Working with the News Media

Heritage Community Media style Click to edit Master subtitle Lab May 31, 2012

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Char Luttrell

Graduate Certificate in Nonprofit Management, Eastern Michigan University Communications Specialist, Girl Scouts Heart of Michigan Marketing and Communications Director, United Way of Washtenaw County Public Relations Director, Girl Scouts 5/31/12 of the Huron Valley Council

Char Luttrell (continued)

Freelance Communications: Catholic Social Services, Ann Arbor Area Community Foundation and Visiting Nurses Association Newspaper reporter and editor, Pennsylvania B.S. in Journalism, West Virginia University
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Introductions

Who you are and what you would like to learn

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What is News?

Experts agree that defining news can be a difficult task. Many journalists say that the following eight elements make up what is considered "news.
--Information from Fair Test, the National Center for Fair and Open Testing

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Immediacy

Reporting something that has just happened or is about to happen. Time is a strong ingredient, "today, yesterday, early this morning, tomorrow." The newness of the occurrence makes up "immediacy" in the news.

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Proximity

Facts and occurrences that are important to you personally: the closing of a fire station close to your home, yes. The closing of a fire station across town, no. Take off the I love my organization hat and take a hard look at your story to see if it would interest 5/31/12 others.

Prominence
Public figures, office holders, celebrities, all enjoy news prominence.

Is your CEO, guest speaker or expert well enough known to command attention --either by

Reputation or by the nature of the topic to be discussed?

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Oddity

The bizarre, the unusual, the unexpected --a woman lifting an automobile off of her child -- a teen traveling around the world solo in a sailboat --"man bites dog" formula
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come under scrutiny Two local scouts question

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Conflict

Businesses and organizations shy away from the reporting on conflict, but this element is firmly based in the news formula. Crime and corruption (less likely) Clash of Ideologies (culture wars, more likely) When conflict occurs, have procedures in place to handle 5/31/12 responses to the media.

Suspense

Suspense occurs when a crime has been committed and the search is on for a suspect. We hope that our organizations would rarely experience this type of circumstance. Suspense and the search for answers to immediate questions will bump your stories.
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Suspense can get attention. (Who

Emotion

Human interest stories appeal to basic psychological needs. Stories that prompt the audience toward sympathy, anger or other emotions can have great appeal. Organizations can tap into this appeal. David and Goliath stories
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Consequence

A story must be important to a great number of audience members in order to have consequence . Such news will affect the audience personally --the safety of Ypsilantis drinking water. --dumping of toxic wastes into the Huron River.

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Where were you ?

On September 11, 2001

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Where were you?

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On November 22, 1963

Where were you?

On December 7, 1941

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Where were you?

On May 8, 1980

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Challenges

Most of our news is (we hope) good news We have to compete with real news We have to get the attention of the news gatekeepers (editors, etc.) We have to make their jobs easier by: -- writing in a style that they dont have to re-write --writing in a way that shows them at

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Style

Associated Press Style Inverted Pyramid Style 5 Ws and H Accuracy (no hyperbole) Write Bright

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AP Stylebook

http://www.apstylebook.com/

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Inverted Pyramid

Most important information goes in the lead, usually the first paragraph Following paragraphs give supporting information, in descending order of importance Least important information is at the end of the story
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How did this style originate?

5 Ws and H Plus One

Who What Why When Where How Plus Who cares? Or So what?
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Be Accurate

Dont exaggerate to try to impress the media Dont inflate numbers of people attending events Spell names correctly; check spellings of proper nouns Check facts; dont make claims that cannot be substantiated
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Write Bright

Writing is creating a sound in the readers head. Bright writing sings; dull writing plods along. Make every word work as hard as possible and hold as much meaning as possible. No passive verb tense --varied sentence structure --strong active verbs
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-- shorter, punchier words

Tools and Strategies

News releases Photos and captions Guest columns Letters to the editor Experts News hooks or pegs
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Photos and Captions

Send photo as an attachment; send release in body of email message Identify everyone in photo with first and last names, left to right Dont send photos of a crowd of people; let two or three people stand for the whole group No giant checks
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Action shots

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Offer an Expert
Everybody is an expert at something. Your CEO or board chair-- or you yourself-- could be an expert on a certain field.

Make yourself known: write guest columns Make yourself available by email or phone, for quotes, responses, video 5/31/12 clips

Make Your CEO the Expert Op-Ed Guest Jan Barkers May, 2012
Column

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News hooks or pegs

Get their attention with a tie-in Historic Anniversaries Holidays and seasonal Research results released Awards Popular culture Convention attendance
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