journalist's mindset webinar rev

8/14/2019 Journalist's Mindset Webinar Rev

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The Journalists MindsetWebinar for association leaders


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Background onme15 years as executive director of Minnesota

Newspaper Foundation, the educational arm ofthe association

25 plus total experience in nonprofitcommunications, fundraising, and management

B.A. Journalism, M.Ed. in Education (training)

Founded Spark Plug Consulting in 2008 to boostassociation value by ignite member learning andconnection


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A journalist is . . .

Introduce yourself

Complete the

sentence above


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A journalists passion

Curiosity - lovelearning, digging forthe truth

Observation - love

being where life ishappening


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A journalists passion

Writing - lovedescribing what theysee and hear

Freedom - love the

vital role they play indemocracy


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A journalists protectionThe First Amendment

Congress shall make no law

respecting anestablishment of religion orprohibiting the freeexercise thereof; orabridging the freedom of

speech, or of the press, orthe right of the peoplepeaceably to assemble andto petition the governmentfor a redress of grievances.


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Definition of news News is an

accurate picture

of the humancondition:

sometimesserious,

sometimesamusing,

sometimesinforming,

sometimesoverwhelming.

Dave Nimmer, Minnesota journalist and teacher

Photo credit: CollegiateTimes


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Why associations should

care

Build credibility

Become the go tosource for information

Establish members

good reputations, too

Inform members andpotential members


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Youve got a friend if . . .You choose yourmedia wisely; know

the audience

You introduce yourselfin person to yourcontact to establish arelationship

You provide greatstories and leads


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Media Poll:

Do you regularly read a daily or weeklycommunity newspaper?

Do you listen to radio news on most days?

Do you watch tv news most days?


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What is media

relations?Understanding the needs ofthe media and meeting thoseneeds, including

Respecting and meetingdeadlines Sending newsworthy pressreleases

Developing relationshipswith reporters, editors andnews directors

A journalist is the ultimateskeptic.


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Newsroom basicsDeadlines are absolute

Editors mostly assign

stories; some arebarraged with pressreleases

Reporters get the story

and write it; no loss forideas

Fax machines often outof sight


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Editors inbox of

releases

CALENDAR: St. X Adoption Information Meeting, March 24 CNN Digital Stands as Clear Winner on Super Tuesday Special Olympics Minnesota Volunteers Needed for XBasketball Marco Press Release MEDIA RELEASE: Clean Water Action Asks Legislature toProtect

Families Sunshine Week News Employee "Forced" Choice Act Resolution Bad News forWorkers Olson Calls on Smith to Come Clean on Lobbying Online Space Seed Database

Media Advisory: PDPW Annual Business Conference -March 11-12 Rice News Release: 'Don't confuse evangelicalism withRepublicanconservatism

WACF to Honor Philanthropic Leader MN Bankers Partner with Home Ownership Center Ron Paul Campaign Names Minnesota Veterans for PaulCoalition

Chairs Olson Promises Working Families Bill of Rights; ChallengesBachmann toTax Debate Governor's Budget Cuts Health Coverage for 30,000 Kids DFL Party: A Trip Down Memory Lane MNGOP: Republican Party of Minnesota State on MikeCiresi Disney's High School Musical at State Theatre April 1-6 Statement of Mike Ciresi on his withdrawal from the U.S.Senate Race GOVERNOR APPOINTS EIGHT TO MINNESOTAFOREST RESOURCES COUNCIL

Editor looking at her inbox . Theres lots of competi-

tion for her attention and news space.


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Funny headlines

Something wentwrong in jet crash

Iraqi head seeks arms

Enranged cow injuresfarmer with ax

Are you kidding me??


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Press releasesIncludes 5 Ws of news

Helpful subject line to assist editor

Source name, title, organization, phone #,email address

Easy to copy and paste from an email

First paragraph is make or break


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For Immediate ReleaseContact: Sean Kershaw 651-293-0575 or

Stacy Becker 651-295-4033The Citizens League Announces the I Am Minnesotas Future Video ContestThe Citizens League is announcing its I am Minnesotas Future video contest tohonor the 150th anniversary of Minnesotas statehood on May 11, 2008. The contestis designed to frame the next 150 years of statehood by providing teenagers theopportunity to express their concerns about the future to todays leaders.Through our Students Speak Out project, we have learned firsthand that given theright opportunity, students will contribute thoughtful, responsible insights to importantproblems, said Sean Kershaw, Executive Director of the Citizens League. Theseinsights usually go missing-in-action from policy discussions. We are very excited tosee what the students have on their mind and how they express it.Contestants are being asked to address what legacy they would like todays policymakers to leave for them. Videos of no more than three minutes in length may beentered in one of two categories: those created by individuals, or those created bygroups such as a group of friends or a classroom project. The prizes for bothcategories are: For more information about the video contest or to enter or viewvideos, go to www.studentsspeakout.org . . .

# # #
http://www.studentsspeakout.org/http://www.studentsspeakout.org/


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Contact: Lori Braegelmann FOR IMMEDIATE RELEASE320-203-9722

Epilepsy Foundation Hosting Understanding Epilepsy Workshop in Willmar

March 12, 2008: More than 60,000 Minnesotans have epilepsy and yet it remains one ofthe most misunderstood health conditions. In an effort to educate, connect and empowermore people across Minnesota, the Epilepsy Foundation is hosting a freeUnderstanding Epilepsy Workshop in Willmar.

The Understanding Epilepsy Workshop, which is designed specifically for individuals withepilepsy and those that care for and about them, will be held at the Willmar Conference

Center, Gallery VII, 2100 East Highway 12 in Willmar, MN on Wednesday, April 9 th, 6:30-8:00p.m. Guest Speaker Zhiyi Sha, MD from Minnesota Epilepsy Group will share onEpilepsy Classifications, Diagnosis, and Treatments.

