Celebrating 50 years of Wilderness: Media Training, January 2014

Shenandoah Wilderness, Virginia

Media Event Planning- Agenda• What is news?• Event concept• Media specific events• Media for non media-specific events• Media materials • Press outreach before, during and after the event

What is News?• New• Local• Human interest• Conflict• Controversy• Strange bedfellows• Visuals• Timely

Concept• GOALS: What is the purpose of the event?• RESOURCES: How many people will you have?

What is your budget? Will you partner with other groups?

• MESSAGE: What is the story you are trying to tell?

MEDIA SPECIFIC EVENTSPlanning

Media Specific Events: Location• Easy to find • Accessibility• Appropriate size• Symbolism• Visuals• Electricity• Rain location

Media Specific Events: Date/Time• What are your priorities for media? For people?• Best times for print media: Tues, Wed, Thurs

between 10am-11:30am• Weekly newspaper deadlines?• TV News: Before 4pm

Media Specific Events: Visuals • Telling a story• Clear message,

repeated• Good photo

opportunities

Media Specific Event: Speakers• Interesting and

credible • Diversity• Brief statements• Compelling personal

stories• Press availabilities• On message

NON-MEDIA EVENTSPlanning

Non-Media Events • What opportunities are

available? • Can reporters join a hike?

Press availability before or after the event?

• Incorporate as much of the media event planning as you can• Take photos, have “speakers”

• Think outside of the environmental beat• Reviewer for an art show?

Community events reporter?

PRESS MATERIALS

Press Materials: Advisory • Used to generate interest, calendar submission• Who, What, When, Where• Don’t give the whole story

Press Materials: Press Release• Add the Why and How to the press advisory• Write in pyramid style– most important information first

• Include 2-3 pithy quotes• Keep it to 1 or 1 ½ pages • Follow up with a phone call after sending

PRESS OUTREACH

Advance Press• Press list• Press advisory, pitch calls, community

calendars• Facebook event• Identify media liaison, photographer • Prepare press release (but don’t send yet)

Press Day of Event• Resend press advisory, make last minute calls• Arrive early • Have copies of any materials, press release• Start promptly• Media liaison, photographer work their magic

Post Event Press• Immediately after send press release, share with photos on social media

• Follow up with thank you notes for good stories• Ask attendees to send letters to the editor or write op-eds

Questions?