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Creating An Effective Media Relations Plan

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A special workshop presentation given at the 2009 National Conference on Service & Volunteering on Wednesday, June 24, 2009. Presenters include Eric Borsum, Marta Bortner, Kelly Huston, Jessica Payne, Alexia Allina.

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[object Object],Creating an Effective Media Relations Plan
Presenters ,[object Object],Marta Bortner Assistant Director/External Affairs CaliforniaVolunteers Kelly Huston Assistant Secretary California Emergency Management Agency Jessica Payne Social Media Strategist PainePR Alexia Allina Media Relations Strategist PainePR Mary Borrelli Media Relations Manager American Cancer Society
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Today’s Media Landscape
Journalism in Transition ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Today’s Media Are … ,[object Object],[object Object],[object Object],[object Object],[object Object],6
Media + ,[object Object],Now we can generate publicity as well as help ignite conversations among our target audiences directly.
Working with Media
Media – The Perfect World ,[object Object],[object Object],[object Object],[object Object],[object Object]
Media – The Real World ,[object Object],[object Object],[object Object],[object Object]
How Media Work – Print ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How Media Work – Broadcast ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How Media Work – Online ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Media Deadlines ,[object Object],[object Object]
Creating Your Story
What’s News?
News Is… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What Isn’t News?
News Isn’t … ,[object Object],[object Object],[object Object],[object Object]
What Media Are Looking For 20 Accurate Facts Credible Experts 3 rd Party Validation Colorful Anecdotes Audience/ Time Relevance Unique Perspective Story
What Makes A Story? ,[object Object],[object Object],[object Object]
Decision Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Where Media Go for Info ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Five W’s ,[object Object]
Story Mining ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Story Mining Process National Conference on Volunteering & Service Topic Event People
Story Mining Process PEOPLE Government Staff Speakers Partners Community Participants Youth Faith Community Nonprofit Experts Volunteers Employees Corporate First Ladies
First Ladies Story ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Key Messages ,[object Object],[object Object],[object Object],[object Object]
What is a Key Message?
Developing Key Messages
Sample Message
Telling Your Story
Media Materials ,[object Object],[object Object],[object Object],[object Object],[object Object]
Media Materials ,[object Object],[object Object],[object Object],[object Object]
News Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object]
News Strategies ,[object Object],[object Object],[object Object],[object Object]
Example Media Strategy Target Audience Local Radio Blogs Online Press Release Trade Media First Ladies at the National Conference Story Newspapers in Top-20 Markets Local TV Business & News Weeklies Exclusive Embargo Local Newspapers
Traditional Approaches
High-Profile Spokesperson ,[object Object],Julianne Moore and Susan Sarandon for Duracell Wendy Bellissimo for Pampers & Dreft… Celebrity Nursery Designer and exclusive product line at Babies R Us (LOVED by moms) NASCAR’s Tony Stewart for Old Spice Felicity Huffman and Tucker for IH4TH
Media Event ,[object Object],[object Object],[object Object]
Consumer Surveys ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Satellite Media Tour ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Audio News Release (ANR) ,[object Object],[object Object],[object Object],[object Object],[object Object]
Matte Release ,[object Object],[object Object],[object Object],[object Object]
Other Examples ,[object Object],[object Object],[object Object],[object Object]
Online/Digital Approaches
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What’s Going On?
[object Object],[object Object],Social Media Tools: Taking A Closer Look Wikis Bookmarking Forums
[object Object],[object Object],[object Object],[object Object],Facebook
[object Object],[object Object],[object Object],[object Object],Research: Facebook
[object Object],[object Object],Flickr
[object Object],[object Object],[object Object],[object Object],Research: Flickr
[object Object],[object Object],[object Object],[object Object],[object Object],YouTube
[object Object],[object Object],[object Object],Research: YouTube
[object Object],[object Object],[object Object],[object Object],[object Object],Twitter
[object Object],[object Object],[object Object],Research: Twitter
[object Object],[object Object],[object Object],[object Object],Ning
[object Object],[object Object],Research: Ning
[object Object],[object Object],[object Object],Wikis Wikis
[object Object],Research: Wikis Wikis Main Wiki Page Discussion about Page Content View Page Source (edits) See Change History
[object Object],[object Object],[object Object],[object Object],[object Object],Blogs
[object Object],[object Object],[object Object],[object Object],Research: Blogs
[object Object],[object Object],[object Object],Social Bookmarking Bookmarking
[object Object],[object Object],Research: Social Bookmarking Bookmarking
[object Object],[object Object],[object Object],Discussion Forums
[object Object],Research: Discussion Forums
[object Object],[object Object],[object Object],[object Object],[object Object],Mobile/iPhone Apps
[object Object],[object Object],[object Object],Research: Mobile/iPhone Apps
Web-/Pod-/VOD-casts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Asset Page for Online Influencers ,[object Object],[object Object],[object Object],[object Object]
Research, Education & Empowerment
For more information, please contact Eric Borsum PainePR (213) 430-0480 [email_address]

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Creating An Effective Media Relations Plan