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Transcript of Media Training Workshop National Indian Health Board (NIHB) 28th Annual Consumer Conference (ACC)...
Media Training WorkshopNational Indian Health Board (NIHB) 28th Annual
Consumer Conference (ACC)September 28, 2011
Pamela J. GentryOffice of Communications
Director, Strategic Marketing Group
Goals of Media Training
• Understanding how the media works• How to be more comfortable with the media• How to develop a media strategy • How to prepare information for the media• How to deliver your message• Understand what the media can do for your
organization
The Media’s Bad Wrap
The Media - Print
• Newspaper (local)• Community
Newspapers • Magazines• Newsletters• Web partners (all)• Area focused Sections
in large Metro areas
The Media - Broadcast• Local TV affiliates• Local Cable• Public TV• Local Radio News &
Talk Show • Internet Podcast• Community Based
Bulletin Boards• Web partners (All)
The Media - Internet
• Web based news providers– Google– Yahoo– Bloggers
• Web based news letters & sources– HuffingtonPost– News Link
Social Media
Social Media
What is NEWS?
Information which is…• New• Unusual• Unexpected• Controversial• Of wide significance• Of interest to the
audience of publication or program
Keys to Understanding the Media
• Understanding who to contact and when
• The news cycle• What is news worthy• Know your audience • Identifying a news peg• Understanding deadlines• Planning placement
What do you control?
• Reaching out to the media and how
• The flow of information
• Your time• Your strategy and
delivering your message
What does the media control?
• What the camera shoots
• Notes taken• Editing process• The angle• The elements in the
story• When it is published,
broadcasted or posted
Did you get the message?
Delivering the Message
• Answer the reporters question’s, but return to message.
• Put the story or issue in context. (1 incident in 5K)
• Cleary establish the limits of your authority
• Stick to the facts• Repeat messages. Each
time you repeat a message you increase your chances of its emerging in the final news story.
• Your personal opinion should remain private
Good Advice When Talking to Reporters
• Be polite• Never lose your temper• Don’t lie• Stick to your area of responsibility • Don’t be sarcastic or give smart-aleck response • Don’t bring up issues or subjects you don’t want to
see in the story• Avoid jargon
Only Answer the Question!
Media Contact Materials
• The Advisory – should be brief and to the point. (Who, what, when, why and where)
• Press Release – a backgrounder and pitch document with all the above information.
Media Advisory & Press Release
• Who • What• When • Where • Why• Contact for more
information.
Getting the Media’s Attention
What the media can do
• Be a source of clear information
• Generate outside help or interest
• Save time and money• Taking initiative can
balance critical coverage• It’s often impossible to
reach the public without the media
Tools You Can Use
• Public Relations Guide• Press Release and Advisory• Local Media Guide• Citizen Journalist Bloggers• Develop your own Media Contact List– Indianz.com– IndianCountryToday.com
Media Glossary
• Actuality• Angle• Newspeg• Package• Wires• Op-ed• By-line• Blogger
• Sot• B-roll• Chat• Convergence• Phoner• Sidebar• Stringer
Did we reach our Goals?
• Understanding how the media works• How to be more comfortable with the media• How to develop a media strategy • How to prepare information for the media• How to deliver your message• Understand what the media can do for your
chapter
Questions?