Marianne L. Hamilton Media Expert Got You Covered: Media Management 101.

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Marianne L. Hamilton Media Expert Got You Covered: Media Management 101

Transcript of Marianne L. Hamilton Media Expert Got You Covered: Media Management 101.

Page 1: Marianne L. Hamilton Media Expert Got You Covered: Media Management 101.

Marianne L. HamiltonMedia Expert

Got You Covered:

Media Management 101

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Marianne L. HamiltonMedia Expert

• Mate former Rotarian

• Newspaper stories• Segments on TV

show

Rotary Connections

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Marianne L. HamiltonMedia Expert

• 1st byline in national pub 1982• Film/TV experience• Many mktg/comms jobs in Corp.

America• Both sides of fence: pitching &

publishing

Professional History

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Marianne L. HamiltonMedia Expert

PRINT

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Marianne L. HamiltonMedia Expert

Why you’re not

getting any…ink

The Terrible Truths

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Marianne L. HamiltonMedia Expert

Digital Decade:

Pulverizing Print

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Marianne L. HamiltonMedia Expert

• 15K layoffs-’09

• “Only” 4,100 -’11

800 so far -’12

• Print costs $$$

• Consumers want mobile content

• Circ./ad revs dropping;

• bankruptcies/consolidation

NewspaperDeathWatch.com, PaperCuts

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Marianne L. HamiltonMedia Expert

3 papers share: •ONE editor (+sports for 12 pubs)•ONE assistant editor•ONE reporter per paper•ONE photographer•ONE freelancer

FIVE writers/THREE entire papers+

Local Staffing Levels

Page 9: Marianne L. Hamilton Media Expert Got You Covered: Media Management 101.

Marianne L. HamiltonMedia Expert

• 100s of emails/press releases weekly

• Scores of orgs/clubs want coverage

• Everyone’s convinced: We deserve

press!!

At the Same Time…

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Marianne L. HamiltonMedia Expert

WAYYY Too Much to Do; No Resources to Do It

Bottom Line:

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Marianne L. HamiltonMedia Expert

Editors are NOT sitting

in their offices,

waiting for your story!

Here’s a Hot Tip:

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Marianne L. HamiltonMedia Expert

There’s Still Hope…

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Marianne L. HamiltonMedia Expert

• Pubs still need solid story leads• Community pubs love human-interest

stories• Leads appropriate for digital delivery:

Golden• Help your editor; he/she will help you

The Good News:

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Marianne L. HamiltonMedia Expert

How Do You Get Ink???

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Marianne L. HamiltonMedia Expert

•Know your local media

•Plan ahead!!!

•Check editorial calendar

You Need To…

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Marianne L. HamiltonMedia Expert

Connect With Your Editor/Reporters

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Marianne L. HamiltonMedia Expert

• Check bylines/websites

• Lunch not necessary! Well-

crafted email intro will do

• Be reliable, informed

• Make his/her job easier

Crafting Connections

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Marianne L. HamiltonMedia Expert

•Know editorial guidelines

•Adhere to production schedules!

•Send releases that sell

•Be selective – DON’T try for coverage

every time

Also…

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Marianne L. HamiltonMedia Expert

•Press releases

•Calendar notices

•Photos (w/captions & photo credit)

What to Send:

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Marianne L. HamiltonMedia Expert

Your Press Releases MUST Include:

“5 Ws and an H”

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Marianne L. HamiltonMedia Expert

•Contact info – upper corner/easy to find•“Grabber” headline•Lead sentence that tells story•Supporting data/quotes from key personnel•URLs•Measurable results (if any)•Photos (large, hi-res); may not be used

Press Release Must-Haves:

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Marianne L. HamiltonMedia Expert

• One page only

• NOT written as feature (that’s reporter’s job)

• Devoid of adjectives/adverbs

• Newsworthy!

The BEST Releases Are…

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Marianne L. HamiltonMedia Expert

• Don’t right away

• Dated event: call out in email

• Ensure photog/reporter have access

• Many items better suited for calendar vs. feature

Follow-Up

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Marianne L. HamiltonMedia Expert

Fast, Furious & Frugal

BROADCAST:

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Marianne L. HamiltonMedia Expert

•Proliferation of stations, cable, online,

social media

•Less ad $ split more ways

•Layoffs, consolidations = less staff,

more stress

Same Challenges As Print:

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Marianne L. HamiltonMedia Expert

How Do YOU

Get

Air-Time???

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Marianne L. HamiltonMedia Expert

•Plan ahead (faster than print, but

scheduling key

•Similar tools (press releases, photos)

•General pitches: Assignment desk

Since Challenges Are Same…

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Marianne L. HamiltonMedia Expert

•Match pitch to reporter’s “beat”

(health, tech, biz, etc.)

•Check website for contact info

•If N/A, leave succinct vmail

•Most stories NOT appropriate for TV

Be Selective…

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Marianne L. HamiltonMedia Expert

• Partner: live broadcasts/special events (esp. weekends)

• Involve reporter in your activity

• TV is visual medium…your pitch should be camera-ready!!!

BUT…

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Marianne L. HamiltonMedia Expert

Community Access TV/Radio

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Marianne L. HamiltonMedia Expert

•Target local talk radio stations/reporters

•Community access TV bulletin boards

•You create it, they’ll run it

•Video promos, talk-shows, PSAs

More Bang for Your Buck:

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Marianne L. HamiltonMedia Expert

• Plan

• Prepare

• Pitch

• Partner

• Publicize!

To Get Covered, You Need To…

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Marianne L. HamiltonMedia Expert

In The News!!!

If You Do, Rotary Will Be…