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Northland Semester of Service Training
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MEDIA:PUBLICIZING YOUR EVENT
MEDIA-SHMEDIA…
Don’t be scared, you’ve got news and they want it! There are, however, specific ways to
approach specific people for specific things, and whether you
follow these guidelines or not may make or break your case when
trying to get your event covered.
WHAT IS “MEDIA?” Newspapers Magazines TV Radio
“Social Media?” Facebook Blogs MySpace Twitter YouTube
Any public source of information about the goings on in a particular area.
WAYS TO PROMOTE YOUR EVENT
Post information about your project or event on the school’s/organization’s website
Create a blog to write about project preparation and implementation
Write a media release about your project and submit it to school and local newspapers and broadcast companies.
Write an op-ed piece about the issue your service-learning project addresses
Create flyers or posters and distribute Ask project partners (donating businesses,
schools, etc) to include information about your project on their websites
YSA – Semester of Service Strategy Guide - 2011
WAYS TO PROMOTE YOUR EVENT
Create a Facebook event or fan page and have all participating students invite their friends
Invite public officials or other local celebrities to attend your event or post information about it on their websites
Get some air time on the radio! Even when your project is complete,
announce results through all previously mentioned outlets
YSA – Semester of Service Strategy Guide - 2011
WHAT ATTRACTS THE MEDIA?CONSIDER USING THESE ELEMENTS OF THE NEWS WHEN PLANNING AN EVENT TO ENGAGE THE MEDIA
Controversial topics Local issues Milestones – notable developments in a
particular topic area or anniversaries Visual – what will look good on camera or in a
photo? Celebrities – respected community leaders,
elected officials; we’re not talking Hollywood here
Breakthroughs – events using words like “first,” “most,” “newest,” “youngest,” etc.
Personal storiesAmnesty International Conference – Media - 2008
PARTS OF A NEWSPAPER
Community Calendar
Letters to the Editor Use them to respond to correct something
you’ve read or to “hook” others interested in your issue/project
If responding, do so the same day if possible E-mail the letter so it is easier for the paper to
edit Aim for less than 250 words – this increases the
probability that it will be published
Amnesty International Conference – Media - 2008
PARTS OF A NEWSPAPER
Op-eds More likely to be published if addressing an issue
not mentioned elsewhere in the editorial space They look for timeliness (be concise), ingenuity,
strength of argument, freshness of opinion, clear writing, and newsworthiness
Personal experiences are great especially when in service to a larger idea
750 words Make your argument point by point, more
detailed the better
Amnesty International Conference – Media - 2008“And Now a Word From Op-Ed” David Shipley, New York Times, Feb 1,
2004
HOW TO WRITE A MEDIA RELEASE TO TV
Put your (or whoever the spokes person is) contact info at the top – name, phone, e-mail
Include the best time to contact this person If you desire confirmation, write so at the top Start with “why they should give a darn” Follow with the 5 W’s If you’ve more to say, add those details in an
attachment and specify such, or write “more details available, please call _____.”
E-mail this 3 days before the event and call the day of to confirm
“How To Get Your Message In The Media” Workshop - Duluth, MN – 2010Northland News Center
HOW TO WRITE A MEDIA RELEASE TO PRESS OR WEB
When writing, consider…
Timeliness – How does it relate to local, national, or global current events? Why would others be interested? What makes what you have to say unique or outstanding?
Where do you want your story? Newspapers expect stories 3 weeks in advance. Magazines prefer it 3-6 months in advance
The variety of outlets – remember the audience for each outlet as well. What audience are you looking for?
YSA – Semester of Service Strategy Guide - 2011
HOW TO WRITE A MEDIA RELEASE TO PRESS OR WEB
When formatting… Write a short, clear headline expressing the main
point Contact info goes at the top! Put the most important info in the first paragraph Who, What, Where, When, Why, and How?! Include a quote Keep it brief and succinct Exclude organizational or field jargon – make
sure everyone who has never heard of your program will be able to understand what you are writing
Include a brief description of your organization at the end
YSA – Semester of Service Strategy Guide - 2011
TV TIME Best time to place follow-up call
10:00am–10:30am Best time to hold an event if you want them there to
film it 10:30am–3:30pm
Not a good time for an event unless you want a live shot! 5:00pm–7:00pm
Take into consideration when their news casts are. If they’re on air, they can’t be at your event or on the phone with you!
Never hesitate to call Think “visual” – if they come to film, what will look nice? Always have one particular person available for an interview
– you may only get one shot so keep your schedule open!“How To Get Your Message In The Media” Workshop - Duluth, MN – 2010
Northland News Center
MAKE YOUR RELEASES EXCLUSIVE!
