROD– KINT– KOFX– KHRO

• On-Line– Newspaper Tree– El Paso Times

Niche Publications

• Lifestyle– El Paso Magazine– El Paso Times– El Paso Scene

• Business– Twin Plants– Juarez El Paso Now– El Paso Inc

• Entertainment– Posh– What’s Up?

How do you get it to the media?

• Email is the fastest way

• Where to get?• Paper• Magazine• Website• Or call!

How to Disseminate?

• Press Release– A press release is an official formal

document that gives media outlets an overview of an announcement of event

A Press Release Should…

• Include a distinctive, large headline that is eye-catching and will make the press pay attention to your announcement– To include in e-mail header

• Ensure that issue is timely and newsworthy

• Your first sentence should tell readers exactly what your release is about

• The crucial first paragraph– You have to grab the journalist’s attention immediately

so make your first paragraph as strong as possible

• Answer: Who? What? Why? When? Where? How?– Include Process Agenda if Available

Press Release Should….

• Avoid a marketing tone– Don’t sell your product– Instead it is wise to use facts

• Avoid excessive use of adjectives and fancy language

• Include a contact person, phone number and email address that is up-to-date and accurate

• Promote your event’s visual appeal. Whether it is a TV camera or print photograph, news is visual. Include information about photo opportunities at the end of the release

A Press Release Should…

• It is encouraged to include one of two quotes from influential people in the community to help draw attention to your event. – Be sure to get their permission before sending the news

release to the media

• Include website, if available, to go for more information

• Type ### at the end of your release to indicate the end and there are no more pages.

Media Advisory/Calendar Notice

• An official formal document used as a means of reminder that is formatted to make it easy for media gatekeepers to record the event in their calendars or day planners

• Difference in scheduling

• Use if your Press Release is announcing an Event – Meeting– Fundraiser– Exhibit opening– Health Fair

Media Advisory/Calendar Notice Should Be

• Short and concise

• Should be kept to one page

• Answer: Who? What? Why? When? Where? How?

• Type ### at the end of the release to indicate the end

Time Line

• Press Releases - Full Month prior to event

• Calendar Notices - Full month prior to event

• Media Advisories - Two weeks prior to event. Resend 2 days before event

• Media Follow-Up- Day before the event for major electronic media

Deadlines

• Daily Publications – Ongoing– Work 5 days in advance for Sunday feature

stories• Weekly Publications

– A week ahead• What’s Up Weekly: Monday for

• Monthly Publications– A month and a half ahead

• Radio/Television– Ongoing

About Email

– Label in subject line in ALL CAPS• PRESS RELEASE• MEDIA ADVISORY• CALENDAR NOTICE• PRESS CONFERENCE/PHOTO OP

– On Email Body• Include text of press release

– As attachments• Word Document• Pictures – Low Res – High Res Available • V-Card

Things to Remember

• Information has to be– Newsworthy– Timely

• Fact check and spell check documents

• Can use Facts as “Shock Value”

• The more information, the better!

• Visuals

Things to Remember

• Best time to send press releases?– Before 10 am

• Contact information

• Be friendly and mindful of the media

• Always carry a business card

• Send thank you notes

Ineffective Headlines

• Wrapped in Tradition

• Masterworks at EPMA

• Will You Volunteer?

• Disease can kill you

• Many have died of HIV

Effective Headlines

• Dale Chihuly Wraps El Paso in Tradition

• Kahlo, Rivera and Warhol in El Paso

• Looking For a New Challenge in 2009?

• Bach for Lunch at EPMA

• What you are eating right now can be killing you……

• 6 Million have died of HIV

Getting Creative• Exhibit Sneak Peak

– See it before anyone!

• Fire Academy

• Feed the Animals

• Take Pictures!

• Got a product?– Pimp it!

• Wedding – Hall

What Can You Do?

• What is special about your organization?

• What services do you offer?

• Does anything interesting happen behind the scenes?

El Paso Human Services

• Nothing about them…without them

• Youth Led and Youth Driven

• PRIDE Heroes

• Leaders Effecting Youth’s Success

Mission/Vision

• El Paso Human Services, Inc.’s mission is that of “providing excellent in-home mental health therapy, home, child and life management skills training, and family group conferencing to disenfranchised families, and acting as a conduit between these families and the courts.”

• The vision of El Paso Human Services, Inc. is to provide needed services to “at risk” families and youth and resources to those who serve these populations.

Pitching a Story

• Pitch Stories – Not Topics– Rave parties – Topic– Drug usage by teens at rave parties – Story

• Think about….– Current environment – Can piggy off any current events?– Niche Magazines

• Match your story to the focus of the magazine• Is event happening downtown?

– There is a magazine for that!

