The Journalist’s Mindset

Webinar for association leaders

 Background on
me
15 years as executive director of Minnesota
Newspaper Foundation, the educational arm of
the association

25 plus total experience in nonprofit

communications, fundraising, and management

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

Founded Spark Plug Consulting in 2008 to boost

association value by ignite member learning and
connection
 A journalist is . . .

Introduce yourself

Complete the
sentence above
A journalist’s passion

Curiosity - love
learning, digging for
the truth

Observation - love
being where life is
happening
 A journalist’s passion

Writing - love
describing what they
see and hear

Freedom - love the

vital role they play in
democracy
A journalist’s protection
The First Amendment
Congress shall make no law
respecting an
establishment of religion or
prohibiting the free
exercise thereof; or
abridging the freedom of
speech, or of the press, or
the right of the people
peaceably to assemble and
to petition the government
for a redress of grievances.
Definition of news
• News is an
accurate picture
of the human
condition:
• sometimes
serious,
• sometimes
amusing,
• sometimes
informing,
Dave Nimmer, Minnesota journalist and teacher

Photo credit: Collegiate

Times • sometimes
overwhelming.
Why associations should
care
Build credibility

Become the “go to”

source for information

Establish members’
good reputations, too

Inform members and

potential members
You’ve got a friend if . . .
You choose your
media wisely; know
the audience

You introduce yourself

in person to your
contact to establish a
relationship

You provide great

stories and leads
 Media Poll:

Do you regularly read a daily or weekly

community newspaper?

Do you listen to radio news on most days?

Do you watch tv news most days?

 What is media
relations?
Understanding the needs of
the media and meeting those
needs, including
•Respecting and meeting
deadlines
• Sending newsworthy press
releases
• Developing relationships
A journalist is the ultimate
with reporters, editors and
skeptic.
news directors
 Newsroom basics
Deadlines are absolute

Editors mostly assign

stories; some are
barraged with press
releases

Reporters get the story

and write it; no loss for
ideas

Fax machines often out

of sight
 Editor’s inbox of
• CALENDAR: St. X Adoption Information Meeting, March 24
• CNN Digital Stands as Clear Winner on Super Tuesday

releases
• Special Olympics Minnesota Volunteers Needed for X
Basketball
• Marco Press Release
• MEDIA RELEASE: Clean Water Action Asks Legislature to
Protect
Families
• Sunshine Week News
• Employee "Forced" Choice Act Resolution Bad News for
Workers
• 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 with
Republican
conservatism
• WACF to Honor Philanthropic Leader
• MN Bankers Partner with Home Ownership Center
• Ron Paul Campaign Names Minnesota Veterans for Paul
Coalition Editor looking at her inbox . There’s lots of competi-
Chairs
tion for her attention and news space.
• Olson Promises Working Families Bill of Rights; Challenges
Bachmann 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 Mike
Ciresi
• 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 MINNESOTA
FOREST RESOURCES COUNCIL
 Funny headlines

Something went
wrong in jet crash

Iraqi head seeks arms

Enranged cow injures

farmer with ax
Are you kidding me??
 Press releases
Includes 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

For Immediate Release
Contact: Sean Kershaw 651-293-0575 or
Stacy Becker 651-295-4033

The Citizens League Announces the “I Am Minnesota’s Future” Video Contest

The Citizens League is announcing its “I am Minnesota’s Future” video contest to

honor the 150th anniversary of Minnesota’s statehood on May 11, 2008. The contest
is designed to frame the next 150 years of statehood by providing teenagers the
opportunity to express their concerns about the future to today’s leaders.

“Through our Students Speak Out project, we have learned firsthand that given the
right opportunity, students will contribute thoughtful, responsible insights to important
problems,” said Sean Kershaw, Executive Director of the Citizens League. “These
insights usually go missing-in-action from policy discussions. We are very excited to
see what the students have on their mind and how they express it.”

Contestants are being asked to address what legacy they would like today’s policy
makers to leave for them. Videos of no more than three minutes in length may be
entered in one of two categories: those created by individuals, or those created by
groups such as a group of friends or a classroom project. The prizes for both
categories are: For more information about the video contest or to enter or view
videos, go to www.studentsspeakout.org . . .

# # #
Contact: Lori Braegelmann FOR IMMEDIATE RELEASE
320-203-9722

Epilepsy Foundation Hosting “Understanding Epilepsy” Workshop in Willmar

March 12, 2008: More than 60,000 Minnesotans have epilepsy – and yet it remains one of
the most misunderstood health conditions. In an effort to educate, connect and empower
more people across Minnesota, the Epilepsy Foundation is hosting a free
“Understanding Epilepsy” Workshop in Willmar.

The Understanding Epilepsy Workshop, which is designed specifically for individuals with
epilepsy 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 9th , 6:30-
8:00p.m. Guest Speaker Zhiyi Sha, MD from Minnesota Epilepsy Group will share on
Epilepsy 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
lbraegelmann@efmn.org 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.

###
FOR IMMEDIATE RELEASE

MINNESOTA BANKERS HELP DISTRESSED MORTGAGE BORROWERS

 
EDINA, March 7, 2008 – The Minnesota Bankers Association (MBA) today announced a partnership with the 
Minnesota 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 moderate 
income 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 evaluate 
the 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 state’s largest trade association devoted exclusively to the 
representation 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
ed@hocmn.org
 News is not
advertising
For Immediate Release
February 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 aren’t looking for 
more of the same, but that’s all Norm Coleman is offering.”  . . . 

 
 Your press releases

When have you written press releases?

What has worked and not worked for you?

Working with broadcast
journalists
 Working with radio, tv
Read your press release
out loud; does it sound
like other on air stories?

Spell names or difficult

words phonetically so
they are pronounced
correctly on air: John
Terhar (TAREhar)

Less staff and on-air time

available; use for major
news only
 Press kits

Use website instead of printed kit; the latter

gets lost or thrown

Provides media key facts; shows what you do

and know

Identifies the spokesperson

Event announcements,
story
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 so
you 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, 10:00–11:00 am. It’s 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 <http://www.msae.com> or call Ka
thy Gatliff at 651-647-6388.

Follow “calendar page” guidelines

Quick and dirty

For event story, tell media contact about it well

in advance
 News Conferences

Very unpopular with the media due to time and

staffing constraints

Pick up the phone and send a press release

Interviews
When you initiate it,
have a great story in
mind

When they initiate it,

have your ducks in a
row

In either case, be
straight, honest,
available
Generating story ideas
Gives one media
outlet an edge over
the others

Piggyback on current
issue

Know the journalist

you’re pitching to and
the types of stories
he/she likes
 When they call you

Always take the call

or call back asap;
they are on deadline

Okay to say “I don’t

know but let me see
what I can find out.
Can I get back to you
at X time?”
 Case study
Story: Minnesota, North Dakota, and Wisconsin
have the most DWIs in the country.

Note one association’s response within three

days

Note MPR story angle one week later; also note

the credibility of their sources
Why did the American
Beverage Institute want
to refute the survey
results?
MPR Mid Morning
Program
Related story ideas and
sources
What other story ideas can spin off from these
stories?
 Key points
Journalists believe they play a vital role in
democracy

Journalists are passionate about stories and

news, and being the first to tell you about them

Journalists work within very limited print space

and air time

Journalists want accurate, timely, useful

information or ideas appropriate for their
audiences