Northland Semester of Service Training

1. MEDIA: PUBLICIZING YOUR EVENT

2. Media-shmedia… Don’t be scared, you’ve got news and they want it! There are, however, specific ways to approach specific people for specific things, and whether you follow these guidelines or not may make or break your case when trying to get your event covered.

3. What Is “Media?” Newspapers Magazines TV Radio “Social Media?” Facebook Blogs MySpace Twitter YouTube Any public source of information about the goings on in a particular area.

4. WAYS TO PROMOTE YOUR EVENT Post information about your project or event on the school’s/organization’s website Create a blog to write about project preparation and implementation Write a media release about your project and submit it to school and local newspapers and broadcast companies. Write an op-ed piece about the issue your service-learning project addresses Create flyers or posters and distribute Ask project partners (donating businesses, schools, etc) to include information about your project on their websites YSA – Semester of Service Strategy Guide - 2011

5. WAYS TO PROMOTE YOUR EVENT Create a Facebook event or fan page and have all participating students invite their friends Invite public officials or other local celebrities to attend your event or post information about it on their websites Get some air time on the radio! Even when your project is complete, announce results through all previously mentioned outlets YSA – Semester of Service Strategy Guide - 2011

6. WHAT ATTRACTS THE MEDIA?Consider using these elements of the news when planning an event to engage the media Controversial topics Local issues Milestones – notable developments in a particular topic area or anniversaries Visual – what will look good on camera or in a photo? Celebrities – respected community leaders, elected officials; we’re not talking Hollywood here Breakthroughs – events using words like “first,” “most,” “newest,” “youngest,” etc. Personal stories Amnesty International Conference – Media - 2008

7. Parts Of A Newspaper Community Calendar Letters to the Editor Use them to respond to correct something you’ve read or to “hook” others interested in your issue/project If responding, do so the same day if possible E-mail the letter so it is easier for the paper to edit Aim for less than 250 words – this increases the probability that it will be published Amnesty International Conference – Media - 2008

8. Parts of a Newspaper Op-eds More likely to be published if addressing an issue not mentioned elsewhere in the editorial space They look for timeliness (be concise), ingenuity, strength of argument, freshness of opinion, clear writing, and newsworthiness Personal experiences are great especially when in service to a larger idea 750 words Make your argument point by point, more detailed the better Amnesty International Conference – Media - 2008 “And Now a Word From Op-Ed” David Shipley, New York Times, Feb 1, 2004

9. How To Write A Media Release to TV Put your (or whoever the spokes person is) contact info at the top – name, phone, e-mail Include the best time to contact this person If you desire confirmation, write so at the top Start with “why they should give a darn” Follow with the 5 W’s If you’ve more to say, add those details in an attachment and specify such, or write “more details available, please call _____.” E-mail this 3 days before the event and call the day of to confirm “How To Get Your Message In The Media” Workshop - Duluth, MN – 2010 Northland News Center

10. How To Write A Media Release to Press or Web When writing, consider… Timeliness – How does it relate to local, national, or global current events? Why would others be interested? What makes what you have to say unique or outstanding? Where do you want your story? Newspapers expect stories 3 weeks in advance. Magazines prefer it 3-6 months in advance The variety of outlets – remember the audience for each outlet as well. What audience are you looking for? YSA – Semester of Service Strategy Guide - 2011

11. How to Write a Media Release to Press or Web When formatting… Write a short, clear headline expressing the main point Contact info goes at the top! Put the most important info in the first paragraph Who, What, Where, When, Why, and How?! Include a quote Keep it brief and succinct Exclude organizational or field jargon – make sure everyone who has never heard of your program will be able to understand what you are writing Include a brief description of your organization at the end YSA – Semester of Service Strategy Guide - 2011

12. TV Time Best time to place follow-up call 10:00am–10:30am Best time to hold an event if you want them there to film it 10:30am–3:30pm Not a good time for an event unless you want a live shot! 5:00pm–7:00pm Take into consideration when their news casts are. If they’re on air, they can’t be at your event or on the phone with you! Never hesitate to call Think “visual” – if they come to film, what will look nice? Always have one particular person available for an interview – you may only get one shot so keep your schedule open! “How To Get Your Message In The Media” Workshop - Duluth, MN – 2010 Northland News Center

13. MAKE YOUR RELEASES EXCLUSIVE!Don’t send the same article to four different papers or the same release to three different tv stations. They want something the others don’t have and if they find out you have also invited the competition, you may risk severing a beneficial relationship.

