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WHO?
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Who are your target media?
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Who is writing about issues that matter to you?
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Who will be interested in what you have to say?
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Who cares?
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- Brainstorm relevant publications (newspapers, magazines), websites, blogs, radio, TV.
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- Set up Google Alerts for your organization.
- Read the articles that cover issues that are relevant to you and what you do.
- Make a note of journalists who cover these issues on radio and TV programs.
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- Think about what organizations, groups, and individuals that you’d like to reach.
- Brainstorm what media they use (newspapers, blogs, websites, TV, radio, listservs).
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- Create a hit list of media that you want to focus on. Include: Name, Media, Email, Telephone, Deadlines for publication, Notes (for random bits of information).
- Start by looking at the names you have for each of these three areas. Is there any cross over? Put these media on your list.
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HOW?
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Create presence(s)
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Connect with others
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Build alliances
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Make it personal
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- Start a blog.
- Build a website.
- Create a group on Facebook.
- Open a Twitter account.
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- When an article makes you think or makes you mad, post it with a link and a comment in your blog, Twitter and Facebook.
- When a journalist writes about an issue that you care about, send them an email to tell them.
- If you find a blog or an article online that you catches your interest or that you like, comment on it and link back to your blog or website.
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- Join other groups with shared interests.
- Support their causes and invite them to support yours.
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- Try not to send mass emails to people you don’t know.
- When you see something you like, let them know!
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WHAT?
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Build your profile
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Press releases
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Ideas
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- Create a boilerplate that describes, in a paragraph, who you are and what you do.
- Put this in the bio or description section of all the sites you join.
- Include it at the bottom of your email and in any communications with press or with organizations.
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Create a template for a press release, so that when you do one, it’s ready to go!
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- Brainstorm ideas for media and news releases. This could include issues; events; interesting people in your organization; things you’re doing; videos, performances, artworks you’ve created; people you’re helping; actions.
- Ask journalists what they’re working on. Do they need statistics, research, someone to interview?
- Create a weekly round up of blogs and articles and post it on your blog. Send a link to it via Twitter, email, and Facebook to your contacts.
- Write an e-newsletter or e-zine and share it!
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WHEN?
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Timing is critical
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Deadlines
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Time to write
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Think ahead
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Your message could have so much impact if it is timed right.
- Make connections between your press release and wider media events (Valentines Day, Mental Health Week, International Women’s Day, local events).
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Know what your deadlines are for:
- listings pages
- monthly publications
- weekly publications
- daily publications
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Remember that journalists need time to write (called lead time). A good idea can get lost if the journalist doesn’t have time to write and research it.
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Plan for the next few months so that you can take advantage of any liaisons and connections.
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