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.

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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

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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

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Timelines

• Event-specific

• Organization-specific

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Resources

• Earned media using volunteers

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Action to be Taken

• Participation

• Fundraising

• Other

Feedback/Evaluation

• How did it go?

• What can we do better next time?

How to Reach Out to the Media – Tools of the Trade

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• 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

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• 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

For More Information:

Phil Sparkspsparks@ccmc.org

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