Welcome to PRSSAFeb. 20, 2008

E-mail: umnprssa@gmail.com

Web site: www.tc.umn.edu/~mnprssa

Agenda

• Eat, sign-in

• Haberman & Associates internship, Jeremey Baier

• Announcements

• Media relations workshop

Announcements• PRSSA Internship/Job Event,

registration forms• Sign-up for trip to Madison next meeting:

• Signing-up implies commitment to attending• Approximate cost: $80

• McNamara Alumni Etiquette Dinner on April 8th

• Next meeting: Agency and non-profit presentations

• Guest speaker, Curtis Smith

Media relations workshop

• Media Relations• PR writing• Media lists• Press releases/media alerts• Media kits • Send release (E-mail etiquette)• Follow-up (day of, next day)• Editorial calendars

PR writing

• AP style• Inverted pyramid: important

information first• Interesting lead: statistic, industry

trend • Short paragraphs• Eliminate unnecessary words

Media lists

• Cision, Weber Works• Search by: geographic, beats,

title, type of publication• Title:

• Consumer: managing editor, editorial assistant (TV=producer)

• Trade: editor

• E-mail, phone number, address

Press releases/media alerts

• Press release: Information about the announcement, facts, a quote from spokesperson

• Media alert: Who, what, where, when, Why

Media kits

• Contain: • Recent news releases, images,

company backgrounder, spokesperson bios, product information, product

• Unnecessary?• Consumer: Fun and creative

• Flip books, colorful boxes, baskets

• Trade shows: useful for editors• CD, flash drive

Media kits

(Images courtesy of Risdall McKinney Public Relations)

Send release: (E-mail, fax etiquette)

• Send document in a PDF format • E-mail: personalize name

publication, use ‘BCC’ instead of ‘TO’ for mass mailings

• Paste document in the e-mail• Example: Please review for your editorial

purposes. If you have any questions, would like to learn more about X, or would like to schedule an interview with Y, please contact me at sarah@ryder.com or at 651.286.6713.

Best regards,

Sarah Ryder

Follow-up to media alert (day of, next day)• Research the news media

• Find a specific person, place in the publication

• Script: “Hello Katie, my name is Sarah Ryder and I’m calling on behalf

of the Minnesota Children’s Museum. How are you doing?” (…)“I’m calling to follow-up with you regarding the media alert I sent today for the MCM’s Curious George exhibit opening on Friday. Is this something KARE 11 is interested in?” (..why?...) “The event will showcase the museum’s vision to learn through play and will have great visual and audio appeal (fire trucks, kids playing). I can offer you an exclusive first-look on Friday morning.

• Alert MCM about 4:30 a.m. taping, receive and provide cell phone numbers of reporter (I.C.E)

• Example: Good vs. bad pitching/Follow up

Follow-up to news release, exclusive

(next day, two days)

• Research the news media– Find a specific place in the

publication– Ask if interested, want more info,

would like to arrange meeting with X to discuss further details about the trend/study/announcement.

Follow-up to media invite

(3-4 days)• Trade shows:

• goal to stop-by the booth for mtg.

• Research the news media– Have dates, times availalbe

Editorial calendars(2-3 months in advance)

• Research the news media

• Goal is to find out the angle of the article, who is writing it

• Provide experts, new products, case history for the article

Additional notes:

• Be confident in yourself• Know your material• Media relations depends on

audience, topic, supervisor • Additional info:

• http://www.mediarelationsblog.com/

• Questions??

Firm/Committee Time

• Firm (front)• Activities (Hagen Library)• Philanthropy (far back)• Link (far back)