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How to Really Get Heard - Champaign University Y 11-3-2009
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- 2. If you couldwrite the headlineon your story, what would it say?
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- 4. Why We CommunicateTurnout Attendanceat an eventAwarenessUsually traces back to moneyAdvocacyBest to engage audience
- 5. What Are OurGoals?
- 6. Who Are OurAudiences?
- 7. What Are OurMessagesGot milk? / ¿Tomaleche?http://www.gotmilk.com/fun/toma_leche_2.html
- 8. Audiences Do NotWant“mission statement” by Ecastro, from flickr
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- 13. Crafting An ElevatorSpeechWho We Are, In A Minute Or SoHi! My name is _____ and I work with… You know how… (problem)Well, what we do is…(feature)So that …(benefit)We’re kind of like the…(metaphor)Feature: the physical traits or description of what you doBenefit: a feature translated into a member’s satisfaction. What do the members get because of what you do?Metaphor: a comparison that can be funny or startling; goal is to make your work familiar.
- 14. 6 Types ofStoriesOh No!...disaster, tragedy, bad newsYes!...victory, agreement, improvementWow!...extreme, unique eventHmmm!...thought-provoking, stimulatingRituals...opening days, funerals, birthdaysNews You Can Use...helpful information
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- 17. 3. Pitch“Do youhaveaminutefor meto pitchyoua story?”
- 18. If it’sthat easy,whyisgettingnewscoverage so hard?
- 19. ToMakeNews,YouNeedTo DoorCreate SomethingManbites Dog, Peter Blapps, from flickr
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- 21. The News…Bob Blackfor CMW
- 22. Tribune and Sun-Times,1986-2008Source = Newsbank, March 2009
- 23. …and UsHow hascommunications changed? (summer 2009)DisagreeAgree
- 24. The Alternatives MayBe Betterhttp://bit.ly/cmwethnicCommunity news
- 25. Help, I’m NervousStevenPoff, “July 31st 2008 - I Aimed, I Pulled the Trigger, from flickr
- 26. Rock Star InterviewTips: BridgingIf you are asked a question not on your agenda, bridging is the effective way to respond. Nikki Sixx, by Tawny Rockerazzi from flickr
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- 28. More tips“For instance…”Thethree CsBest/Worst, Last/FirstUltimate expertQuote your enemy
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- 30. PowerPoint, Handouts, &Anchor PeopleScott Rekdal.com, 9/12/2007
- 31. Thank you!Learn moreat the blog: www.communitymediaworkshop.orgJoin our network at www.nonprofitcommunicators.ning.comGordon Mayer, [email protected]
Editor's Notes
- #9 Mission statementsGood IntentionsJargon & GibberishBackground informationGeneralities
- #15 Oh No!...disaster, tragedy, bad newsYes!...victory, agreement, improvementWow!...extreme, unique eventHmmm!...thought-provoking, stimulatingRituals...opening days, funerals, birthdaysNews You Can Use...helpful information
- #17 Imagine your audience and what they will askRoleplay, rehearse, build up to the most important news outletsList!Release!
- #22 Newspapers audience is up more than ever on the Web but their advertising revenue is down, down, downWes Bleed story-platform changes the message (Clay made this point better this morning) He got laid off
- #23 The NEW News report for the TrustThe news is increasingly UNlikely to cover you/your issue no matter how good you are
- #24 Our own survey-sector response to changesImpact survey is source ; scale was 1 to 4 strongly disagree, disagree, agree, strongly agreeSocial media: eb’s doing itPrint? What print?Online news coverage is workingReporters who used to cover us got laid offNot so much on capacity but not badSome status quo, some layoffs, a bit of added capacityQuestions?
- #26 Your point of view is the most important thing at the momentYou got here because what you know and think is of valueBeing nervous is normalChannel fear into excitement and enthusiasmUse breathing, centering—relaxation techniques that work for you