Marianne L. Hamilton Media Expert Got You Covered: Media Management 101.

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Presentation transcript:

Marianne L. Hamilton Media Expert Got You Covered: Media Management 101

Marianne L. Hamilton Media Expert Mate former Rotarian Newspaper stories Segments on TV show Rotary Connections

Marianne L. Hamilton Media Expert 1 st byline in national pub 1982 Film/TV experience Many mktg/comms jobs in Corp. America Both sides of fence: pitching & publishing Professional History

Marianne L. Hamilton Media Expert PRINT

Marianne L. Hamilton Media Expert Why you’re not getting any…ink The Terrible Truths

Marianne L. Hamilton Media Expert Digital Decade: Pulverizing Print

Marianne L. Hamilton Media Expert 15K layoffs-’09 “Only” 4,100 -’ so far -’12 Print costs $$$ Consumers want mobile content Circ./ad revs dropping; bankruptcies/consolidation NewspaperDeathWatch.com, PaperCuts

Marianne L. Hamilton Media Expert 3 papers share: ONE editor (+sports for 12 pubs) ONE assistant editor ONE reporter per paper ONE photographer ONE freelancer FIVE writers/THREE entire papers+ Local Staffing Levels

Marianne L. Hamilton Media Expert 100s of s/press releases weekly Scores of orgs/clubs want coverage Everyone’s convinced: We deserve press!! At the Same Time…

Marianne L. Hamilton Media Expert WAYYY Too Much to Do; No Resources to Do It Bottom Line:

Marianne L. Hamilton Media Expert Editors are NOT sitting in their offices, waiting for your story! Here’s a Hot Tip:

Marianne L. Hamilton Media Expert There’s Still Hope…

Marianne L. Hamilton Media Expert Pubs still need solid story leads Community pubs love human-interest stories Leads appropriate for digital delivery: Golden Help your editor; he/she will help you The Good News:

Marianne L. Hamilton Media Expert How Do You Get Ink???

Marianne L. Hamilton Media Expert Know your local media Plan ahead!!! Check editorial calendar You Need To…

Marianne L. Hamilton Media Expert Connect With Your Editor/Reporters

Marianne L. Hamilton Media Expert Check bylines/websites Lunch not necessary! Well- crafted intro will do Be reliable, informed Make his/her job easier Crafting Connections

Marianne L. Hamilton Media Expert Know editorial guidelines Adhere to production schedules! Send releases that sell Be selective – DON’T try for coverage every time Also…

Marianne L. Hamilton Media Expert Press releases Calendar notices Photos (w/captions & photo credit) What to Send:

Marianne L. Hamilton Media Expert Your Press Releases MUST Include: “5 Ws and an H”

Marianne L. Hamilton Media Expert Contact info – upper corner/easy to find “Grabber” headline Lead sentence that tells story Supporting data/quotes from key personnel URLs Measurable results (if any) Photos (large, hi-res); may not be used Press Release Must-Haves:

Marianne L. Hamilton Media Expert One page only NOT written as feature (that’s reporter’s job) Devoid of adjectives/adver bs Newsworthy! The BEST Releases Are…

Marianne L. Hamilton Media Expert Don’t right away Dated event: call out in Ensure photog/reporter have access Many items better suited for calendar vs. feature Follow-Up

Marianne L. Hamilton Media Expert Fast, Furious & Frugal BROADCAST:

Marianne L. Hamilton Media Expert Proliferation of stations, cable, online, social media Less ad $ split more ways Layoffs, consolidations = less staff, more stress Same Challenges As Print:

Marianne L. Hamilton Media Expert How Do YOU Get Air-Time???

Marianne L. Hamilton Media Expert Plan ahead (faster than print, but scheduling key Similar tools (press releases, photos) General pitches: Assignment desk Since Challenges Are Same…

Marianne L. Hamilton Media Expert Match pitch to reporter’s “beat” (health, tech, biz, etc.) Check website for contact info If N/A, leave succinct vmail Most stories NOT appropriate for TV Be Selective…

Marianne L. Hamilton Media Expert Partner: live broadcasts/special events (esp. weekends) Involve reporter in your activity TV is visual medium…your pitch should be camera- ready!!! BUT…

Marianne L. Hamilton Media Expert Community Access TV/Radio

Marianne L. Hamilton Media Expert Target local talk radio stations/reporters Community access TV bulletin boards You create it, they’ll run it Video promos, talk-shows, PSAs More Bang for Your Buck:

Marianne L. Hamilton Media Expert Plan Prepare Pitch Partner Publicize! To Get Covered, You Need To…

Marianne L. Hamilton Media Expert In The News!!! If You Do, Rotary Will Be…