bright one - working with the media
TRANSCRIPT
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‘Knowing how to work more effectively with the media would be great because we could…’
BUT:
• It’s an earned medium
• What’s interesting to you may not be interesting to them
• It’s a two-way street
• It can be tough to measure
…help raise awareness of our
cause
…get our point of view/expertise heard on topics being discussed in the media
…encourage more volunteers
…attract new
employees
…generate more donations
…build loyalty with current supporters by celebrating their work
…save costs on other
communication channels
…handle our incoming enquiries
more effectively
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1. The vital importance of a newsworthy story
2. What journalists are looking for from us and how best to work with them
3. Your media toolkit
4. Managing incoming media enquiries
5. Do’s and Don’ts – why media campaigns fail
6. Q&A (15 minutes)
What we’ll cover today
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The vital importance of a newsworthy story
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Newsworthy stories have vital ingredients
Magnitude
Relevance
Power elite
Celebrity
Entertainment
Bad news
Good news
The newspapers own ‘agenda’
Expands a current media theme
Surprise
People/emotion
Politics
Conflict or tension
Immediacy
Suspense
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Spotting these ingredients can make it easier for you to work with the media
The newspapers own ‘agenda’
Expands a current media theme
Relevance
Good news
People/emotion
Relevance
Entertainment
Surprise
Celebrity
Relevance
People/emotion
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A little creativity can make a ‘non-story’ newsworthy
1. An interesting image
2. A participative angle or quotation
3. Facts and stats - surveys
4. A personal story
5. Genuine innovation
6. A celebrity or patron
7. Competitions
8. Wait until an opportune moment in the
media OR when you have more proof of
success/impact
9. Days and weeks
“Quote”
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What journalists are looking for from us and how best to work with them
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You have your story – what now?
• DON’T be tempted to send out a blanket email to journalists
• We’re all bombarded by information
• We set up filters and methods of coping to find what’s interesting to us
= Journalists are the same“I receive more than 100 press releases a day”
David Henderson, BBC Scotland reporter and presenter
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Creating a group of journalists to work with
Who• Media databases – use with caution
• Research relevant media titles and
write down the journalist’s details.
• Identify their interests - log relevant
previous articles
• Review, review, review
• Press distribution lists
• Think broadly - where might your
target audiences be looking?
How• Show interest in them - follow on
social media, share their stories
• Try to meet them
• Invite them to chair, speak at or
attend your event.
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What you need to know about communicating with your journalist group• All journalists are very short of time = more pressure
• There are no predictable deadlines – web and print copy needs
• Their stories must be accurate and factually sound
• You must consider your method and timing of contact:
• Phone vs. email:
“I have never, ever been talked into reporting something through a follow-up call.
They are utterly useless and really a bit insulting, in the sense that they imply
journalists are not capable of spotting and chasing stories for ourselves.”
• Time of day/week to send – 10 - 11am
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Plan to communicate your story
What• Relevant story with quotes• Photos or other materials• Interview availability • Case study• Contact details
To who• Relevant journalists • Is it something they’ve recently
written about• Personalise communication
When• Relevant to the journalist you’re
pitching to• Be available yourself/with your
spokesperson
How• Email• Succinct – skip pleasantries• Summarise the story - short• Copy in the press release• Grammar and spelling• Send images or ‘on request’
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Your media toolkit
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The Press release
Basic principles:
1. Keep it succinct – one page of A4 is best
2. The story must be obvious from the headline and first sentence
3. Press releases must be factual and 100% accurate
4. It must be written in plain English – no jargon or management language
5. Contact details, notes to editors and a few short sentences on who you are at the end (a boilerplate)
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The Press release – how to structure your story
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The press release – hints and tips
• ‘Embargoed until 10 February 2016’ – this means that the journalist is not able to publish your story until this date.
• Contact journalists in advance with a story to judge their interest
• Exclusives – could you secure coverage by promising a journalist that they can run the story first?
• Write from an outsider’s viewpoint
• Adapt for different types of media
• Be open and honest about bad news
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Choose your materials according to the story
Photos Photocalls Press conferences/trips/launches
Videos/Vines Infographics Case studies
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Choose your materials according to the story
TV and radio interviews Advertorials
LettersComment articles/blogs Features
Competitions
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Choose your materials according to the story
Stunts Sponsorship
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Managing incoming media enquiries
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Managing incoming media enquiries
The planning grid
The press office line/email address
Newsroom
Reactive handling plans
Local/mobile numberManned 24/7
Every weekday/week/monthNote and paper review
Statements/media enquiries
Pre-prepared documents with approach, statement, Q&A
Lines to Take
Media training
Swift turnaround/deadlinesShort, giving opinion
Covers all known proactive activityNote external activities and events
Regular training of relevant senior spokespeople
Regularly updated lines on all areas of the organisation to use quickly
Online media centre Contact details, photo library, press releases and statements
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Advice: when you receive a media enquiry
• Keep a log of incoming enquiries, when they were completed, by who and what information was exchanged
• Ask for contact details – full name, title, phone number, email
• Summary of their enquiry
• Understand precisely what they want from you – information, statement, interview, photo etc.
• ‘What’s the story all about’?
• What is your deadline?
• DON’T say anything that you wouldn’t be happy to appear in print on the phone
• Take the enquiry away and consider:
1. Do you want to respond?
2. Can you respond with anything meaningful?
3. Are you able to respond i.e is someone available to meet their deadline?
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Do’s and Don’ts – why media campaigns fail
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Do’s and Don’ts
Do’s• Read the publications you plan to
target
• Call a spade a spade
• Make sure your spelling and grammar is perfect
• Check pieces that mention you for factual inaccuracy
• Track your results – capture interest on your website, donations
• Remember the ingredients of a newsworthy story
• Integrate!
Don’ts• Don’t use management jargon
• Don’t use colloquial language
• Pitch to everyone in the newsroom at the same time
• Be tempted to follow up your email with a call
• Send releases at 5pm then leave for the day
• Write a press release for every little thing
• Always think of your media work in isolation from broader campaigns
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Who’s doing this well in the charity sector?
Jo’s Cancer Trust #Smearforsmear campaign Historic Royal Palaces
Coppafeel!
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Any Questions?
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Thank you!
If you have any questions after today, feel free to get in touch and I’d be happy to help.
Why not apply for our next round of free service bursaries?
Applications for PR, digital, strategy and creative bursaries open at the end of February 2016 .
visit www.brightone.org.uk for more information.