Tips for Working with the Media
Tips for Working with the Media
You have information that you want to distribute to your local media, but how do you do that? Approaching the media can be an intimidating task, but if you follow the guidelines below, it will be less daunting.
Journalism 101:
- Keep in mind that you will be presenting your story idea to a very diverse group of professionals -- every reporter, editor and new director has his or her own style, creativity and preferences to what "news" actually is.
- Consider your subject carefully for news value. Avoid writing about topics that are advertising rather than news.
- All important elements of your news release should be included in the first few paragraphs of your story, with specifics and details following in later paragraphs. Following this model of an inverted pyramid allows an editor to cut the news release from the bottom up, without losing essential information.
- The first sentence or two of your story is called your lead. It should include the Who, What, Why, When, Where and How of your story and should be written to inform as well as entice the reader to continue.
- Let the reader form his or her own opinion. Avoid using subjective language or over-embellishing your story with adjectives.
- When appropriate, include quotes from pertinent individuals. Use quotes to expand or demonstrate a point in your story; don't rely on quotes to tell your story.
- Be aware of the sequence of events and stay consistent with verb tense throughout the story.
- Simplify technical jargon, so the reader can understand.
- A footer, "more" or "-30-" (meaning "the end") at the bottom of the page indicates additional pages or the end respectively.
When writing your news release, refer to The Associated Press Stylebook and Libel Manual for questions regarding grammar, spelling, punctuation and usage. The stylebook, widely used by writers and editors, is available in most bookstores and libraries.
Send your release to the reporters who cover the "beat" your topic relates to -- most publications and broadcast media have business reporters, as well as general assignment, government/political or lifestyle reporters. If your story idea has a good photo opportunity, attach a "media note" at the bottom of the release explaining why the scene would be a good visual. Broadcast media need to know what can be shown to their audience to supplement the story. Also, don't send a local release requesting coverage on the same day the mayor of your hometown is planning a big announcement; you probably won't get coverage.
Building Relationships:
Working with the media gets easier as you begin to develop relationships with editors and reporters. If you develop your relationships solidly, journalists will begin to rely on you as a credible and reliable source of information. As a business person in your hometown, you probably sit on several community committees where you can develop media relationships. Being a member of a professional association, such as NTA, also allows you an opportunity to meet trade reporters at conventions and meetings. Below are a few tips that can help you build solid and lasting relationships.
- Read, watch and listen to the publications and broadcast programs you think would be good outlets for your news stories.
- Keep track of appropriate contacts, phone and fax numbers, and e-mail addresses and update the list frequently.
- Take note of the angles different reporters use to relate the same stories. This can help you "pitch" the story in an attractive way to each reporter. Some reporters may stick to the facts only, while others will incorporate the humanistic approach to stories.
- Follow your news release with a quick phone call, and be sure to respond quickly if a reporter decides to cover your story. Most reporters operate on deadlines that require a speedy turnaround.