To RSVP for the Understanding Epilepsy Workshop, please contact Lori Braegelmann

Epilepsy Foundation of Minnesota Outreach Coordinator at 320-203-9722 or email

[email protected] by April 3rd.

The Epilepsy Foundation of Minnesota works to enhance the quality of life of those

affected by seizures through connecting, empowering and educating. For more

information about the Epilepsy Foundation of Minnesota, please call 1-800-779-0777 or

visit www.efmn.org.

###
mailto:[email protected]:[email protected]


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FOR IMMEDIATE RELEASE

MINNESOTA BANKERS HELP DISTRESSED MORTGAGE BORROWERS

EDINA, March 7, 2008 The Minnesota Bankers Association (MBA) today announced a partnership with theMinnesota Home Ownership Center to reach out to families in need of mortgage foreclosure counseling and

advocacy. As part of the partnership, MBA member banks will help the Center increase awareness of its foreclosure

counseling services and assist in its Borrowers Workshops. The Minnesota Home Ownership Center promotes sustainable home ownership for low and moderateincome Minnesotans

through the development and delivery of quality, standardized education, counseling and related support services.

Eleven banks are currently participating in a pilot program in which they will distribute postcards to their customers

highlighting the availability of these counseling services for distressed mortgage borrowers. The Center will evaluatethe mailing, and if it is found effective, all Minnesota banks will be encouraged to participate.

This partnership provides an excellent opportunity for banks to help customers and community members

who are in need of financial guidance when it comes to their mortgages, said Joe Witt, president and CEO of the

MBA. . .

Founded in 1993, the Minnesota Home Ownership Center is a nonprofit intermediary organization

dedicated to enabling Minnesotans with low and moderate incomes to purchase and maintain homes.

The Minnesota Bankers Association is the states largest trade association devoted exclusively to therepresentation of commercial banks. The MBA was founded in 1889 and represents nearly 450 banks with more than

1,500 locations in Minnesota.

###Contacts:

Ed Nelson, Minnesota Home Ownership Center

651-659-9336

[email protected]
mailto:[email protected]:[email protected]


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News is not

advertisingFor Immediate ReleaseFebruary 22, 2008

Contact: Matthew Miller, 202-485-3123

Hannah August, 202-485-3129

FACT CHECK: WHAT HAVE BUSH-COLEMAN

DONE FOR TO THE ECONOMY?

As Coleman discusses economics in Moorehead,

Minnesotans learn the facts

Today Norm Coleman is scheduled to appear at Minnesota State University

Moorehead to discuss the state of the economy. Hopefully Coleman is prepared with

answers because after seven years of Bush-Coleman Republican mismanagement of the

economy, Minnesotans are going to have some serious questions.

The Bush-Coleman mismanagement of our economy has already cost Minnesotans

jobs, money and homes, DSCC spokesman Matthew Miller said. Just imagine what

another six years of Coleman in office would produce. Minnesotans arent looking for

more of the same, but thats all Norm Coleman is offering. . . .


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Your press releases

When have you written press releases?

What has worked and not worked for you?


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Working with broadcast

journalists


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Working with radio, tvRead your press releaseout loud; does it soundlike other on air stories?

Spell names or difficultwords phonetically sothey are pronouncedcorrectly on air: John

Terhar (TAREhar)

Less staff and on-air timeavailable; use for majornews only


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Press kits

Use website instead of printed kit; the lattergets lost or thrown

Provides media key facts; shows what you doand know

Identifies the spokesperson


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Event announcements,

story

Follow calendar page guidelines

Quick and dirty

For event story, tell media contact about it wellin advance

Wednesday, May 7, 2008

Midwest Society of Association Executives. Webinar - Media & Messages:

The Journalist's Mindset. A focus on how journalists think and do their work soyou can develop a good working relationship and get your news out to the public.Geared toward association staff and board members who have little formal

communications training.Presenter: Renee McGivern, M.Ed., Spark Plug Consulting.Wednesday, May 7, 10:0011:00 am. Its a Webinar! At your computer, at your desk.Pre-registration required for web access and pass code information. Members: $25;

Non-members: $35. Register at www.msae.com orcall Kathy Gatliffat 651-647-6388.
http://www.msae.com/http://www.msae.com/http://www.msae.com/http://www.msae.com/http://www.msae.com/http://www.msae.com/


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News Conferences

Very unpopular with the media due to time andstaffing constraints

Pick up the phone and send a press release


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InterviewsWhen you initiate it,have a great story in

mind

When they initiate it,have your ducks in arow

In either case, bestraight, honest,available


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Generating story ideasGives one mediaoutlet an edge over

the others

Piggyback on currentissue

Know the journalistyoure pitching to andthe types of storieshe/she likes


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When they call you

Always take the call

or call back asap;they are on deadline

Okay to say I dontknow but let me see

what I can find out.Can I get back to youat X time?


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Case studyStory: Minnesota, North Dakota, and Wisconsin

have the most DWIs in the country.

Note one associations response within threedays

Note MPR story angle one week later; also note

the credibility of their sources

Wh did th A i


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Why did the AmericanBeverage Institute wantto refute the surveyresults?


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MPR Mid Morning

Program


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Related story ideas and

sources

What other story ideas can spin off from these

stories?


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Key pointsJournalists believe they play a vital role indemocracy

Journalists are passionate about stories andnews, and being the first to tell you about them

Journalists work within very limited print space

and air time

Journalists want accurate, timely, usefulinformation or ideas appropriate for theiraudiences

journalist's mindset webinar rev

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