De mystifying me dia and building good r e lationships Pre pare d - - PDF document

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De mystifying me dia and building good r e lationships Pre pare d - - PDF document

Jul 18, 2023 145 likes •307 views

18/04/2016 De mystifying me dia and building good r e lationships Pre pare d by HMC Co mmunic atio ns fo r DWN Re gio nal Co nve no rs Who is HMC? F ull-se rvic e PR a g e nc y, Ha milto n 50+ c lie nts, a g a nd da iry a ke y fo c

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De mystifying me dia and building good r e lationships

Pre pare d by HMC Co mmunic atio ns fo r DWN Re gio nal Co nve no rs

Who is HMC?

  • F

ull-se rvic e PR a g e nc y, Ha milto n

  • 50+ c lie nts, a g a nd da iry a ke y fo c us
  • Wo rke d with DWN sinc e 2005
  • Co mmunic a tio ns pla nning , inte rvie wing ,

me dia re le a se s, me dia lia iso n, me dia re po rting a nd mo nito ring , me dia tra ining , so c ia l me dia ma na g e me nt

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T he ove r vie w

T his pr e se ntation will c ove r :

  • Disc ussio n a ro und e xpe rie nc e with the me dia a nd pre -

c o nc e ive d ide a s . . . . Wha t a re yo u e xpe c ting ?

  • T

he me dia po lic y a nd yo ur ro le

  • Wha t is ne ws? Wha t is a ne ws re le a se ?
  • De -mystifying the me dia a nd b uilding re la tio nships
  • K

e y stra te g ie s a nd tips fo r wo rking with the me dia

  • So c ia l me dia
  • T

hinking b e yo nd so c ia l a nd tra ditio na l me dia

“I f I wa s do wn to the la st do lla r o f my ma rke ting b udg e t, I ’ d spe nd it o n PR.” – Bill

Gate s

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DWN Me dia Polic y & What is ‘ne ws?’

What’s in and out of sc ope ?

In Scope

Out of Sc ope

L

  • c a l Da iry Mo dule s/ Ne two rk e ve nts Na tio na l DWN a c tivity – i.e . c o nfe re nc e ,

AGM, pa rtne rship a rra ng e me nts e tc . L

  • c a l c o mmunity vo ic e o n a n

industry issue Whe n the o pinio n o f DWN a s a na tio na l

  • rg a nisa tio n is so ug ht

L

  • c a l issue s yo u fe e l c o nfide nt in

c o mme nting o n I ssue s yo u fe e l a re o ut o f yo ur de pth to c o mme nt o n Whe n a ppro a c he d b y lo c a l me dia Whe n a ppro a c he d b y na tio na l me dia

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What is a me dia r e le ase ?

A ne ws a rtic le in whic h yo u c o ntro l the me ssa g e

Yo u do no t c o ntro l if it g e ts printe d a t a ll … o r wha t pa rt g e ts printe d 

Inc lude s: ho w, wha t, whe n, whe re , why?

He a dline s, pho to s, c a ptio ns, me dia c o nta c t

Inve rte d pyra mid

Co mpe lling intro duc tio n, q uo te s

Ale rt the me dia to wha t is ha ppe ning within DWN

E xpre ss o ur po int o f vie w, ke y me ssa g e s, te ll yo ur sto ry

Inc lude a n ima g e to inc re a se pic k up

Inte rvie ws a nd e diting o fte n fo llo ws distrib utio n

What is ne ws?

Ne ws Adve r tising/ non-ne ws

Artic le s o f inte re st to the g e ne ra l/ po pula r re a de rship Artic le s o f inte re st to a sma ll a nd spe c ific g ro up F re e e ve nts ha ppe ning in yo ur c o mmunity o f inte re st to ma ny Pro mo ting e ve nts tha t ta ke a fe e , pro viding pho ne numb e rs, we b site links, e tc . Anima ls, b a b ie s, sma ll c hildre n, mo ne y, dra ma , true -b lue c o mmunity ne ws e tc . Buy my pro duc t, sig n up to da y – a c tio n o rie nte d me ssa g e s

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ASK: Is it ‘c lic kable ?’ Wor king with the loc al me dia

Be pro a c tive , pe rsiste nt – ne wsro o ms a re b usy pla c e s

Se nd e ma il first, fo llo w up with pho ne c a ll

Be a wa re o f de a dline s

Pro vide hi-re so lutio n pho to s (1MB+) o r pho to o ppo rtunitie s to inc re a se pro b a b ility o f pic kup

One po int o f c o nta c t is a lwa ys b e st – do n’ t c o nfuse

Alwa ys put re pre se nting DWN a t the fo re fro nt; ne ve r sha re a pe rso na l o pinio n o n ‘ DWN time ’

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T ips for building good me dia r e lationships

Me dia tip #1

Quic k tips o n spe a king with jo urna lists:

Re me mbe r your audie nc e

 T

hink a b o ut the a udie nc e jo urno s a re re po rting fo r – i.e . is it a fa rming ne wspa pe r, c o mmunity ne wspa pe r, da ily ne wspa pe r o r ra dio sta tio n with a wide r a udie nc e ?

