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FINAL 2022 Breakout Story in the News.pptx
- 1. A PAGE FOR BIG BOLDBULLET ITEMS
- 2. GETTING YOUR STORY IN THE NEWS Deborah Buks President, Ward June 8, 2022
- 3. Everything one achieves in business - from growth goals and public support to product adoption and employee performance - occurs as a result of communication. At Ward, we cause the communication, both internal and external, that causes intended results. About Ward and your coach Deborah Ward Buks
- 4. • Prior media training? • Interviews you’ve done? • Stories in the news you would be involved in? • What you hope to accomplish today?
- 5. Rotary’s Earned Media Goals
- 6. • Increase awareness of Rotary, its mission and long history • Inspire others to become People of Action • Educate locals about Rotary’s impact, globally and locally • Encourage financial and other contributions to Rotary initiatives • Involve more young adults • Increase diversity among Rotary members • Elevate thought leader respect for Rotary and deepen relationships among community influencers • Earn perceived validation, credibility Earned Media Awareness & Education Goals
- 8. What’s the job of a Journalist? Keep the public informed. Protect the public’s right to know. Bear witness. Tell us what’s happening now. Tell us what happened, how and why. Warn us what could happen. Ask questions we would ask if we could. Hold others to account on our behalf.
- 9. How newsrooms choose news to cover How Newsrooms Choose to Cover • Is there significant impact? • Does/could it involve death or destruction? • Does it involve an issue in the public dialogue? • Is a celebrity, person of distinction involved? • Does it affect quality of life? • Is it an interesting visual? • Is it trending on social media? • Does it show extremes? • Does it involve conflict? • Does it represent a trend? • Does it occur monthly, annually or commemorate an event? How Newsrooms Choose News to Cover
- 10. Working with the Media Problem Rotary Action Impact
- 12. Trends and the impact on the Business of Media • Print media shuttering, consolidating due to loss of revenue • Lack of understanding, appreciation of media role in free societies • Lower literacy levels: reading, financial, civic • Surge of digital media • Traditional outlets now online • New outlets emerging • Inability of audiences to distinguish journalists from other content producers, propaganda, disinformation made to resemble news
- 13. • Short-staffing, high turnover of reporting staff • Citizen journalism partnership • Audience-specific editorial content (conservative vs liberal, national vs local, industry/special interest vs general consumer) • Digital algorithms influence on story choices (views, engagement, shares) • News content must meet the needs of uneducated, time-starved audiences • Real-time speed, spread of news Trends and the Impact on News Reporting
- 14. How to Work with Media
- 15. ● Target outlets that resonate with your target audiences ● Think like a journalist: ● What’s the impact on my audience? ● Why must this story be told now? ● Are there visuals that sum up the story? ● Give media what they want: ○ Either “hard” news or feature (related to hard news) ○ Access to sources prepared to speak in sound bites ○ Exclusives & breaking news ○ Timely responses (respect the deadline) ○ All the story assets Approaching Media BEST PRACTICES What your organization cares about What media care about
- 17. ● Know the Audience ● Know the Medium ● Know Your Product & Policies ● Know Your Agenda How to Prepare SEEK FIRST TO UNDERSTAND
- 18. ● Anticipate 2 kinds of questions ● Repeat answers to help the reporter get it right ● Be on brand ● Answer direct question, segue naturally Interview Tips ENGAGING WITH THE QUESTIONS
- 19. • Speak in 10-Word Quotes • Give a 5 “W”s Summary • Tell the “So-what” • Remember to speak to the audience • Share simple numbers, stats, data • Employ word pictures • Use analogies to simplify the complex • Avoid jargon, inflammatory or negative language Interview Tips: Speak in Quotable Answers
- 20. BE • authentic • genuine • passionate • helpful • truthful • aware • available Interview Tips: Mind who you’re being
- 22. Rate this session in the Rotary Events app, available in your Apple or Android app store.
- 23. THANK YOU!
Notes de l'éditeur
- The People of Action story framework is a great way to start. PROBLEM: Describe the problem or challenge your club wants to help solve. Include relevant statistics and research that support the story. ROTARY: How did your Rotary club identify the issue? What made them commit to addressing it? Why does this resonate with them? Does someone have a personal connection to the issue? Human interest angle. ACTION: How did the club gather the resources, expertise and partners and to take action? What obstacles did your club face as you worked on this project? IMPACT: What was the result? How many people were helped? Great opportunity to include a quote or interview from a beneficiary or third party. How did this initiative touch the lives of people in your community? How did this project transform you? If possible, included data points that illustrate impact.
- [Keep this slide at the end, and read this suggested text] Your feedback is valuable so remember to complete the brief session evaluation in the convention mobile app. To download the app, search for “Rotary Events” in your Apple or Android app store.