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
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
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