Informing and Involving Citizens: Effective Media Strategies
Involving citizens through effective media relations is crucial. This includes setting goals, crafting consistent messaging, identifying spokespeople, understanding media dynamics, and creating proactive media strategies to engage the public. By following these key principles, organizations can ensure their messages reach target audiences accurately and impactfully while building strong media relationships.
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Presentation Transcript
Topics for Drought Outreach Workgroup Media relations (PR, free media, earned media) Proactive region-wide media Purchased media Focus will be on media relations
Goals of Effective Media Relations Target audiences receive essential messages Reporters accurately report stories
Messaging To be effective, messaging must be consistent Consistency comes through good team cooperation and collaboration Team to work through key messages Team members implement as agreed Team members coordinate with their local officials
Who Delivers the Messages Identify spokespersons Determine technical content experts Create excellent network among group for easy access Be available
Understanding the Media Work on deadlines (most of the time) Will be reasonable on your requests if you are responsive Looking for good stories, good visuals, sound information Will cover drought / water / water conservation stories
Media List Will develop a comprehensive media list Will work with the committee on local media opportunities Let s leverage existing media relationships
Media Relations Packet Identify triggers Prepare press release template for trigger event using key messages Work with technical experts to develop pertinent fact sheets (known as backgrounders) Helps ensure accuracy of reporting Each release will: Identify issue Outline of what region has done to mitigate Define what people can do to help
Proactive Media Relations Anticipate what conditions might arise Distribute a press release ahead of event (get out in front with messaging) Helps manage the message, rather than reacting to media questions Team must be flexible (could be looking at late May, early June) Information to be distributed region-wide If events serious enough, consider using the press conference format Helps consistency in message delivery and reporting
Purchased Media Might consider a small media purchase Primarily smaller/weekly newspapers and radioTV will be too expensive Will develop Public Service Announcement type ads Purchased media gives complete control over messages, and directs audience to best place for more information
Next Steps Arrange 20-30 minute phone conversation with each team member before next meeting Gather specifics about: Spokespersons How collaboration happens with elected officials Local issues for various triggers that need to be considered Best media outlets for message delivery Learn about existing media relationships
