During Powershift, I attended a very helpful workshop on how to get your events published in the media, and I wanted to share what I learned.  Below is a basic overview that touches on the key points of the workshop, plus a short podcast that features a mock phone call to a reporter. The goal of the mock phone call is to give listeners an idea of how to pitch your event to a local reporter.

• Welcome/Introduction
• What the media is looking for
• Pitching your event and yourself
• Networking and maintaining relationships
• Media as a strategy
• Q and A

Presenters:

• Kristin Wheeler, Greenpeace
• Betsy Ott, Greenpeace

What the media is looking for:

• Relevancy - When you pitch your story, make sure to push how relevant it is to whatever is going on at the time on the large scale.
• Timely events - Let the media person know of an event ahead of time instead of afterwards if possible.
• Drama - Make sure to promote the drama and the conflict in the overall issue (i.e. we've faced this kind of opposition, this is what we hope to overcome).

Other tips:

• Make sure to approach the right media source that links with the scale of the event.  For example, don't call the Washington Post when you are holding a local climate change conference; for this, you'll want to call your local newspaper or radio. 
• Consider the audience or the readership of the radio show or publication – your news has to affect or be interesting to them.
• Consider how unusual your event is.  If it's a "run of the mill event" it's probably not going to get covered. 
• When you're speaking to individual reporters, know their beat; know what generally interests them.

How to pitch to someone who's blogging:

• Make sure you've read what they've posted in the past
• Show that you're invested, that you've done your research. 
• You have to prove to them that you're going to captivate their audience.

How to pitch to a radio show:

• Make sure the event will provide a good source of auditory clips

Pitching your event and yourself

• Make sure you know what your event is going to look like.  Be able to create a vivid picture of the event through a description.
• Start by writing a press advisory (the who, what, when, where) two weeks in advance. Make sure you have a catchy headline. If your issue is controversial, make sure to include that in your headline.
• Never send an attachment – they won't open it.
• Send out another advisory the night before the event, and make a follow up call to the reporter(s) the morning of. Always give out your cell phone number, and make sure that you have the reporter's number and/or confirm their email address.
• Reporters work on a deadline - make sure that you are ready to work with that deadline.
• At the end of the event, send out a press release with the final details. You can do a follow up call here as well.
• Make sure to cover your entire scope. It all depends what your goal is for the event. 
• Always start with very specific details, and always be ready with an image creating description.
• It's also a good idea to prepare a press packet for media that shows up at the event. 

• Make sure you take your photos at a high resolution so that they can be printed in the newspaper.
• If there are images not associated with your cause, make sure to tell the media that. Make sure they understand the point of the event.

During the workshop, Betsy and Kristin performed a mock phone call to one another - from event planner to reporter -to give attendees an idea of what the phone call should sound like. Listen to the media pitchhere.

• If you can't create the image that you said you would provide, you will ruin your relationship with that media person
• You have to make sure the information you provide is correct. If it's not, they'll scrap your program and move on to another one.  They will not do back up research to correct the information.
• You want to find a common ground where you are both gaining from each other.  You, of course, want press and attention for your event; the media person wants a story that is interesting to the audience
• You'll know you have a good relationship when a media person starts to come to you.
• Make sure to read all the newspapers online (do your research).  Think to yourself, "Is my event going to be interesting to readers based on what the media is currently covering?"
• Find out what the media is covering - who's covering what beats.
• Offer a coffee date with the media person.  If they agree, here are some tips:  Always remember: 60% of the time you should be listening to them speak.  Ask them what they are covering most often these days and try to connect with them.  The other 40% of the time, let them know what you are doing, and finish with an "ask" (one thing that they can tangibly cover).
• Don't push any materials on them during your first meet. 
• Make sure to have regular contact with them. Even if you don't have an event going on, give them a call to touch base or purposefully run into them at an event you know they'll be covering. Shake their hand, maybe grab a beer or a cup of coffee with them then.
• A great way to build legitimacy is to say "so and so gave me your name" or, as you are starting to establish a relationship, give them the name and number of someone who they can get quotes from (make sure to prepare this person).  For example, you may only be in charge of the media for an event, you might not be tasked with giving interviews.  You'll want to offer names of planners or participants that will produce quality quotes.
• The press is not allowed to accept gifts. 
• If you pitch a story, you have to be able to accept a no. It's okay to say, "For future reference what would you be interested in covering?"
• When you're starting to build a relationship, it's important to keep that media person in the loop. If you're going to visit your congressman, you sometimes have to let the congressman's office know that the media is coming. If you do not, the office will be angry, and the media person will be angry. If you want to go somewhere and you don't want folks to know that media will be there, let your media contact know that your destination doesn't know that media will be there.

• 3 priority points:  Always go back to three main talking points that discuss the overall goals of the event.  Be sure to have these points memorized.
• The media is always looking for drama, so often their goal will be to get you off of your talking points.  Always remember that this may get you into trouble. 
• Always directly answer a question first, then go to your talking point.