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Introduction to: A Publicity Handbook for Voluntary Organisations

If you wish to use the media effectively, you need to understand how the media works, to follow its rules and be prepared for the disappointments.

Media relations

Media such as newspapers, magazines, television and radio reach a vast number of people from all areas of society.

However, although the media are available, and often willing to distribute information given to them, this information must be presented in the right manner, to the right people, at the right time.

Journalists are interested in ideas or events which are new or different, especially if they are of local interest to the readers.

News is new. To make the news, what you present must be new, or seen from a different angle.

By ‘angle’, journalists mean the approach you take on certain facts or information. Most stories have more than one angle — the right one needs to be selected for the right audience. Here are some examples to illustrate this.

1. A rock and roll evening at Fridays Nightclub was held to celebrate the International Day for the Elderly. Media releases to community organisations’ newsletters used the angle of a nostalgic fun evening.
   
   For the national media, the angle used was the evening would begin by a group of older people arriving on Harley Davidson motor bikes, to show one is "too old — never!"
   
   It received national coverage — and made the point nationally that one can never stereotype older people.
2. A national mental health conference used a paper Recent Advances in Mental Illness Research, as an angle to professional magazines. A similar angle was used for the general media. However, when someone mentioned in the course of conversation with a reporter that one of those attending the conference had been born and brought up in a mental hospital, the story of that person’s experience was what made a major media story — that was the angle the media wanted.

Angle

When your organisation is attempting to publicise a particular issue or event, the event or issue in itself may not be identified as news by the media. But you may have an ‘angle’, or several ‘angles’ to make the story newsworthy.

How do you find an ‘angle’? The key is to ask yourself the question, "What does this mean?" You know what it means to you and your organisation, but what does it mean for the person in the street, for industry, or for a specialist audience?

When an organisation talks about what concerns it, the public is not necessarily interested. But then a public relations officer asks, "What does this mean to the person in the street?" That is the news angle. People are interested in things that affect them emotionally — things that make them excited, happy, sad etc., or things that affect them practically — more or less money, quality of life, or interesting because it is different.

When you choose your angle, you do so to meet the needs of the audience to whom you are directing your message.

Your audience

Ask yourself, "To whom am I communicating – the general public? – all of it? – a section of the general public, eg, women?, older women?, young women?, young men?, teenagers?, professional people – all?, special professional groups?, – public servants? – special department public servants?, people interested in sport? – special sports?, – church groups? – special church groups? ... and so on.

Select the angle that will interest that audience.

Reaching the audience

Having worked out your audience, select the media that will best reach it.

Local suburban / country town media has a great success rate in meeting the general public where the news is local.

You can even localise a general story, for example by:

a) using a local personality involved in the event; or
b) breaking down broader statistics so they apply locally. City media –
    newspapers, radio and television – for an angle that will have public
    appeal.

Specialist magazines and newsletters, for specialist audiences

How to contact the media

There are procedures for contacting the media. More common methods include:

• Media releases
• Feature stories
• Media kit

If you are organising an event, send out an early media release one month or so beforehand and a detailed media release or media kit one week beforehand. Follow up with a phone call the day before.

If you wish to use a media release to put your organisation’s view to the public on a topical issue, make sure you respond immediately – otherwise it is simply old news.

Media releases

A media release is a means of making an announcement informing the media of something you would like reported. Ideally a newspaper, radio or television station will present the information in the way you have provided it, or a journalist will be assigned to further investigate the issue.

Points to remember when writing a media release are:

• The issue must be NEWS, it must be current, interesting, and
   significant to the public or special audience.
• Use short paragraphs.
• Use short sentences.
• Use vigorous language.

Follow a news release up with a phone call to the editor, or Chief of Staff or the appropriate reporter.

Drafting your media release

Plan the approach and angle of the story to fit the publication/program and its audience.

Do your research – write down all relevant information in note form on a sheet of paper.

Start with impact ... what is the news angle (or hook)? ... and continue with copy that will continue to hold the audience’s interest.

Cover the essentials/highlights in the first couple of paragraphs: who, what, when, where, why, and if appropriate, how or how much.

Then progress from the most important points to least important. (In this way, if your story ends up being cut from the bottom you don’t lend up losing key details).

Write in language the readers/listeners/viewers of that publication or program will understand.

Remember you are targeting a very busy editor/producer who has very little time to take in your message(s).

Limit key messages to fewer than five – and keep those as short and simple as possible.

The ideal length for a release is one A4 page, with wider-than-normal margins (left and right) and minimum line-and-a-half spaced type.

Make it a rule not to exceed two pages in this format (editors/producers do not have the time for too much detail).

Include direct quotes from your spokesperson.

Be colourful/authoritative/entertaining/controversial whenever possible.

If the issue is complex, it’s best that future messages are communicated one-to-one in a follow-up face-to-face or telephone interview.

Use official letterhead where possible (to aid credibility).

If there is an obvious photo/video opportunity (for print or television media) give details briefly on a separate sheet.

Opt for clarity and be clear and concise.

Write "ends" at the end of the article section of your release.

Don’t forget contact details, so the story may be confirmed and, if appropriate, further comment sought. Give names of spokespeople — as well as work and after hours telephone numbers. These go at the bottom of the page, after the word "ends".

Where appropriate, include a brochure, program, fact sheet or background of key personality involved.

Feature stories

Feature stories are a good vehicle for giving in-depth information.

Unless you have writing experience or a journalistic background, it is often difficult to write a feature story. It may therefore be advisable to approach a journalist or editor on your local newspaper with specific ideas for a story. There are many authors and free-lance journalists who are looking for good material. Your local media and local writers’ associations can help you here.

