Dealing with the media
News media get approaches from hundreds of people every day, wanting their story told.
Having one or more of the following elements will give you a much better chance of gaining media coverage:
- it's current, happening now (don't wait until after the event to tell your local media)
- someone well-known in your community is involved
- it's happening locally
- something new or different is being announced
- there's activity, people are doing something
- it appeals to a wide number of people
- it is rare or out-of-the-ordinary.
The media spokesperson
Appoint a spokesperson from within your organisation to talk to the media. Find someone who will:
- be able to clearly and confidently express your message
- be available to answer media inquiries.
Your media spokesperson needs to know:
- key messages
- useful statistics and facts to back up your main message
- how to deliver the message clearly and succinctly (short clear answers particularly for radio and television).
Timing
The time of your event may determine media coverage. So consider the following when you choose the time for your event:
- You're not likely to attract a television news crew or a newspaper photographer from late afternoon unless what’s happening is exceptional
- If you are relying on weekly or bi-weekly newspapers for coverage, check their deadlines and alter your release of information to fit their needs
- Know also what competing events are happening in your community that may detract from you getting publicity.
Letting the media know
- Prepare a media alert. This is like an invitation for the media to attend. It provides an outline of what will happen, when, where and why
- Send it to the newsroom a week before. (Earlier if you are dealing with weekly news outlets)
- Phone the day before as a reminder. (Just like any invitation don’t be disappointed if not all media can attend)
- Prepare a media release and send it to the media on the morning of your event.