MEDIA RELATIONS

STRATEGIES

2015 KAED Annual Conference

Hopkinsville, Ky.

Why media matters • It informs non-

investors, investors alike

• It creates buzz for your community

• It’s a marketing tool

• It’s a promotional tool

• It’s no longer just local

• It’s free!!!! (well, kinda)

• It = new investors, retention

The basics • Get your list together

• Get to know them

• Know the difference

between promotional

announcements,

newsletters and

media releases

• Learn to play by their

rules; be accessible

• ED 101

• Confidentiality

• Your goals &

objectives

• S.O.P. on

announcements

Teach

them

The Media Release

• Keep it brief, average of four to five

paragraphs

• Get to the point in the first sentence. Don’t

bury the lead.

• First paragraph should provide most of this

info: Who, What, When, Where, Why, How.

• Use second paragraph to support the value or

relevance of info in the first paragraph. Keep it

concise, highlights only.

The Media Release (continued)

• Third paragraph is a good spot for a quote

from you further establishing importance of the

announcement .

• Last paragraph should provide details about

RSVP info, cost, deadlines, etc. Be sure to

plug your website and/or facebook, twitter

pages.

• Attach a high-resolution color mug shot of VIP,

speaker, etc., if appropriate

• Below the release, separate from above; put

your contact info or VIP contact info.

Sample FOR IMMEDIATE RELEASE

Jan. 7, 2015

Job fair organized for those displaced by mine closures

HENDERSON, Ky. - Employers from around the region who have job openings

that could be filled by workers affected by the closing of Patriot Coal mines in

Union County are urged to participate in a job fair set for 9 a.m. to 2 p.m., Jan. 29

in the Sandy Lee Watkins Lab at Henderson Community College's Sullivan Tech

Center.

There is no charge to have a table at the fair, and all the former employees

from Patriot's Dodge Hill and Highland mines, as well as former employees of

support businesses impacted by the shutdowns, will be encouraged to attend.

"Patriot's workforce in Western Kentucky includes some of the finest, most-

skilled folks in our region, and I know other firms in our area could use their

services," Kyndle CEO Brad Schneider said. "The mine closures are a dark cloud,

but a silver lining could be the hiring of these talented people with other local

companies."

In addition to companies looking for new workers, education, training and

social service and entrepreneurship support agencies are also welcome to

have tables at the fair.

To reserve a table, or for more information, contact Kyndle at (270) 826-7505

or info@kyndle.us. Also visit www.kyndle.us.

The fair is a joint effort of Kyndle, the Green River Area Development

District, Union County First, Henderson Community College Workforce

Solutions, the Kentucky Office of Employment and Training, the Kentucky

Economic Development Cabinet and the Murray State Small Business

Development Center.

-30-

Contact Brad Schneider at (270) 826-7505 for more information or additional

comment.

Strategies for …

Publications

• Make their jobs easier

• Woo the bosses

• EDC pages, op-eds?

• Links? Solid!

• Quid pro quo

• Don’t whine

• High-res, please

Strategies for …

Television

• Be the go-to guy/gal

• Bite-sized

• Help the newbies

• Think visually

• Time it right

• Practice, practice

• Local talk shows?

• Shoot your own

Strategies for … Radio

• Don’t overlook it

• EDC Chat

• Be their roadie

• Don’t be dull

• Web gems

• Book guests

Strategies for … Internet

• Embrace ’Net journos

• Blog, tweet, post away

• Younger audience

• Use their creativity

• 24-7, 360° opportunity

• Think “here and now”

• Beware of trolls

When the news is bad

• Don’t hide, don’t lie, don’t

guess

• Get ahead of the story

• Have an agreed upon

protocol

• Use media-savvy board

members

• Self-record interviews to CYA

Final thoughts • On-the-record

vs. off-the-

record

• Put yourselves

in their shoes

• Any publicity is

good publicity

(to a point)