A media kit

A media kit is used for big events. It should be compiled so that information designed for journalists can be instantly available to any media inquires or to help with any current story ideas. The kit should include any or all of these:

• A media news release with appropriate media catch angle.
• A brief history of the organisation, both locally and on a state level.
• The goals and objectives of the organisation.
• Fact sheet.
• Biographical details where appropriate, (eg. of the key speakers).
• Ideas for future stories.
• A list of people who have consented to interviews and photographs
   – photograph opportunities including times that could be set up.
• A contact name and telephone number.
• Appropriate photographs, or ideas for media to photograph.
• Include a program where appropriate.

Send it out a week before the event and follow up with a phone call before the event.

The kit should be included in a cover, or with a title page that will attract attention. Follow up with a phone call – this is essential.

Where to send

Releases should go to:

• News editors and radio stations
• Directors of news and television stations
• Editors of trade and specialist publications
• Producers, (or executive producers) of specialist electronic media
   programs, (radio and television).

Different media have different deadlines. Find these out and meet their deadlines. Work out or research the appropriate media for your release. Do this by observation, listening and checking media directories.

The media campaign

Use a media campaign when you are having an important event, for example, a special function, or when you wish to change public or government attitude.

Plan your campaign. Know your goal; know your audience. Work to a budget. Invent a slogan.

For example, ‘Too Old – Never’ was the slogan used by the International Day for the Elderly, whose goal it is to break down the stereotypes of older people held by the community.

“One in four will suffer a mental illness at some stage of their life" was used in a campaign to have mental illness recognised as a disability by the Commonwealth Government.

Try to get a celebrity to appear to promote your message.

Begin your campaign with a launch. Have all your material ready for distribution. Invite the media to your launch function and have your local personality who you are using as your spokesperson, appear at your launch as a drawcard.

Serve appropriate refreshments.

Make sure your visuals and your message attract attention – they should say something that will draw the media, and the public, because what they say is NEW. It makes them stop and say "WOW!"

Three or four weeks before your launch send a media release to let the media know when the launch will be on and why. Two weeks beforehand, invite them to attend. At the same time, send your media kits to the daily media. The day before follow up with a telephone call or reminder fax.

Use radio and television community announcements, – which are free! If you can afford some payment, pay for some of these for better coverage. Some TV channels – especially in rural areas – university media courses – and some radio stations, will make these for you, either for nothing or at a very reasonable charge.

Radio community announcements are more cost-effective than TV. Design posters, brochures, badges, bookmarks etc. Public libraries will distribute bookmarks. Also send to councils, clubs, chemist shops, doctors’ surgeries, if appropriate, hotels, etc.

Train speakers to speak to schools and community groups and service organisations. Some media courses will make a short video for you (as part of their student training) that you can use to support your talks.

Organise your members to write letters to the newspaper. Organise them to speak out on talkback radio.

Petitions can be developed and left at appropriate outlets for signing.

Handling the interview

A media interview need not be a stressful experience. If you know your subject, and have something of genuine news value to say, you should be fine. The important thing to keep in mind, is that you know more about the subject than your interviewer.

a) Radio and television

When you are first asked for an interview, make sure you ask the following questions:

• Is it a news insert or an interview item? Make a note of the program,
   the presenter and the producer.
• How long will the interview be on air?
• What is the subject of the interview?
• Will the interview be broadcast live, or recorded?
• What are the main topics to be covered?
• Who else will be taking part in the interview or on the program?

Before the interview, keep these points in mind:

Write down six or so points you would like to make.

Write down six questions you think are most likely to be asked.

Plan succinct answers to these questions but don’t rote learn answers.

See the interview as an opportunity to advance positive views and promote your organisation’s services.

Think of a brief phrase for your closing remark, (one that will sum up your attitude in a memorable way).

Provide a phone number to give over the air, if any listener would like more information.

Try to think of the arguments the interviewer could use against your organisation and prepare answers just in case you get a difficult question.

Speak clearly and confidently and enthusiastically. Wear professional looking clothing – for TV do not wear white, spots, or stripes. Turn slightly to your interviewer, keep your legs together, and sit up straight.

b) Newspapers

Newspaper interviews are often conducted over the phone. While this is less intimidating than a TV or radio studio, you should remember that it is an interview and not an informal chat. "Off the record" and the journalist’s perception may differ.

Prepare and memorise you big messages.

Answer the reporter concisely.

Don’t ramble.

Dress appropriately — you may be photographed.

Where possible give the reporter a fact sheet.

Remember, you are the person who knows the facts. You must make sure the reporter understands the facts you give and has them correct.

Faulty reporting is faulty understanding. It is your job to ensure the facts are understood.

What to do when you have been misreported

Despite safeguards in the media, misreporting does occur in both print and electronic media. What do you do when you have been misquoted or your organisation misreported?

Firstly, ensure that you have been misreported. Often company or organisation executives feel they have been misreported when a story does not reflect the emphasis or line of thought which they proposed.

The media have no obligation to agree to your line of thought or emphasis in a story. Misreporting occurs when there is a substantial inaccuracy between what you said and what was publicised or broadcast.

Generally three options are available with misreporting. You can write a letter to the editor (in dealing with newspapers), you can request a correction, or you can suggest a follow-up story to clarify the issue.

Adopt a constructive manner. Being abusive and/or offensive may get the venom off your chest, but it will be fatal in media relations. If your complaint is justified, most editors or news editors will be eager to correct the matter and maintain your support.

Remember, it takes two to communicate. Misunderstandings occur when the person giving the story to the reporter fails to ensure that the reporter has understood the facts.

A fact sheet handed to the reporter at the end of the interview can prevent misreporting.