1. Keys to Success
 Be strategic/proactive
 Know your local media
 Plan ahead
 Use toolkits
 Push key messages as measured by national
 Be a resource
 Enlist PR pros
 Track coverage/Evaluate results
 Follow-up

2. National Office Tools/Resources
 Extensive media toolkits
 Media counseling
 Messaging notebook
 Trainings
 Speaker’s bureau
 PSAs

3. What You’ll Need
 Media list
 Understand media protocol for your state
 Approved, trained media spokespeople
including victim(s)
 Method for contact media (fax, e-mail, PR
Newswire)
 Toolkits or template material
 Set up Google alerts for tracking

4. Types of Placements
 News and features
(TV, radio, newspapers, newswires, magazines)
 Editorials, Columns
 OpEds
 Letters to the Editor
 Broadcast talk shows
 Online media
 Paid Advertising or Public Service Ads

5. Media Outreach - Materials
 Pitch letter = Story/segment suggestion
 Media advisory = Advance pitch, 5 Ws
 News Release = News, journalistic style
 Statement = Response or comment
 Letter to Editor = Brief response to article
 OpEd piece = Opinion

6. Media Outreach - Contacts
Broadcast Media Print Media
 Future/Planning Editors  Daybook Editors
 Assignment Editors  Assignment Editors
 Segment Producers  City, State, Features
Editors
 Guest Contacts  Beat Reporters
 News Directors  Editorial Page Editors
 Beat Reporters  Opinion Page Editors
 Columnists

7. Generating Positive Coverage
 Be proactive (help shape the media’s
agenda)
 Understand how the media works
 Stay on the media’s “radar screen”
 Plan ahead
 Pitch “news”
 Be opportunistic
 Be responsive

8. Getting Attention
 Angle or “hook”
 Unusual, attention-grabbing method of
delivery
 Include key partners and other VIPs in
events
 “Peg” to something already in the news
 Use “social math” and facts, statistics

9. Know What Makes News
What the Media Wants What You Can Offer
Human “face” Victims, youth, etc.
Wide Impacts Statistics and trends
Drama Personal stories
Controversy Legal, industry
“Pocket book” Costs
Health/Safety Tips, solutions
Scoop New info

10. “Substance with Sizzle”
 Humanize
 Personalize
 Localize
 Visualize

11. The Winning Pitch
 Before:  During:
 Create talking points  E-mail advisory or
 Do your homework other materials
 Create a media list  Respect reporters’
 Prepare a deadlines
spokesperson  Follow up via phone
 Be persistent,
thorough, creative
 Be honest,
respectful