{"id":868,"date":"2013-09-28T11:55:20","date_gmt":"2013-09-28T15:55:20","guid":{"rendered":"https:\/\/triec.ca\/pins\/?p=868"},"modified":"2018-03-28T11:57:45","modified_gmt":"2018-03-28T15:57:45","slug":"pins-workshop-building-effective-media-relations-strategies","status":"publish","type":"post","link":"https:\/\/triec.ca\/pins\/pins-workshop-building-effective-media-relations-strategies\/","title":{"rendered":"PINs workshop: Building Effective Media Relations Strategies"},"content":{"rendered":"

September 28, 2013 – University of Toronto
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\u201cIt provide me great insight in how to use media into our favor. It was an amazing workshop” \u2013 Participant
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On September 28th, at St. Michael\u2019s College, University of Toronto, the PINs team welcomed Andrea Ellison of Andrea Ellison Communications, to talk about building effective media relations strategies.<\/p>\n

Andrea\u2019s presentation was divided into two parts: a morning session that addressed the importance of media relations, and an afternoon workshop that explored how to build and evaluate an effective media relations strategy. The associations in attendance were asked to consider their own goals, key messages, target audiences, media lists, and tools for reaching their audiences.<\/p>\n

Guest speaker:<\/strong><\/p>\n

Andrea Ellison<\/strong> \u2013 Andrea Ellison Communications<\/p>\n

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Highlights:
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Why bother with the media? As Andrea explained, the media is a vehicle for carrying your message to your audience. When your organization is featured in the media, it not only keeps your stakeholders and the general public informed, but it is also an opportunity to tell your side of the story and influence the larger discussion. When media relations is done well, it improves your organization\u2019s relationships and increases its exposure.<\/p>\n

Part of effective media relations is maintaining good relationships with journalists.\u00a0 Andrea spoke to the reality of those working in the media today\u2014tight deadlines, understaffing, and pressure to find content\u2014and how to make your story stand out.
\nWhat constitutes newsworthy content? Your story should cover or involve at least one of the following: a change that affects or interests your target audience; a new, interesting trend; content relevant to your audience; timely subject matter; a human interest component; entertainment value; and controversy.<\/p>\n

When pitching your story, Andrea recommended focusing on the following:<\/p>\n