Jorge Alday Introduction to Media Communications 41 st Union World Conference on Lung Health Berlin - November 2010

News Media Is Important The news media sets the agenda Mass media coverage influences what people discuss News articles reflect and affect how people feel about issues The news can influence policymakers

How The Media Can Help You Target Audiences Donors Partners Volunteers Policy makers Public Opinion Influencers Local community leaders Researchers/academics Celebrities Unions/professional associations Religious leaders Your Message Media

Kinds of Media Newswires News syndicates Newspapers (dailies, weeklies) Trade publications General business and consumer media Magazines (monthly) TV (including cable) Radio Blogs

How The Press Operates

Thinking Like A Journalist Journalists are motivated by… Newsworthy stories relevant to their audience Time pressure and deadlines Finishing a certain number of stories for the day/week Getting front page, cover or lead stories Curiosity

What Is Newsworthy? A disease outbreak New strains of diseases Scientific breakthroughs/published research New baseline survey data A new public health program Changes in legislation, leadership or funding Data on results of a survey or research program Celebrity endorsements

CASE STUDY: ARI Atlas and ARIAtlas.org Strategy : Pre-brief under embargo/ World Pneumonia Day Event : Press conference in Berlin Spokespersons : WLF, The Union Materials : Press release, fact sheets, high-res graphics

How To Work With Journalists

Be Organized Journalist contacts list List of topics on which you can comment List of experts for interviews Materials: Press releases Statements and quotes Survey reports Photography of the campaign Track your activities and tasks

Before You Call A Journalist Know what they cover and what their interests are Understand the journalist’s bias and the bias of the publication Read or view their most recent story and their most recent on your issue Know publication deadlines

Making Initial Contact Clearly introduce yourself and explain who you are and why you are calling/writing Ask whether the journalist has time to talk Be focused: 2-3 sentences are enough Be ready to send information immediately

Press Materials

Pitch Letters/ s 4 to 5 sentences maximum 1 or 2 about the news 1 offering invite, interview, etc. 1 stating more details below No attachments: Paste background info below Clear contact details

Length of Pitch Letter

Press Release Structure THE INVERTED PYRAMID Statement of news at the beginning; facts only Who, What, Where, When, Why and How? Increasing detail  most important to least important Background info at the end Assume reader will read only headline and first paragraph

Press Release Essentials Letterhead Release date Contact information Headline Dateline Strong quotes Short paragraphs 1-2 pages “-30-” or “###”

Press Release Essentials Letterhead Release date Contact information Headline Dateline Strong quotes Short paragraphs 1 to 2 pages “-30-” or “###”

Media Advisory Essentials Who? What? Where? When? Why?

Web-Based Press Room

Media Event Planning Checklist Venue Media relations Press materials Speakers/spokespeople Other logistics

Media Kits Pitch Letter Media Advisory Press Release(s) Fact Sheet(s) Background of Organization Photos with Captions and/or Footage Approved Quotes Questions & Answers Business Card List of Spokespersons Available

Key Takeaways Understand the audience of media you are working with Make your information simple and audience-appropriate Be organized  have information ready to send immediately Be mindful of journalists’ time and the pressures they are under Follow through with the things you’ve promised to deliver

Jorge Alday