How to Be a Media Rock Star

Transcription

1 How to Be a Media Rock Star Learning from the Lessons of Others Gene Rose Communications Director NCSLNews News Washington, DC April 20, 2007

2 How to Be a Media Rock Star Are you motivated? Why do you work in the legislative arena?

3 How to become a media rock star in 9 easy steps 1. Change your name. 2. Start a rock band. 3. Buy some really cool shades. 4. Write hit songs. 5. Sell out large stadiums for your concerts. 6. Call, in order: heads of state, Bill Gates, Pope & Oprah. 7. Accept calls from the media. 8. Say whatever you want. 9. Bask in the glory.

4 A Media Rock Star 1 Knows how the media operates Newsroom structures Difference between news and editorial Differences between formats Reporters Reporters write only what people tell them Competition for space Reporters Reporters don t t write headlines

5 How to Be a Media Rock Star The University of Virginia's Larry Sabato has been called a lot of things, from "the Mark McGwire of political analysts," to "America's favorite political scientist," to the "Dr. Phil of American politics." But, even more than that, he's been called a lot of times, by a lot of reporters, for a lot of reasons.i counted the number of states where reporters quoted the quick-quipping professor, beginning January 1, By the end of the year, Sabato had been quoted in at least 46 states and the District of Columbia Having known Sabato since I was a reporter with the University of Virginia's Cavalier Daily, I can tell you that besides being an easy source, he's also a good one. He has the connections of an insider, knows what makes a compelling quote and has a good sense of historical context. Plus, it never hurts when someone will promptly return your calls.

6 A Media Rock Star 2 Is Accessible Understands deadlines Returns calls in time, in good times AND bad times Makes time for the media Never is a dead end

7 A Media Rock Star 3 Builds Builds relationships Provides Provides useful information Involves Involves media in important events Always Always honest Talks Talks even when there is not a media opportunity

8 A Media Rock Star Becomes Becomes THE expert Produces informative fact sheets Publicizes related events Is a hedgehog 4

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10 Political

11 A Media Rock Star 5 Creates Creates compelling messages Sees the big picture Can talk in sound bites AND in depth Effectively tells stories and proves them Understands what the public wants

12 A Media Rock Star Understands perception is reality Responds objectively to criticism Keeps track of the public pulse and creates messages that engage people 6

13 A Media Rock Star 7 Remains Remains cool under pressure Grants access even under stressful times Never throws a public tantrum Takes credit when due, admits mistakes when made

14 A Media Rock Star Confidently craves the spotlight Remembers interactions are presentations, not conversations Expresses passion and vision Avoids press promiscuity 8

15 A Media Rock Star 9 Creates Creates a brand Image that identifies your inner rock star Messages that express your philosophy Look to NGOs for inspiration: Susan G. Komen (Race for the Cure), Red Cross, American Heart Association

16 A Media Rock Star Knows how the media operates Is accessible Builds media relationships Becomes THE expert Creates compelling messages Understands perception is reality Confidently craves the spotlight Remains cool under pressure Creates a brand

17 Five-minute media makeover Find your inner hedgehog Five things you can do on Monday Perception/reality check

18 Five-minute media makeover I What are you deeply passionate about? What kind of media outreach can you be best at? (format, market, frequency) What drives your political engine? (issues, people) Assignment: Find the intersection of those three circles and create messages that define your public service mission.

19 Five-minute media makeover I What is your biggest media challenge? What is your brand? What quote would you like to see on the front page of your state s Sunday major newspaper?

20 Five-minute media makeover II Audience participation / reaction What messages emerge from his/her inner hedgehog? What media relations strengths come through? What tools can you recommend to improve media relations?

21 Five-minute media makeover III Monday assignments Find your inner hedgehog. Create messages about your public service mission. Set up an appointment with a key media outlet to learn more about how they operate. Set an amount of time you are willing to give to media relations strategies each week. Establish a media advisory board to test messages and gauge reaction.