Building Your Communications Plan and Pitching Your StoryKate MeyerDirector, Public Relations

What is News? Literally.Main Entry: news

Pronunciation: 'nüz, 'nyüz

Function: noun plural but singular in construction

1 a: A report of recent events b: previously unknown information <I've got news for you>

2 a: Material reported in a newspaper or news periodical or on a newscast b: Matter that is newsworthy

Source: Merriam-Webster Dictionary Online

What is Newsworthy?

Main Entry: news·wor·thy

Pronunciation: -"w&r-[th]E

Function: adjective

1: Interesting enough to the general public to warrant reporting

Source: Merriam-Webster Dictionary Online

Think Like A Reporter Novelty Proximity Celebrity Money Scandal Connection to something else currently in the news Applicability – news you can use Impact

Thinking Like A Reporter to Determine Walk to End Alzheimer’s News Relevance to daily life of the audience? Will this be valuable to my audience? Is this new or unique in some way? Is this a great human interest story? Does this story make an impact? Does this information come from a reliable source? Who does this news impact? Is the news timely? Have I covered this before? What is new about it?

Thinking Like A Reporter: Beat Community Events Events/Social Consumer Health Medical/Science Business Health Feature Public Policy

Tip: Create a functional media list. Think outside the box in terms of contacts and outlets.

Walk to End Alzheimer’s: Media Spokespeople

Match your spokesperson to the pitch, potential story and media outlet:– Chapter Representative (Executive Director, Director

of Development)– Walk to End Alzheimer’s Chair– Team Captains– People with Alzheimer’s disease/Caregivers– Corporate Team representative– Local celebrity champions

Walk to End Alzheimer’s: Spokesperson Prep

Review key messages with tailored local information

– Schedule a meeting to discuss messages

– Stress the importance of funds raised supporting the full Alzheimer’s Association mission

– Encourage concise and sincere answers Know their availability pre-during and post-Walk to End

Alzheimer’s Ensure spokespeople are accompanied by the person

conducting the PR outreach for interviews Practice, practice, practice…

Walk to End Alzheimer’s: Media Tools

Calendar Announcement Media Alert Post-Walk News Release Team Press Release Fact Sheet Talking Points Media Manual

Tips For Effective Media Outreach Calendar Announcement:

­ Tip: Submit calendar listing in format required by the media outlet and watch calendar listing deadlines

Media Alert:

­ Tip: Tailor the media alert for your event, be sure to offer a quality story and visuals, especially for TV and photo desks

Post-Walk Press Release:

­ Tip: Make them say wow! Present the numbers in a way that highlights how great they really are

Walk to End Alzheimer’s: Tips Email pitch:

­Tip: Select key media members and tailor a Walk to End Alzheimer’s pitch especially for them

Reporters:

­Tip: Get to know your media outlets and reporters. ­How do they like to receive information?

­Are they open to an informational meeting?

­How do they cover news?

­What stories have they covered recently?

­Be polite, but persistent

­Follow-up, follow-up, follow-up

What’s the Walk to End Alzheimer’s Story?

It is time to pitch the reporters and assignment desk editors!!

Walk to End Alzheimer’s: Media Successes

Print media successes? Broadcast media successes? Online media successes? Media partnership successes?

LEAD THE WAY