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2. Blogger & Media
Outreach
Greg Greene » Democratic Nat’l Cmte.
August 10, 2012

3. Introductions
NOI On Demand
Norms
You
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4. FOLLOWING THE LAW
Elections.neworganizing.com
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5. FOLLOWING THE LAW
www.afj.org
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6. Presenter:
Greg Greene
New Media Outreach Director
Democratic National Committee
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7. OBJECTIVE
• Walking through the present-day media
landscape, and the tools needed to
navigate it — and;
• Learning how to make inroads with the
media and reach the people that you
need.

8. AGENDA
• Surveying the media landscape
• Making pitches and reaching audiences
• Building and nurturing media
relationships

16. The Changed Landscape
• Fewer gatekeepers
• Greater cacophony of voices
• Digital media ↔ traditional media

17. Blogs & the Media Landscape
• Merging with — or into — traditional media
ecosystem
• Influencing political coverage
• Hosting ‘water cooler’ banter among
reporters, insiders, and activists

18. Activist Reporters & Bloggers
• Can rouse support for candidates, issue
campaigns, and causes
• Organize people behind policy goals (e.g.,
presidential support for marriage equality)
• Sometimes — through writers or readers —
raise money for campaigns and causes

19. QuickTime™ and a
decompressor
are needed to see this picture.

21. Democrats Take Control of Senate As Allen
Concedes to Webb in Va.
Victor Vows New Approach To Iraq War
— The Washington Post
Nov. 10, 2006
Allen Quip Provokes Outrage,
Apology
Name Insults Webb Volunteer
— The Washington Post
Aug. 15, 2006

22. The Triangle of Media Influence

23. The Triangle of Media Influence

24. Forging Relationships
• Set your strategy
•What are your goals?
•How can the media help you?
•Why should someone help you?
• Identify the relevant reporters
• Note what they like, and the subjects they
focus on
• Learn how to reach their audiences

32. Building a Blogger List
• LeftyBlogs.com lists blogs in each state (but
needs updating)
• Soapblox.net links to state-based community
blogs
• Memeorandum.com monitors trends on
national blogs

37. Blogroll
NotLarrySabato.Typepad.com

41. Starting the Relationship
• Reach out personally
• Listen — conversations are two-way
• Ask before adding to press lists
• Stay clear about what’s on, and off, the record
• Treat trusted activist writers/bloggers as allies

42. Building the Relationship
• Hold conference calls to keep media looped in
• Help people write live from events
• Set aside accomodations at major happenings
(e.g., a party convention’s press gallery)

43. Building the Relationship
• Link to valued sites and stories on your site
• Create material — e.g., photos, videos, and
infographics — that others can use

47. Questions?
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48. neworganizing.com/toolbox
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