Published on March 21, 2014
Hooking the Media All Year Long
What is public relations? • Free coverage in: – Newspapers – Magazines – Television – Radio – Blogs
Library Media Reporters • Local feature reporters = NLLD coverage, policymaker library visits • Education reporters = Schools and early literacy support • Technology journalists = Innovative services, ebooks, privacy issues • Government/politics = Protecting library funding
This week: May 5-9, 2014 • Logo • Contact person/Date • Headline • Statement Lead • Link to more information • Boilerplate
Do’s and Don’ts • Do’s: • Do select a spokesperson for your group before you release a statement. • Do read the newspaper, magazine, TV show that you want to pitch. Know the publication's target audience and their interests. • Do pitch your story to the appropriate reporter • Do understand that everything is not newsworthy. • Simplifying your language and avoiding the use of complex or vague industry jargon. • Do respond quickly to media inquiries and emails—their time is of the essence.
Don’ts • Don’ts • Don’t SPAM! Don’t call a journalist 20 minutes later to see if they received your email. Send the release once, then follow up when necessary. Never harass a reporter. • Don’t sent paragraphs upon paragraphs of text-keep it concise. • Don’t tell a media reporter that you need to review a copy of the story before it runs—everything is on the record! • Don’t go on live TV if you have never practiced in front of a camera. • Don’t do a media interview if you are not prepared for negative questions. Make the time to develop talking points before every interview.
How to Pitch “If the pitch is relevant to me, it works 100 percent of the time.” – Mitch Joel, digital marketing guru
Pitch Email Sample
Three Summer Ideas • Getting leaders through your library doors: 1. Invite them to an event that provides public exposure 2. Invite them for a private library tour 3. Invite them to speak on a panel or forum
Steps to Getting an Editorial Meeting • Conduct media research and find out the editorial meeting guidelines. • Set objectives for your editorial meeting supporting your cause. • Bring background materials fact sheets, statements, past releases, names and numbers for contacts. Make the case in a 2-3 minute opening statement, supported by facts. Address opposition’s criticisms on the issue summarize your position. • Following the meeting send a thank you note to each in attendance.
Resources • Media templates available online • “Cision Webinar Slides—10 Ways to Increase Your Media Coverage. Cision. Jan 2014: www.slideshare.net/CisionMarketing/cision-webinar- slides-10-ways-to-increase-your-media-coverage. • • “Getting to the Point.” Danielle McClelland, assistant director, City of Dallas Public Information Office. April 2008: http://www.slideshare.net/dmcclel/editorial- board-meetings. • • “Positioning Your Library as an Essential Service: Marketing, PR and Advocacy.” United for Libraries. May 2010: www.ala.org/united/sites/ala.org.united/files/content/p owerguide/positioning-powerpoint.pdf. • • “They’ve Got to See it to Believe It: Getting Decision Makers Into Your Library.” ALA Washington Office Webinar. July 2012: vimeo.com/46364776. • • “How to Make it Happen Colorado Association of Libraries.” Colorado Association of Libraries. May 2013: http://www.ala.org/united/sites/ala.org.united/files/con tent/powerguide/take-5-colorado.pdf.
Questions? My contact information: Jazzy Wright, press officer, ALA Washington Office. Email: firstname.lastname@example.org.