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Second speak for Championing Your Cause @AMA_NSW webinar is Heidi Buchanan. She gives strategic advice and media training for executives ( http://mediamentor.com.au ).
The media = powerful tool, allows communication of ideas and messages.
When engaging media, need to make a plan, think strategically, specific agenda, well crafted messaging.
Can give media a story - they might write about it.
When engaging media, need to make a plan, think strategically, specific agenda, well crafted messaging.
Can give media a story - they might write about it.
Tips to get media to pick up your story?
Must be NEW, not appeared before, newsworthy
Not salesy or self-serving
Relevant to the publication journalist works for (do your homework, what do they usually write about, is it relevant to them)
Must be NEW, not appeared before, newsworthy
Not salesy or self-serving
Relevant to the publication journalist works for (do your homework, what do they usually write about, is it relevant to them)
Include accurate statistics in your story (statistics = adds credibility)
Add a real life case story - real person who has benefitted from the thing, this will pique the public interest, bring it to life
Add a real life case story - real person who has benefitted from the thing, this will pique the public interest, bring it to life
What do journalists want?
Reliability - reply when you say you will (they run on tight deadlines)
Good face/spokesperson - articulate, presents well, preferably media trainied, on message
Might not run story even if good, if spokesperson no good.
Reliability - reply when you say you will (they run on tight deadlines)
Good face/spokesperson - articulate, presents well, preferably media trainied, on message
Might not run story even if good, if spokesperson no good.
Story must stand out - it's in competition with all the other stories presented to the journalist.
Media training helps to manage tricky questions.
PR representation a good idea if a big launch, but for smaller projects $$ might be prohibitive.
Media training helps to manage tricky questions.
PR representation a good idea if a big launch, but for smaller projects $$ might be prohibitive.
Heidis Top Ten Tips for dealing with media:
1. Prepare - the 'wing it' or 'hope for the best' not the best. Summarise key messages. Stay on point. Practice. More likely to run story.
2. Assume all you say to a journalist will be on the front page. There is no 'off the record.'
1. Prepare - the 'wing it' or 'hope for the best' not the best. Summarise key messages. Stay on point. Practice. More likely to run story.
2. Assume all you say to a journalist will be on the front page. There is no 'off the record.'
3. Be careful about what you say to any member of the news media.
4. Deadlines. They are tight. Diff for web.
5. Journalists want content in different ways - some on Twitter, some phone, others email (I wonder if any still going with Fax like some of our profession ....)
4. Deadlines. They are tight. Diff for web.
5. Journalists want content in different ways - some on Twitter, some phone, others email (I wonder if any still going with Fax like some of our profession ....)
6. Tough questions. Don't be afraid to say 'I don't know', will get back to you, you always have time, can say no, find out and forward info later. Don't fluff it.
7. No comment is the worst answer ever, unforgivable, ultimate sin. Looks like you've got something to hide.
7. No comment is the worst answer ever, unforgivable, ultimate sin. Looks like you've got something to hide.
8. When crafting a story, think about the audience of that publication. What are they interested in. Might be different for web, social, broadcast media.
9. Reporters are expert at crafting stories, they however are not content experts. You are the expert. Give clear info.
9. Reporters are expert at crafting stories, they however are not content experts. You are the expert. Give clear info.
10. Tread carefully. Keep your cool. Your agenda may or may not align with the reporters. You have different roles. They might not see the story the same way you do. Their job is to create the story as they see it.
Reporters will return to you, if it was beneficial. Make it easy for them.
Thanks Heidi - things I wish I'd known years ago!
Thanks Heidi - things I wish I'd known years ago!
