Earned MediaTraining Quick Reference Guide
Like advertising, public relations efforts deliver a message to your audience. Instead of being purchased, however, PR coverage is earned by working with the news media, opinion leaders and others. PR adds credibility to your message since news media is generally seen as less biased than paid ads.
Earned media work includes story pitches, editorial board meetings, press conferences, letters to the editor and opinion pieces.
Before contacting journalists, it’s important to put yourself in their shoes and consider their needs, priorities and goals. Treat them with respect and think of yourself as their ally in providing helpful, accurate information. A media contact list can be found at the end of this guide.
Events such as trainings and town hall meetings are great opportunities to connect with journalists and share more about the Be [You] campaign. To invite members of the media to your events, you can use the story pitch template and fill in the details about what’s happening, where and when, and why it’s important. Email them the invitation, and be sure to follow-up with a phone call.
1 story pitching
Pitching a story means reaching out to reporters to convince them to cover a story or event. Here are some considerations to keep in mind:
is it newsworthy?
• Is it timely or new information? • Is it related to a trend or breaking news? • Is it unusual or unexpected? • Will it affect people in the community? • Does it have a human-interest element or emotional appeal? • Does it have a good visual? • Is a well-known person involved? building good relationships with news media
• Read what they write. Learn their topics and personal areas of interest, and understand their audience. • Identify yourself and why you’re calling. You have about 15 seconds to get their attention. • Be concise and relevant. Journalists are almost always pressed for time. • Be prepared with background information and fact sheets. Be credible and provide high-quality, accurate information. • What’s the hook? Avoiding recycling old information. • Respect their time • Ask if they have a minute to talk. If not, ask if you can call another time. • Call between 10:30 and 3:00. Newsrooms often hold morning meetings before 10:30, and journalists are often rushing to meet deadlines later in the afternoon.
2 letters to the editor
Letters to the editor are short 200-300 word pieces expressing a personal opinion about policies, events, or recent news articles. • Keep it short, simple, and succinct. Focus on one key point. • Be direct and engaging. Eliminate unnecessary words. • Get personal. Show local relevance.
op-ed
An op-ed is an opinion piece written by a community member. An op-ed is more detailed than a letter to the editor and can provide well-research facts and strong views. • Keep the piece to 500 to 800 words. • Choose the right author. Prominent people are more likely to be published. Provide the name, occupation, and a photo of the author. • Send the op-ed via email and follow-up a few days later with a phone call.
3 alaska wellness coalition media contact list
anchorage
Alaska Public Media General Assignment Inbox [email protected] Zachariah Hughes: Anchorage Reporter [email protected] Lori Townsend (News Director) [email protected]
Alaska Dispatch David Hulen (Executive Editor) [email protected] Scott Woodham (Asst. Managing Editor) [email protected]
Your Alaska Link General Assignment Inbox [email protected]
KTUU General Assignment Inbox [email protected] Tracey Sabo (News Director) [email protected] Maria Downey (Asst. News Director) [email protected] Mike Ross (Managing Editor) [email protected]
KTVA General Assignment Inbox [email protected] Katie Groller (Assignment Editor) [email protected] Nick McDermott (Producer) [email protected] Bert Rudman (News Director) [email protected] Gina Romero (Executive Producer) [email protected]
Anchorage Press Matt Tunseth (Editor) [email protected] Scott Christiansen (Reporter) [email protected]
KFQD General Assignment Inbox news@kfqd.com Kathy Phillips (Anchor) [email protected]
KENI General Assignment Inbox [email protected]
KNBA Jaqualyn Estes (News Director) estus@knba.org
4 alaska wellness coalition media contact list
fairbanks
Alaska Public Media General Assignment Inbox [email protected] Lori Townsend (News Director) [email protected]
Alaska Dispatch David Hulen (Executive Editor) [email protected] Scott Woodham (Asst. Managing Editor) [email protected]
Daily News-Miner General Assignment Inbox [email protected] Rod Boyce (Managing Editor) [email protected] Jeff Richardson (Education Reporter) [email protected] Julie Stricker (Web Content Manager) [email protected] Casey Grove [email protected]
KTVF Monte Bowen (News Director/Assignment Editor) [email protected] Tyson Hanson (Reporter) [email protected]
TVTV Sam Oxman (News Director) [email protected] Tom Hewitt (Reporter) [email protected] Ryan Grimes (Reporter) [email protected]
KUAC-FM Dan Bross (Reporter) [email protected] Emily Schwing (Reporter) [email protected]
5 alaska wellness coalition media contact list
mat-su
Alaska Public Media General Assignment Inbox [email protected] Ellen Lockyer (Mat-Su Valley Reporter) [email protected] Lori Townsend (News Director) [email protected]
Alaska Dispatch David Hulen (Executive Editor) [email protected] Scott Woodham (Asst. Managing Editor) [email protected] Zaz Hollander [email protected]
KTUU General Assignment Inbox [email protected] Tracey Sabo (News Director) [email protected] Maria Downey (Asst. News Director) [email protected] Mike Ross (Managing Editor) [email protected]
