Wednesday, March 30, 2011

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?


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

Media events (more next week)

Press releases (AP contact)


Pitch calls

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