1. Building Your Communications Plan and Pitching Your Story Kate Meyer Director, Public Relations

2. What is News? Literally. Main Entry: news Pronunciation: 'nüz, 'nyüz Function: noun plural but singular in construction 1 a: A report of recent events b: previously unknown information 2 a: Material reported in a newspaper or news periodical or on a newscast b: Matter that is newsworthy Source: Merriam-Webster Dictionary Online

3. What is Newsworthy? Main Entry: news·wor·thy Pronunciation: -"w&r-[th]E Function: adjective 1: Interesting enough to the general public to warrant reporting Source: Merriam-Webster Dictionary Online

4. Think Like A Reporter  Novelty  Proximity  Celebrity  Money  Scandal  Connection to something else currently in the news  Applicability – news you can use  Impact

5. Thinking Like A Reporter to Determine Walk to End Alzheimer’s News  Relevance to daily life of the audience?  Will this be valuable to my audience?  Is this new or unique in some way?  Is this a great human interest story?  Does this story make an impact?  Does this information come from a reliable source?  Who does this news impact?  Is the news timely?  Have I covered this before? What is new about it?

6. Thinking Like A Reporter: Beat  Community Events  Events/Social  Consumer Health  Medical/Science  Business Health  Feature  Public Policy Tip: Create a functional media list. Think outside the box in terms of contacts and outlets.

7. Walk to End Alzheimer’s: Media Spokespeople  Match your spokesperson to the pitch, potential story and media outlet: –Chapter Representative (Executive Director, Director of Development) –Walk to End Alzheimer’s Chair –Team Captains –People with Alzheimer’s disease/Caregivers –Corporate Team representative –Local celebrity champions

8. Walk to End Alzheimer’s: Spokesperson Prep  Review key messages with tailored local information –Schedule a meeting to discuss messages –Stress the importance of funds raised supporting the full Alzheimer’s Association mission –Encourage concise and sincere answers  Know their availability pre-during and post-Walk to End Alzheimer’s  Ensure spokespeople are accompanied by the person conducting the PR outreach for interviews  Practice, practice, practice…

9. Walk to End Alzheimer’s: Media Tools  Calendar Announcement  Media Alert  Post-Walk News Release  Team Press Release  Fact Sheet  Talking Points  Media Manual

10. Tips For Effective Media Outreach  Calendar Announcement: ­ Tip: Submit calendar listing in format required by the media outlet and watch calendar listing deadlines  Media Alert: ­ Tip: Tailor the media alert for your event, be sure to offer a quality story and visuals, especially for TV and photo desks  Post-Walk Press Release: ­ Tip: Make them say wow! Present the numbers in a way that highlights how great they really are

11. Walk to End Alzheimer’s: Tips  Email pitch: ­ Tip: Select key media members and tailor a Walk to End Alzheimer’s pitch especially for them  Reporters: ­ Tip: Get to know your media outlets and reporters. ­ How do they like to receive information? ­ Are they open to an informational meeting? ­ How do they cover news? ­ What stories have they covered recently? ­ Be polite, but persistent ­ Follow-up, follow-up, follow-up

12. What’s the Walk to End Alzheimer’s Story?  It is time to pitch the reporters and assignment desk editors!!

13. Walk to End Alzheimer’s: Media Successes  Print media successes?  Broadcast media successes?  Online media successes?  Media partnership successes?

14. LEAD THE WAY