DON’T SEND THE SAME ARTICLE TO FOUR DIFFERENT PAPERS OR THE SAME RELEASE TO THREE DIFFERENT TV STATIONS. THEY WANT SOMETHING THE OTHERS DON’T HAVE AND IF THEY FIND OUT YOU HAVE ALSO INVITED THE
COMPETITION, YOU MAY RISK SEVERING A BENEFICIAL RELATIONSHIP.
TIPS ON SPEAKING TO THE MEDIA
KISS – Keep It Short & Simple! Develop 3 “talking points” for each interview. Practice them. Repeat them during
interviews. Use simple statements, words, and images Don’t use big words Beware of acronyms When you’ve answered the question to your
satisfaction stop talking! Repeat, repeat, repeat Each question is an opportunity to segue
back to one of your key talking pointsAmnesty International Conference – Media - 2008
TIPS ON SPEAKING TO THE MEDIA
Interviews are not interrogations – they’re an opportunity to share your message!
First and last points are most remembered Don’t be afraid to say “I don’t know,” it’s
much better than giving false information Don’t say, “No Comment” Always tell the truth Make eye contact with the interviewer Think of the “mike” as always live! Project your voice but don’t yell
Amnesty International Conference – Media - 2008
TIPS ON SPEAKING TO THE MEDIA Reporters will be most interested in the issue you are
addressing and why it’s important to you and the youth – use this to demonstrate how much you have learned about your issue/project
Common questions may be: What have you learned from your volunteer experience? Why is this issue important to you? How does it feel when you volunteer in your community?
Have a thorough understanding of how your event was implemented
Know the 5 W’s & H Keep your comments positive. If someone asks you a
negative question respond briefly but continue about why you’re excited about the project
Understand how your project is connected with Semester of Service
Be excited – speak with enthusiasm! YSA – Semester of Service Strategy Guide - 2011
TIPS ON COMPOSURE AND DRESS WHEN FACE TO FACE WITH THE MEDIA
Smile – don’t look too serious! Keep hand gesture to a minimum and in a
box in front of your chest Maintain posture – don’t lean back or slouch Dress conservatively – be aware of the image
you project No big hair Don’t overdo the make-up – let them fix your
face if they offer No organization buttons – they shine and
glareAmnesty International Conference – Media - 2008
“How To Get Your Message In The Media” Workshop - Duluth, MN – 2010Northland News Center
TWIN PORTS MEDIA
Minnesota/Wisconsin Public Radio
Community Calendars
PACT: Public Access Community Television Get your kids on TV (after parent consent)! These
programs are non-commercial produced by local citizens and community groups. They also provide workshops in production, and program planning.
“PACTPAGES” publicize local events whether you need help or just want people to attend (form available on www.northlandsos.org “Resources” page). FREE!
“How To Get Your Message In The Media” Workshop - Duluth, MN – 2010
TWIN PORTS MEDIA
Duluth News Tribune Newspaper
Send an e-mail one month before the event takes place([email protected])This should include why your event deserves to be printed.Do not send attachments! Send a follow-up e-mail one week before the event takes
place Call later that day or the next and ask for the Managing Editor
(Georgia) to confirm Scrapbook – needed 1.5 weeks in advance, pictures are
welcome (JPEGs!), one paragraph about event, great for fundraisers
[email protected] – After an event, need to know one day in advance
Online – “Area Voices” Blog“How To Get Your Message In The Media” Workshop - Duluth, MN – 2010
TWIN PORTS MEDIA
Community papers – Hillsider, Reader, Transistor, Zenith
College Radio – KUMD, KUWS
Eyewitness News (TV) - www.wdio.com
“How To Get Your Message In The Media” Workshop - Duluth, MN – 2010
TWIN PORTS MEDIA
Northland’s News Center (KBJR, KDHL, MY9, CW) Weekend stories (needed by Friday), Government:
LeAnn Wallace [email protected] Education: Jena Pike
[email protected] Environment/Green: Jeff Edmondson
[email protected] Sports: Zach Schneider
[email protected] Community: Dave Anderson
[email protected](others available on www.northlandsos.org
“Resources” page)“How To Get Your Message In The Media” Workshop - Duluth, MN – 2010
SOCIAL MEDIA
Word of Mouth share stories with friends and direct them and others to
your website, Facebook, blog, etc. Organize a Tweetup
If you use Twitter, engage multiple users and invite them to your event
Use Video YouTube.com is a great resource in sharing video
Organize an Online Event Use Twitter, Facebook, Blogs, or any other media to get
others involved Blog Posts
This is a fun opportunity for students as well, and a nice way for the community to follow your progress. Upload photos!
YSA – Semester of Service Strategy Guide - 2011
YOU CAN DO IT!
Don’t be scared.
You’ve got news and they want it - establish a relationship with your local media!