14. Tips On Speaking To The Media KISS – Keep It Short & Simple! Develop 3 “talking points” for each interview. Practice them. Repeat them during interviews. Use simple statements, words, and images Don’t use big words Beware of acronyms When you’ve answered the question to your satisfaction stop talking! Repeat, repeat, repeat Each question is an opportunity to segue back to one of your key talking points Amnesty International Conference – Media - 2008

15. Tips on Speaking to the Media Interviews are not interrogations – they’re an opportunity to share your message! First and last points are most remembered Don’t be afraid to say “I don’t know,” it’s much better than giving false information Don’t say, “No Comment” Always tell the truth Make eye contact with the interviewer Think of the “mike” as always live! Project your voice but don’t yell Amnesty International Conference – Media - 2008

16. Tips on Speaking to the Media Reporters will be most interested in the issue you are addressing and why it’s important to you and the youth – use this to demonstrate how much you have learned about your issue/project Common questions may be: What have you learned from your volunteer experience? Why is this issue important to you? How does it feel when you volunteer in your community? Have a thorough understanding of how your event was implemented Know the 5 W’s & H Keep your comments positive. If someone asks you a negative question respond briefly but continue about why you’re excited about the project Understand how your project is connected with Semester of Service Be excited – speak with enthusiasm! YSA – Semester of Service Strategy Guide - 2011

17. Tips on Composure and Dress When Face to Face With the Media Smile – don’t look too serious! Keep hand gesture to a minimum and in a box in front of your chest Maintain posture – don’t lean back or slouch Dress conservatively – be aware of the image you project No big hair Don’t overdo the make-up – let them fix your face if they offer No organization buttons – they shine and glare Amnesty International Conference – Media - 2008 “How To Get Your Message In The Media” Workshop - Duluth, MN – 2010 Northland News Center

18. Twin Ports Media Minnesota/Wisconsin Public Radio Community Calendars PACT: Public Access Community Television Get your kids on TV (after parent consent)! These programs are non-commercial produced by local citizens and community groups. They also provide workshops in production, and program planning. “PACTPAGES” publicize local events whether you need help or just want people to attend (form available on www.northlandsos.org “Resources” page). FREE! “How To Get Your Message In The Media” Workshop - Duluth, MN – 2010

19. Twin Ports Media Duluth News Tribune Newspaper Send an e-mail one month before the event takes place (cityeditors@duluthnews.com) This should include why your event deserves to be printed. Do not send attachments! Send a follow-up e-mail one week before the event takes place Call later that day or the next and ask for the Managing Editor (Georgia) to confirm Scrapbook – needed 1.5 weeks in advance, pictures are welcome (JPEGs!), one paragraph about event, great for fundraisers Facesandnames@duluthnews.com – After an event, need to know one day in advance Online – “Area Voices” Blog “How To Get Your Message In The Media” Workshop - Duluth, MN – 2010

20. Twin Ports Media Community papers – Hillsider, Reader, Transistor, Zenith College Radio – KUMD, KUWS Eyewitness News (TV) - www.wdio.com “How To Get Your Message In The Media” Workshop - Duluth, MN – 2010

21. Twin Ports Media Northland’s News Center (KBJR, KDHL, MY9, CW) Weekend stories (needed by Friday), Government: LeAnn Wallace lwallace@northlandnewscenter.com Education: Jena Pike jpike@northlandnewscenter.com Environment/Green: Jeff Edmondson jedmondson@northlandnewscenter.com Sports: Zach Schneider zschneider@northlandnewscenter.com Community: Dave Anderson danderson@northlandnewscenter.com (others available on www.northlandsos.org “Resources” page) “How To Get Your Message In The Media” Workshop - Duluth, MN – 2010

22. Social Media Word of Mouth share stories with friends and direct them and others to your website, Facebook, blog, etc. Organize a Tweetup If you use Twitter, engage multiple users and invite them to your event Use Video YouTube.com is a great resource in sharing video Organize an Online Event Use Twitter, Facebook, Blogs, or any other media to get others involved Blog Posts This is a fun opportunity for students as well, and a nice way for the community to follow your progress. Upload photos! YSA – Semester of Service Strategy Guide - 2011

23. YOU CAN DO IT! Don’t be scared. You’ve got news and they want it - establish a relationship with your local media!