1. Working with the Media in Your Community Phil Sparks psparks@ccmc.org June 12, 2014 Presentation to Chorus America

2. Outline of Presentation Why Utilize the Media? Talk About "Who" the Media Is? Elements of a Media Campaign How to Reach Out to the Media

3. Why Utilize the Media? It’s a megaphone to reach the public and target audiences. Experiences of local Chorus America chapters/members.

4. Who Is the Media? Newspapers – music/arts/culture reporters especially. Radio – especially music/arts/culture reporters. Don't forget both community radio and public radio. TV – focus on mainstream, cable and community affairs programs. Social Media – examples?

5. Elements of a Media Campaign 1.Message 2.Messenger/Spokespersons 3.Target Audiences 4.Timelines 5.Resources 6.Action to Be Taken 7.Feedback/Evaluation

6. Messages – Are You Working to… Raise awareness Increase chorus membership Increase participation in choral events by public Increase community support Secure foundation/public monies Other

7. Messages – Values (Developed by Belden Russonello Strategists) Responsibility to care for one’s family »Related values: Financial obligation to care for family; obligation to care for emotional well being of family; obligation to educate, guide and discipline children; and obligation to care for the physical health and safety of one’s children Responsibility to care for oneself »Related values: Self-reliance; financial security; taking responsibility for one’s actions; and self-discipline Personal liberty »Related values: Freedom of expression; individuality; independence; freedom from obligations; reproductive freedom; and sexual freedom. Work »Related values: Working hard is good and everyone should work. Belief in God Honesty/Integrity Fairness/Equality »Related values: Justice; Golden Rule; equal opportunity; tolerance; and respect for others. 7

8. Messages – How to Design a Message Overview of Issue in Big Picture/Values Language Summary of Specific Facts/Problems Why Action is Needed Action Steps for your Audience 8

9. Possible Targets Who needs to be informed, persuaded or mobilized? Possible Targets: Segments of the public by age, race, sex, etc. Volunteers Influentials Policymakers, elected officials & bureaucrats Community leaders, advocates & activists Media professionals & journalists Business communities Foundations & corporate partners Other 9

10. Timelines Event-specific Organization-specific 10

11. Resources Earned media using volunteers 11

12. Action to be Taken Participation Fundraising Other

13. Feedback/Evaluation How did it go? What can we do better next time?

14. How to Reach Out to the Media – Tools of the Trade 14 One-on-one relationships with journalists Press briefings Press kits and written materials, online and on-paper Editorial board visits Op-ed placements Radio news interviews Video feeds and webcasts

15. The Power of Storytelling Storytelling is both an art and a science. Stories reflect – and evoke – core values and widely held beliefs. Storytelling has become the norm for most mass media. Reporters say: “I need to put a face on the facts for my audience.”

16. Summary Critical Elements for Outreach 16 Message development and framing Strong written materials in one page, 3-5 page summaries User/reporter friendly websites Local mainstream and new(er) social media Op-ed strategies Radio strategy (AM and FM) news and talk Cultivate a reporter corps and develop a beat Made-for-cable events

18. For More Information: Phil Sparks psparks@ccmc.org 18