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350.org media coordinator training
This document provides guidance on engaging local media through press lists, advisories, releases, and pitching stories. It discusses the differences between press lists, advisories, and releases. Press lists contain contact information for local media outlets, while advisories are short invitations to generate interest in an upcoming event or story. Releases provide full details about an event or story for media to potentially publish verbatim. The document emphasizes building relationships with media contacts and practicing pitching stories within 30 seconds to 1 minute by focusing on key details like who, what, where, when, and why along with a compelling hook.
350.org media coordinator training
- 1. Media Coordinator Training:Press Lists, Advisories, Releases, and Pitching your Story!
- 2. AgendaOverview of Typesof Media CoveragePress ListsPress advisories and releases 101Pitching your story
- 3. Types of CoverageNewMedia vs. Traditional MediaEvent building news vs. coverage after the fact
- 4. Press Lists:Your presslist will be a personalized excel document of local media contacts in your region
- 5. Press Lists:What informationdo you get on each contact?Name
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- 15. FrequencyPress Lists:What shouldyou do with your press list?Call it, email it, facebook it, follow them on twitter.Each call is a starting point: the goal is to build a relationship.
- 16. Advisories and Releases101For examples and to follow along:http://workshops.350.org/toolkit/media/#advisory
- 17. Advisories and Releases101What is the difference between them?What are we trying to accomplish?TimelineCustomizing your advisory/ release
- 18. Advisories and Releases101Media Advisory:Think of it as an invitation to a reporter. Short, witty or entertaining, makes you want to know more.
- 19. Advisories and Releases101Press Release:The article you want them to write. If they published this word for word, with quotes from your people, you would be happy.
- 20. Pitching your storyBeforeyou pick up the phone:Know your story: details, 5 W’s, hookThink about why you would want to read the story you are pitching.Practice pitching it to a friend in 30-seconds-1min.
- 21. Pitching your storyKeepit shortBe friendlyCall between 10am and 2pmDon’t forget the detailsHave a hook
- 22. Pitching your storyReminder!Don’tjust call to see if they got your release. They get tons. Pitch the news, remind them about the release, resend it once they know why the event is important.
- 23. Practicing your Pitch:Try it at home!Stage a pitch call with a friend. Have them pretend to be the reporter, and practice introducing yourself, confirming they received your advisory, and selling your event in less than 2 min.When selling your event: Who, what, where, when, why (…and don’t forget your hook!)
- 24. Summary!Work your medialists, explore new and alternative mediaNetwork, network, network.Notify, invite, confirmTell a compelling story, and people will cover it.