Media Development

Lesson 3

Module 3, Unit 4

By the end of this lesson, participants should be able to:

Identify multiple media outletsDetermine the best communication strategy needed for resource users Leverage current media contactsDraft critical elements of a media kit

Media Relations (or PR)

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• Process of receiving “free” media coverage from mass media outlets

− Radio− TV− Magazines− Newspapers

Media Relations is Important

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• Reach a wider, audience

− Spreads awareness

− Generates “buzz”• Third party source

− Trusted− Respected

• Tackle larger issues−Catch attention of

political figures

The Power of Media on Enforcement

Today was a good day. There is nothing that lifts your spirits like realizing that maybe your campaign is starting to make an impact.

I am so thankful for the support of my co-worker Tammy Jo who writes a column in the main Guam newspaper every week. She dedicated the entire month of March to talking about wildland fires and helped me get interview with the TV station. Then this weekend, another reported from the newspaper wrote a two page article about the fires as well. The topic has been a "hot" one :)

Today I received an email from the Attorney General's office. It said that they had noticed all of the recent media coverage on the wildland fires and arson and that they were aware that these crimes were not being prosecuted. They would like to set up a meeting wtih the Conservation Officers, the Fire Department and the AG to figure out a way to commit to prosecuting these crimes, including setting up a reward for tips leading to prosecution. Lack of enforcement is one of the biggest barriers we have to overcome, so this is really a wonderful move in the right direction.

Size Matters!The local exporter here in Abaco is also one of the nations largest exporter of seafood and the only exporter on the island.

He is quoted in this article saying that "the Size Matters campaign has proven to be effective as he is seeing fewer infractions on undersized tails coming to him, much fewer that in previous years."

This is powerful as ultimately the majority of lobster fished in Abaco is sold to him for export purposes.

This past Friday was a very exciting time for our campaign. It marked a significant time frame in our campaign's timeline as it marked the last push of the campaign message before the opening of the official lobster season on August 1st. As a result a tribune writer travelled to our island to capture more information about our campaign. I had an opportunity to be interviewed by her and share about my campaign. This is a huge winner for us, as this paper is filtered throughout the Bahamas and is read by national leaders and is also a choice paper by some of the larger exporters in the country.

Protect the Gazelles!We are collaborating with TV 6 and D TV channel at Choibalsan and local partners working with them for legal news to locals. So we are planning 30sec of legal list of Hunting law and Protected area law orders on the TV show all time to locals on May.

Right Fit for your Audience

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Strengths of Media Outlets

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Additional Methods

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• Letters to the editor• Op-ed pieces• PSAs• Radio talk show phone-in• Website blogs• Songs and music videos

Activity: Who do you Already Know?

Purpose: Begin strategic planning for media relations

1. Review the content Select the Best Fit for Your Campaign and It’s Messages

2. Review example in Tracking Media Contacts Table

3. Complete the table4. If you don’t have contacts, write the media

outlets and what you know about them

20 minutesModule 3, Unit 4

Creating your Media Kit

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• Press Release• Fact Sheet• Examples of Pride materials• Timing of Pride activities• Success Stories

Activity: Drafting Materials for a Media Kit, Press Release

Purpose: Develop a draft press release for the campaign. Receive and give feedback

1. Refer to Pride Activity Handbook and Top Ten Tips for Writing a Press Release.

2. Draft a press release (take 30-45 minutes)3. Switch your draft with a partner and provide

feedback.4. Be gentle, direct, and kindly accept the

feedback you get, too!60-90 minutes

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Pitching your Story

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• Pitch should answer− Why now?− Why is this news?− Who cares?

Can you make this mancare about your story?

Activity: Drafting Materials for a Media Kit, Making a Pitch Based on your Press Release

Purpose: Develop your media pitch for the campaign. Receive and give feedback

1. Work in pairs as directed by your instructor2. Together, review the Top 11 Tips for Pitching a

Story to a Reporter3. Make a verbal “pitch” based on the press

release4. Gently, honestly provide feedback30 minutes

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Activity: Drafting Materials for a Media Kit, Fact Sheet for Media Contact

Purpose: Identify and articulate the critical element of a strong Fact Sheet

1. Refer to the Fact Sheets section of the Rare Pride Handbook and review the Guidelines for Producing High Quality Fact Sheets

2. Web search for existing Fact Sheets3. Select 3 samples4. Evaluate the sample Fact Sheets according to

the guidelines.30 minutes

Module 3, Unit 4