Working with the Media to Promote Your Organization

 

Speaker:                     Jerry M Bowman

Director, Corporate Communications, NSF International

Level of Knowledge: Basic

Short Abstract:

Media Relations 101:  How to work with the press to promote your organization

In today's news media climate, informed and articulate spokespersons are not only in demand, but effective spokespersons can shape what's covered in the press. In recent years, health and safety issues, in particular, have dominated the media. With the proliferation of online media organizations, the media is eager to offer consumers news-they-can-use on subjects that impact their daily lives.

This overview on working with the media is designed to help you do better interviews and develop a good relationship with the press and to ultimately position your organization with your community. As a “source,” you can serve the media by providing accurate information about current issues in the field of public health. You also can bring to the media's attention topics that are important to you and your colleagues.

Long Abstract:

Media Relations 101:  How to work with the press to promote your organization In today's news media climate, informed and articulate spokespersons are not only in demand, but effective spokespersons can shape what's covered in the press. In recent years, health and safety issues, in particular, have dominated the media. With the proliferation of online media organizations, the media is eager to offer consumers news-they-can-use on subjects that impact their daily lives.

This overview on working with the media is designed to help you do better interviews and develop a good relationship with the press and to ultimately position your organization with your community. As a “source,” you can serve the media by providing accurate information about current issues in the field of public health. You also can bring to the media's attention topics that are important to you and your colleagues.

This interactive session also offers opportunities to listen and hear multimedia materials and offers resources to help attendees understand the do’s and don’ts of media interview techniques.  Key topics include:

·           The key role of media placements in your overall communications strategy.

·           Understanding the newsgathering process.

·           Knowing the best time to “pitch” a reporter on a story idea.

·           Tips on obtaining media lists of key reporters at the local level.

·           Wearing the right clothes for TV interviews.

·           Dealing with ambush interviews during crisis events.

·           Positioning your message to gain coverage of your issues.

Learning Objectives:

The key role of media placements in your overall communications strategy.

·           Understanding the newsgathering process.

·           Knowing the best time to “pitch” a reporter on a story idea.

·           Tips on obtaining media lists of key reporters at the local level.

·           Wearing the right clothes for TV interviews.

·           Dealing with ambush interviews during crisis events.

·           Positioning your message to gain coverage of your issues.