OFA Legacy Conference

January 20, 2013 Washington, DC

Earned Media
Jen Austin

Value of Earned Media

Press is your megaphone
Use press to: Reach people you cant reach on phones and doors Reinforce your message Shows off your hard work Organizing stories bring in more organizers

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Value of Earned Media

Health Insurance for Firefighters

Proprietary and Confidential

Value of Earned Media

Health Insurance for Firefighters

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Agenda
Why Bother with Earned Media Landscape Media Markets Reporters Power/Value of stories Press Conferences Interviews

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Landscape
Media Markets = Press Turf

Outlets Audiences Issues

Geography Competition

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Landscape
Reporters
What Reporters Want News What they will use Bits and Pieces What you want Message Prep Tips Focus on the outcome o Write Your Own Headline o Key Points o Local hooks, stories

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Telling Your Story

Stories and Voices
Personal stories Third party validators

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Press Conferences
Visuals and Venue

6 people

35,000 people

1,200 people
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Interviews and Rules of Engagement

Tips: o You do not need to repeat the question or its premise o Keep the focus on your key point no matter the question o Brevity, simplicity, and clarity are key to clear message delivery o Keep answers positive and to the point o Take your time and tell the truth
You can ask them questions You can say you dont know/will get back to you
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Questions

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12

Best of the night Super volunteers

Headline: Alicia Keys Is Better Than a Super PAC

The best speeches of the night were given by two super volunteers. When one was about to retire and attended financial seminars in preparation, she learned, to her surprise, that she would not have good health insurance after a lifetime of working. Upon retirement, she would have to navigate a world of high and low deductibles and doughnut holes.
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Johnstown Tribune: Obama Saved My Job

GM technician: Obama bailout saved my job

Johnstown Tribune Democrat As a longtime resident of western Pennsylvania, Ive seen many ups and downs in our local economy. After 21 years of working in coal mines, I went back to school for a degree as an auto technician. I found a job at a General Motors dealership in Indiana, where Ive worked for more than a decade. Last month, the auto industry posted its highest sales in five years, business is improving, and I feel secure in my job. But that didnt happen by accident: In 2009, during the worst economic recession of our lifetimes, the auto industry was on the brink of collapse. In the face of criticism, President Obama decided to rescue the industry, supporting more than a million jobs up and down the supply chain including 250,000 in Pennsylvania.

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Students Call on Congress not to Double Loans

Mercyhurst student urges Congress not to double student loan rate Erie Times-News
Mercyhurst University student Zainab Javed and her family could face a tough choice if Congress doesn't prevent interest rates on federal student loans from doubling on July 1. Javed, 19, a sophomore double majoring in political science and communications, said that her family would have to sell land that is for her "parents' retirement security.'' Javed said her other option is that she might not be able to return to the Erie campus. Javed participated Friday in a statewide conference call with reporters hosted by President Barack Obama's re-election campaign.
Student loan rates may double, Pittsburgh New Courier

College is not cheap and I didnt have the money to pay for it, said Abu Edwards, a first generation college graduate from the class of 2012. I was able to apply for a Pell grant. This combined with student loans and work study, (is the reason) I was able to go to college. President Obama has made education a national priority
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