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The media relations seminar at 2021 DAV National Convention was quite informative by provided a well defined definition of what Media Relations is all about. The seminar established the foundation of the importance of accuracy in information conveyed to press and other other establishments.
By: Rev. James G.W. Fisher
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What Is Media Relations
To fully grasp the importance of media relations for your DAV chapter, you first have to understand the full definition of media relations. As outlined in the beginning of the seminar, "Media relations is working with the media for the purpose of informing the public of an organization's mission, policies and practices in a positive, consistent and credible manner."
A perfect example of this is the DAV Van Transportation. At so many VA facilities the DAV vans are a common part of the envirnment, yet so many Veterans are not even aware of the many other services the DAV provides for not just its members, but Veterans at large. Some of these key services provided which media relations is vital to get the word out about are:
- To publicize DAV's purpose, services, activities and achievements
- To establish DAV as a leader and trusted source on Veteran related issues
- To generate awareness among disabled Veterans so they may actively campaign, both individually and collectively, for their own betterment. |
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Tips For Good Media Relations
While every individual has their own philosophy of how to handle media relations, the approach isn't always the best choice taken. Think about how many times you have had to re-read something or rewind a video to make sure you read/heard it right the first time! |
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The media relations seminar provided a slendid group of tips that I have provided in a bullet list. Following this basic bullet list, (not necessarily in that order), will ensure a higher probability of a successful media effort that will reach the audience you are targeting. |
- Make a local connection
- Get straight to the point
- Research and learn what the reporter is looking for
- Time your distribution to be consistent with the press schedule
- Make your story newsworthy |
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A Newsworthy Story
A newsworthy story is the key element of attention. There are a number of angles to establish the newsworthy status, such as current events and issues, original content that is unique and and will retain attention, achievement by self or others and notable anniversaries, landmarks, dates and numbers. |
You have a primary objective of getting the attention of not just the news agency you are pitching, you have to capture the attention of the hopeful readers as well. Deliver content that the media agency is going to see as "sellable".
The delivery of what you are pitching is just as important as the content itself. Make it seem like it's a have to story that will make a difference. |
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The Image You Present Is Lasting
When you are doing your interview to sell your story, the image you present is lasting and not soon forgotten if done right...and same for it done wrong. Just like a job interview, dress for the part! Where clothing with the DAV logo and other gear. Demonstrate without words your dedication to the DAV and your pride for being a part of it. |
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While we can take pride in representing the DAV, at the same time it's important to remember to remain within the DAV's resolutions and be non-partisan. Maintain an image of no inflection of bias.
It's also important to remain on topic and discuss the news you are trying to pitch. Belief in what you are pushing shows in your body language and expressions. |
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Social Networking Applied
As technology changes, so do new opportunities to communicate to a much larger volume of people for less cost and time. Introducing Social Networking.
Social Networking today is a two-way form of communication online, sharing ideas, information and so much more! We are now abled to share information for free across the globe. This can be accomplished via w-fi from your cell-phone, personal computer and business networks.
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| With Social Networking you can use it to keep up to date on latest news, interact online with others, and even now market your brand to a specific target audience via opt-in or other methods. This creates a means to generate interest in membership, create influence en masse of a target audience, and even reach community leaders to help you influence others with your message. |
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Now just imagine being able to have a voice for the DAV, following the DAV standards and making a vast difference in the lives of so many Veterans and their families!
Something to consider is how we can use Facebook and so many other media sources to reach a greater mass of people and build a strong network of people! Your chapter can grow like never before imagined! |
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DAV SUPPORT
Whether newbie or experienced with social networking, the DAV has an abundance of tools at your disposal to help you help your chapter and those you serve more effectively. There is the DAV Publicity Guide to start. Soon the DAV will have a Guidelines and Code of Conduct for social media communication.
Virtually anything you need can be found at DAVPSA.ORG and SOCIAL@DAV.ORG
I hope these highlights I have provided will be of assistance to you in regard to DAV Media Relations highlights from the 2021 DAV National Convention. |
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Rev. Fisher is the spinLife Freedom Foundation director with a wide background of skills from post graduate study, employment and hands-on experience. He also serves as Chaplain for the DAV Black Mountain Chapter #12 in Henderson, NV.
Learn more about Rev. Fisher |
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