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Working Effectively with the Media – Part 1
Gary Beaumont, University of Illinois
Sara Brewster, Easter Seals Inc.
Deborah Danuser, National AgrAbility Project
Marketing and the Media
Working with the media to tell your story
Talking about/writing about people with disabilities
Using person-first language
What Is News?
Tools & Tactics
Press Release
Media Advisory
Press Kits
Pitching
Press Conference / Media Briefing
Opinion Editorials (Op-Ed)
Editorials
Letter to the Editor (LtE)
Public Service Announcements (PSA)
Photos
Media Lists
Story Files
E-News Alerts
Web
Press Releases
What: News presented news style using Associated Press (AP) style Inverted Pyramid
Info to include:Contact(s), Release Date, Headline,
Dateline, Lead, Body, Slug, “More” and “###”
Timeline: Immediate – 1 week
Media Advisory
What: Invitation to cover an event
Info to Include:5 W’s (Who, What, When, Where, Why)
Timeline: 1 week prior
Press Kit
What: Packet of information
Info to Include: Press Materials, Fact Sheets, Brochures, Biographies, Contact Information, Photos, FAQ, History and Issue Backgrounders
Timeline: Ongoing
Pitching
What: Brief phone calls to reporters supporting your effortsInfo to Include: Highlights of sent material – 30 sec. Your name, organization, and reason for calling Be enthusiastic and polite Be respectful of deadlines Confirm receipt; Offer to resend Rejection common
Timeline: Immediate – 2 days
Press Conference / Media Briefing
What: Press Conference: formal presentation to
reporters Media Briefing: informal presentation to reporters
Info to Include: Key messages
Timeline: Invites 1-7 days in advance
RESERVE FOR SPECIAL OR UNUSUAL EVENTS & SITUATIONS
Opinion Editorials (Op-Ed)
What: 3rd Party position statements to educate on a current issue (500-800 words)
Info to Include: Headline, Byline, Short bio of author, Human angle, Facts
Timeline: 2 week minimum
Editorials
What: Media’s position statements on current issue
How: Schedule a meeting with the editorial board
Timeline: 1-2 weeks
Letter to the Editor (LtE)
What: Letters submitted to media editors about articles and current events (250-500 words) Articles relevant to AgrAbility Thank You’s Special Events Use E-News Alerts
Info to Include: Title & Date of Article, Contact InformationTimeline: Immediately after publication
Public Service Announcement (PSA)
What: FREE Brief spot announcements on broadcast media
Info to Include: Contact Info, Key Message; “Kill” DateTime your message into 10, 30 & 60
second spots
Timeline: 3-4 weeks prior
Photos
What: Good photographs of your project
Info to Include: Short, typed caption with names from L to R; use complete sentences in present tense
Timeline: Immediate – 1 month
Media Lists
What: Contact information for media outlets and reporters TV & Radio Stations; Newspapers & Magazines,
Trade Publications; Ag, Disability, & Features Reporters
Contact Deborah for assistance
Info to Include: Name, Title, Outlet, Address, Phone, Fax, E-Mail, Beat, Delivery PreferenceTimeline: Ongoing, update at least yearly
Story Files
What: List of current story ideas ready to move forward
Info to Include: Contact Info, Summary, Pitching History
Timeline: Ongoing
E-News Alerts
E-Mail Notification of Articles with Selected Key WordsGoogle, Yahoo, MSN, etc.Daily or As-It-Happens E-MailsRecommended Keywords:
Your ProjectDisability and Agriculture
Web
Often the first contact and info source
Everything you send out should be available online
Special Events Timeline
Prior Event Media advisory, Press Kits, LtEs, PSAs, and
PITCHING, PITCHING, PITCHING!!!
Day of Event Photos Press Release
Post Event Press Release, Photos, LtEs Thank You’s
Questions?
Idea Sharing
