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Dealing with Journalists Italo Vignoli 1 LibreOffice Bern 2014 - - PowerPoint PPT Presentation
Dealing with Journalists Italo Vignoli 1 LibreOffice Bern 2014 - - PowerPoint PPT Presentation
Dealing with Journalists Italo Vignoli 1 LibreOffice Bern 2014 Conference Presentation Media Relations 2 LibreOffice Bern 2014 Conference Presentation Media Workflow 3 LibreOffice Bern 2014 Conference Presentation Whats In It For Me?
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Media Workflow
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What’s In It For Me?
Informing and influencing key audiences Strengthening links and promoting dialogue Marketing and accountability The media are the means, not the end The media are only one part of a larger communication strategy
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Tech vs the Media
Tech people think that the media Distort and sensationalize Act shallow and ignorant Don’t understand technology Take a “gotcha” approach
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The Media vs Tech
Reporters think that tech people Are bad communicators Hide behind jargon Do boring work Are out of touch
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Understanding Media
Are deadline driven Are often stressed Seek new and interesting stories Thrive on conflict Need to convince editors Don’t like to give out interview questions in advance Are not into promotion
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Types of Stories
News Features Opinion Interviews Letters to the Editor
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Media Messages
Focus on three to five key messages Emphasize the impact on people Keep messages succinct and simple Use active verbs Find the “sticky message”
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Making a Media Pitch
Compile a list of reporters See the story from a reporter’s perspective Be clear and concise Be timely
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Making a Media Pitch
The Issues Boil down to the basics Focus on the human angle Highlight conflict Link to current events The Characters Showcase key individuals The Stories Suggest a narrative Think visuals
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Inverted Pyramid
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News Release
Include organization’s name and date Follow with a headline Start with conclusion Arrange in short paragraphs Use a quote Include backgrounder and/or bios Include contact information and website
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News Release Tips
Use simple, everyday language Give it the human touch Avoid jargon and acronyms Use the active voice Send two or three days ahead of time
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News Release Tips
Consider attaching a backgrounder or bio Remember that news releases are not always effective Consider other ways to get a reporter’s attention
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Cultivate Reporters
Update your list of key reporters Arrange face-to-face meetings Have some information to offer Try to understand their needs
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The Exclusive
Journalists are competitive Exclusive stories help their careers Respect an offer of exclusivity Feel free to recycle the story to other reporters later
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How to Handle Media Requests
Always be prompt Keep reporter in the loop Be prepared with facts and figures Be both professional and personable
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Be Ready to Respond
Monitor the media Monitor events Consider a letter to editor or op-ed
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