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News Media BasicsFor TRU GranteesAnn Houston Staples, CHES
NC Tobacco Prevention & Control Branch
Two Types of Media Paid (Advertising) Earned (Free!)
What is Earned Media? News Coverage Public Service Announcements Community Calendar/Events Listings Letters-to-the-Editor Op/Eds (long opinion pieces) Editorials (editorial board visits)
Earned Media & Teen Tobacco Use
Recommended by the Guide for Community Preventive Services: Mass media education campaigns combined with
other interventions
What are “other interventions?” contests, school-based education programs,
community education programs, or excise tax increases on tobacco products.
How Can Earned Media Help? Can draw attention to
Contests school-based education programs community education programs Efforts to increase excise tax on tobacco
products Tobacco-Free School Policies Smoke-free Laws
Do teens pay attention to the News?
Not so much, but who does? Lawmakers Community Leaders Teachers & Coaches Parents, Grandparents and Guardians People who are influential with teens and policy!
News coverage expands your reach!
Sharing your program with local news media Gives recognition to HWTF & helps them with
funding retention Furthers policy and program success Should be part of everything you do!
Your Goal? To create news and public interest around
your issue – emphasizing the community’s responsibility to support programs and create sound policy to address the issue.
News Media’s Goal? To inform the citizens of important issues
and events happening in their community. To tell stories in a way compelling enough
to sell newspapers and recruit readers, viewers and listeners
News media tell community leaders: What should I think about? How should I think about it? Who has worthwhile things to say about
this? Who is responsible? What should be done about it?
Monitor the Media
Become familiar with your local news media Watch! Listen! Read! Login!
Checklist for Monitoring the Media
Is your issue being covered? If not, are similar issues? Main themes/arguments presented? Is responsibility assigned? What reporters seem to be covering your
issue or similar ones?
Media Relations How to interact and build relationships with
local news reporters
Develop a Relationship with a Reporter: Some ways to Begin
Email reactions to articles Bring/Send information and Introduce
Yourself Talk about issues BEFORE things start
happening ALWAYS return their calls
More tips for Media Relations Put them on your e-
newsletter list Praise their “thorough
and fair reporting” Ask for corrections
only when facts are wrong
Respect deadlines
Pitch story ideas regularly
Invite them as guest speakers
Thank Them! (copy their bosses!)
Understand Journalism
News is a competition. Journalists are hardworking and underpaid.
NC is full of transitional markets! Many reporters are looking for better jobs in bigger markets.
“All the reporters in the world working all the hours of the day could not witness all the happenings in the world.” - Walter Lippmann, 1922
Pitch Stories, Not Issues Introduce yourself with information on your
issue, but pitch story ideas that are concrete.
EX: Pitch an Earth Day cigarette butt clean-up activity, not a story on smoking litter.
EX: Pitch a story on a ATS class, not on a new emphasis on tobacco-free school policy
“The relationship between sources and journalists resembles a dance, for sources seek access to journalists, and journalists seek access to sources. Although it takes
two to tango, either journalists or sources can lead, but more often than not, the
sources do the leading.”-- Herbert Gans
Tips to Get the Media Listening Know who you’re talking to and what they cover. Have story angles in mind that fit the media outlet. Keep an eye for both news angles and the
personal interest stories that tie in. The easier the better – provide quotes, offer
images, offer interviews with key people.
Tips to Get the Media Listening (cont.) If you have difficult news to cover, be honest.
Explain the situation you’re in. In the event of catastrophes, respond as directly
and quickly as possible. Know and respect deadlines. Build relationships by being genuine, honest and
understanding. Know that 99% of the media is not ignoring you.
They’re just busy.
Don’ts Do not send large attachments. Do not get despondent if you do not get coverage
for an event. Follow-up immediately with an event capsule and photo.
Keep in mind that pressing current events could have evergreen angles.
Do not call every employee at a media outlet. DO NOT GET DISCOURAGED.
What’s a news release?
A written summary or update to make the news media aware of your
activities.
Why do you need a press release?
Announce your event Tell why your event is news Show your perspective Increase visibility Remind people of what your group does Highlight a report
When should you prepare a press release?
News of upcoming events Report of recent events Reports of changes Reports of awards General announcements
How do you prepare a press release?
Make it read like a news article Emphasize importance Be provocative Make clear headline and summary lead Make it look professional Follow technical guidelines
Get your news release out to the
media.
Consider the timing and don't forget a
follow-up.