Women and the Women and the MediaMedia

Presented byPresented by

Kathleen SchaferKathleen Schafer

Leadership ConnectionLeadership Connection

Women and the Media: Women and the Media: Friends or Foes?Friends or Foes? Who are the members of the Who are the members of the

press?press?– MaleMale– Steeped in traditionSteeped in tradition– Horserace/odds—“If it bleeds it Horserace/odds—“If it bleeds it

leads”leads”

Handling the PressHandling the Press

Knowing and understandingKnowing and understanding What makes newsWhat makes news

excitementexcitement actionaction VIP’s VIP’s To the pointTo the point TimingTiming Photo opsPhoto ops Aha’sAha’s SuperlativeSuperlative AnniversariesAnniversaries HumorousHumorous TragicTragic ScandalsScandals

Paid MediaPaid Media

ConsiderationsConsiderations– Money limitation Money limitation – Historic profile Historic profile – What can you do bestWhat can you do best– FrequencyFrequency– TargetingTargeting

How women present How women present themselves in ads themselves in ads use credibilityuse credibility always professionalalways professional always stressing credentials—always stressing credentials—

experience and expertise experience and expertise

How the media How the media interprets women’s interprets women’s racesraces less coverage/more horseraceless coverage/more horserace media echo’s the masculine media echo’s the masculine

messagemessage can women really do the job?can women really do the job?

How women can begin How women can begin the change the the change the dynamicsdynamics address the inequityaddress the inequity address policy concernsaddress policy concerns need to get more women involved need to get more women involved

at all levelsat all levels women against women raceswomen against women races more women in elected office so more women in elected office so

issues are not so masculine issues are not so masculine

Contact InformationContact Information

Kathleen SchaferKathleen Schafer Leadership ConnectionLeadership Connection www.leadershipconnection.netwww.leadershipconnection.net