10/23/2017 MEDIA TRAINING 101. Jay Warren Marketing Communications Manager City of Arlington. Image for confidence. City of Arlington, Texas 3
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1 MEDIA TRAINING 101 Jay Warren Marketing Communications Manager City of Arlington Image for confidence City of Arlington, Texas 2 Image for confidence City of Arlington, Texas 3 1
2 Dad pictures City of Arlington, Texas 4 Dad pictures City of Arlington, Texas 5 2
3 How does this relate to me? City of Arlington, Texas 7 Image of reporters surrounding a person City of Arlington, Texas 8 City of Arlington, Texas 9 3
4 City of Arlington, Texas 10 City of Arlington, Texas 11 Current State of Media City of Arlington, Texas 12 4
5 City of Arlington, Texas 13 Current state of media City of Arlington, Texas 14 City of Arlington, Texas 15 5
6 City of Arlington, Texas 16 City of Arlington, Texas 17 City of Arlington, Texas 18 6
7 General Motors announcement FAQs News Advisory News Release Website Article Social media posts Asked partner to share Video City of Arlington, Texas 19 GM Video City of Arlington, Texas 20 Why GM is investing $1.4B to expand its plant in Arlington $1.2 billion General Motors plant expansion possible for Arlington GM invests $1.4B to expand Texas SUV plant General Motors Announces Big Expansion of Arlington SUV Plant Proposed $1.29B expansion of GM Arlington plant may signal big changes City of Arlington, Texas 21 7
8 Invest money Boost Facebook posts and page Put money behind YouTube videos City of Arlington, Texas 22 City of Arlington, Texas 23 Questions? City of Arlington, Texas 24 8
9 TELLING YOUR STORY Jay Warren Marketing Communications Manager, City of Arlington Think about communication strategy Examine communication options City of Arlington, Texas 2 City of Arlington, Texas 3 1
10 Living document Defines goals, strategies, tactics and measurements Communication audits Review of communication vehicles SWOT Analysis City of Arlington, Texas 4 City of Arlington, Texas 5 Media Relations Web Content Cable Channel Social Media Signage Video Production Partner Relations Branding Advertising Public Meetings City of Arlington, Texas 6 2
11 Image of the Monument Marker City of Arlington, Texas 9 3
12 56 Brand Chapter videos 4
13 500,000 YouTube views 13 City of Arlington, Texas 14 City of Arlington, Texas 15 5
14 City of Arlington, Texas 16 Dream Builders Meet the Neighbors Arlington Eats Dream chapters On the Clock MyArlingtonTV News Culture Buzz Backstage Arlington Ask Arlington Weekend Buzz Bond Tracker Student Athlete of the Month 6
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18 Cost: $250,000 Partnerships: opening up to partner agencies to utilize Training PSA s 10
19 Up to October 19, 2017: Watch time: 1,923,152 mins Minutes: 32,052.5 hours Views: 1,096,094 Average view duration: 1:45 City of Arlington, Texas 31 Images from facebook, twitter, pinterest, Instagram, and youtube 33 11
20 Weekly Communicator Meeting Leverage partnerships Branding Committee Arlington Communicators Council City of Arlington, Texas 34 City of Arlington, Texas 36 12
21 Questions? City of Arlington, Texas 37 13
22 ENGAGE AND INTERACT THROUGH SOCIAL MEDIA Jay Warren Marketing Communications Manager City of Arlington Understand the significance and value of social media in communication/marketing Identify top social media platforms and ways to maximize those outlets Provide tips for use of most common platforms City of Arlington, Texas 3 1
23 City of Arlington, Texas 4 72% of all internet users are now active on social media There are over 317 million active users on Twitter There are over 1.85 billion Facebook users 75% of Facebook users and 50% Instagram users use site daily. 23% of Facebook users login at least 5 times per day 7.4 billion people worldwise: 3.7 billion use internet 2.7 billion use social media City of Arlington, Texas 5 City of Arlington, Texas 6 2
24 City of Arlington, Texas 7 WHERE ARE YOUR USERS? City of Arlington, Texas 8 City of Arlington, Texas 9 3
25 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 Followers 33,789 4, City of Arlington, Texas 10 35,000 30,000 25,000 20,000 15,000 Followers 32,993 10,000 5, , City of Arlington, Texas 11 3,000 2,500 2,000 Followers 2,539 1,500 1, City of Arlington, Texas 12 4
