The media can be the not for profit's best friend. This workshop explores how to win media coverage and was delivered to eight leading not for profits in Canberra on 15 Nov 2012

1. not for profits and the media

2. Scope
why work with the media?
opportunities
know the media
be newsworthy
prepare media tools
pitch the media
measure and follow-up

3. Communications plan
communications goals
Audiences
messages
delivery systems media
timeframe
budget
track

4. Why work with media?
promote services
attract clients
increase credibility
internal recognition
it’s free!

5. Risks and benefits
Benefits
• cost
• credibility
• reach
• reputation
• crisis preparation
Risks
• no control over outcomes
• manage expectations
• mixed messages

6. media opportunities

7. Advertising
• cost
• control
• reach
• frequency
• credibility

8. Editorial
stories
features
opinion pieces
letters to the editor
credibility

9. Advertorial
• advertising + story
• supplements
• smaller outlets
• credibility

12. get to know the media

14. Newspapers
medium of record
publish regularly
drives the news cycle
most likely to follow through

15. Newspaper opportunities
general news
special sections
columns
letters to the editor
opinion-editorial
what’s on diaries
social pages

16. Magazines and supplements

17. Radio
24/7 operations
information hungry
local
convenient

19. Radio Opportunities
News
every half-hour
six to eight stories @ 30-40 seconds
Morning/drive time shows
popular with commuters
more detail than a news bulletin
Talkback
entertainment and information
need guests with information
Specialist programs

21. Television
dramatic media
sight, sound, action, colour to convey emotion
boils down complex stories
deadlines rule
celebrities attract coverage
realistic

23. TV opportunities
news
current affairs
• ABC Stateline
• Sunday morning programs
themed programs

24. Know who to approach
“Maggie Gees”
deadlines
special needs

25. which media works for you?

26. Be newsworthy

27. What attracts the media
Newsworthy Calendar Dates
Topical Issues

29. Newsworthiness
different
first time
local
trending
impact
IDNKT IDNKT = I did not know that
credible

30. New or variations

31. Use Canberra’s calendar
January February March April
New Year resolutions Return to school Internl Women’s Day April Fools
Australia Day Valentines Day Clean up Australia Arthritis Awareness
Summer holidays Seniors Week ANZAC Day
Children with special needs Canberra Day Road safety
Young people starting work Easter
May June July August
May Day Environment Day Christmas in July Vietnam Veterans Day
Mother’s Day Tax time Small Business Awards Missing Persons Week
Law Week Ski season Diabetes Week Hearing Awareness Month
Heart Week Literacy and Numeracy Week
Volunteer Week
September October November December
Start of spring Mental Health Week Remembrance Day Internl Volunteer Day
Floriade Water Week Melbourne Cup School year ends
Citizenship Day Mental Health Week End of university year Christmas
Father’s Day Breast Cancer Day

32. Trends

33. Celebrities

34. How newsworthy are you?

35. media tools

36. Story bank
gather newsworthy stories
divide into genres
refresh and recycle

37. Start a story bank account
stories from staff and volunteers
slice and dice
qualify the story
Women
Older Australians
package and store the story Young Australians
Culture
Sport
Arts
Religion
Business
Area-specific

38. Supporting your story
info-graphics (charts, graphs, diagrams)
published news story
Images
video
audio
tip sheets
online links

39. Images
images
file footage
logos
tech specs (hi-res)

40. A little bit fancy
competition
site visit
demonstration
immersion

41. Media documents
media release
media alert
media backgrounder
media kit

42. media releases
personalities
events
issues

43. pitch the media

44. Face to face works best
20 minutes appointment
who attends
brief explain issues
overview stories
identify media needs
agree way ahead + deadlines
leave something
continuous contact

45. Phone Pitch
call a specific journalist
say something interesting
why it is relevant to readers, listeners or viewers
where the story fits
shape the story
d s!
on
sec
way ahead
– 60
30
ave
follow-up
uh
Yo

46. Pitch by letter

47. Email pitch
Subject line
subject line
One screen
one screen
call to action

49. measure and follow-up
Tidying up

50. Say thanks

51. Summary
know the media
be newsworthy
use media tools
pitch the media
measure and follow-up