KTVA General Assignment Inbox [email protected] Katie Groller (Assignment Editor) [email protected] Nick McDermott (Producer) [email protected] Bert Rudman (News Director) [email protected] Gina Romero (Executive Producer) [email protected]
Your Alaska Link General Assignment Inbox [email protected]
Frontiersman General Assignment Inbox [email protected] Heather Resz (Managing Editor) [email protected] Mark Kelsey (Publisher) [email protected]
6 alaska wellness coalition media contact list
homer
Alaska Dispatch David Hulen (Executive Editor) [email protected] Scott Woodham (Asst. Managing Editor) [email protected]
Alaska Public Media General Assignment Inbox [email protected] Lori Townsend (News Director) [email protected]
Homer News Lori Evans (Editor & Publisher) [email protected] Mckibben Jackinsky (Reporter) [email protected] Michael Armstrong (Reporter) [email protected]
Homer tribune Jane Pascall [email protected]
Peninsula Clarion Will Morrow (Editor) [email protected] Kaylee Osowski (Reporter) [email protected] Dan Balmer (Reporter) [email protected] Kelly Sullivan (Reporter) [email protected]
Homer KBBI Aaron Selbig (News Director) aaron@kbbi.org
7 alaska wellness coalition media contact list
ketchikan
Alaska Dispatch David Hulen (Executive Editor) [email protected] Scott Woodham (Asst. Managing Editor) [email protected]
Alaska Public Media General Assignment Inbox [email protected] Alexandra Gutierrez (Juneau Reporter) [email protected] Lori Townsend (News Director) [email protected]
Ketichan Daily News General Newsroom [email protected]
Ketichan KRBD Emily Files (Reporter) emily@krbd.org
Daily Sikta Sentinel Thad Poulson (Editor) [email protected] Sandy Poulson (City Editor) [email protected] Tom Heese (Staff Writer) [email protected]
KCAW General Newsroom [email protected]
Juneau Radio Bill Sigmar (General Manager) [email protected] Justin McDonald (Program Manager) [email protected]
Cordova Times Editorial [email protected]
kodiak
Alaska Dispatch David Hulen (Executive Editor) [email protected] Scott Woodham (Asst. Managing Editor) [email protected]
Alaska Public Media General Assignment Inbox [email protected] Lori Townsend (News Director) [email protected]
Kodiak Daily Mirror Peter Miadineo (Editor) [email protected]
8 alaska wellness coalition media contact list
nome/bering straits
Alaska Dispatch David Hulen (Executive Editor) [email protected] Scott Woodham (Asst. Managing Editor) [email protected]
Alaska Public Media General Assignment Inbox [email protected] Lori Townsend (News Director) [email protected]
Nome Nugget Nancy McGuire (Editor & Publisher) [email protected]
KNOM General Assignment Inbox news@knom.org
petersburg/wrangell
Alaska Dispatch David Hulen (Executive Editor) [email protected] Scott Woodham (Asst. Managing Editor) [email protected]
Alaska Public Media General Assignment Inbox [email protected] Alexandra Gutierrez (Juneau Reporter) [email protected] Lori Townsend (News Director) [email protected]
Ketichan Daily News General Newsroom [email protected]
Ketichan KRBD Emily Files (Reporter) [email protected]
Daily Sikta Sentinel Thad Poulson (Editor) [email protected] Sandy Poulson (City Editor) [email protected] Tom Heese (Staff Writer) [email protected]
KCAW General Newsroom [email protected]
Juneau Radio Bill Sigmar (General Manager) [email protected] Justin McDonald (Program Manager) [email protected]
Cordova Times Editorial [email protected]
9 alaska wellness coalition media contact list
seward
Alaska Dispatch David Hulen (Executive Editor) [email protected] Scott Woodham (Asst. Managing Editor) [email protected]
Alaska Public Media General Assignment Inbox [email protected] Lori Townsend (News Director) [email protected]
Seward Phoenix Log General [email protected] Wolfgang Kurtz (Editor) [email protected]
The Seward Journal Vanta Shafer (Editor) [email protected]
Peninsula Clarion Will Morrow (Editor) [email protected] Kaylee Osowski (Reporter) [email protected] Dan Balmer (Reporter) [email protected] Kelly Sullivan (Reporter) [email protected]
10 alaska wellness coalition media contact list
tanana
Alaska Dispatch David Hulen (Executive Editor) [email protected] Scott Woodham (Asst. Managing Editor) [email protected]
Alaska Public Media General Assignment Inbox [email protected] Lori Townsend (News Director) [email protected]
Daily News-Miner General Assignment Inbox [email protected] Rod Boyce (Managing Editor) [email protected] Jeff Richardson (Education Reporter) [email protected] Julie Stricker (Web Content Manager) [email protected] Casey Grove [email protected]
KTVF Monte Bowen (News Director/Assignment Editor) [email protected] Tyson Hanson (Reporter) [email protected]
TVTV Sam Oxman (News Director) [email protected] Tom Hewitt (Reporter) [email protected] Ryan Grimes (Reporter) [email protected]
KUAC-FM Dan Bross (Reporter) [email protected] Emily Schwing (Reporter) [email protected]
The Tundra Drums Zachariah Bryan (Editor) [email protected]
The Delta Discovery Newsroom [email protected]
11 alaska wellness coalition media contact list
yakutat
Ketichan Daily News General Newsroom [email protected]
Ketichan KRBD Emily Files (Reporter) [email protected]
Daily Sikta Sentinel Thad Poulson (Editor) [email protected] Sandy Poulson (City Editor) [email protected] Tom Heese (Staff Writer) [email protected]
KCAW General Newsroom [email protected]
Alaska Dispatch David Hulen (Executive Editor) [email protected] Scott Woodham (Asst. Managing Editor) [email protected]
Alaska Public Media General Assignment Inbox [email protected] Alexandra Gutierrez (Juneau Reporter) [email protected] Lori Townsend (News Director) [email protected]
Juneau Radio Bill Sigmar (General Manager) [email protected] Justin McDonald (Program, Manager) [email protected]
Cordova Times Editorial [email protected]
12