Media training oct2012

Melissa CummingsJanuary 23, 2012

Marketing & Media Training

October 23, 2012

Department of Natural ResourcesWildlife Resources Division


Welcome & Introductions



• Overview Who is Public Affairs Media’s Perspective Talking to the Media Social Media 101 Our Facebook page How to – photos and more



Expectation: Ways to Engage/Motivate the Public in Fishing •Prepare for interview•Promote events, resources, areas, etc. via Facebook•Tap into e-mail marketing

Melissa CummingsJanuary 23, 2012

Working With The MediaTips from the Public Affairs Office


Public Affairs Mission

• To provide communications support and guidance to help the various sections of the Wildlife Resources Division meet the agency’s mission, goals and objectives.


Public Affairs Office

• Five WRD associates work in the Communications Office Elizabeth Starkey Robin Hill Melissa Cummings Rick Lavender David G. Allen


How is PR Mission Accomplished?

• Providing proactive public affairs counsel.

• Communicating with statewide and national media.

• Serving as spokespeople both in crisis and non-crisis situations.

• Developing communications plans for high-profile issues and projects.


How is PR Mission Accomplished?

• Coordinating logistics for fund raising events, press conferences, ground breakings, etc.

• Developing presentations including speeches and slide shows.

• Responding to public inquiries.• Developing publications and news articles.• Disseminating timely information to agency

personnel.


The Media: Who They Are & What They Do

• “Watchdog” of government First Amendment guarantees “Freedom of

the Press” (Congress shall make no law respecting an

establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the Government for a redress of grievances.)



Provides another system for checks and balances.

Media looks closer at management in government than management in private enterprise.



• The media market is a business. Electronic media want percentage

of ratings. Print media want increased circulation. More successful programs generate more

advertising dollars.• Content for programs and news is

chosen with these goals in mind.



• Decision making power resides with the news director or the editor. Controversy garners more attention than

“soft” news stories.o “If it bleeds, it reads”o “If someone’s dead, it gets read”

Hard news versus feature stories.



• Most reporters are college graduates. Young, relatively inexperienced. Given general assignments. Trained for tight deadlines. High turnover.

• Not Obligated to tell present story from our perspective.

• Have strong capability to influence.


Types of Media

• Newspaper(Daily or weekly; phone interviews; may need photo; may have time to do research)

• Television (primarily in large cities; can pull stories from satellite telecasts; local reporters assigned to specific stories; usually on short deadlines)

• Radio (vary in size and format; most do interviews by phone; short deadlines; quick sound bites of information)

• Magazine (best opportunity for in-depth story; telephone/field interviews; cover more than one angle, use multiple sources)


Tools of the Trade

• Interviews• Press Releases• Media Advisories• Press Conferences• Media Events/Field Days• Press Packets• Public Service Announcements• Social Media


What to do when a reporter calls…

• Strive to return all phone calls within an hour of the time received. Better to be open and frank than unreachable. DNR will be better off if the information is

given to the reporter promptly.• All reporters are important, but local

media should always be contacted first.


Things to keep in mind…

• “Why me?” Person with the highest credentials or most

knowledge should talk to the media.• Deadline• Logistics• Format and Audience• Topics to be covered• Public Affairs Office Support


Preparing for the Interview

• Know the topic of discussion.• Establish priority areas.• Anticipate difficult questions and have

answers ready.• Provide background information to the

reporter (ex: incident report). • What can/can’t be released?• Can a safety message be included?


Media Tips

• Set the scene – put the WRD logo in the scene.

• Check your appearance – no sunglasses.• Collect your thoughts & develop 3 key

points.• Speak slowly and in short sentences.• Introduce yourself and what you do (don’t

use jargon or technical terms).


Media Tips

• It’s OK to say “I don’t know, but I’ll find out.

• It’s OK to say “I can’t release the information now”

• Call 1-800-241-4113 (after hours) for Public Affairs Assistance


Rules of the Road

• No such thing as “Off the record”.• Take a deep breath before answering

the hard questions.• Correct inaccuracies.• Know how to get started:

“The answer is…” “I don’t have the information, but…” “The investigation is ongoing at this time. We expect to

have results…”


Preparing a Press Release

• Headline• Dateline, Location• Introduction• Body

Details Quotes (not always required)

• Conclusion• Contact Information


Dealing with the Media During Emergencies

• Public Affairs Office Always has someone in the Social Circle

Office. Provides on-call support for media

inquires after hours and on weekendo 1-800-241-4113

Works to minimize media pressure at the scene of the incident by providing timely and accurate information.


Dealing with the Media During Emergencies

• Establish a chain of command. For high profile incidents have PA set up

media area.• Make sure you know what can and

cannot be said.• Don’t ignore the media.• Remember everything you say can and

likely will be repeated.


Media Relations


Social Media


Social Media Pages

• Facebook: 8,100+ likes• Twitter: 1,900+ followers• YouTube: 130+ subscribers (33,000+

total views)• Flickr: 30,000+ views• Wordpress Blog: ~13,000 views


Facebook Pages

• Three Facebook pages associated with Wildlife Resources Division: Wildlife Resources Division Charlie Elliott Wildlife Center Go Fish Education Center

http://www.facebook.com/WildlifeResourcesDivisionGADNR

http://www.facebook.com/CharlieElliottWildlifeCenter

http://www.facebook.com/GoFishEducationCenter


What Makes a Good Facebook Post?

• It is “Word-of-Mouth” • Make it a conversation starter• PHOTOS! • Tips – Where to go, what to do• Short with Substance• Would someone share this info?


How to Take a Great Photo

• Not a “forever” photo – today, tomorrow• Elements: people, place, fish


How to Take a Great Photo

• Sunlight/Shadows• Position yourself – level or a little low• What’s in the background? • Hold fish toward camera• Faces – see a smile and eyes• Take a couple shots• Keep it clean


Taking Photos

• DNR Policy – public places• Courtesy – ask permission, tell them

purpose• Get their name/group (we can tag them)• Taking photos of kids• Give them a WRD card


How to Submit Photos

• Facebook – Easy route Email image to David G. Allen

[email protected] or (404-326-9792 text)

Include the who, what, when, where, why• Facebook – Advanced route

Lots of images/larger campaign – create an album; contact David for access/ instructions

mailto:[email protected]


Facebook Photo Contest

• Promote interaction/engagement• ‘Likes’ jumped 40%• $50 Bass Pro gift cards - Foundation• Trophy or Fun, Family, Friends • Coming spring/summer – 10 winners


Social Media

Q&A


E-mail Marketing

• Vendor = GovDelivery• Launched February 2012• 435,000 customers loaded• 126,000 active subscribers & growing


E-mail Marketing

Topicso PFAs o Fishing Regulations o Trout Fishingo Go Fish Educationo Learn to Fisho Parents’ Cornero Coastal and Parks topicso Lapsed Anglers, Licensed


E-mail Marketing

Sign up through website; look for red envelope

Tell people about it Reach license holders to fill events, launch programs,communicate change

Contact your supervisor with ideas!


Marketing & Media

Q&A

Media training oct2012

Social Media

Transcript of Media training oct2012