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Media as a Partner

Lee Ann J. Kendrick, M.Ed.Regional Advocacy Specialist, National PTA

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Why do we need media?

• Create a “buzz”

• Get the “word out”

• Show your power

• Inform others

• Recruit new members

• Share information

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What is the media interested in?

• Increase in sales

• Increase in viewers/readers

Note: Media is not a public service for a well informed public!

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Where to begin

Guidelines for using media:

1.There must be hard news

2.Think pictures

3.Have a quotable quote

4.Help reporters do their work

5.Know the media staff

6.Include human interest

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There must be hard news

• Large numbers of people doing something interesting

• Someone who is news says it

• A new program is launched

• New information is revealed

• The unexpected happens

• New treatment of an old story

• A tie-in with a breaking story

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Think Pictures

• No talking heads!

• Produce interesting visuals by:

– Moving the event outdoors

– Moving the event to the impacted area

• Add a subheading to the press advisory that says “Photo Opportunity”

• Make sure your organization’s name is a prominent visual

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Have a quotable quote

• Captures the meaning of the event

• Each speaker repeats it

• Put it on signs

• If nothing else, spell it right!

Just Do It!

Melts in your mouth, not in

your hands

Can you hear me

now?

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Help Reporters

• Write releases as a news article

• Who, what, when, where and why in the first paragraph

• Length of a typical news story or a bit longer

• Factual, well written and accurate

• Put opinions in quotes

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Know the staff

• Develop relationships

• Know who handles what beat

• Go introduce yourself

• Give occasional exclusives

• Nothing is EVER off the record or confidential

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Include Human Interest

• How the problem hits real people, not just statistics

• Have people tell their own stories

• Bring children

• One expert is enough

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The Press Release

• Send one week ahead of event

• Don’t give them too much information or they won’t have to come

• Who, what, where, when, why

• Follow up with reporters

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Questions