DEALING WITH JOURNALISTS
Always ask yourself the question: why would someone want to read about our project
or programme in the newspaper or watch something about it on television? The simple
existence of the project is not news in itself so you will have to develop creative angles
to ‘sell’ your story. The tips in this section are particularly relevant for your press activities,
but also important to remember when developing other communication materials.
The key to developing good relationships with the media is accessibility, cooperation and
credibility. The media will trust and believe you if they can obtain useful and accurate
information from you that best meets their needs.
Of course, there is no way to guarantee media coverage but the ideas in this manual will help you
to maximise your potential and tailor your efforts to attract attention. The biggest difficulty in getting media interest is when the communications are focused on the process, the bureaucracy and
the details of the projects – these are important factors for any project but boring for journalists!
BASICS OF NEWS MAKING, ASK YOURSELF …
›› What is really newsworthy/what does the target audience need/want?
›› How does my news matter to the readers/viewers/listeners?
›› hat is the most effective medium or combination for my story (TV needs strong visuals,
W
radio needs sounds/music/interviews, print usually needs more in-depth material)?
›› What is happening locally, regionally or nationally that my story can be tied to?
›› What issues or current affairs may reduce the impact of my message/story right now?
Another useful tool that you could create is a fact sheet. Typically A4 two-sided documents, fact sheets
provide fast background information on your programme or project for journalists to consult. It might also
be a good idea to create a stock of likely ‘question and answers’ which could double as frequently asked
questions on your website.
CHECKLIST FOR JOURNALIST CONTACTS
FF Call first: phone the media organisation first – you can find out who is most likely to be interested or the appropriate person to contact.
FF repare for interviews: prepare possible answers to anticipated questions (ask if you could
P
have them in advance).
FF Consistent line: remember what you want to communicate so develop internal ‘question and
answer’ sheets to distribute to staff/colleagues who may be interviewed.
19
FF o jargon: try to think of the simplest way of saying what you want to say in printed form
N
or on the phone with journalists.
WHO IS INTERESTED?
If the information is of potential interest to outsiders – genuine news – would only local media
be interested or does this new development have regional implications, or ground-breaking
national, or international news value? Local and regional press are usually interested in hearing
from organisations like yours, even if they do not follow up on the story. (It is in their interest
to build up their network of contacts or ‘sources’ to speak on a range of topics.) You should also
consider approaching sector-specific publications, which may find your information more relevant.
You might struggle to get a response from r Vv