Generate the Right Kind Generate the Right Kind of Buzz: Engaging the of Buzz: Engaging the Media toMedia toSupport Homeless Support Homeless Children & YouthChildren & Youth

Elizabeth Hinz District Liaison, Minneapolis Public Schools (MN)

Diane Nilan Founder and Director, HEAR US (IL) Beth Davalos District Liaison, Seminole County Public Schools (FL)

ObjectivesObjectivesLearn effective strategies for

reaching out to media Gain tools to raise awareness

about the needs of homeless children and youth

Sharpen skills in:◦Creating succinct and meaningful

messages◦Being interviewed and preparing

others for interviews

Why the Media is Why the Media is ImportantImportantRaise awareness Gain credibilityAttract allies and partnersInfluence public opinion and

policy

How to Engage the MediaHow to Engage the MediaKnow the beat

◦Understand priorities and deadlines◦ Issues and cycles

Identify specific journalists to connect with

Have one point of contact within your organization

Build relationships◦Special meetings◦Regular contact

They need you as much as you need them

Demonstrate value

BoundariesBoundariesConfidentialityProfessionalismBureaucracy

◦Communications Dept.◦School District message

Your rights as a citizen

What’s News?What’s News?Special Events

◦ Speaker◦ Award◦ Milestone ◦ Community involvement

Services and Programs◦ Data, reporting ◦ Demand, trends◦ Response to demographics, economy,

tragedy, legislationDonors –Volunteers – BoardStudies or Research

◦ Internally generated reports◦ External research information◦ Released by partners (university, funders)

What’s News?What’s News?Public Policy

◦Legislation◦Budgets◦Litigation

Fundraising◦Campaigns◦Awards, milestones

Partnerships◦New, anniversary◦Business, government,

university, nonprofits◦Based on legislative or

budgetary changes

What’s News?What’s News?Leadership - Operations

◦New leader, director, staff, expansion◦New/revised strategic plan◦Board members◦Affect on mission◦Trends requiring changes

Find angle on major events and issues◦Emergency Preparedness/Disaster

planning

What’s the Message?What’s the Message?Who

◦Are you◦Do you want to reach◦Do you represent

What◦Is the issue◦Is at stake◦Are the expected outcomes

Why ◦Relevance◦Significance

What’s the Message?What’s the Message?Simple & Specific

◦One idea, concept, occurrenceMeaningful

◦Know the audience (who reads the local paper, blogs, alumni magazine)?

Action-oriented◦What are you doing, want others to do, or

not do?Relevant

◦Tied to a significant event or reportTimely

◦Connect to something happening now

The Message:The Message:Homeless Children & YouthHomeless Children & YouthWhat does the audience need to

know?How do you educate a journalist

to educate the audience?Facts

◦Local and national numbers◦Illustrate trends◦Don’t exaggerate◦Don’t sentimentalize

Context◦Uncertainty-Instability◦School as normalizing, safe space

The Message: EducationThe Message: EducationWay out of povertyBoost resilience

◦Social interaction◦Adult and peer role models◦Skill building

Big picture: prevention

Follow UpFollow UpRead/see/hear a well-done article

about homelessnessRead/see/hear an article that misses the mark on homelessness

After they’ve joined you for a meeting or training

After the interview to answer questions or go over points

After local/national news event

What’s the Word?What’s the Word?Fact sheetsPress release

◦Short/Snappy/Directive/Action-oriented

Don’t:◦Use jargon or acronyms◦Assume that your message was

heardInterviews

◦Be focused/Avoid gotcha/Ask Qs◦How to approach families

Keep it localKeep it localLocal data to put national or

statewide news in contextLocal plans or services to highlight

response to a crisis/problem/issueConnect to what’s happening

nationwide, statewideLocal speakers – that’s you!

◦Be available to journalists◦Requests to speak w/families and

children

Data! Yes, data…Data! Yes, data…Local # identified children and youth

for your school district/community◦Time period represented (e.g., academic

year, last three months)◦Comparative numbers (show local + or -

%)State statistics

◦Comparative numbers (how do we measure up?)

Tie # to goals

Data, cont’d…Data, cont’d…National statistics

◦Kids Count◦Urban Institute◦National Center for Education

Statistics◦National Center for Health Statistics◦America’s Second Harvest

National resources◦NAEHCY, NCHE, HEAR US

Press releasePress releaseLet’s practice

The InterviewThe InterviewPrepare the interviewer

◦Fact sheets◦Examples of good articles◦Communicate about format, style

Prepare yourself◦Practice your message◦Know the journalist’s agenda◦Be informed about what is going on today

◦Know what you can answer and what you can’t

Stay on message◦Use your catch phrases, be repetitive◦Make complete statements◦Remember who you represent

Interview Tips: GeneralInterview Tips: GeneralDon’t go:

◦Off subject◦Off topic◦Rambling…◦Outside your expertise◦Speculating

Relate stories that concisely illustrate points

Practice complex answersClarify confusing questions and

issues

Interview Tips: Video-Interview Tips: Video-RadioRadioDon’t look at the camera

◦Look at the interviewer or other guestsPoker face

◦Yes smiles and calm◦No grimaces, scowls, eye rolls◦Practice breathing

Make points in concise statements◦10-20 sec sound bites◦Don’t give yes or no answers

Be “on air” at all times◦No side commentary◦No “off the record”

The InterviewThe InterviewLet’s practice

Beyond traditionalBeyond traditionalWeb site as outreach center

◦Create a “news” section◦Post press releases ◦Highlight well-written articles◦Email outreach/news release

Blogs◦Get to know your local blogger

Twitter & Facebook◦Followers/friends◦Announce events

Media PanelMedia PanelWhat can the experts tell us?