Influencing the Media I

Strategy: ends and means

• What do you want to say?
• Whom do you want to reach?
• How do you want them to react?
• What resources are available to you?

Paid media, social media, and earned media (today's focus)

What is newsworthy?

• Niche story or general interest?
• What geographic area would have an interest?
• What beats and bureaus would cover?
• Print story or TV story?

Preparation

• Build relationships (remember Novak)
• Media lists (An example)

Media events (more next week)

Press releases (AP contact)

Daybooks

Pitch calls