Media Relations An Introduction Lands Advisory Board Tewanee Consulting Group

Communications Starts Small & Expands Administration Family Membership

Communications Strategy Multidiscipline Approach  Direct Mail  Telephoning  Inbound  Outbound  Interactive Advertising  Information Meetings  Media Relations

Membership (On and Off Reserve) General Public/Media MeetingsTelephoneBulletinsVideoMediaWeb Chief and Council/Administration Office Talk

Types of Media Print –Least immediate, but most permanent Radio –Immediate medium Television –Immediate medium News agencies or News Wire Services –International disseminators of news stories Page 2

Understanding the Media Utilize stories – in words, pictures and sound Have deadlines to keep Are businesses – they balance profit against losses and need to make money Primary aim to stimulate, interest and entertain their readers – not just an information or education service Journals, newspapers and magazines want readers TV want viewers Radio wants listeners Page 2

News – what is it? Something that is happening now Different, unusual, unique, novel Controversial, confidential Relevant to many people Extreme – very sad, very happy, very serious, very silly Conflict – ‘Decision caused an uproar in the community’ Page 3

Media Activities Proactive Media Relations –initiate and maintain contact with journalists Reactive Media Relations –waiting for journalists to make inquiries can put you at a disadvantage Good Planning –be prepared Page 3

Working with Journalists Key to successful media activity is a good relationship with key journalists Journalism is a highly competitive profession It is their job to gather accurate, newsworthy information, often on a tight deadline Media activity must be carefully planned and timing is crucial Page 3

Talking to Journalists Messaging – tailor story Deadlines – important to know the timeframe Remember the regional media – newspapers, TV and radio stations are the key to local stories Sustain your relationship, maintain contact Page 4

Things to Remember 1.Treat them as normal people 2.Journalists are professional and are not there to educate their audience, but to tell a story 3.It’s a market; you’re selling, they’re buying 4.Deadlines are real 5.They want a good story 6.Remember the pressure they face 7.Know their medium – TV, radio, print 8.Provide clear and accurate information 9.Get to the point, do not waffle 10.Nothing is “off the record” 11.Don’t lie. Only make statements you can support factually 12.Be relaxed, but stay sharp! Page 5

Spokesperson Person Knowledgeable of various issues relating to the Nation Works with communications person various initiatives Speaks with community and media when required

Communications Person Develops and fosters relationships with the community Knowledgeable of various issues Develops working relationships with local, national, international media Works with government and corporate communicators Develops communications products for various initiatives (one pagers, backgrounders, letters) Advises spokespersons in various initiatives Speaks with media when required

Step One - Identify Identify your key media – TV/print/radio Identify journalist

Step Two – Prepare to Communicate Identify Community Spokesperson Identify objectives Increase awareness in the local community and for membership on the progress of the Land Code Maintain and improve a positive image Media kit Press Release – key messages, the ‘lead’, quotes Q & As Fact Sheet Backgrounder Photo Page 7

Step Three - Communicate Send out press packs/press releases to target journalists Include a brief covering letter with a suggested story angle that will interest the journalist Proactive mail out of media kits should be followed up by a telephone call a few days later to confirm that the kit was received Page 8

Step Four – Follow Up Speak directly with the journalist/editor Telephone call will draw their attention to your press material Will assist in building relationship Do not call first thing in the morning (mail arrives later) and do not call at the end of the day Remember to always record any contact with the media on your Media Log Sheet Page 9

Media Inquiries Media inquiries should follow a standard routing procedure – through the communications department Questions to ask a journalist calling for info: What publication are you calling from? (assess importance to you) What is your name and title? (do you know the journalist?) Can you give me your contact number? (telephone, ) Is this an urgent call, do you have a deadline? (time in which to respond) Do you have a message you would like to leave? (nature of call) Sometimes you may need time to think and consult with others if a difficult question is asked – take the time and call back as soon as possible Record all inquiries in the Media Log Page 11

Sample Media Log Sheet Name Publication: Telephone Number: Address: Fax Number: Time Called: Date Called: Deadline:

Sample Media Log cont. Inquiry/Nature of call : Action/Information given: Action by: Further information needed/request sent to: Other comment:

In Summary Familiarize yourself with various types of local media Identify spokesperson Identify objectives Be proactive – initiate relationship with journalists, prepare messaging, provide press releases/kits, follow up Keep a record of all contact with the media

Centralized Communication Service Membership Inquiries DepartmentCommunication Service Department and CCS Media Inquiries Communication Service Department and CCS

Thank you.