Getting Your Message Out Ron Deutsch, FPI

Build a Press List Create a Press List Find out all the news- papers, radio and TV stations, and local bloggers you should have contact with. Find the reporters that cover your issues. List them out in a spreadsheet. Include name of the outlet, reporter that writes on housing issues (this could also be a producer or assignment editor), and contact information.

What is Your Message? Get your “elevator pitch” ready – 30 seconds to explain why your story is important Why is this story important? Why should the media cover it? Your pitch should consist of 4 parts: The problem The solution What actions you are taking to achieve the solution What is unique about what you are doing

Earned Media Earned Media refers to getting publicity through news stories, op-eds, letters to the editor, TV or radio interviews, or through blogs. It is called earned media because you have to work for it in order to get it. This is an opportunity to get your message out and in front of your targets. There are many ways to get earned media, including: Sending out a press release Submitting an op-ed or letter to the editor Calling into a radio show Writing a blog post Holding a press event

Talking to the Press A few tips to keep in mind when talking to the press: Remember and repeat your elevator pitch but don’t be a drone repeating your talking points. Add statistics and stories if you can. Know the reporter and the publication. Are they “friendly” to your issue? Have they done a story about it before? Respond to inquiries from reporters quickly. Otherwise you may miss their deadline. If you are asked a question you do not know the answer to, ADMIT you don’t know but will get back with them. This gives you an opportunity to contact them again. For print or TV, dress professionally. For radio interviews, make sure you have good cell reception or use a landline.

Traps to Watch For Would it be fair to say……. Firing Questions…… Awkward Silence….. The reporter is my friend?..... On/Off the Record……

Dealing With Uncomfortable Questions Change the Subject: The more interesting subject is……. Change the Question: Your assuming “x” but the real question is “y” Ask a question: Do people really think that? I think the real question should be…….

Social Media What types of social media should I use? The goals of social media are twofold: to create awareness of your campaign and to keep members and sup- porters aware of what you’re doing. Here are some of the key types of social media to consider: Twitter: Twitter is one of the easiest and most effective types of social media to use. If you’re new to Twitter, check out these helpful tips. Any press releases, articles, or other newsworthy information like events, be sure to post it to your Twitter account. The more you tweet and retweet, the more likely people will pay attention to your Twitter account. Facebook: If you’re new to Facebook, check out this guide on its features. If you’re using both Twitter and Facebook, link the two accounts so updates appear in both locations. However, your Face- book page should offer some things that Twitter doesn’t; otherwise your fans and followers will get bored. Facebook is a great way to promote and invite people to events as well as start conversations on some of the issues Campus Vote Project addresses. Use Facebook to pose questions to your fans and have them answer and respond to each other. The more activity and fans you have, the more buzz you will be able to create on Facebook.

Social Media YouTube: If you’re holding any type of event, record and post it to YouTube. You can also create video content by asking your group members why they think the campaign is important. Promote your YouTube channel on your blog, Twitter feed and Facebook page. Also be sure to “favorite” videos from other campus groups so that they’ll be directed to your channel. Flickr/Instagram: If you don’t have the capacity to create and post videos, Flickr is a great alternative. Flickr will allow you to post pictures from gatherings, meetings, or other events and link them to other social media accounts. Plus, the photos can really help make blog entries more interesting and appealing.

Editorial Board Visits Editorial Page is the most read page in Newspapers Politicians and Policy Makers care what local papers editorialize on Visit with your local editorial board – ask them to write about your issue Provide them with Editorial Board packet

Press Event/Conference In general, if you are contemplating staging any type of a large event rather than a personal action, there is a basic checklist that you will need to review: People: How many people will it take for the event to both be and look successful? Where will those people come from? How do I get them to attend? Organization: Are there others that can help me pull off this event? How many other people do I need? What roles can I assign them? Do I need to train them on their role? Money: Is there a cost with putting on this type of an event? If so, how will I cover those costs? Time: Is anything else going on that would conflict with my event? Mid-terms? Football games? If so, do I need to schedule my event for a different time? Do I have enough time to successfully hold the event?

“Rules of the Road” When you are putting on an event that has media coverage or attention as its goal, there are a few rules that you should keep in mind for it to be successful: Size: It doesn’t matter if you have 50 people or 500 – what makes the difference is how you have managed external expectations and the size of the location. 50 people can make a small conference room look crowded, but those same 50 people will be overshadowed at an outdoor venue

“Rules of the Road” Numbers: For events such as petition drives or postcard campaigns, you need to again manage expectations about what is a successful effort. If you declare that you will collect 2000 signatures on a petition, and you only get 500, that will be reported as a lack of interest. However, if you set up the expectation that you can collect 100, and your efforts result in 500, it is an overwhelming success and show of support. “Official” attendance: If your stated goal is to have elected officials, special guests, speakers or media in attendance, your event will only be seen as a success if the promised “draw” arrives and participates.

Send a media advisory 2-3 days before your event. A media advisory is a short invitation to press with the who, what, when, where, and why of the news. Make calls to reporters and assignment editors once you send your media advisory to “pitch” the event. The media may or may not be interested in your event, so you need to factor in what makes it different or unique in your “pitch.” You will need to talk directly to news organizations and be ready to tailor your argument for coverage based on their particular interests. Think about the backdrop and how it will look on camera. If you have a logo, display it. Also, check acoustics of the room and double-check all AV equipment. General Tips

Opportunistic Advocacy! While we try and be proactive – sometimes we have to be reactive Events/Issues/Statements may arise that require a response- you may be the perfect responder – take advantage of the opportunity

Real People Matter Often reporters want to hear from people directly impacted or “real people” Train leaders in your organization to be spokespeople Line people up to talk to the press before you hold an event

Always Be Prepared You are the expert on your issue The reporter is not They have to deal with multiple issues every day Be clear and concise and don’t say anything you wll regret