 Whe n ta lking to the jo urno , e nvisio n yo u a re ta lking to

the ir a udie nc e – the pe o ple re a ding , liste ning , vie wing .

 Use e xa mple s tha t he lps the a ve ra g e pe rso n re la te .

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Me dia tip #2

Avoid jar gon and c omplic ate d infor mation

 Yo ur a udie nc e is o fte n no t a s c lo se to yo ur ‘ sub je c t’ a s

yo u; do n’ t a ssume the y unde rsta nd the de ta ils

 Jo urna lists in lo c a l c o mmunity pa pe rs, fo r e xa mple , a re o fte n no t

‘ da iry lite ra te ’  Avo id ja rg o n a nd lo ng , c o mplic a te d, te c hnic a l

e xpla na tio ns; ke e p thing s a t a hig h le ve l a nd b a sic .

 Yo u sho uld a nswe r q ue stio ns so tha t a 12-ye a r-o ld c o uld

unde rsta nd wha t yo u a re ta lking a b o ut.

Me dia tip #3

De ve lop obje c tive and top thr e e me ssage s

T his is a n a ma zing o ppo rtunity to re a c h yo ur ta rg e t a udie nc e thro ug h the me dia . And -- it’ s F RE E !

 Ma ximise the o ppo rtunity - think thro ug h wha t yo u wa nt

to a c hie ve thro ug h this disc ussio n/ inte rvie w

 Plus, wha t a re yo ur to p 3 me ssa g e s yo u wa nt to g e t

a c ro ss.

 Yo ur thre e me ssa g e s a re tho se thing s tha t yo u wa nt yo ur

a udie nc e to re me mb e r a fte r the y re a d/ liste n/ vie w the sto ry.

 T

a ke the time to do this – it’ s o ka y to c a ll a jo urno b a c k…

 Write the m do wn!

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Me dia tip #4

Be c onc ise

 Yo ur disc ussio n/ inte rvie w will b e e dite d do wn to

  • ne sma ll q uo te .

 So b e c o nc ise with yo ur a nswe r – think, ‘ so und

b ite s.’ I f yo u g o o n a nd o n, o dds a re yo ur lo ng q uo te will b e c ut a nd the mo st impo rta nt b its misse d o ut.

 Or yo ur ‘ wa ffle ’ c o uld b e e dite d so se ve re ly

tha t it’ s ta ke n o ut o f c o nte xt.

Me dia tip #5

Re me mbe r e ve r y wor d you say is fair game

 Whe n spe a king with a jo urna list, re me mb e r tha t

e ve ry wo rd tha t c o me s o ut o f yo ur mo uth c o uld a ppe a r in print/ o n a ir fo r the wo rld to se e !

 Do n’ t sa y a nything yo u do n’ t wa nt to se e in

print/ he a r o n the ra dio .

 And, unle ss yo u a re e xtre me ly e xpe rie nc e d in me dia

re la tio ns, ne ve r a tte mpt a n ‘ o ff the re c o rd’ c o nve rsa tio n.

 On the flip side . . . ne ve r, E

VE R, sa y no c o mme nt!

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Me dia tip #6

Pr ac tic e

 Whe the r it’ s in yo ur c a r ta lking to yo urse lf, in fro nt o f

the b a thro o m mirro r, sitting do wn with a c o lle a g ue , pra c tic e yo ur a nswe rs.

 T

his is e spe c ia lly impo rta nt fo r ra dio a nd T V inte rvie ws a s yo u wa nt to so und e ng a g ing a nd a nima te d a nd the se a re o fte n live , if no t pre -re c o rde d!  T

hink a b o ut the mo st like ly q ue stio ns yo u will b e a ske d a nd pra c tic e g e tting yo ur a nswe rs c o nc ise .

Me dia tip #7

Re laxc

I f yo u pre pa re , it will he lp yo u b e mo re re la xe d in fro nt o f the jo urna list, whic h is the ide a l inte rvie w. Just ‘ ha ve a c o nve rsa tio n’ with the jo urna list – a nd re me mb e r yo u a re spe a king to the a udie nc e the y re po rt fo r.

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Me dia tips

Building r e lationships with jour nalists is one of your be st oppor tunitie s to, thr

  • ugh the m, influe nc e your

tar ge t audie nc e . T his is a gr e at oppor tunity to highlight the impor tanc e and influe nc e of wome n wor king in the diar y industr y!

