Positive Media Relationships

TLC Presentation

October 29, 2014

What Is the Role of Media?

  • Source of information for the AVERAGE person who lives in the community
  • Keep community and public figures in check
  • Covers stories that people should or do care about
  • Media editors review every potential story and ask the room of reporters:
  • WHY DO I CARE? WHY DOES ANYONE CARE?
  • Local media, especially TV, have limited amounts of time to run news or articles so are much more interested in getting to the core of issues rather than just the “what”. They want viewers or readers to make their own judgments.
  • Employees (anchors/reporters) have a responsibility to be out in the community to show they care and are a part of it and are encouraged to be out in the public at different events.

Know how to pitch a story

  • When you pitch a story to a reporter/news station make sure you've thought about the basic who, what, when, HOW. They want characters and emotion.
  • Some charities do a good job of giving the "people" aspect of a story, others think it's enough to just talk to the director or someone in charge.
  • Journalists often hear from bosses - "stay away from the suits"
  • The emotion - whatever it might be - comes from the person directly affected not the oneadministering the help (most times).
  • Media want to talk to the personthis is or will beaffecting? Who is it benefiting?
  • “It is extremely frustrating when a charity sends us a story idea, you call to follow up and no one is available to discuss it other than the director.“ – Faith Abubey, Morning show anchor, WFMY News 2.
  • DO NOT SEND news releasesTO 10 reporters at one station.
  • Not only is it annoying but it looks bad when many journalists all pitch a story or forward it to the assignment desk thinking they were the only ones who received it.
  • If you want many eyes on it, send it to the news desk and cc a reporter.
  • If you have a general story to pitch - send directly to station's news desk. if it's a story you think is a bit involved - needs a reporter to talk to one or two "characters", investigate or go in=depth then contact your preferred reporter and pitch it to them.
  • If they don't think it's a "reporter story" they'll send it to the appropriate person.

The Press Release

  • Very critical for capturing the attention of the media
  • Learning AP style journalism for press releases will help show your organization as organized and helpful to the media.
  • The Title is the most critical part to capturing the attention of journalists.
  • Example: 1. Catholic Charities Needs Donations

2.Clothing shortage at local Refugee Resettlement Agency means Dozens of children will be without adequate clothing this winter.

The second title will be much more likely covered.

Importance of Relationships

  • The relationship to the media should be more than: “Cover my charity’s story and give me publicity.”
  • Invite members of the media to participate formally or informally
  • Getto know the community relations person at the station. They are the ones who coordinate the PSAs, getreportersand anchors to your event, helping in co-sponsoring capacities, etc.You want a strong relationship with them as much as you do witha reporter.
  • Media will always be more inclined to work with organizations who are more involved in their community than just their own initiatives. Help them see the big picture.
  • The media is more likely to cover an organization that is involved in a lot of local events and is well-known than one that keeps to itself and only people who need thehelp they provide know about them.
  • Call and thank reporters after they run a story or show up to an event. Positivity breeds natural desire to help or trust.
  • Need to be in touch with your community. What is important to the community as a whole will be more interesting to the media. Your story needs to reflect the greater impact for the community and not just refugees.

Andrew Timbie – Office Director World Relief High Point p: 336-887-9007 e: