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![Page 1: Media Training Workshop National Indian Health Board (NIHB) 28th Annual Consumer Conference (ACC) September 28, 2011 Pamela J. Gentry Office of Communications.](https://reader035.fdocuments.in/reader035/viewer/2022062714/56649d085503460f949da01f/html5/thumbnails/1.jpg)
Media Training WorkshopNational Indian Health Board (NIHB) 28th Annual
Consumer Conference (ACC)September 28, 2011
Pamela J. GentryOffice of Communications
Director, Strategic Marketing Group
![Page 2: Media Training Workshop National Indian Health Board (NIHB) 28th Annual Consumer Conference (ACC) September 28, 2011 Pamela J. Gentry Office of Communications.](https://reader035.fdocuments.in/reader035/viewer/2022062714/56649d085503460f949da01f/html5/thumbnails/2.jpg)
Goals of Media Training
• Understanding how the media works• How to be more comfortable with the media• How to develop a media strategy • How to prepare information for the media• How to deliver your message• Understand what the media can do for your
organization
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The Media’s Bad Wrap
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The Media - Print
• Newspaper (local)• Community
Newspapers • Magazines• Newsletters• Web partners (all)• Area focused Sections
in large Metro areas
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The Media - Broadcast• Local TV affiliates• Local Cable• Public TV• Local Radio News &
Talk Show • Internet Podcast• Community Based
Bulletin Boards• Web partners (All)
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The Media - Internet
• Web based news providers– Google– Yahoo– Bloggers
• Web based news letters & sources– HuffingtonPost– News Link
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Social Media
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Social Media
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What is NEWS?
Information which is…• New• Unusual• Unexpected• Controversial• Of wide significance• Of interest to the
audience of publication or program
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Keys to Understanding the Media
• Understanding who to contact and when
• The news cycle• What is news worthy• Know your audience • Identifying a news peg• Understanding deadlines• Planning placement
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What do you control?
• Reaching out to the media and how
• The flow of information
• Your time• Your strategy and
delivering your message
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What does the media control?
• What the camera shoots
• Notes taken• Editing process• The angle• The elements in the
story• When it is published,
broadcasted or posted
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Did you get the message?
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Delivering the Message
• Answer the reporters question’s, but return to message.
• Put the story or issue in context. (1 incident in 5K)
• Cleary establish the limits of your authority
• Stick to the facts• Repeat messages. Each
time you repeat a message you increase your chances of its emerging in the final news story.
• Your personal opinion should remain private
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Good Advice When Talking to Reporters
• Be polite• Never lose your temper• Don’t lie• Stick to your area of responsibility • Don’t be sarcastic or give smart-aleck response • Don’t bring up issues or subjects you don’t want to
see in the story• Avoid jargon
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Only Answer the Question!
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Media Contact Materials
• The Advisory – should be brief and to the point. (Who, what, when, why and where)
• Press Release – a backgrounder and pitch document with all the above information.
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Media Advisory & Press Release
• Who • What• When • Where • Why• Contact for more
information.
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Getting the Media’s Attention
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What the media can do
• Be a source of clear information
• Generate outside help or interest
• Save time and money• Taking initiative can
balance critical coverage• It’s often impossible to
reach the public without the media
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Tools You Can Use
• Public Relations Guide• Press Release and Advisory• Local Media Guide• Citizen Journalist Bloggers• Develop your own Media Contact List– Indianz.com– IndianCountryToday.com
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Media Glossary
• Actuality• Angle• Newspeg• Package• Wires• Op-ed• By-line• Blogger
• Sot• B-roll• Chat• Convergence• Phoner• Sidebar• Stringer
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Did we reach our Goals?
• Understanding how the media works• How to be more comfortable with the media• How to develop a media strategy • How to prepare information for the media• How to deliver your message• Understand what the media can do for your
chapter
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Questions?