Soc ial and othe r c hanne ls

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Soc ial me dia

If yo u’ re no t o n so c ia l me dia , g e t o n it. It’ s a g re a t wa y to c o nne c t with yo ur pe e rs a nd industry.

F a c e b o o k, T witte r, L inke dI n, Yo uT ub e , I nsta g ra m

Re me mb e r who yo u a re re pre se nting in yo ur po sts – DWN. T his inc lude s wha t yo u ‘ like ’ a nd ‘ sha re ’ o nline whe n a c ting in yo ur o ffic ia l c a pa c ity.

Co mme nt o n a nd sha re DWN’ s po sts to yo ur pe rso na l time line to inc re a se re a c h.

Critic a l to use ima g e s a nd vide o s to inc re a se e ng a g e me nt.

F

  • llo w yo ur lo c a l a nd industry me dia a nd invite the m to fo llo w yo u b a c k.

Do n’ t just pre a c h a t yo ur fo llo we rs, b ut e ng a g e with the m – a sk q ue stio ns, e nc o ura g e o pinio ns.

Do n’ t tre a t the DWN so c ia l me dia c ha nne ls a s pe rso na l – ke e p the c o nte nt re le va nt a nd me a ning ful.

HMC re c o mme nds if yo u a re a F B a dmin tha t yo u lo c k do wn yo ur pe rso na l F B se c urity se tting s.

ASK: Is it ‘c lic kable ?’

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T hinking be yond tr aditional and soc ial me dia

Sc ho o l ne wsle tte rs

Plunke t ne wsle tte r

Co mmunity ne wsle tte rs a nd F B pa g e s

L

  • c a l F

e d F a rme rs a nd simila r ne two rks

Po ste rs up in F a rmso urc e a nd o the r sto re s, c a fe s a nd b usine sse s

DI SCUSSI ON: wha t ha ve yo u fo und wo rks?

E xe r c ise s

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E xe r c ise #1

HMC ha s se nt o ut a me dia re le a se a b o ut the ‘ T ra c king Yo ur Ca sh’ da iry mo dule

T he mo dule is ha ppe ning in yo ur lo c a l re g io n in 4 we e ks’ time o n a T hursda y a fte rno o n.

Yo u wa nt to e nc o ura g e yo ur lo c a l c o mmunity pa pe r to print the sto ry; it is a we e kly tha t prints o n F ri a nd its de a dline is We d 12pm

Whe n wo uld b e the b e st da y/ we e k to pho ne ?

Who wo uld yo u a sk to spe a k with?

Wha t wo uld yo u sa y to the m?

 Wha t a re yo ur 3 ke y me ssa g e s? Why wo uld the ir re a de rs c a re ?

Wha t wo uld yo u do a fte r g e tting o ff the pho ne ?

E xe r c ise #2a

F

  • nte rra ha s a nno unc e d a re vise d pa yo ut a nd it’ s do wn

a no the r 10%.

Yo ur lo c a l pa pe r pho ne s yo u a nd a sks the q ue stio n: “F r

  • m Dair

y Wome n’s Ne twor k pe r spe c tive , how ar e wome n wor king in dair ying busine sse s ac r

  • ss the c ountr

y fe e ling about anothe r blow to payout? And what is DWN doing to suppor t its me mbe r s?”

Wha t do yo u sa y?

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E xe r c ise #2b

Yo ur lo c a l da ily pa pe r ha s re po rte d me nta l he a lth issue s in yo ur re g io n a re o n the rise a nd tha t de pre ssio n is a pro b le m in the lo c a l rura l se c to r.

T he fa rming re po rte r pho ne s yo u a nd a sks the q ue stio n: “T his study sugge sts far me r s in our loc al c ommunity ar e unde r some str e ss. As a le ade r in our loc al dair y industr y, what is your

  • pinion

about how pr e vale nt the issue is? And if your loc al DWN gr

  • up

doing anything to addr e ss it?”

Wha t do yo u sa y?

E xe r c ise #3

K a trina T ho ma s ha s g e ne ro usly o ffe re d to ‘ put he rse lf o ut the re ’ to b e c ritiq ue d!

L e t’ s liste n to this ra dio inte rvie w to g e the r.

T hink a b o ut a ll we ’ ve le a rne d to da y . . . . a s yo u liste n, ma ke a fe w no te s a b o ut wha t she ’ s do ne we ll a nd wha t she c o uld ha ve impro ve d upo n.

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T hank you! Q&A

L ast wor d

As a supple me nt to HMC’s tips o n wo rking with the me dia, so me additio nal mate rial in this do c ume nt has be e n pro vide d by Ro b Ne ale , Managing Dire c to r o f Ne ale Co nsultants L imite d, and the me dia training mate rials he ’s de ve lo pe d fo r so me o f o ur c lie nts.