In What Ways Can You Use the Media?

• Market your program with free publicity, i.e. “earned media”
• Educate the public
• Get your message across…to tell your story
• Set the record straight

Market your program

• Announce new projects/initiatives
• Take advantage of media interest for free publicity
• Play up partnerships/collaborations
• Emphasize basic services for growth of business, i.e. outreach

Educate the public

• Give out prevention and new drug trend information
• Emphasize statistics that make a case for successful treatment
• Create opportunities for the public, lawmakers, funders and the media to visit your program – educating them on what’s available

Get your message out

• Define three to four primary goals of event/interview; this is your MESSAGE
• Mention these goals in every interview; work them in more than once
• When asked something you can’t answer gracefully, always fall back on your message (Example: That’s a good question, but the real question is, How can XYZ Agency help this person?)

Set the Record Straight

• In a crisis situation, use media to help set the record straight (or to calm fears)
• ASAP, determine three to four basic responses to the crisis situation
• Stick with the prepared responses
• Don’t be pressured to respond to questions for which you’re not ready
• Set a date/time/location for a press briefing and stick to it

Various means to reach out to media

• Distribute news releases about initiatives
• Host a news conference to make key announcements
• Write – or have friends or kids write – letters to the editor
• Ask a local newspaper for a regular column
• Consider making public service announcements and asking local media for donated time/space
• Talk to local celebrities, teams and associations about being part of your cause; they will hopefully give more than just their names

Rules to Live by When Working with the Media

Your rights in an interview

• Know who the reporter is and what media he/she represents
• Courteous treatment
• “Off the record” comments should be honored
• Agree in advance how long the interview will last
• Ignore “editorial comments” or nastiness
• To be comfortable
• To be allowed to answer without interruption, assuming your answers are brief and to the point
• To have some time to get your points across…ensuring this happens is up to you

Tips for a successful media interview

• Have a topic outline with three to four points clearly noted
• Be forceful about communicating key points
• Be concise, concrete, use short sentences
• Be colorful – use language that makes an audience listen
• Practice – have someone ask you questions and work on your answers

Tips for a successful television interview

• Think about your wardrobe – solid colors are best, but avoid black and white (no patterns, florals, checks or stripes), tie print should be small
• Dress comparable to your host/hostess
• Call the host by name
• Don’t get hostile
• Give phone number/Web site for more information to the producer in advance

Things to remember in an interview  

• KNOW your key points
• Mention your organization’s name two to three times
• Be relaxed, confident and sincere
• Avoid oral pauses
• Don’t use jargon or acronyms
• Never repeat negative or false information

Responding to questions

• The softball – take the opportunity to hit home a positive point
• Hypothetical – don’t answer the “what if” questions if they’re negative in nature; bridge to a positive point
• If false information is being aired, use this opportunity to set the record straight
• Disagree tactfully, end with a positive point
• Never whine

Creating News

What is news?

• Timeliness
• Proximity
• Significance
• Prominence

Making it a great story – a story is more sellable if it has…

• Human interest – emotions, children, family, animals, life-saving actions
• Progress – saves time and/or money
• Suspense – an unfolding news event
• Oddity – strange and compelling
• Conflict – bucking the system? NIMBY (Not In My Backyard)?
• Humor – light and fun also sell papers

Selling the story

• Know your local media, i.e. editors and reporters – pitch stories directly to a person
• Consider pitching a story for talk shows, live shows, news shows, special editions – know a show/publication’s format
• If it’s a call-in show, plant a few callers
• How is your story news?
• Offer client interviews whenever possible

Planning for a news conference (How to create a media event and get free publicity)

• Think through date/location/time –  9 to 10:30 a.m. is best unless you have a visual exciting enough for live noon or 5 to 6 p.m. coverage; consider impact, ease and possible conflicts or problems with date/location/time
• Develop media advisory – include brief, exciting overview (without giving away the news) and give the 5 w’s (who, what, where, when and why) of the event; always include contact person information and directions.
• Identify media editors and call to make sure advisory is in their hands; ask, “Do you have any questions? Will you be able to send someone? Should I be checking with someone else the day of the event?”
• Prepare media kits – media release, information about agency/organization, VIP list with titles, contact information
• Have podium with sound system – if TV and radio are expected, arrange to have a mult box for media to plug into
• Think about your speakers – use the expert(s) unless they’re poor speakers; review key points, plan ahead to have involved clients speak
• Limit length to 30 minutes; leave time for one-on-one interviews

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