Media Contacts

Sandra PetersonProHealth Care

Spokesperson & Media Relations

Today’s Media Has Changedvideo 4

More Fractured & CompetitiveTV StationsRadio StationsNews WebsitesBlogs Newspapers

Small Community NewspapersBusiness Publications

ConsequencesEach has a smaller piece of the audience pie

Economic downturn + more media options =smaller staffs inexperienced reporters fewer beat reporters means less

specialization less investigation

Consequences Websites result in breaking news

mentalityMore competitive to get the news out

fasterMore mistakes Less fact-checking Blogs- many are not journalists

Media TimelinesBreaking news – contact any time

Planned news release - send at 8 a.m.E-mail is bestSpecify content in subject lineCall to follow-up

Story pitch Call or e-mail

Media TimelinesInstant coverage on websites, TV, radioLonger stories in newspapers – next daySmaller publications and web use releases

as writtenLarger publications and TV stations do

their own story

Initiate ContactNewspapers – Editor and/or Beat ReporterTV stations – Assignment EditorRadio stations – News Department Web-Based News – post news release directly

***In all cases, direct contact with someone you have a working relationship with is best. He/she can point you in the right direction.

Conflicting GoalsThe media’s goals are not the same as

yours!

The media wants a story that will get the interest of their audience; ratings, readership, listeners, web-views= money

You want a story that will carry your messages to the audience you are trying to reach

Your job is to make your story interesting enough to accomplish both

How to Write a Press Release

Headline and first sentence are keyWhatWhereWhenWho

Second and third paragraphs- add detailsHow Why

How to Write a Press ReleaseKeep it simple

Some facts and figures add credibility, too many distract from your message

Don’t use professional jargon, explain it if you must

Write at 6th grade levelOne page is bestInclude media contact information

How to Write a Press Release5-Point Checklist

Is my headline specific?

Did I use active voice?

Can I chop three words from my headline?

Does my release answer the five W’s?

Did I do a five-step proofread?

Control the InterviewPreparing for an interview

Know the topic and potential questionsObtain additional information, factsPractice explaining at a 6th grade level,

avoid technical jargonChoose an uncluttered office or meeting

room for in-person interviewsLook in the mirror

Control the InterviewConducting the interview

Smile, be friendlyBe cooperative, not confrontationalUse short, concise answersDon’t try to fill the silenceEverything you say can be usedTV interviews-

Look at the reporter, not the camera Use small gestures, don’t wiggle

Control the InterviewMessage Triangle

Three key message points Together, they convey a singular overall message One does not dominate the others All should be emphasized in a balanced manner

Proof points Each key message has 3-4 proof points Allows you to repeat key messages without being

redundantCentral goal or theme (inside the triangle)

Sums up your position in a few words

Control the InterviewMessage Triangle

A—T—M Answer the questionTransition to one of the keyMessage points (use only one per answer)

Control the InterviewGetting your messages across

Transition phrases That’s important, but the critical question is… That’s one way to look at it, but if you think about it

this way…Flags (help emphasize key message points)

The most important thing is… Here is what people need to know… It boils down to this… Simply put…

Control the Interview

Small Group ExerciseMessage Triangle

Control the InterviewLook out for traps

Negative question phrasingDon’t repeat negative words. “I am not a

crook.”

Set-ups with incorrect informationUse a transition. “That’s not accurate. Here’s

what’s happening…”

Control the InterviewAfter the interview

Add any important point that wasn’t asked

Re-state most important point Don’t ask to see the story before it runsEven after the interview, reporter can

use what you say

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