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Photo Ops and Media Events Events Are Somewhat Disgusting

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P HOTO O PS AND M EDIA EVENTS Worth a thousand words. Photo Ops and Media Events events are somewhat disgusting. Press Conferences vs. Media But whether amusing or disgust- Events ing, they are engaging, and that is There are press conferences and the key synonym for entertain- there are media events. In our 301 W Northern Lights Blvd, Ste 400 ment in the media." So, no matter Anchorage, AK 99503 experience, reporters prefer me- how temp-ting it is to plan a safe, 907 297-2700 dia events to press conferences. easy, and boring event, resist! In- 907 366-2700 (toll free in Alaska) 907 297-2770 (fax) It’s more than a semantic differ- stead, invest your news with crea- www.rasmuson.org ence. Which type of event you tive flair and dynamic presenta- choose to hold—a press confer- tion that attracts reporters to your CONTENTS ence or full-blown media event— story. depends on the nature of your 2 news and the most appropriate Staging Media Events and Press PROS AND CONS venue for making it. Conferences 4 Here are some guidelines for put- CHECKLIST FOR NEWS The challenge is to find a way to EVENTS dramatize and visualize your ting on a media event or press 6 news to make it more interesting conference: TIPS FOR BETTER and appealing—to television in Hold them only when you have news. PHOTO-OPS particular. Instead of simply Reporters dread news events in releasing statistics or a statement, which no news is made. Do not organize a rally, vigil, or other waste reporters' time with non- gathering that drives home your events or events designed simply messages. to promote your name. Actually make news (new announcement, Keep a News Event Exciting new report released, etc.) at your Media events come in many dif- event. Decide if you need a media ferent forms—from huge marches event or not. Perhaps you do not and rallies to modest but poignant need a full-blown media event to vigils, and from news-breaking make news. Depending on your press conferences to fabulous story, a well-placed pitch call to a photo-ops. Whatever event or reporter resulting in a feature ar- press conference you decide to do, ticle may suffice. Or place an Op the key is this: do not bore the Ed. Media events are labor inten- media. Make your event exciting, sive and costly, so conduct them visually engaging, and newswor- sparingly. Sponsor too many thy. Your chances of attracting events and reporters will question reporters will be much better. your intentions. In his book, Making the News, A Guide for Nonprofits and Activists, media activist Jason Salzman Some rights reserved. This writes: "Successful media events tutorial is licensed under a Creative are, above all Commons license. You are free to else, entertain- use its contents for any non- ing. That commercial purpose, provided that doesn't mean you credit Rasmuson Foundation amusing. In and the SPIN Project. fact, some suc- cessful media 2006 RASMUSON FOUNDATION AND THE SPIN PROJECT. SOME RIGHTS RESERVED. 1 Pros and Cons of Press Conferences vs. Media Events Press conferences are typically characterized by highly controlled, formalized settings featuring official speakers delivering scripted comments, with a Q&A session following, all usually held indoors in an office-like space or brief- ing room. They often are called to respond to some news development, such as releasing a statement, or they make news themselves, such as releasing a report. The pros of press conferences: 1. Easier to manage and control information and message, and to keep track of reporters 2. More professional and serious 3. Convenience of location The cons of press conferences: 1. They can end up seeming dry—too managed, too serious, too professional 2. Reporters resist being kept track of, and instead prefer the spontaneity of roaming around to find new angles on a story Media events usually feature more spontaneity and contain an element of staging, drama, color, action, and sur- prise. Although press conferences can present a visual image, media events usually feature more photo opportuni- ties and hence are more attractive to television. Media events are, well, events. They are staged. They feature groups of people doing something visually interesting that symbolizes or evokes your message. Typically, decora- tions and speakers are featured. They are often held outdoors. Media events in general are more visual, spontane- ous, and dramatic than press conferences, but they are harder to manage because of the many elements involved. For the same reasons, it’s more difficult to control the message at a media event. Determine whom the news is for. deadline. Mondays are not pre- of times to maximize coverage. If Before you make news at your ferred because offices will be you must schedule an event after event you must target your audi- closed over the previous weekend work hours, for example, at least ence. The audience for your news and you may not be able to reach do it during the evening television will determine what kind of event key reporters for a couple of days news so the stations can send you stage and what media are before the event. Fridays are not cameras for live coverage. If held invited. That means where you so good either because the news on the weekend, make sure key stage the event, who speaks, what may come out in Saturday's me- reporters who normally work dur- the banners look like, and numer- dia—the least-read issue of the ing the week as well as the week- ous other details will be influ- newspaper and the day everyone end crew know about the event. enced by your target audience. is out shopping or working in the Check for competing events to avoid be- For example, say you want to in- yard. ing bumped. volve young people in your cul- Good time for media events. Beware of scheduling your news tural program. Events promoting Late morning for press confer- event on days when other major youth-related messages will look ences is a good time—lunch hour news will be made. For example, and sound very different from if you are trying to attract partici- if the Pope or the President is other kinds of events—say, staged pants to a rally—and midweek is coming to your town, do not at a location where young people good when other news may be choose that day to make news congregate and in a visual style slow. Of course, you can never unrelated to their visits. Same using youth-culture graphics— really predict slow news days. goes for days when major local and will be designed to attract And the reality of your work may events will dominate coverage, media that serves young people. dictate other times. The Internet such as big civic parades or sport- Good vs. bad news days. has made breaking news dissemi- ing spectacles. Your news event Find the best timing for your nation so much faster, and radio will most likely be bumped off the event. Do not stage your events news can broadcast live almost pages and airwaves because of the late in the afternoon or evening, any time of the day. Still, it pays competition for reporters' time. when many reporters are on to be mindful of news “windows” Check community contacts and 2006 RASMUSON FOUNDATION AND THE SPIN PROJECT. SOME RIGHTS RESERVED. 2 calendars to see what else is hap- The further away from their nearby that says “MEDIA.” At big pening that day. Call around to newsrooms, the more reluctant events, section off a media area other groups to see if they have they will be to cover it unless the (affectionately called a bullpen) anything scheduled. event is earth-shattering in impor- where reporters can conduct in- Keep the event short. tance. Keep the event close to terviews, rendezvous with sources, About 30 to 45 minutes is the them and you will make their lives and generally hang out. The me- length of a good media event. easier. If you must bring the story dia area is a good place to have Press conferences that go past 30 to reporters, symbolize the loca- water and other refreshments and or 40 minutes might lose report- tion. For example, if you are a cell phone. Control access to ers. Major rallies, of course, may working on protecting a particu- this area and run your featured go on longer, but reporters will larly remote piece of nature, then speakers through for media get their stories “availabilities” soon after the first and one-on- few speakers and one inter- then head back to views. the news room for Set your speaker the write-up. lineup. Bigger events. Limit your key If you’re working speakers at on a major, all- press confer- day event, stack ences to three, the key messen- four, or five gers toward the maximum. beginning of the The first program and in- speaker wel- struct them to comes, hosts, move the message introduces from the stage. In other speakers, fact, the very first and commu- speaker— after nicates the key the welcoming messages. host—should Youths from Covenant House Alaska, an organization that provides services to at-risk and homeless Other speak- communicate the young people rally in support of Denali Kid Care, a program that provides health care to medically in- ers echo the key messages in digent youths. message and his or her speech. add depth. At use blow-up photos of the area at After the first few speakers, re- bigger outdoor media events, the your event in town.
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