Celebrating 50 years of Wilderness: Media Training, January 2014
Shenandoah Wilderness, Virginia
Media Event Planning- Agenda• What is news?• Event concept• Media specific events• Media for non media-specific events• Media materials • Press outreach before, during and after the event
What is News?• New• Local• Human interest• Conflict• Controversy• Strange bedfellows• Visuals• Timely
Concept• GOALS: What is the purpose of the event?• RESOURCES: How many people will you have?
What is your budget? Will you partner with other groups?
• MESSAGE: What is the story you are trying to tell?
MEDIA SPECIFIC EVENTSPlanning
Media Specific Events: Location• Easy to find • Accessibility• Appropriate size• Symbolism• Visuals• Electricity• Rain location
Media Specific Events: Date/Time• What are your priorities for media? For people?• Best times for print media: Tues, Wed, Thurs
between 10am-11:30am• Weekly newspaper deadlines?• TV News: Before 4pm
Media Specific Events: Visuals • Telling a story• Clear message,
repeated• Good photo
opportunities
Media Specific Event: Speakers• Interesting and
credible • Diversity• Brief statements• Compelling personal
stories• Press availabilities• On message
NON-MEDIA EVENTSPlanning
Non-Media Events • What opportunities are
available? • Can reporters join a hike?
Press availability before or after the event?
• Incorporate as much of the media event planning as you can• Take photos, have “speakers”
• Think outside of the environmental beat• Reviewer for an art show?
Community events reporter?
PRESS MATERIALS
Press Materials: Advisory • Used to generate interest, calendar submission• Who, What, When, Where• Don’t give the whole story
Press Materials: Press Release• Add the Why and How to the press advisory• Write in pyramid style– most important information first
• Include 2-3 pithy quotes• Keep it to 1 or 1 ½ pages • Follow up with a phone call after sending
PRESS OUTREACH
Advance Press• Press list• Press advisory, pitch calls, community
calendars• Facebook event• Identify media liaison, photographer • Prepare press release (but don’t send yet)
Press Day of Event• Resend press advisory, make last minute calls• Arrive early • Have copies of any materials, press release• Start promptly• Media liaison, photographer work their magic
Post Event Press• Immediately after send press release, share with photos on social media
• Follow up with thank you notes for good stories• Ask attendees to send letters to the editor or write op-eds
Questions?