Marianne L. Hamilton Media Expert Got You Covered: Media Management 101.
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Transcript of Marianne L. Hamilton Media Expert Got You Covered: Media Management 101.
Marianne L. HamiltonMedia Expert
Got You Covered:
Media Management 101
Marianne L. HamiltonMedia Expert
• Mate former Rotarian
• Newspaper stories• Segments on TV
show
Rotary Connections
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
Marianne L. HamiltonMedia Expert
Marianne L. HamiltonMedia Expert
Why you’re not
getting any…ink
The Terrible Truths
Marianne L. HamiltonMedia Expert
Digital Decade:
Pulverizing Print
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
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
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…
Marianne L. HamiltonMedia Expert
WAYYY Too Much to Do; No Resources to Do It
Bottom Line:
Marianne L. HamiltonMedia Expert
Editors are NOT sitting
in their offices,
waiting for your story!
Here’s a Hot Tip:
Marianne L. HamiltonMedia Expert
There’s Still Hope…
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:
Marianne L. HamiltonMedia Expert
How Do You Get Ink???
Marianne L. HamiltonMedia Expert
•Know your local media
•Plan ahead!!!
•Check editorial calendar
You Need To…
Marianne L. HamiltonMedia Expert
Connect With Your Editor/Reporters
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
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…
Marianne L. HamiltonMedia Expert
•Press releases
•Calendar notices
•Photos (w/captions & photo credit)
What to Send:
Marianne L. HamiltonMedia Expert
Your Press Releases MUST Include:
“5 Ws and an H”
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:
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…
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
Marianne L. HamiltonMedia Expert
Fast, Furious & Frugal
BROADCAST:
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:
Marianne L. HamiltonMedia Expert
How Do YOU
Get
Air-Time???
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…
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…
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…
Marianne L. HamiltonMedia Expert
Community Access TV/Radio
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:
Marianne L. HamiltonMedia Expert
• Plan
• Prepare
• Pitch
• Partner
• Publicize!
To Get Covered, You Need To…
Marianne L. HamiltonMedia Expert
In The News!!!
If You Do, Rotary Will Be…