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

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 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 1

18/04/2016 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 2

18/04/2016 DWN Me dia Polic y & What is ‘ne ws?’ What’s in and out of sc ope ? In Scope Out of Sc ope L o 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 o c a l c o mmunity vo ic e o n a n Whe n the o pinio n o f DWN a s a na tio na l industry issue o rg a nisa tio n is so ug ht L o c a l issue s yo u fe e l c o nfide nt in I ssue s yo u fe e l a re o ut o f yo ur de pth to c o mme nting o n 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 3

18/04/2016 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 Artic le s o f inte re st to a g e ne ra l/ po pula r sma ll a nd spe c ific g ro up re a de rship F re e e ve nts ha ppe ning in Pro mo ting e ve nts tha t yo ur c o mmunity o f inte re st ta ke a fe e , pro viding to ma ny pho ne numb e rs, we b site links, e tc . Anima ls, b a b ie s, sma ll Buy my pro duc t, sig n up c hildre n, mo ne y, dra ma , to da y – a c tio n o rie nte d true -b lue c o mmunity ne ws me ssa g e s e tc . 4

18/04/2016 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 ’ 5

18/04/2016 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 . 6

18/04/2016 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! 7

18/04/2016 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 o 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 R , sa y no c o mme nt! VE 8

18/04/2016 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. 9

18/04/2016 Me dia tips Building r e lationships with jour nalists is one of your be st oppor tunitie s to, thr ough 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 10

18/04/2016 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 o 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 ?’ 11

18/04/2016 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 o 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 12