Media Relations 201 National 4-H Council Dec. 6, 2011

Welcome & Introductions Review of Media Relations 101 Media Outreach Components Developing a Communications Plan Creating the Media Tool Kit Building Reporter Relationships Wrap-Up Tips & Questions Media Relations 201

Kristin Walter, Director, Public Relations, National 4-H Council Kyle Jones, Public Relations Project Manager, National 4-H Council Victoria Houghton, Public Relations Project Manager, National 4-H Council Introductions

Media Relations is: Communication between you and a member of the media, with the purpose of telling the story of 4-H. Review: Media Relations 101

Media Relations Value:  Gets your message out  Relatively cheap  Builds trust about your brand  Creates buzz  Builds visibility  Attracts interest from funders, parents, volunteers, etc.

In Media Relations 101, we learned how to: Review: Media Relations 101 Reach out to the media Build and tell a story

Review: Media Relations 101 Storytelling: What’s a Good 4-H Story to Tell? 1.Unique 4-H Event – 4-H National Youth Science Day, Engineering Competition, Healthy Living Event, Charitable Function 2.4-H Research – Tufts University Study of PYD, State, Local, studies 3.Join the Revolution of Responsibility – 4-H youth taking action to better their communities Remember: Think beyond the generic – show off what makes 4-H so unique.

Media Relations Components Getting Started: Next Level Media Relations includes: Communications Plan Media Tool Kit Media Relationships

Communications Plan A good communications plan provides context for two key points: 1. Outlines the hook or focal point of your pitch outreach. Answers the question: What’s the news? 2. Guides your plan for communicating with the media

Communications Plan  Includes a yearly timeline of events for media outreach (pitching) o The pitch to media must be timely and relevant o Pitching is best one week before the event, with follow up conducted throughout the week

 Lists the components that will be used in the Media Tool Kit  Notes the types of reporters and media outlets to contact (those who cover news relating to your event). Communications Plan Media Tool Kit

Media Tool Kit Tips:  Not all of the components in the media toolkit will be needed for every pitch.  Pitch first ( and/or call) then provide supporting documents from the media tool kit. A Media Tool Kit is a collection of resources that can be used to inform the media about your story, and to supplement your pitch.

Media Tool Kit  Press Release: Descriptive announcement of the news hook (news or event) written for the media:  One-to-two pages about your 4-H story  Reads like a detailed feature story  Can be used by a reporter as-is, or as background information for a story A standard media tool kit usually includes several of the following components:

Media Tool Kit: Writing a Release Inverted Pyramid: general to specific Top: “For Immediate Release”, Title, Location, Date Lead: (5 w’s) Second paragraph: Details Third paragraph: Quote Fourth +: Context Background & Website Contact Information

Research… Fact Sheets… Media Tool Kit Evidence that your program/event is effective. Details and figures about a program, event, activity, experiment, etc.

Talking Points: Colorful and descriptive statements that pad your facts and research. Spokesperson: Your go-to person for media interviews Media Tool Kit Donald T. Floyd Jr., National 4-H Council president and CEO

Media Tool Kit  Optional (but helpful) material o Media alerts announce an event and look like a cross between an invitation and a flyer. o Often distributed to the media approximately three days before the event when there are photo, video and/or interview opportunities for reporters o Also include other supporting information, such as factsheets or studies

Media Tool Kit: Writing a Media Alert Media alerts just include the Facts  Top: “Media Alert”, Title, Subtitle  Bullets:  What and Who:  When:  Where:  About w/ website:  Contact Information  Other Relevant Details

Media Tool Kit Op-Ed (Opinion-Editorial)  Old-school Facebook post: “What’s on your mind?”  Highlights an issue and argues for one side  Includes opinions and facts Letter to the Editor  Responds to an article – good or bad  Argues for or against the case made in the article  Includes opinions and facts

Media Tool Kit General Guidelines: Op-Ed & Letter to the Editor Check terms & conditions Less is more: 750 words or less Personal experiences or examples will add character Facts and figures will add substance Only send to 1 publication Five-Day Rule: Follow up; No response? Send it elsewhere Remember: Print space is money.

Media Tool Kit: Letter to the Editor

Media List Core Media List  All local newspapers and TV stations  Gather names of reporters, telephone and addresses  Also obtain the same for editors or producers over the beat as well.

BREATHE: Not all of the pieces for the Media Tool Kit are necessary – use what works for the task at hand!  Planning a Unique Event: Media Alert, Talking Points, spokesperson  Announcement about a Grant, Research: Press Release, Fact Sheets, Spokesperson  Join the Revolution of Responsibility Story: Press Release, Talking Points, Spokesperson (4-H Youth)  Reactive Event: Op-ed, Letter to the Editor, Talking Points Overwhelmed???

The Pitch Should be a condensed version of the press release Can be done in or by phone Showcase the relevance and importance of the activity Make a connection with other stories covered Offer supporting details for coverage Should tie up as a nice, very short summary

Pitching Tips Call and/or the reporter first Never an attachment unless asked Pitch between 10 a.m. and 2 p.m. Events: Call and invite one week prior  Send media alert with logistical details Don’t forget to follow up on your pitches

Building Reporter Relationships Send periodic updates on club programs Check to see what stories reporters are working on – particularly during youth- related times of the year (e.g. back to school, finals/testing) Offer exclusives or send “embargoed” press releases Invite to everyday 4-H events – club meetings, fairs, etc. If local, grab coffee!

For examples of various media relations tools and templates, visit h.org/resource-library/promotional-toolkits/. h.org/resource-library/promotional-toolkits/ Or:  Visit  Hover on the green bar: ‘Resource Library’  Click on the last option listed on the drop-down menu: ‘Promotional Toolkits’ Media Relations Resources

To learn more about Media Relations and how you can use it to fundraise, join us:  Jan. 10, Media Relations to Fundraise Media Relations Resources

Questions?

4-H is the youth development program of our nation's Cooperative Extension System.