1.
Hone Your Message and Work with the
Media to Get It Out
February 21, 2019
Advocacy & Media Training Webinar
asbcouncil.org/webinars

2.
ASBC’s Reach/Capabilities
asbcouncil.org/webinars
HAMMAD ATASSI, CEO
Hammad recently joined ASBC as CEO after 15 years of
leadership in the Natural Products industry. Previously, Hammad
was a key leader at Numi Organic Tea since 2005, taking on
several roles, first as General Manager, then as Vice President of
the Foodservice Division. In 2015 he became Vice President of
Strategic Development, leading efforts to identify and build new
market opportunities while protecting and growing the authentic
brand values and existing brand partnerships.
Prior to Numi, Hammad was an executive in the financial services
industry. He holds an MBA from George Washington University in
Washington, DC and a BA from Northwestern University in
Evanston, IL.

3.
• Represent over 250,000 businesses nationwide.
• Over 250 direct member businesses.
• Over 80 association members.
• Wide range of sustainability issues.
• Advocate at federal level and in state capitals.
• Place Op-eds and Policy Statements in media.
• Have Biz leaders be spokespeople to media on issues.
• Bring Biz leaders to DC to testify & lobby Congress & Administration.
ASBC’s Reach & Capabilities
asbcouncil.org/webinars

4.
ASBC’s Reach/Capabilities
asbcouncil.org/webinars
BOB KEENER, DEPUTY DIRECTOR OF PUBLIC RELATIONS
Bob is responsible for setting ASBC’s press strategy and
communications. He directs and implements all press-related
activities; oversees development of press materials, op-eds and
columns; and conducts training and coordination of media
spokespeople.
Bob has been working in issues advocacy for over 15 years after a
career in the private sector, first running a franchise business and then
working in marketing and PR. His private sector work encompassed
corporate, start-ups and agencies, including a stint at Hill &
Knowlton―at the time the world's largest PR agency. More recently
Bob was Director of Communications at United for a Fair Economy.

5.
• Understanding your power and influence
with the media
• Maximizing your impact
TODAY’S GOALS
asbcouncil.org/webinars

6.
• Business leaders are widely credible
• Essential for business to counter typical right
wing arguments on regulation, govt overreach,
etc.
• Your personal, professional credibility carries
the day
• Self-interest meets public interest
WHY BE AN ADVOCATE
asbcouncil.org/webinars

7.
• Much harder to get coverage now
• Journalists under more pressure
• No one covers business policy
• Need quick, pithy, colorful comments
• Want story elements that fit standard frames
CURRENT MEDIA CONTEXT
asbcouncil.org/webinars

8.
• Help win the issue
• Break the standard frame
• Make the business/economic case
• Elevate individual businesses
• Present a powerful growing movement
ASBC’S MEDIA OBJECTIVES
asbcouncil.org/webinars

9.
• Leverage meetings with policymakers
– Press conferences, 1:1 meetings with journalists
• Inject messages in media
– Quotes in context of breaking news
– Pitch business leaders for interview
– Ghost-write and place Op-eds and columns
– Leverage Social media, blogs, etc.
• Coach, prep, and support business leaders for media roles
WHAT WE DO
asbcouncil.org/webinars

10.
• Example: State Carbon Price
• Agenda:
– Approaching media
– Pitching and working with journalists
– Op-eds, columns, blogs
• Your questions
GETTING MESSSAGES CARRIED IN THE MEDIA
asbcouncil.org/webinars

11.
• Research to locate key journalists
– Issue-focused and business-focused
– Editors vs. Reporters vs. Producers vs. Bookers
– Learn how stories are developed at the media outlet
• Study their work; think about what they would do
with your story idea
APPROACHING MEDIA
asbcouncil.org/webinars

12.
• Prioritize your targets
• Plan your approach
– Start easy, start local
– Stage your contacts one at a time
APPROACHING MEDIA
asbcouncil.org/webinars

13.
• Make contact
– Introduce yourself and your business
– Ask if they are interested in your perspective
on the issue
– Ask if now is a good time (if not find out
when)
– Make a pitch
– Try for a meeting (in-person)
APPROACHING MEDIA
asbcouncil.org/webinars

14.
• Develop a pitch
– What’s your ideal headline?
– Hook to something in the news (the Green New Deal)
– Be clear on your key messages
– Say how it relates to your business
– Think up some pithy soundbites
– Write it up in an email; remember the Subject line
PITCHING & WORKING WITH JOURNALISTS
asbcouncil.org/webinars

15.
• Make your pitch AND build the relationship
– If they don’t run with your pitch now, offer to be there
in the future
• Try for in-person
– If you have an interesting facility, invite them there
– Offer lunch, coffee, drinks
• Keep in touch–especially when news happens
• When they contact you, get back ASAP
PITCHING & WORKING WITH JOURNALISTS
asbcouncil.org/webinars

16.
• You get to control the message
• Research the facts and evidence to support your agenda
• Study the content in the outlet where you want to be
• Follow the requirements and process for submitting
• Call and email to learn why not
OP-EDS, COLUMNS & BLOGS
asbcouncil.org/webinars

17.
• Let us know you are willing to talk to
journalists
• Return our call or email ASAP
• Read our materials on the issues
• Prepare what you want to say
• Come up with a soundbite or two
• Evangelize!
LET ASBC HELP YOU
asbcouncil.org/webinars

18.
Questions?
OUTSIDE ADVOCACY TECHNIQUES
asbcouncil.org/webinars

19.
OUTSIDE ADVOCACY TECHNIQUES
asbcouncil.org/webinars
Working with ASBC
Bob Keener, Deputy Director, Public Relations
bkeener@asbcouncil.org