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Welcome!We will be starting the training session shortly.
Blogger & MediaOutreach
Greg Greene » Democratic Nat’l Cmte.August 10, 2012
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Introductions
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Norms
You
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FOLLOWING THE LAWElections.neworganizing.com
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Presenter:
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Greg Greene
New Media Outreach Director
Democratic National Committee
OBJECTIVE
•Walking through the present-day media landscape, and the tools needed to navigate it — and;
•Learning how to make inroads with the media and reach the people that you need.
AGENDA
•Surveying the media landscape•Making pitches and reaching
audiences •Building and nurturing media
relationships
The Changed Landscape
•Fewer gatekeepers•Greater cacophony of voices•Digital media ↔ traditional media
Blogs & the Media Landscape
•Merging with — or into — traditional media ecosystem
•Influencing political coverage•Hosting ‘water cooler’ banter among
reporters, insiders, and activists
Activist Reporters & Bloggers
•Can rouse support for candidates, issue campaigns, and causes
•Organize people behind policy goals (e.g., presidential support for marriage equality)
•Sometimes — through writers or readers — raise money for campaigns and causes
QuickTime™ and a decompressor
are needed to see this picture.
Allen Quip Provokes Outrage, ApologyName Insults Webb Volunteer
— The Washington PostAug. 15, 2006
Democrats Take Control of Senate As Allen Concedes to Webb in Va.Victor Vows New Approach To Iraq War
— The Washington PostNov. 10, 2006
The Triangle of Media Influence
The Triangle of Media Influence
Forging Relationships
•Set your strategy•What are your goals?•How can the media help you?•Why should someone help you?
•Identify the relevant reporters•Note what they like, and the subjects
they focus on•Learn how to reach their audiences
Building a Blogger List
•LeftyBlogs.com lists blogs in each state (but needs updating)
•Soapblox.net links to state-based community blogs
•Memeorandum.com monitors trends on national blogs
BlogrollBlogroll
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Starting the Relationship
•Reach out personally•Listen — conversations are two-way•Ask before adding to press lists•Stay clear about what’s on, and off,
the record•Treat trusted activist writers/bloggers
as allies
Building the Relationship
•Hold conference calls to keep media looped in
•Help people write live from events •Set aside accomodations at major
happenings (e.g., a party convention’s press gallery)
Building the Relationship
•Link to valued sites and stories on your site
•Create material — e.g., photos, videos, and infographics — that others can use
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