Earned Media Training
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1 Earned Media Training Quick Reference Guide Like advertising, public relations efforts deliver a message to your audience. Instead of being purchased, however, PR coverage is earned by working with the news media, opinion leaders and others. PR adds credibility to your message since news media is generally seen as less biased than paid ads. Earned media work includes story pitches, editorial board meetings, press conferences, letters to the editor and opinion pieces. Before contacting journalists, it s important to put yourself in their shoes and consider their needs, priorities and goals. Treat them with respect and think of yourself as their ally in providing helpful, accurate information. A media contact list can be found at the end of this guide. Events such as trainings and town hall meetings are great opportunities to connect with journalists and share more about the Be [You] campaign. To invite members of the media to your events, you can use the story pitch template and fill in the details about what s happening, where and when, and why it s important. them the invitation, and be sure to follow-up with a phone call. 1
2 story pitching Pitching a story means reaching out to reporters to convince them to cover a story or event. Here are some considerations to keep in mind: is it newsworthy? Is it timely or new information? Is it related to a trend or breaking news? Is it unusual or unexpected? Will it affect people in the community? Does it have a human-interest element or emotional appeal? Does it have a good visual? Is a well-known person involved? building good relationships with news media Read what they write. Learn their topics and personal areas of interest, and understand their audience. Identify yourself and why you re calling. You have about 15 seconds to get their attention. Be concise and relevant. Journalists are almost always pressed for time. Be prepared with background information and fact sheets. Be credible and provide high-quality, accurate information. What s the hook? Avoiding recycling old information. Respect their time Ask if they have a minute to talk. If not, ask if you can call another time. Call between 10:30 and 3:00. Newsrooms often hold morning meetings before 10:30, and journalists are often rushing to meet deadlines later in the afternoon. 2
3 letters to the editor Letters to the editor are short word pieces expressing a personal opinion about policies, events, or recent news articles. Keep it short, simple, and succinct. Focus on one key point. Be direct and engaging. Eliminate unnecessary words. Get personal. Show local relevance. op-ed An op-ed is an opinion piece written by a community member. An op-ed is more detailed than a letter to the editor and can provide well-research facts and strong views. Keep the piece to 500 to 800 words. Choose the right author. Prominent people are more likely to be published. Provide the name, occupation, and a photo of the author. Send the op-ed via and follow-up a few days later with a phone call. 3
4 anchorage Zachariah Hughes: Anchorage Reporter Your Alaska Link KTUU Tracey Sabo (News Director) Maria Downey (Asst. News Director) Mike Ross (Managing Editor) KTVA Katie Groller (Assignment Editor) Nick McDermott (Producer) Bert Rudman (News Director) Gina Romero (Executive Producer) Anchorage Press Matt Tunseth (Editor) Scott Christiansen (Reporter) KFQD Kathy Phillips (Anchor) KENI KNBA Jaqualyn Estes (News Director)
5 fairbanks Daily News-Miner Rod Boyce (Managing Editor) Jeff Richardson (Education Reporter) Julie Stricker (Web Content Manager) Casey Grove KTVF Monte Bowen (News Director/Assignment Editor) Tyson Hanson (Reporter) TVTV Sam Oxman (News Director) Tom Hewitt (Reporter) Ryan Grimes (Reporter) KUAC-FM Dan Bross (Reporter) Emily Schwing (Reporter)
6 mat-su Ellen Lockyer (Mat-Su Valley Reporter) Zaz Hollander KTUU Tracey Sabo (News Director) Maria Downey (Asst. News Director) Mike Ross (Managing Editor) KTVA Katie Groller (Assignment Editor) Nick McDermott (Producer) Bert Rudman (News Director) Gina Romero (Executive Producer) Your Alaska Link Frontiersman Heather Resz (Managing Editor) Mark Kelsey (Publisher)
7 homer Homer News Lori Evans (Editor & Publisher) Mckibben Jackinsky (Reporter) Michael Armstrong (Reporter) Homer tribune Jane Pascall Peninsula Clarion Will Morrow (Editor) Kaylee Osowski (Reporter) Dan Balmer (Reporter) Kelly Sullivan (Reporter) Homer KBBI Aaron Selbig (News Director) 7
8 ketchikan Alexandra Gutierrez (Juneau Reporter) Ketichan Daily News General Newsroom Ketichan KRBD Emily Files (Reporter) Daily Sikta Sentinel Thad Poulson (Editor) Sandy Poulson (City Editor) Tom Heese (Staff Writer) KCAW General Newsroom Juneau Radio Bill Sigmar (General Manager) Justin McDonald (Program Manager) Cordova Times Editorial kodiak Kodiak Daily Mirror Peter Miadineo (Editor) 8
9 nome/bering straits Nome Nugget Nancy McGuire (Editor & Publisher) KNOM petersburg/wrangell Alexandra Gutierrez (Juneau Reporter) Ketichan Daily News General Newsroom Ketichan KRBD Emily Files (Reporter) Daily Sikta Sentinel Thad Poulson (Editor) Sandy Poulson (City Editor) Tom Heese (Staff Writer) KCAW General Newsroom Juneau Radio Bill Sigmar (General Manager) Justin McDonald (Program Manager) Cordova Times Editorial
10 seward Seward Phoenix Log General Wolfgang Kurtz (Editor) The Seward Journal Vanta Shafer (Editor) Peninsula Clarion Will Morrow (Editor) Kaylee Osowski (Reporter) Dan Balmer (Reporter) Kelly Sullivan (Reporter) 10
11 tanana Daily News-Miner Rod Boyce (Managing Editor) Jeff Richardson (Education Reporter) Julie Stricker (Web Content Manager) Casey Grove KTVF Monte Bowen (News Director/Assignment Editor) Tyson Hanson (Reporter) TVTV Sam Oxman (News Director) Tom Hewitt (Reporter) Ryan Grimes (Reporter) KUAC-FM Dan Bross (Reporter) Emily Schwing (Reporter) The Tundra Drums Zachariah Bryan (Editor) The Delta Discovery Newsroom
12 yakutat Ketichan Daily News General Newsroom Ketichan KRBD Emily Files (Reporter) Daily Sikta Sentinel Thad Poulson (Editor) Sandy Poulson (City Editor) Tom Heese (Staff Writer) KCAW General Newsroom Alexandra Gutierrez (Juneau Reporter) Juneau Radio Bill Sigmar (General Manager) Justin McDonald (Program, Manager) Cordova Times Editorial
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