Media Training WorkshopNational Indian Health Board (NIHB) 28th Annual

Consumer Conference (ACC)September 28, 2011

Pamela J. GentryOffice of Communications

Director, Strategic Marketing Group

Goals of Media Training

• Understanding how the media works• How to be more comfortable with the media• How to develop a media strategy • How to prepare information for the media• How to deliver your message• Understand what the media can do for your

organization

The Media’s Bad Wrap

The Media - Print

• Newspaper (local)• Community

Newspapers • Magazines• Newsletters• Web partners (all)• Area focused Sections

in large Metro areas

The Media - Broadcast• Local TV affiliates• Local Cable• Public TV• Local Radio News &

Talk Show • Internet Podcast• Community Based

Bulletin Boards• Web partners (All)

The Media - Internet

• Web based news providers– Google– Yahoo– Bloggers

• Web based news letters & sources– HuffingtonPost– News Link

Social Media

Social Media

What is NEWS?

Information which is…• New• Unusual• Unexpected• Controversial• Of wide significance• Of interest to the

audience of publication or program

Keys to Understanding the Media

• Understanding who to contact and when

• The news cycle• What is news worthy• Know your audience • Identifying a news peg• Understanding deadlines• Planning placement

What do you control?

• Reaching out to the media and how

• The flow of information

• Your time• Your strategy and

delivering your message

What does the media control?

• What the camera shoots

• Notes taken• Editing process• The angle• The elements in the

story• When it is published,

broadcasted or posted

Did you get the message?

Delivering the Message

• Answer the reporters question’s, but return to message.

• Put the story or issue in context. (1 incident in 5K)

• Cleary establish the limits of your authority

• Stick to the facts• Repeat messages. Each

time you repeat a message you increase your chances of its emerging in the final news story.

• Your personal opinion should remain private

Good Advice When Talking to Reporters

• Be polite• Never lose your temper• Don’t lie• Stick to your area of responsibility • Don’t be sarcastic or give smart-aleck response • Don’t bring up issues or subjects you don’t want to

see in the story• Avoid jargon

Only Answer the Question!

Media Contact Materials

• The Advisory – should be brief and to the point. (Who, what, when, why and where)

• Press Release – a backgrounder and pitch document with all the above information.

Media Advisory & Press Release

• Who • What• When • Where • Why• Contact for more

information.

Getting the Media’s Attention

What the media can do

• Be a source of clear information

• Generate outside help or interest

• Save time and money• Taking initiative can

balance critical coverage• It’s often impossible to

reach the public without the media

Tools You Can Use

• Public Relations Guide• Press Release and Advisory• Local Media Guide• Citizen Journalist Bloggers• Develop your own Media Contact List– Indianz.com– IndianCountryToday.com

Media Glossary

• Actuality• Angle• Newspeg• Package• Wires• Op-ed• By-line• Blogger

• Sot• B-roll• Chat• Convergence• Phoner• Sidebar• Stringer

Did we reach our Goals?

• Understanding how the media works• How to be more comfortable with the media• How to develop a media strategy • How to prepare information for the media• How to deliver your message• Understand what the media can do for your

chapter

Questions?