Media relations 101 presentation to Speak Now Hamilton (March 2014)
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Transcript of Media relations 101 presentation to Speak Now Hamilton (March 2014)
Media Relations 101
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Speak Now Hamilton March 4, 2014
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@jayrobb Director of Communications for Mohawk College
21 years in public relations 18 years in Hamilton
What is news?
How to give a great interview
Other ways to get media coverage
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The first word you think of when you hear “reporter” ?
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Curious.
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The first word you think of when you hear “media interview” ?
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Opportunity.
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Hamilton Spectator CHCH TV CHML 900 CBC Hamilton Cable 14 – Hamilton Life Mountain News Ancaster Star Dundas Star Stoney Creek News Hamilton Magazine Raise the Hammer Urbanicity VIEW Magazine
Local media Newspapers
TV Radio Web
Magazines
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Hard news
Features and profiles
Columns
Editorials
Talk shows
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Types of media
coverage
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This is your speech
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This is your speech with media coverage
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So how do you get a reporter’s attention?
Just because it’s worthy doesn’t mean it’s newsworthy.
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News is what people are talking about.
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Why should I care?
Why should our readers? Listeners? Viewers?
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Is it unique and a first?
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Is it unusual and unexpected?
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Is it of interest and relevance to many people in our community?
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Is there conflict?
Hero. Victim. Villian.
Winner. Loser.
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Great stories are stories about people.
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Is there an ordinary person who’s done something
extraordinary?
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Is there a solution to a community problem?
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Is it about making Hamilton an even better place to call home?
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You have what reporters want.
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A compelling story.
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Authenticity.
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1 > 89,000
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You take the numb out of numbers.
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Poverty to prosperity solutions.
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It’s not just the people in the room. The media can help you deliver your
speech to a HUGE audience.
Let the media know you’re giving a speech.
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Location, date and time
(the time when you’re speaking)
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Summarize your speech in 1-2 sentences
WSIC
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Include your bio in 1-2 sentences. Ordinary person / extraordinary story.
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Your contact information.
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Email the details.
One email to each media outlet.
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Must answer WSIC in your email’s subject line.
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2-3 days in advance of your speaking engagement.
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Media may miss your speech but do a follow-up story.
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Talking with the media
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Be bold.
Be brief.
Be quiet.
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Beware the pregnant pause. Don’t ramble.
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Soundbites and tweetable moments.
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F o CU s
Know what you want to say before you say it.
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What do you want your audience to:
Know ?
Feel ?
Do ?
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What’s the one thing you want us to remember?
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Have a key message.
One sentence. Ten seconds.
2 – 3 supporting points.
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It’s an interview.
Not an interrogation.
Not a chat with your BFF.
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Everything is always on the record.
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If you don’t know, say so. Never make stuff up.
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Don’t speak for anyone else but yourself.
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Other ways to get media coverage.
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Be a resident expert and a reporter’s source.
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Localize stories. (What does this mean for Hamilton?)
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Offer informed opinion and analysis.
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Join conversations already happening in our community.
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Newsjack.
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School closures.
Transit.
Offer your perspective on these and other hot topics
in our community.
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Write letters to the editor and op-eds.
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Letter to the editor
Max. 100 words
Respond to a story in the paper
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Op-ed (opposite editorial)
Max. 750 words
Problem – solution – call to action
Share your story to make the case
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Recycle your speech as an op-ed.
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Follow local media on social media.
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Put the relations in media relations.
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5 ways to annoy a reporter
• Ask the reporter if you can review the story before it runs.
• Ask the reporter to send you a copy of the story after it runs.
• Talk with the reporter for an hour and then say “but don’t quote me on that”.
• Pull a disappearing act and never get back to a reporter. Ignore phone calls and emails.
• Make a big deal out of a small mistake.
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• Be quotable.
• Be accessible.
• Be helpful. Respect deadlines.
• Follow up and let the reporter know what happened as a result of the media coverage.
• Be a consumer of local news. Read, watch and listen.
5 ways to impress a reporter
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The Media Training Bible by Brad Phillips
10 Steps to Writing a Vital Speech by Fletcher Dean
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Do not feed the trolls.
Ignore the cynics and critics.
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Compassion fatigue.
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Be defined your aspirations and not your current situation.
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When it comes to poverty in Hamilton, what is the media getting right?
What story hasn’t been told?
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So how would you pitch Speak Now Hamilton
to the media?
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