Media Relations 101

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Media relations basics

• Terminology

• What makes news?

• What makes the media tick?

• How to get your news out

• Beyond news releases and advisories…

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Media relations lingo

• Key tools: news releases, media advisories, fact sheets

• Other tools: backgrounders, media kits, family bios, key messages

• Beats, boilerplates, pitches, oh my!

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Common media materials

• Backgrounder

• Community calendar entry

• Fact sheet

• Homebuyer biographical sketch

• Key messages

• Media advisory

• Media kits

• News release

• Pitch letter

• Public service announcement (PSA)

• Talking points

Go to: www.thriventbuilds.com/resources

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What makes news?

• What’s news and what isn’t will depend to a great extent on where you live and the size of your newspapers and radio and TV stations.

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Know your media

• It’s important to familiarize yourself with local newspapers and area radio and TV stations.

• Develop an ongoing relationship with a reporter or editor at each news outlet who covers feel-good stories.

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Time to write and edit!

• Many templates are available at www.thriventbuilds.com/resources.

• Remember to ask ASO media specialists to review media materials before sending them to the media.

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Distribution tips• Send to multiple media outlets. • Send materials by preferred method.• Send to the appropriate person.• Ask about deadlines. • Always contact the editorial/news

department.• If using e-mail, copy and paste, don’t

attach.• Sometimes personal delivery is best.• Make a follow-up call. • Don’t expect a response.• Respond quickly to requests.

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Working with the media• Be prepared.

• Don’t expect an immediate commitment.

• Don’t complain about minor inaccuracies in stories.

• Never ask to see a story before it’s published.

• Be aware of basic deadlines.

• Take time to say thanks!

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Keep in contact

• Direct, personal communication on occasion is important.

• Don’t expect to make the headlines every time.

• If you read or see a story that was done well, send a quick note to the reporter.

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Show me the tools!

• They’re all located at:

www.thriventbuilds.com/resources

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Partnering with the ASO media relations team—Cheryl and Kelsey

• Consulting• Assistance with writing and editing• Media lists

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If you have questions about this training:

Cheryl Winget (Habitat for Humanity International)Media Relations SpecialistCheryl.Winget@thrivent.com612-844-5025Minneapolis, MN

Kelsey Peterson (Thrivent Financial for Lutherans)Media Relations SpecialistKelsey.Peterson@thrivent.com612-844-5825 Minneapolis, MN