Interviews

• Wear professional clothing

• Be well groomed

• Be prepared for all questions• Develop brief Statement• Develop talking points• Develop questions that maybe asked and

formulation of short and concise answers• Make sure your message stays on the

positive side

Interviews

• Plan a location– Place for visual impact

• Outdoor – Beware of climate conditions

– Indoor climate controlled settings work best

• Take a quick look on the mirror!• Spit out gum• Remember to stay cool, calm and

collected

Interviews – On Camera

• Start with good posture• Stay focused on your subject• Speak at a pace that will allow you to be

articulate• It is ok to think for a minute about the

question and formulate an answer• Honesty is key• If you mess up…

– Start from the beginning• Content will be edited, unless its live

Interview – Don’ts

• Never go “off the record”

• Do not talk with your hands

• Do not chew gum

• Don’t be distracted

• Don’t check your text message

• Do not play with your hair

Press Conferences

• A press conference can help publicize any major event or announcement by reaching many media outlets in the region together at one place and time. Press conferences can be quite efficient, however, it is extremely important to establish that the announcement or event has to be interesting, timely, but most importantly, newsworthy. If the event fails to consist of the latter, the media may not respond. This may hinder future coverage.

Press Conferences

• Location– Easily accessible– Available and with free parking– Visually interesting to the media– Holding a press conference at a place directly related

to the announcement of event should be considered– The use visual aids such as banners, posters, etc., is

recommended

• The venue should have ample space to accommodate media, guests, camera crews and other electronic equipment

Press Conferences

• Panel – Include:– high-profile speaker (s) – Such person can be an

• Artist• Community leader• City representative

– Mayor Cook + Guitar

• Department head, etc. • Experts

Press Conference Scheduling

• Tuesdays, Wednesdays and Thursdays • Mondays are the beginning of the week and media usually use

this day for planning and assignment meetings for the week ahead.

• Fridays are a considered a “wrap up” day, reporters and editors rush to complete assignments against the day’s and week’s deadlines

• The best time is between 10:00 a.m. and 2 p.m.

• Weekend conferences are strongly discouraged since news organizations drastically reduce operational and reporting staff during the weekend

• Furthermore, it is generally difficult to reach weekend staff before and event since they are not available during the week.

Press Conference

• Materials for the media – Press kit/media packet for the attending media

• The press kit/media packet should consist of:– A copy of the press release– Fact sheets about event, organization, or project– Background materials that will amplify content of the

press conference. These include pictures of exhibit, artist, spokes person, special guest, pamphlets, posters, postcards, etc.

– Snapshot biography and pictures of key spokesperson (s)

– Business Card

Press Conference• Preparing a spokespeople for the

event– Brief speakers on the event or statement

– All participants should be prepared to answer any questions from reporters and other media staff

– To help a spokesperson (s) better prepare the following should take place:

• Develop brief Statement• Develop talking points• Develop questions that maybe asked and

formulation of short and concise answers

Press Conference

• The day of the press event– Ensure arrival at least an hour prior to start time

– Assign a greeter

– Start the press conference on time, even if attendance is sparse

– An official should welcome the media and briefly mention why the press conference has been called

– The official should introduce the speakers and let the media know that these individuals will be available for questions and interviews after the press conference

Discussion

• Web as an information tool

• Traditional Media VS New Media

• Channels of communication changing– Niche Marketing is growing

• Shift in message Delivery– Consumers control the content they wish to

consume now more than ever

Traditional Media

• Newspaper Circulation is down 14% since 1990

• Network news ratings are down 34% down since 1994

• Cable News viewership has been flat since 2001

New Media

• 70% of the U.S. population now uses the internet

• 4 million active blog sites

• 80 million people visited newspaper websites in 2006

• ElPasoTimes.com gets 6 million monthly hits

Traditional Media

• Newspaper Circulation is down 14% since 1990

• Network news ratings are down 34% down since 1994

• Cable News viewership has been flat since 2001

New Media

• 70% of the U.S. population now uses the internet

• 4 million active blog sites

• 80 million people visited newspaper websites in 2006

• El Paso Times gets 6 million monthly hits

Tips

• Website– Contact Information

• Telephone Number• Physical Address• Email Address• Suggestion Box• “Email this Page”

– Splash Page

Splash Page

• On the Internet, a splash screen or splash page is a page of a web site that is a sort of pre-home page front page. Designers may use splash pages:

• to direct users to the appropriate website for their country or language;

• to direct users to a low-bandwidth site or one more accessible to disabled users;

• as an additional form of advertising.

Blogging

• A blog (a contraction of the term "Web log") is a Web site, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. "Blog" can also be used as a verb, meaning to maintain or add content to a blog.

Types Blogs

• Personal blog• Organizational blog• Corporate blog• Question blog

• Popular– Perezhilton.com– Gawker.com – Barry’s blog (http://www.westaf.org/blog/)– Glasstire.com

?Questions