26 Things to consider: Who s going to manage? Do you have a budget What s your social media policy? Do I have enough content? City of Arlington, Texas 13 People expect immediate responses Monitor for inappropriate comments How do you manage negative comments City of Arlington, Texas 14 City of Arlington, Texas 15 5
27 City of Arlington, Texas 16 City of Arlington, Texas 17 Invest money Boost Facebook = big ROI Boost YouTube = BIGGER ROI Boost Twitter = so so ROI City of Arlington, Texas 18 6
28 10/23/2017 City of Arlington, Texas 19 City of Arlington, Texas 20 City of Arlington, Texas 21 7
29 City of Arlington, Texas 22 City of Arlington, Texas 23 City of Arlington, Texas 24 8
30 City of Arlington, Texas 25 City of Arlington, Texas 26 City of Arlington, Texas 27 9
31 City of Arlington, Texas 28 City of Arlington, Texas 29 Assign someone to oversee your Twitter feed and tweet regularly. and to engage with people. Use #hashtags to make your tweets easier to find. Don t write tweets like they re text messages (no R U L8? ) City of Arlington, Texas 30 10
32 Use pictures to get attention. Invite interaction (e.g., ask questions). Link people to longer content (but don t give everything away). Shorten URLs (uniform resource locator) with bitly.com or goo.gl. Think about SEO (use keywords). City of Arlington, Texas 31 Consider best time to post Be careful what account you re signed into Monitor frequently Utilize FB s features Boost posts City of Arlington, Texas 32 Beware of online fights Answer questions Provide additional info Politely correct inaccurate information Avoid back and forth City of Arlington, Texas 33 11
33 City of Arlington, Texas 34 Check your City s social media policy Centralized, decentralized, or hybrid system Open lines of communication Make sure your page represents City s brand Share communication when appropriate Conduct your own yearly audit City of Arlington, Texas 35 Utilize analytics to find out when people are visiting your social media most often Best time to post is early in the morning/evening after work During the afternoon can be a limited audience City of Arlington, Texas 36 12
34 City of Arlington, Texas 37 City of Arlington, Texas 38 City of Arlington, Texas 39 13
35 City of Arlington, Texas 40 Questions? City of Arlington, Texas 41 14
36 HOW TO INTERACT WITH THE MEDIA Jay Warren Marketing Communications Manager, City of Arlington Step 1 When a reporter calls, what do I do? Step 2 Preparation Step 3 How to be interviewed City of Arlington, Texas 3 1
37 What do I do? Ask questions Think like a reporter Anticipate Call them back promptly Notify supervisor, Office of Communications Never speak off the record What s the focus of the story? What gave you the idea? Who else is being interviewed? Who s conducting the interview? How long will the interview last? What information are you looking for? Where is the best location for the interview? When is your deadline? When will the story run or air and on what platforms? 2
38 What s their deadline? What are the visuals? What kind of sound will they want or need? Is it a hard news story or a feature? Respect their enterprise stories. Or, make it as boring as possible. Think of the questions you may be asked What are the worst questions I can be asked? Develop three main talking points and STICK TO THEM! Know the facts to back up your three main points Bring supporting materials and/or visuals if useful 3
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40 When on camera Look at interviewer, not the camera If seated, sit on your coattails Slow down and take your time Smile (if appropriate) Be yourself Avoid large gestures Don t read or appear overly rehearsed Check the mirror Assume the mic is ALWAYS on During the interview Stick to your talking points Follow the MOM rule Think soundbite Don t speculate Correct the facts (if you are right) NEVER say no comment Clarify Silence is okay Listen Don t repeat CONTINUED 5
41 Stick with your talking points! 6
42 Admitting fault can be helpful campaign post serverapology It s okay to say I DON T KNOW. 7
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44 Questions? City of Arlington, Texas 26 9
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