BUILDING MEDIA BUZZ

Presented to: 2007 Parks and Recreation Ontario Educational Forum and Trade Show Presented by: susan sommers +associates Thursday, March 29, 2007
905 889-6029 www.susansommers.ca susan@susansommers.ca c. 2007

THE MEDIA QUIZ

Handout, Page 1

CHANGES IN THE MEDIA

More opportunities for success Explosion of media outlets: all business channels, talk radio, print and electronic media websites, web-based media, multi-cultural media More competition More freelance, less staff Internet major tool

THE KEYS TO SUCCESS

Understand what is newsworthy

Build on-going relationships

COMMUNICATE

The right message to the right audience through the right media at the right time

DEFINE YOUR TARGET MARKETS

Employees Current clients Past and potential clients Sponsors Members Donors Suppliers Associations Colleagues/strategic alliances

OTHER MARKETS

Competitors Government Agencies Media Local Community National/international

KNOW YOUR REASONS

WHY are you contacting specific media? Whats the hook What are your goals (Handout, Page 2)

UNDERSTAND THEIR REASONS

WHY should the media (and their readers or viewers) be interested in you, your products, and your services?

THINK LIKE A REPORTER

Handout, Page 3 and 4

UNDERSTAND THE MEDIA

Create a media list of print and broadcast media who reach your markets Learn about their staff, deadlines, and formats

KNOW THE RESOURCES

Bowdens Directory Matthews Media Directory CARD (Canadian Advertising Rates & Data) Canada NewsWire Ontario Community Newspaper Association Canadian Press and Broadcast News Periodical Writers Association of Canada

INCLUDE ALL KINDS OF MEDIA

Newsletters (corporate, association, and government) Internet media Alternative media (controlled circulation, free) Bulletins (church, etc.)

FREELANCE WRITERS

Freelance writers understand the needs and deadlines of media in their industry Contact the Periodical Writers Association of Canada (PWAC) at www.writers.ca

FOR LARGER CAMPAIGNS

Use Canada NewsWire or Matthews to send your release Goes directly into newsrooms Posted on their websites

DESIGNATE ONE MEDIA SPOKESPERSON

All requests for interviews, quotes and information should be handled by your media representative Create a written policy and review it with staff

WHEN TO CONTACT THE MEDIA

To arrange an information session To follow up on a media release To comment on an issue, problem, or trend To pitch your organization

HOW TO CONTACT THE MEDIA

By e-mail By mail By fax By telephone

WHY THE MEDIA CONTACT YOU

To get a quote To comment on an issue To verify or obtain more information As a pre-interview In a crisis

WHEN MEDIA PHONE

Ask if the person is on deadline If not, buy time ask to call back in 20 minutes with information or another contact Record the conversation You can say no

PREPARE FOR AN INTERVIEW

What is the goal? Who else is being interviewed? Develop 3 key messages Questions from media are message opportunities

BEFORE THE INTERVIEW

Provide to media: Information on you Your organization and history Your goals and objectives Your programs and services

PRACTICE, PRACTICE, PRACTICE

If your spokesperson is not totally comfortable with the media: Audio and video tape answers to questions Hire a professional for training

PREPARE 2 LISTS OF QUESTIONS

Topics related to your business Create questions that you wish the media would ask Provide interviewer with list

THE SECOND LIST

Questions you wish the media would not ask (but they probably will)
Practice your answers

AT THE INTERVIEW
Your answer is more impt. than the question Think and talk in 15 second sound bites Be sure of your facts Use bridges for answers: Lets consider, before I get to that Stay in command you are the expert Dont repeat negative questions Listen, listen, listen Dont speculate

NOTHING IS OFF THE RECORD

Anything you say can be used in any way they choose No comment makes them want to know what you are hiding They will get information from other sources

BODY LANGUAGE

Look at the interviewer, not camera Stand or sit still Gestures: keep your hands down Dont cut off communication: fold hands, arms crossed, tinted glasses

AFTER THE INTERVIEW

Always be available Arrange to get your own copies of articles or segments directly from media outlets

PREPARE FOR A CRISIS

Designate a crisis team Spokesperson and executives, management staff, technical, financial, extra resources

CREATE A CRISIS COMMUNICATION PLAN

Put it in writing Share with all staff Aim Key audiences Emergency Media Operations Office Release of public information

IN A CRISIS

Respond within 2 hours, if possible No longer than 24 hours Talk about what you can confirm Dont speculate Be open and honest with the media Tell them when, and how, they will hear from you again

MEDIA-FRIENDLY SPECIAL EVENTS

Open house or plant tour Seminars and workshops Community events Charity fundraisers Events involving children Celebrity events

INVITE MEDIA TO YOUR SPECIAL EVENTS

Organize a media sign-in table or room Assign one or two people Supply kits when they arrive - they wont stay

MEDIA SPONSORSHIP

Involve media as sponsors or partners in your special event. What can you offer? What do you want?

DESIGN A MEDIA EVENT

A media conference is a tool to deliver major news A media preview A media drop

CREATE A MEDIA KIT

A customized presentation Explains you and your organization or company to media when you are not there

MEDIA KIT INSERTS

Media Release Media Alert Fact Sheet Backgrounders List of services and programs Testimonials Story Ideas

MEDIA KIT INSERTS

Client and sponsor lists Awards Photos Recent media coverage Articles Schedule of your event Business card

THE INTERNET MEDIA ROOM

Create a Media Room on your site Make sure you keep it updated Promote it in your publicity materials Collect information?

HIRE PROFESSIONALS

MEDIA KIT INSERTS

THE MEDIA RELEASE, HANDOUT, Page 5 THE FACT SHEET, HANDOUT, Page 6 STORY IDEAS, HANDOUT, Page 7

THE INTERNET MEDIA ROOM

MEDIA FOLLOW-UP
On-line and off-line clipping service and broadcast monitoring Hire a Media Monitoring Service for larger campaigns Keeping your own tabs

WHEN YOU ARE PRAISED

Media representatives appreciate a handwritten thank you note to show to their editor or producer

USE ADVERTISING TO SUPPLEMENT PUBLICITY

For special events To reach a very specific market Advertorials To gain media sponsorship For a commercial message To thank sponsors

CREATE A REPORT
Include all contacts: Date Name Media represented What they said Action to be taken Call recorded by:

THEN, LOOK AT COVERAGE

When, where, how much, tone Calculate advertising value The pros and cons Key messages

EVALUATE YOUR PROGRAM

Use the media report analysis and coverage to update your list, materials, and events

RESOURCES

Bowdens Media Directory Canada NewsWire Canadian Advertising Rates and Data Canadian Press and Broadcast News Matthews Media Directory Canadian Periodical Writers Association www.bowdens.com www.newswire.ca www.cardmedia.com www.canpress.ca www.cdn-news.com www.web.net/-pwac MediaNet Central (MediaNetCentral.ca) Sources www.sources.com

ANY QUESTIONS?