1. 4-H Media Relations 4-H Media Relations “Show Impact for Positive Media Coverage of 4-H” Lorna Norwood, Patricia McDaniels, Chuck Denney

2. “Twins and Ponies” “Twins and Ponies” “Which twin are we going to be?”

3. Media Relations – Not! Media Relations is NOT a “Run and Hide” ordeal. Media Relations is NOT a “Run and Hide” ordeal. Media Relations Training includes tips, such as “Never say NO COMMENT!” Media Relations Training includes tips, such as “Never say NO COMMENT!” Never say anything “Off the Record!” Never say anything “Off the Record!”

4. Media Relations – No Spin Zone! A “Spin Doctor” puts a positive spin on a negative situation, but that’s not what Media Relations is about either!

5. So what is Media Relations? Media Relations is a means to promote your organization Media Relations is a means to promote your organization Telling people about the good things 4-H is doing Telling people about the good things 4-H is doing We reach the general public through the media We reach the general public through the media

6. Reaching a Mass Audience

7. Why build relationships with reporters? It’s an exchange of value with both sides gaining something they need. You want coverage of 4-H, and they want news from a trustworthy source It’s an exchange of value with both sides gaining something they need. You want coverage of 4-H, and they want news from a trustworthy source Good relationships = better communications with the public Good relationships = better communications with the public

8. What makes a good news story? Little action, but lots of detail – Newspapers! Little action, but lots of detail – Newspapers! Great sound bites, great audio – Radio! Great sound bites, great audio – Radio! Visual, lots of action – TeeVee! Visual, lots of action – TeeVee!

9. Breaking down the Media Newspapers – Informing Media Newspapers – Informing Media - (More details) - (More details) Radio – Alerting Media Radio – Alerting Media - (Immediacy) - (Immediacy) Television – Emotional Media Television – Emotional Media - (Just like being there in person) - (Just like being there in person)

10. Categories of News Stories You’ll find two main types of news stories on TV or in your newspaper…. You’ll find two main types of news stories on TV or in your newspaper…. Crime Politics Crime Politics

11. News or What? News or What? 50% Off Sale – Not News! Your organization does something good – That’s News! We’re talking about FREE Media coverage!

12. Professional courtesies First, learn how we define “news” First, learn how we define “news” Be proactive – you approach the media with a story idea, rather than waiting form them to call Be proactive – you approach the media with a story idea, rather than waiting form them to call Learn the best time to contact media – papers, radio and TV differ here Learn the best time to contact media – papers, radio and TV differ here Provide them with background info Provide them with background info Return calls/emails promptly Return calls/emails promptly

13. IMPACT! IMPACT! The best stories for the media – and to showcase 4-H – are ones that show us having an IMPACT in our communities. The best stories for the media – and to showcase 4-H – are ones that show us having an IMPACT in our communities.

14. Examples of Impact stories 4-H’ers at Congress collect CDs/DVDs for “Tunes 4 the Troops” 4-H’ers at Congress collect CDs/DVDs for “Tunes 4 the Troops” Lewis County 4-H’ers hold a “Creek Stomp” to get trash out of waterway Lewis County 4-H’ers hold a “Creek Stomp” to get trash out of waterway Maury County 4-H’ers collect games/toys as Christmas gifts for Katrina evacuees Maury County 4-H’ers collect games/toys as Christmas gifts for Katrina evacuees Service learning projects work well here! Service learning projects work well here!

15. What did you know, and when did you know it? Interview tips – Use plain language, no jargon Interview tips – Use plain language, no jargon Have a central theme or message and stick to it Have a central theme or message and stick to it Be prepared and practice the interview Be prepared and practice the interview Keep in mind that you represent 4-H Keep in mind that you represent 4-H

16. To attract the media… The story idea should demonstrate 4-H having an IMPACT! The story idea should demonstrate 4-H having an IMPACT! Show 4-H’ers and Volunteers in a pro-active way Show 4-H’ers and Volunteers in a pro-active way Make sure the story has a clear, concise message. Make sure the story has a clear, concise message. Make sure your story is relevant and timely. Make sure your story is relevant and timely. Does you story have a unique or interesting angle? Does you story have a unique or interesting angle? Your story should appeal to a mass audience. Your story should appeal to a mass audience. Use a written release to alert the media. Use a written release to alert the media.

17. To attract the media… For TV – is the story visually interesting? For TV – is the story visually interesting? Lots of technical details – might be best for papers. Lots of technical details – might be best for papers. Be aware of media deadlines and other events when scheduling. Be aware of media deadlines and other events when scheduling. Be careful with “exclusives.” Hit multiple media outlets. Be careful with “exclusives.” Hit multiple media outlets. Have people available for the media to interview. Have people available for the media to interview. Don’t “stage” too much. Don’t “stage” too much.

18. To attract the media… Use plain language and be friendly. Use plain language and be friendly. Don’t take it personally if the media can’t do your story at that exact time. Don’t take it personally if the media can’t do your story at that exact time. Give the media multiple information sources – web sites, pamphlets, etc. Give the media multiple information sources – web sites, pamphlets, etc. Be persistent, but don’t be a bother in pitching stories. Be persistent, but don’t be a bother in pitching stories. Remember – 4-H may not be the whole story. Remember – 4-H may not be the whole story. If you want to tell people about 4-H – think media! If you want to tell people about 4-H – think media!

19. 4-H on Ole Rocky Top 4-H on Ole Rocky Top Radio spots are available that have previously run on the Vol Network. Radio spots are available that have previously run on the Vol Network. Effective way to promote 4-H – tie-in with the popularity of UT sports Effective way to promote 4-H – tie-in with the popularity of UT sports Perhaps introduces 4-H to a new audience Perhaps introduces 4-H to a new audience

20. Get Up and Contact Em’

21. UTIA Marketing & Communications Lorna Norwood lorna@tennessee.edu (865-947-7368) Lorna Norwood lorna@tennessee.edu (865-947-7368)lorna@tennessee.edu Patricia McDaniels pclark@utk.edu (865-974-7375) Patricia McDaniels pclark@utk.edu (865-974-7375)pclark@utk.edu Chuck Denney cmdenney@utk.edu (865-974-7367) Chuck Denney cmdenney@utk.edu (865-974-7367)cmdenney@utk.edu Please send us your story ideas! Please send us your story ideas!