Working with the Media in Your Community Phil Sparks June 12, 2014 Presentation to Chorus America
Outline of Presentation Why Utilize the Media? Talk About "Who" the Media Is? Elements of a Media Campaign How to Reach Out to the Media
Why Utilize the Media? It’s a megaphone to reach the public and target audiences. Experiences of local Chorus America chapters/members.
Who Is the Media? Newspapers – music/arts/culture reporters especially. Radio – especially music/arts/culture reporters. Don't forget both community radio and public radio. TV – focus on mainstream, cable and community affairs programs. Social Media – examples?
Elements of a Media Campaign 1.Message 2.Messenger/Spokespersons 3.Target Audiences 4.Timelines 5.Resources 6.Action to Be Taken 7.Feedback/Evaluation
Messages – Are You Working to… Raise awareness Increase chorus membership Increase participation in choral events by public Increase community support Secure foundation/public monies Other
Messages – Values (Developed by Belden Russonello Strategists) Responsibility to care for one’s family »Related values: Financial obligation to care for family; obligation to care for emotional well being of family; obligation to educate, guide and discipline children; and obligation to care for the physical health and safety of one’s children Responsibility to care for oneself »Related values: Self-reliance; financial security; taking responsibility for one’s actions; and self-discipline Personal liberty »Related values: Freedom of expression; individuality; independence; freedom from obligations; reproductive freedom; and sexual freedom. Work »Related values: Working hard is good and everyone should work. Belief in God Honesty/Integrity Fairness/Equality »Related values: Justice; Golden Rule; equal opportunity; tolerance; and respect for others. 7
Messages – How to Design a Message Overview of Issue in Big Picture/Values Language Summary of Specific Facts/Problems Why Action is Needed Action Steps for your Audience 8
Possible Targets Who needs to be informed, persuaded or mobilized? Possible Targets: Segments of the public by age, race, sex, etc. Volunteers Influentials Policymakers, elected officials & bureaucrats Community leaders, advocates & activists Media professionals & journalists Business communities Foundations & corporate partners Other 9
Timelines Event-specific Organization-specific 10
Resources Earned media using volunteers 11
Action to be Taken Participation Fundraising Other
Feedback/Evaluation How did it go? What can we do better next time?
How to Reach Out to the Media – Tools of the Trade 14 One-on-one relationships with journalists Press briefings Press kits and written materials, online and on-paper Editorial board visits Op-ed placements Radio news interviews Video feeds and webcasts
The Power of Storytelling Storytelling is both an art and a science. Stories reflect – and evoke – core values and widely held beliefs. Storytelling has become the norm for most mass media. Reporters say: “I need to put a face on the facts for my audience.”
Summary Critical Elements for Outreach 16 Message development and framing Strong written materials in one page, 3-5 page summaries User/reporter friendly websites Local mainstream and new(er) social media Op-ed strategies Radio strategy (AM and FM) news and talk Cultivate a reporter corps and develop a beat Made-for-cable events
For More Information: Phil Sparks 18