The ABCs of Effective Media Relations media training

Media Relations Jeanne Comerford Public Affairs Specialist USDA Natural Resources Conservation Service Develop a communications plan • Who is your audience? • What do they know? • What do they want to know? • What are their needs and/or concerns? • What’s the best way to reach them? • Create an action plan and timeline • How will you evaluate success? The communications toolbox • • • • • Publicity Brochures Fact sheets Website Media kits • • • • • Posters Exhibits Presentations Give-away items Special events Common message, look and feel. Publicity and media relations • What is publicity? • Why do you want it? • How do you get it? – Do something newsworthy – Let the media know about it Getting the word out • News releases • Media advisories Media contacts A news release is... • Like a news article that you write about your own organization • Intended for publication • A tool for getting publicity • A way to communicate with your clients A news release is not... • An advertisement • Guaranteed to be printed or aired • A letter to reporters or editors What makes news? • Relevance – Is your news of local interest? – Why should I care? • Impact – How does your news affect me, my life, my family? • Timeliness – Is your news about an upcoming event or a current issue? Writing a good news release • Most important facts in the lead paragraph • Details in later paragraphs • Be brief • Be accurate • Use correct grammar and spelling • Avoid jargon and acronyms News Release Structure The Inverted Pyramid What, When, Where, Who, Why Important Details Misc. Info. Dealing with the media • Have a plan before speaking with the media. • Keep track of media calls. • Be brief. • Return calls promptly. • Avoid speculation and opinion. Dealing with the media • Don’t joke with a reporter. • Don’t argue with a reporter. • Never ask to see a story before it goes to print. • It is OK to ask the reporter to read your quotes back to you. Dealing with the media • Accentuate the positive. • Stick to your message. • Keep your cool. • Never say the words “no comment.” • There is no such thing as off the record. Measures of success • News clips • Amount of literature distributed • Requests for information • Increased program participation • Increased revenue • Statistical analysis Questions? Jeanne Comerford Public Affairs Specialist USDA Natural Resources Conservation Service 60 Quaker Lane Warwick, RI 02886 401.822.8816 jeanne.comerford@ma.usda.gov