Tips for dealing with the media
In dealing with all media - print, radio and television - have a clear idea of what message you wish to convey.
Decide with colleagues what are the main issues and stick to them ensuring there is a coordinated approach on the topic. If possible avoid using more than one or two media spokespeople - it lessens the chance of contradictions or an ambiguous message. Have no more than three points and stick with them.
The media love true stories that have a bit of a dramatic edge - overcoming adversity or battling the odds. Try to find stories about learners you know that have this dramatic edge and use these stories to illustrate your point, better still, encourage the learners themselves to speak to the media about their experiences and the good work you have done.
The media also love statistics - so try to find a few good (true) statistics that they can use in their report to grab attention.
Media releases
- Send only one page with nothing on the rear;
- Put, at the top of the page in bold letters, the words 'media release';
- Make sure that your release addresses the basic questions - What? Who? When? Where? How? Why? Include the answers to three of these questions in your first paragraph;
- Use the inverted pyramid approach - put the most interesting information first;
- Include a number of short simple quotes with the spokesperson and title stated (for example, 'Ms Jane Smith, Director of the ACE Community Centre, said that...') ;
- Keep the paragraphs short - one or two sentences at most and have a line space between each;
- If announcing an event ensure the location is clearly stated, as well as the time and date;
- Think images, images, images! Attach a photo or describe a great photo opportunity.
- If there are any special parking arrangements or details such as media passes required state this;
- Clearly state contact details, including the association's name, address, email address, fax and phone numbers;
- Ensure the contact details include after hours numbers and if possible a mobile - make sure that your contact person knows that they are the contact and check that they will be available to take media calls.
Once the release is ready:
- Find out the names of the media organisation's Chief of Staff, reporters who would cover the issue and also the producers and presenters of any programs which may be interested in the topic;
- Get their phone and fax numbers, and/or email addresses;
- Send out the release and follow up with phone calls to ensure the release arrived and gauge what interest there is in the story.
Tips for radio coverage
- Very important: If contacting the newsroom, avoid doing so close to the hour - they could possibly be distracted by the looming bulletin The best time is to call at 15 minutes past the hour;
- Try to speak to the reporter face-to-face, whether on location or in the studio;
- Turn off your mobile phone when being interviewed;
- Try to avoid doing interview over a mobile phone - go to a 'landline' phone;
- Some things to consider if being interviewed for a radio program - is it 'live'? Will you be the only person apart from the presenter? Will any other person be speaking either before or after you?
- If contacted for a comment on an issue, consider what other related topics are presently making news;
- Do not immediately agree to a response - if you are uncomfortable or wish to think about it and consult with colleagues - say so and agree to get back to them - ask what are the areas they wish to cover - when is the deadline. Who is the audience and what will they want to know? Who else are they contacting for comment?
Tips for Television coverage
- If staging an event for which you hope to attract TV coverage, don't have it late in the day - aim for no later than 2pm. Also, where possible, aim for 'quiet news days', for example Sunday;
- Think about the requirements of television - do you need to organise special audio equipment for speeches? What will the viewer see in the background? Is there a quiet place for interviews?
- Include in your event something that will provide some good images - sound colour and movement - for the cameras. Maybe invite an ethnic dance, drumming, music or circus skills class to perform;
- Give plenty of notice - approximately five working days and then call and check the day before and again on the morning;
- Inform the reporter prior to coming if there are any special parking arrangements, if the function is to be inside, any special lighting to be used and so on.
When talking to reporters from all mediums
Remember that from what you say only a fraction will be used so:
- Have the main points clear in your mind and speak in short sentences - don't ramble - rehearse them beforehand but be careful about them becoming too glib;
- Go armed with a number of short anecdotes, which the listener can readily identify with - use concrete examples;
- Reporters do not work normal hours - be aware of deadlines - be prepared for journalists contacting you outside 'normal' hours.