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Working with the Mediain Your Community
Phil Sparkspsparks@ccmc.orgJune 12, 2014
Presentation to Chorus America
Outline of Presentation
Why Utilize the Media?
Talk About "Who" the Media Is?
Elements of a Media Campaign
How to Reach Out to the Media
Why Utilize the Media?
• It’s a megaphone to reach the public and target audiences.
• Experiences of local Chorus America chapters/members.
Who Is the Media?
• Newspapers – music/arts/culture reporters especially.
• Radio – especially music/arts/culture reporters. Don't forget both community radio and public radio.
• TV – focus on mainstream, cable and community affairs programs.
• Social Media – examples?
Elements of a Media Campaign
1. Message
2. Messenger/Spokespersons
3. Target Audiences
4. Timelines
5. Resources
6. Action to Be Taken
7. Feedback/Evaluation
Messages – Are You Working to…
• Raise awareness
• Increase chorus membership
• Increase participation in choral events by
public
• Increase community support
• Secure foundation/public monies
• Other
Messages – Values(Developed by Belden Russonello Strategists)
• Responsibility to care for one’s family» Related values: Financial obligation to care for family; obligation to care for emotional
well being of family; obligation to educate, guide and discipline children; and obligation to care for the physical health and safety of one’s children
• Responsibility to care for oneself» Related values: Self-reliance; financial security; taking responsibility for one’s actions;
and self-discipline• Personal liberty
» Related values: Freedom of expression; individuality; independence; freedom from obligations; reproductive freedom; and sexual freedom.
• Work» Related values: Working hard is good and everyone should work.
• Belief in God• Honesty/Integrity• Fairness/Equality
» Related values: Justice; Golden Rule; equal opportunity; tolerance; and respect for others.
7
Messages – How to Design a Message
Overview of Issue in Big Picture/Values Language
Summary of Specific
Facts/Problems
Why Action is Needed
Action Steps for your Audience
8
Possible TargetsWho needs to be informed, persuaded or mobilized?
Possible Targets:
• Segments of the public by age, race, sex, etc.• Volunteers• Influentials• Policymakers, elected officials & bureaucrats• Community leaders, advocates & activists• Media professionals & journalists• Business communities• Foundations & corporate partners• Other
9
How to Reach Out to the Media – Tools of the Trade
14
• One-on-one relationships with journalists
• Press briefings
• Press kits and written materials, online and on-paper
• Editorial board visits
• Op-ed placements
• Radio news interviews
• Video feeds and webcasts
The Power of Storytelling
• Storytelling is both an art and a science.
• Stories reflect – and evoke – core values and widely held beliefs.
• Storytelling has become the norm for most mass media. Reporters say: “I need to put a face on the facts for my audience.”
SummaryCritical Elements for Outreach
16
• Message development and framing
• Strong written materials in one page, 3-5 page summaries
• User/reporter friendly websites
• Local mainstream and new(er) social media
• Op-ed strategies
• Radio strategy (AM and FM) news and talk
• Cultivate a reporter corps and develop a beat
• Made-for-cable events
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