Developing a relationship with the media - Part 1 - key messaging CPF Conference - Halifax October 19, 2018 - Canadian Parents for French

Developing a relationship
with the media
Part 1 – key messaging

CPF Conference - Halifax
October 19, 2018

what’s news?
who are the media?
what do media want?
prepping for an interview
developing key messages

‘
                    ‘
When a dog bites a man, that’s
not news…When a man bites a
dog, now that’s news.
Charles Dana

What’s news?

▪   timely
▪   big
▪   relevant
▪   has impact
▪   proximity
▪   novelty
▪   conflict
▪   human interest

Hard news

▪   front page
▪   shorter term
▪   may be controversial
▪   often 1 time period

Soft news

▪   inside pages
▪   educational
▪   on-going issues
▪   how-to
▪   lifestyle

Who are the media?

1.     CBC / Ici Radio-Canada   7.    Global News
2.     Globe and Mail           8.    National Post
3.     Toronto Star             9.    Le Journal de Montreal
4.     CTV News                 10.   Toronto Sun
5.     Huffington Post          11.   TVA Nouvelles
6.     La Presse                12.   Blog TO
Source: allyoucanread.com

Who are the reporters?

           Amanda Debison                  Sasa Petricic
           CTV Atlantic                    CBC The National
           reporter & anchor               correspondent

young                          seasoned
smart                          informed
deadline driven                deadline driven
generalists                    often assigned beats
wear many hats

What do media want?

▪   accurate information
▪   a credible spokesperson
▪   supporting facts, figures, data
▪   timely access
▪   great sound bites
▪   clarity, candour, brevity
▪   background materials (video, pictures)

▪   stories are 250-1000 words
Print   ▪   2-3 sources
        ▪   1-2 day deadline
        ▪   use 1-3 quotes per source
        ▪   often seek supporting data
        ▪   held in person or on phone
        ▪   1-3 sentence answers

▪   stories are 45 sec to 3 mins
TV   ▪   1-2 sources
     ▪   often 1 day deadline
     ▪   use 1-3 quotes per source
     ▪   often need background info
     ▪   pre-taped, in-studio, skype
     ▪   10-15 sec sound bite answers

▪   stories are 30 to 60 sec
Radio   ▪   1-2 sources
        ▪   1-2 day deadline
        ▪   often use 1 quote per source
        ▪   mostly pre-taped by phone; also live
        ▪   6-10 sec sound bite answers

Prepping for an interview
▪ when a reporter calls
  ▪   get context
  ▪   ask questions
  ▪   prep and follow up

▪ when you’re seeking media coverage
  ▪   media release
  ▪   pitch
  ▪   photo op

look presentable

consider location

use props

be ready
with your
message

Craft your message
                               une pomme
▪   know the audience
▪   tell your elevator story
▪   hit the top 3 points
▪   give supporting facts
▪   share an analogy/example
                                an apple

We’re parents too and we
Relate     know all parents want to give
to your    their children a solid education
           that’ll make a difference.
audience

The results of the research show a
Get to      positive correlation between the
the point   time spent learning in French and
            the level of academic achievement.

            Learning in French can make you
            better at learning overall.

Learning subjects in French
Express   doesn’t interfere with English
a solid   language development. In fact,
          it improves it.
opinion

Over 53,000 children are in
Back it   French immersion programs in
up with   BC. That’s almost 1 in every 10
          students.
facts

I’d have to say that there are
Make it   many reasons why you could
pop       consider French immersion for
          your children - and they are all
          great reasons.

          French immersion is flexible, fun
          and forward-thinking.

Life is like a box of chocolates.
Use a      You never know what you’re
metaphor   going to get.
/analogy

Key messages in action

▪   elevator story
▪   top 3 points
▪   supporting facts     2 minute18 second story
▪   metaphor/analogy     with two 8 second quotes
                          https://atlantic.ctvnews.ca/video?clipId=1016635

Merci! Thank you!
Nancy Dorey
nancy@quantumcommunications.ca

902 443 9600
www.quantumcommunications.ca

Developing a relationship
with the media
Part 2 – practice scenarios

CPF Conference - Halifax
October 19, 2018

Make your 1 quote count

        1-3 sentence answer

        10-15 sec sound bite answers

        6-10 sec sound bite answers

Craft your message
                               une pomme
▪   know the audience
▪   tell your elevator story
▪   make top 3 points
▪   give supporting facts
▪   share an analogy/example
                                an apple

Scenarios
      It’s school tour time again as parents consider options
      for enrollment. This is a good news opportunity.
      Someone from CPF pitches CTV and they follow up.
      They want to do an in-school, taped interview.
      What are your messages?
      There’s some ‘re-organization’ with French-language
      administration in your province. Does this mean cuts
      are coming? Reporters are calling wondering too.
      What will you say?

▪   brainstorm on issues
Plan    ▪   cover the basics
ahead   ▪   know your audiences
        ▪   compile the most relevant facts
        ▪   have CPF stories/examples
        ▪   identify spokespeople
        ▪   practice

Merci! Thank you!
Nancy Dorey
nancy@quantumcommunications.ca

902 443 9600
www.quantumcommunications.ca