1. Celebrating 50 years of Wilderness: Media Training, January 2014 Shenandoah Wilderness, Virginia

2. Media Event Planning- Agenda What is news? Event concept Media specific events Media for non media-specific events Media materials Press outreach before, during and after the event

3. What is News? New Local Human interest Conflict Controversy Strange bedfellows Visuals Timely

4. Concept GOALS: What is the purpose of the event? RESOURCES: How many people will you have? What is your budget? Will you partner with other groups? MESSAGE: What is the story you are trying to tell?

5. MEDIA SPECIFIC EVENTS Planning

6. Media Specific Events: Location Easy to find Accessibility Appropriate size Symbolism Visuals Electricity Rain location

7. Media Specific Events: Date/Time What are your priorities for media? For people? Best times for print media: Tues, Wed, Thurs between 10am-11:30am Weekly newspaper deadlines? TV News: Before 4pm

8. Media Specific Events: Visuals Telling a story Clear message, repeated Good photo opportunities

9. Media Specific Event: Speakers Interesting and credible Diversity Brief statements Compelling personal stories Press availabilities On message

10. NON-MEDIA EVENTS Planning

11. Non-Media Events What opportunities are available? Can reporters join a hike? Press availability before or after the event? Incorporate as much of the media event planning as you can Take photos, have “speakers” Think outside of the environmental beat Reviewer for an art show? Community events reporter?

12. PRESS MATERIALS

13. Press Materials: Advisory Used to generate interest, calendar submission Who, What, When, Where Don’t give the whole story

14. Press Materials: Press Release Add the Why and How to the press advisoryWhy and How Write in pyramid style– most important information first Include 2-3 pithy quotes Keep it to 1 or 1 ½ pages Follow up with a phone call after sending

15. PRESS OUTREACH

16. Advance Press Press list Press advisory, pitch calls, community calendars Facebook event Identify media liaison, photographer Prepare press release (but don’t send yet)

17. Press Day of Event Resend press advisory, make last minute calls Arrive early Have copies of any materials, press release Start promptly Media liaison, photographer work their magic

18. Post Event Press Immediately after send press release, share with photos on social media Follow up with thank you notes for good stories Ask attendees to send letters to the editor or write op-eds

19. Questions?