1.
Hone Your Message
and Work with the
Media to Get It Out
Webinar
May 25, 2017

2.
• Represent over 250,000 businesses in 40 states.
• Over 130 direct member businesses.
• Over 80 association members.
• Wide range of sustainability issues.
• Advocate at federal level and in state capitals.
• Place Op-eds and Policy Statements in media.
• Have Biz leaders be spokes to media on issues.
• Bring Biz leaders to DC to testify & lobby Congress & Administration.
ASBC’s Reach & Capabilities
asbcouncil.org/webinars

3.
ASBC’s Reach/Capabilities
asbcouncil.org/webinars
DAVID BRODWIN, CO-FOUNDER AND VP OF MEDIA AND
COMMUNICATIONS, ASBC
David heads marketing and finance at ASBC. His background involves
executive leadership in management consulting, high technology and
public policy. In the private sector he was a partner at Accenture, leading
the firm’s strategy work in media and entertainment, and was marketing
VP at Radius, a computer peripherals business. In the nonprofit sector, he
was president of New Voice of Business and executive director at
Rockridge Institute, a think tank that explored political communications.
David writes a regular column on “Economic Intelligence” for U.S. News
and World Report, and lectures on movements for social change. He
holds degrees from Stanford and Harvard.

4.
ASBC’s Reach/Capabilities
asbcouncil.org/webinars
BOB KEENER, DEPUTY DIRECTOR OF PUBLIC RELATIONS, ASBC
Bob is responsible for setting ASBC’s press strategy and
communications. He directs and implements all press-related activities;
oversees development of press materials, op-eds and columns; and
conducts training and coordination of media spokespeople.
He has been working in issues advocacy for 15 years after a career in
the private sector, first running a franchise business and then working in
marketing and PR. His private sector work encompassed corporate,
start-ups and agencies, including a stint at Hill & Knowlton―at the time
the world's largest PR agency. More recently he was Director of
Communications at United for a Fair Economy.

5.
• Understanding your power and influence
with the media
• Training to maximize your impact
TODAY’S GOALS
asbcouncil.org/webinars

6.
• Business leaders are widely credible
• Essential for business to counter typical right
wing arguments on regulation, taxes, etc.
• Your personal credibility carries the day
• Self-interest meets public interest
WHY BE AN ADVOCATE
asbcouncil.org/webinars

7.
• Much harder to get coverage now
• No one covers business policy
• Journalists under more pressure
• Need quick, pithy, colorful comments
• Want story elements that fit standard frames
CURRENT MEDIA CONTEXT
asbcouncil.org/webinars

8.
• Help win the issue
• Break the standard frame
• Make the business/economic case
• Elevate individual businesses
• Present a powerful growing movement
ASBC’S MEDIA OBJECTIVES
asbcouncil.org/webinars

9.
• Leverage meetings with policymakers
– Press conferences, 1:1 meetings with journalists
• Inject messages in media
– Quotes in context of breaking news
– Pitch business leaders for interview
– Ghost-write and place Op-eds and columns
– Leverage Social media, blogs, etc.
• Coach, prep, and support business leaders for media roles
WHAT WE DO
asbcouncil.org/webinars

10.
• Shows that you “walk your talk”
• Inspires, motivates employees
• Strengthens customer loyalty
• Builds your reputation as a leader
PUBLIC ENGAGEMENT BUILDS YOUR BRAND
asbcouncil.org/webinars

11.
• Example: State Carbon Price
• Agenda:
– Approaching media
– Pitching and working with journalists
– Op-eds, columns, blogs
• Your questions
GETTING MESSSAGES CARRIED IN THE MEDIA
asbcouncil.org/webinars

12.
• Research to locate key journalists
– Issue-focused and business-focused
– Learn how stories are developed at the media outlet
• Print and online
• Broadcast
– Editors vs. Reporters vs. Producers vs.
Bookers
• Study their work; think about what they would do
with your story idea
APPROACHING MEDIA
asbcouncil.org/webinars

13.
• Prioritize your targets
• Plan your approach
– Start easy, start local
– Stage your contacts one at a time
APPROACHING MEDIA
asbcouncil.org/webinars

14.
• Make contact
– Introduce yourself and your business
– Ask if they are interested in your perspective on the
issue
– Ask if now is a good time (if not find out when)
– Make a pitch
– Try for a meeting (in-person)
APPROACHING MEDIA
asbcouncil.org/webinars

15.
• Develop a pitch
– Hook to something in the news (Paris agreement decision)
– Be clear on your key messages
– Think up some pithy soundbites
– Write it up in an email; remember the Subject line
PITCHING & WORKING WITH JOURNALISTS
asbcouncil.org/webinars

16.
• Make your pitch AND build the relationship
– If they don’t run with your pitch now, offer to be there
in the future
• Try for in-person
– If you have an interesting facility, invite them there
– Offer lunch, coffee, drinks
• Keep in touch–especially when news happens
• When they contact you, get back ASAP
PITCHING & WORKING WITH JOURNALISTS
asbcouncil.org/webinars

17.
• You get to control the message
• Research the facts and evidence to support your agenda
• Study the content where you want to be
• Follow the requirements and process for submitting
• Call and email to learn why not
OP-EDS, COLUMNS & BLOGS
asbcouncil.org/webinars

18.
• Fill out our “Speak Out” form
– http://bit.ly/asbcspeak
• Return our call or email ASAP
• Read our Key Messages on the issues
• Understand the context and the story
angle
• Prepare a soundbite or two
• Evangelize!
LET ASBC HELP YOU
asbcouncil.org/webinars

19.
Questions?
OUTSIDE ADVOCACY TECHNIQUES
asbcouncil.org/webinars

20.
OUTSIDE ADVOCACY TECHNIQUES
asbcouncil.org/webinars
Working with ASBC
David Brodwin, Vice President/Co-founder
dbrodwin@asbcouncil.org
Bob Keener, Deputy Director, Public Relations
bkeener@asbcouncil.org