Working with Traditional Media
By Mary P. Felter
Assistant Public Image Coordinator
Zone 33
Rotary Club of Annapolis
2013 Zone 33 Rotary Public Image Leadership Seminar
What is news?
Information that is newly received or noteworthy, especiallyabout recent or important events.
News is information that is of broad interest to the intendedaudience.
Something that might be news in your community might notmean anything to a neighboring community.
2013 Zone 33 Rotary Public Image Leadership Seminar
What are journalists seeking?
Timeliness – when did this happen?
Impact – who does it affect?
Proximity – did it happen here?
Controversy – are there people who care about it?
Prominence - who is affected?
Current value – does the story have “legs” – is it of interest?
Oddity – the famous “man bites dog.”
2013 Zone 33 Rotary Public Image Leadership Seminar
Your Rotary Story
You are a Rotarian because…
Rotary is important because…
Others might be interested in Rotarybecause…
2013 Zone 33 Rotary Public Image Leadership Seminar
How to tell that story
First, let’s talk about:
What’s worked for you inthe past?
How did you get
coverage for your event?
2013 Zone 33 Rotary Public Image Leadership Seminar
Finding traditional media
How do you find the right place for yourstories?
–Become familiar with area publications andbroadcast media
–Read and analyze these types ofpublications
•Newspapers, regional magazines, trade publications, churchbulletins, chamber of commerce newsletters, governmentnewsletters to community groups for example.
–Use the Internet to research publicationsand broadcast stations in your area.
2013 Zone 33 Rotary Public Image Leadership Seminar
Define traditional media
•Newspapers
•Magazines
•Radio
•Television
2013 Zone 33 Rotary Public Image Leadership Seminar
Don’t believe this headline!
•Daily, weekly, monthly
•What types of articles are printed? News?Features?
•Photographs – advance, after the fact?
•Calendars?
•Web page and bloggers?
2013 Zone 33 Rotary Public Image Leadership Seminar
Newspapers
Magazines
Same questions as with newspapers
Weekly, monthly, quarterly?
Hard news? Features? In depth?
Photos?
Do they accept articles you write or must theybe assigned to a writer? Do you providephotos or do they take them?
Why does this matter?
2013 Zone 33 Rotary Public Image Leadership Seminar
Radio
•Radio has time for short interviews on localnews.
•Radio stations vary in types of coverage asthey may be specialized – rock, all news, etc.
•Radio talk shows may need a spokesperson ontrendy topics or with background on currentnews.
•Radio has time for public serviceannouncements.
2013 Zone 33 Rotary Public Image Leadership Seminar
Television
2013 Zone 33 Rotary Public Image Leadership Seminar
Public and privately owned?
Government cable may cover community events
TV may need an informed spokesperson – so become aresource for stations
Who receives your news?
Know the staff at the media
–Newspapers: news editor, community editor, featureseditor, business editor, photo editor, calendar editor, eventhe sports editor
–Magazines: editor in chief, senior editor, article assignmenteditor, events editor
–Radio and television: desk editor, news editor, video editor,community editor
And they all have web news editors nowadays
2013 Zone 33 Rotary Public Image Leadership Seminar
Finding the contacts
•How did YOU find this information?
–Use the internet
–Use e-mail
–Use the ’phone
Tell them you are updating your press release distribution list.They usually are delighted to tell you current informationbecause they want your news. It’s their life blood.
HOWEVER, if they say they are on deadline, ask when it is bestto call back – and then call back at that time. Respect themand they will respect you.
2013 Zone 33 Rotary Public Image Leadership Seminar
Deadlines
•Obey them!
•Deadlines vary depending on the media andtype of coverage.
•Newspapers can have hourly deadlines, dailydeadlines, weekly if a feature item, etc.Magazines may be monthly or three monthsor more
•Radio/tv – immediate to weekly.
2013 Zone 33 Rotary Public Image Leadership Seminar
Why are deadlines important?
2013 Zone 33 Rotary Public Image Leadership Seminar
Knowing media deadlines affects when youprovide them with your information so theycan print/broadcast it in a timely manner.
If you are a reliable source for them, such asmeeting their deadlines and providing themwith accurate media releases, they will paymore attention to you and your story.
How do they want your news
•When you reach the media for their contactinformation, ask HOW they want the news.
•E-mail is the usual form. Editors can cut andpaste and place the story on their computerpages quickly. It takes minutes to handle thistask.
•Web editors can do the same, sometimes evenbypassing the news editor’s sending it tothem.
2013 Zone 33 Rotary Public Image Leadership Seminar
Press releases
Key elements
•Put it on club’s stationery with address and web site,Facebook, and Twitter and any other addresses
•Include club’s contact person, numbers, and e-mail
•Provide the release date – when can media use it?
•Put a headline on it
•Open the first paragraph with place and date
For example, Annapolis, MD (May 30, 2013)
2013 Zone 33 Rotary Public Image Leadership Seminar
(More on press releases)
•Be sure to include the “who, what, where, whyand how” in the first paragraph if this is ahard news story.
•If you are writing a feature type story, youmay lead with a brief anecdote as a storyintro.
•Always end with how the public can respond– a telephone number, a web address, and ane-mail for example.
2013 Zone 33 Rotary Public Image Leadership Seminar
Attachments
Photos – color? Black and white?
Fact sheets
Graphics – Rotary logo in particular
How do editors want to receive this material?
Ask them
2013 Zone 33 Rotary Public Image Leadership Seminar
Advertising
Ads and news stories are different from eachother. The departments don’t talk to eachother. (It is a cardinal rule, like separation ofchurch and state!)
Do not ever tell an editor you have purchased anad and therefore they are obligated to publisha story about your group. Wrong.
Ad representatives can assist you in preparation
You need lead time for ads as you do for newsstories
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Variety of ads
•Ads can be a single, one time placement, ormultiple times, of various sizes
•Ads can be designed by the media, usuallyfree at newspapers and magazines
•Ads can run as large as a tabloid insert in acommunity newspaper
•Ads can run as public service announcementson radio and television (Ads can come fromRotary International)
2013 Zone 33 Rotary Public Image Leadership Seminar
“Billboard” ads
Another type of traditional media - billboards
These include highway billboards as well assubway, bus, airports and train station ads
Must be clean, neat, simple, with contactinformation – people have only seconds toread them
Ads are available from Rotary International
2013 Zone 33 Rotary Public Image Leadership Seminar
Resources
2013 Zone 33 Rotary Public Image Leadership Seminar
Rotary has a Media Center with resources atwww.rotary.org
Humanity in Motion V is the most currentinformation available with four discs onrecommendations for public image chairs
Follow up
•Your mother was right!
•Call, write, e-mail the editor/writer a thankyou note, and express appreciation for thecoverage.
•Offer to be a resource for that writer/editor inthe future.
2013 Zone 33 Rotary Public Image Leadership Seminar