1. How to Optimize the Media1 *

2. How the Media has Changed …
FROM … TO…
Set formats
Free form
Timed
Real-time
Structured, linear
Interactive on all social channels
Possible to “spin”
Genuine and authentic
Beat reporters
Journalists as brands
Column inches count
Search visibility is key
Journalists rule
Audience is powerful
Source: Developing Knowledge-based Client Relationships Ross Dawsom

3. Media Coverage Drivers
Provocative topics, lessons learned
Breaking news or ahead of its time
Disruption, strong point of view, predictions
Data, research and industry trends
Amazing anecdotes, results, events with visuals
The “coolest idea”
Great collaborations that solve hard problems

4. The Story Development Process
Stories originated by journalists or pitched by IEEE PR
Exchange of information and provocative concepts/sell story
Arrange/conduct interviews, receive demo (if applicable), attend event
Exchange more info., data, references, interviews if needed
Interview turns into story (or sometimes cut or postponed by editor for larger news, or if not compelling enough)
It’s important to build relationships with media so they come to know you as a credible and reliable source for commentary when developing stories.

5. Create a Publicity Plan

6. Sparking Local Interest
Plan IEEE Day events – (October 4)
Local awards ceremony for volunteerism
Local awards ceremony with industry support
Career Day at local high school
Host guest speakers
Community outreach activities supporting local schools or universities

7. Evaluating Events for Publicity Potential
Is my event newsworthy?
Is it relevant to the general public?
Is it a small target audience?
Can you tie in a local angle? (local member, IEEE Milestone event, etc.)
Do you have the right spokesperson who can talk about IEEE?

8. The Role of a Spokesperson
Identify who will speak with the media
Person familiar with your activities and its local community contributions
General understanding of the news media
Technical expert (if applicable)
Basic IEEE statistics
Has reviewed and is ready to deliver planned key messages

9. Identify the Local Reporters
Understand what journalists cover
Technology
Calendar and Events
Metro
Photo desk
Society
Health
News assignment

10. Questions to ask Journalists
How familiar are you with our organization?
Have you covered this topic before?
What type of story are you doing and do you have a deadline?
Can I show you how this works?
Who have you talked to so far? Can I introduce you to X?
Where did you get that data point or information? Another resource to consider is X.
Do you need images or video to accompany your piece?

11. Steps to Preparation Analyze the reporter and media outlet
Prepare core messages and sound bites
Have 1-3 key points and convey them at every opportunity during the interview
Prepare for challenging questions
Offer to provide more information = website+social property

12. 3 Key Messages Most important message first – this is your headline
You may not have time for anything else
30 seconds or less to capture
Primary
Secondary
Tertiary
Repeat your messages often
Vary the order, examples, phrases
Be conversational. Avoid technical jargon and big, abstract words
Use additional time to flesh out messages with supporting points and examples

13. Interview Approach AUDIENCE HEARS AND BELIEVES YOU
Leverage your credibility
Be an active, confident, equal and enthusiastic participant
Control your demeanor, presentation and message
Create and take hold of opportunities to put forth your message

14. Verbal Delivery
The Four Ps
Pauses
Pace
Passion
Pitch

15. Techniques to Maintain Control
Question Answer
Broad Brusher Apply the funnel, ask for more specifics
Pregnant Pauser Answer with a question or “Tell Me More”
Detective Respond with the same answer regardless
The Bully Reflective answering, “What I hear you saying is…
The Puzzler Paraphrase: “So what I hear you asking me is…?”
Machine Gunner Dissect questions, take them one at a time
Interrupter Ask for guidance on where to go
Pretender Assume nothing, don’t expose, answer directly
Novice Assume nothing, answer directly, play mentor role
The Statement Are looking for a comment or what is the question

16. It’s YOUR Interview, so get your message heard
Use “blocking” to avoid a less-than-desirable question
“Bridge” your answer back to the topic and tone that gets your message across
Don’t say “no comment” or “I’m not answering that”
“It’s not our policy to discuss XXX specifically, but I can tell you… “
“We cannot project, but our strategy has always been to…”
“What’s of the utmost importance is…”
“The real issue is…”
“That’s not my area of expertise, but I think your audience would be interested in knowing that…”
“Let me just add that…”
“Another way to look at it is….”
ADD NOTES re: being asked question regarding expertise you don’t have.

17. Media Dos and Don’ts Be friendly, but don’t be their friend
Build the relationship
Ask questions
Prepare messages; know your soundbites
Translate technical terms in ways anyone could understand
Provide follow-up contact information, and media relations contacts

18. Media Dos and Don’ts Never say “No Comment”
Don’t go beyond your expertise or speculate
Avoid using or repeating “negatives”
Don’t let reporters call you directly
Don’t EVER go off the record

19. Be Your own Reporter!
The purpose of this session is to provide a high level media training session, which will provide you with tips on how to research and interact with the local media. You can utilize tactics and tips that we use with our technical experts through the PV program in your own area. 19

20. ‘People in the News’ Sections

21. What Does Success Look Like?
Building new relationships with media
Increased coverage of IEEE events and technical experts
Successfully utilizing proactive outreach methods
The media will come to YOU!