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1LibreOffice Bern 2014 Conference Presentation
Dealing with Journalists
Italo Vignoli
2LibreOffice Bern 2014 Conference Presentation
Media Relations
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Media Workflow
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What’s In It For Me?
Informing and influencing key audiencesStrengthening links and promoting dialogue Marketing and accountabilityThe media are the means, not the endThe media are only one part of a larger communicationstrategy
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Tech vs the Media
Tech people think that the mediaDistort and sensationalizeAct shallow and ignorantDon’t understand technologyTake a “gotcha” approach
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The Media vs Tech
Reporters think that tech peopleAre bad communicatorsHide behind jargonDo boring workAre out of touch
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Understanding Media
Are deadline drivenAre often stressedSeek new and interesting storiesThrive on conflictNeed to convince editorsDon’t like to give out interview questions in advanceAre not into promotion
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Types of Stories
NewsFeaturesOpinionInterviewsLetters to the Editor
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Media Messages
Focus on three to five key messagesEmphasize the impact on peopleKeep messages succinct and simpleUse active verbsFind the “sticky message”
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Making a Media Pitch
Compile a list of reportersSee the story from a reporter’s perspectiveBe clear and conciseBe timely
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Making a Media Pitch
The IssuesBoil down to the basicsFocus on the human angleHighlight conflictLink to current events
The CharactersShowcase key individuals
The StoriesSuggest a narrativeThink visuals
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Inverted Pyramid
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News Release
Include organization’s name and dateFollow with a headlineStart with conclusionArrange in short paragraphsUse a quoteInclude backgrounder and/or biosInclude contact information and website
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News Release Tips
Use simple, everyday language Give it the human touchAvoid jargon and acronymsUse the active voiceSend two or three days ahead of time
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News Release Tips
Consider attaching a backgrounder or bioRemember that news releases are not always effectiveConsider other ways to get a reporter’s attention
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Cultivate Reporters
Update your list of key reportersArrange face-to-face meetingsHave some information to offerTry to understand their needs
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The Exclusive
Journalists are competitiveExclusive stories help their careersRespect an offer of exclusivityFeel free to recycle the story to other reporters later
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How to Handle Media Requests
Always be promptKeep reporter in the loopBe prepared with facts and figuresBe both professional and personable
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Be Ready to Respond
Monitor the mediaMonitor eventsConsider a letter to editor or op-ed