Академический Документы
Профессиональный Документы
Культура Документы
Strategy
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2008
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DEVELOPING A TRADITIONAL MEDIA STRATEGY
I. MEDIA LISTS AND PRESS RELEASES
II. WORKING WITH REPORTERS
III. MEDIA MONITORING
IV. RAPID RESPONSE AND LETTERS TO THE EDITOR
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I. MEDIA LISTS AND PRESS RELEASES
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fancy with your fonts. If you send me a release in Vladimir Script (or worse, Comic Sans)
you are about to enter a world of pain.
• I personally like including my organization’s logo on my release to help draw attention and
show that it is coming from us. If you choose to do this in your email releases, DO NOT
include the image as an attachment to the email. Host the image online and have the
document call for it. To do this in Microsoft Word (for sending out through Outlook):
Insert>>Picture>>From File. Instead of using the picture on your hard drive you just enter
the URL of the image that you have on your web server.
Headline:
• The headline is arguably the most important part of your release. A good headline is the
difference between getting noticed and being lost in the crowd of other releases flooding
the editor’s inbox. It should be very clear from the headline exactly what the release is
about, don’t get too cute with it.
• The headline should be bold and in a larger type than the rest of the release.
• The general rule for capitalization in a headline is to capitalize every word that contains
four or more characters.
• End your release with a brief description of your organization. Here is the YDAZ about
language for releases: YDAZ is the youth arm of the Arizona Democratic Party, working to
build strong chapters and a solid youth voting bloc for Democrats statewide. As a chapter of
the Young Democrats of America, YDAZ mobilizes young people under the age of 36 to
participate in the electoral process, influence the ideals of the Democratic Party and develop
the skills of the youth generation to serve as leaders at the local, state, and national level.
First Paragraph:
• <city>, <state>: should start off the first paragraph of every press release. The reporter
needs to know where the news is located.
• Your first paragraph needs to be concise and make clear the content of the release. A tip I
have often heard is to write the first paragraph as if the reporter has not read your
headline (which sometimes is actually the case).
To look at some examples of press releases, you can view all of the AZ Democratic Party’s past
releases here on their website.
There is more to writing and sending press releases than this. If you want help ask some people
in your area that work in communications. The communications director or press secretary at
your state party may be willing to help.
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II. WORKING WITH REPORTERS
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III. MEDIA MONITORING
It is important for you to know what is being said about your organization in both new and
traditional media outlets. You may also want to keep track of posts and stories about candidates,
issues, and legislation that your organization is interesting in. This post will give you two tips to
efficiently monitor the media. These are the methods I use in compiling all the stories in my link
posts.
Tip 1: Google Alerts are your friends
I love Google Alerts. They are great not only because you are sent an email every time your
selected keywords show up somewhere, but also because from these you find many great new
news sources and niche blogs that you may have not known about otherwise. Having effective
Google Alerts depends on the same things that result in effective Google searches: it’s all about
selecting your query so it only returns results that are pertinent to you.
The Google Search Guide is a good basic reference. In finding stories for my link posts, I use
keywords such as “youth vote” “young voter” “young democrat” “college democrat” and “YDA.”
Using quotation marks in your query will only return results that have all the words in order. In
the case of the query “young democrat” not using the quotation marks would result in delivering
all posts with either the word ‘young’ or ‘democrat,’ which is not specific enough to be useful.
Notice that my keyword is “young democrat” instead of “young democrats.” The former keyword
will return results for both ‘young democrat’ and ‘young democrats,’ where “young democrats”
would exclude ‘young democrat’ results. I would have missed out on a story that talked about “a
young democrat from Arizona.”
My personal preferences for my Google Alerts is to have them Comprehensive (returning results
from news, blogs, web, video, and groups) and to be sent as-it-happens (as opposed to once-a-day
or weekly). This casts the widest net and returns the results to while they are still fresh.
When you are starting out write down a list of the topics that you would like to be alerted about.
Obviously you will want your organization’s name, but there may be a lot more that would be
useful to you. Once you have your list think about the best keywords to get you that result, add
those alerts, and then adjust based on trial and error. I remember when I was setting up a Google
Alert to get stories about Harry Mitchell (the best member of Congress in the United States, in my
opinion) before he was elected to Congress. At first I used the keyword “Harry Mitchell,” but I
noticed that most of my results had nothing to do with the Harry Mitchell I was looking for. I then
tried ‘Arizona “Harry Mitchell”‘ and got better results. If you aren’t getting exactly what you want
out of your alert, play with it until you do.
To learn how to really get specific searches, check out 20 Tips for More Efficient Google Searches.
Tip 2: RSS feeds will save you time and effort
RSS (Real Simple Syndication) in my opinion is the greatest thing since Firefox (which should be
your default web browser). No longer must we individually visit every website we would like to
read, not knowing whether or not it has been updated. No longer must we traverse the deluge of
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browser bookmarks, wasting time, energy, and bandwidth. Now the content comes to us, and it is
a beautiful thing.
For those yet unfamiliar with the wonders of RSS, here is the basic concept. Your RSS aggregator
(more popularly known as a feed reader) receives new content from the sites you subscribe to as
it is published. All of the posts are aggregated in one place, so you don’t have to hop from site to
site and you always know when there is new content.
The first thing you need to do is get a feed reader. You have many different options here. There
are two main categories of readers: web-based and desktop application. I prefer to use a web-
based reader because it enables me to read my feeds from any computer with an internet
connection, as well as from my Blackberry. I use Google Reader, which is in my opinion the best
option by far. The advantage of desktop application readers had been the ability to read
previously downloaded feeds while you were offline, but now that many online readers include
offline capabilities, that advantage has been negated. Some other online readers include
Newsgator and Bloglines, as well as the Yahoo!, Google, and Live portals. Since you are probably
going to be really working those feeds, I suggest the more robust online readers over the portal
options, which tend to give you more of a cursory glance at a few feeds.
So you have chosen a feed reader. Now you need to find the feeds that you are interested in.
Let me help you with your first few. Subscribe to Kevin Bondelli’s YD Blog. Subscribe to the YDA
Blog. Subscribe to Future Majority. First let me commend you on your first three subscriptions,
you have excellent taste. Now you need to subscribe to the other feeds you are interested in.
Almost every newspaper offers RSS feeds for its articles segmented by topic or section. Visit the
websites of your local newspapers and subscribe to those sections that you want to track. Go to
leftyblogs.com and subscribe to the blogs in your state. Look at the blogrolls of blogs you
currently read and check out those blogs to see if you would like to subscribe to them. If a website
or blog has been coming up a lot on your Google Alerts for your keywords, it is probably a good
idea to subscribe. Your subscription list will probably be changing often as you add new feeds and
delete those that have not been useful. The longer you use your reader the better your
subscription list will get, so keep it up.
For a huge list of RSS resources, check out the Ultimate RSS Toolbox at Mashable.
Conclusion
Between Google Alerts and tracking RSS feeds you will get pretty good coverage of the topics that
interest you, as well as what is being said about your organization.
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IV. RAPID RESPONSE AND LETTERS TO THE EDITOR
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