Tips for Working with the Media

The objective of media relations is to make something or somebody known.

The Building blocks of Good Media Relations:

• Develop target media list (read, watch, and listen to identify local or area media)
• Newspapers
• Magazines
• Radio stations
• TV stations
• Wire services
• Cable TV bulletin board services
• Determine the best method to use to contact media
• Press kit
• News release
• Media alert
• Public service announcement
• Story pitch
• Media tours/events
• Editorial
• News conference

Press Kit

• Typical use:
Provides background information
• Essentials:
• Keep materials updated
• Contact name and phone numbers on everything
• Contents:
  Right pocket -
  
  News release
  Reports/research
  Factsheet on issue
  Biography of speakers
  Left pocket -
  
  Statements of support
  Press clips
  Factsheet on organization
  Annual report for the organization
  Photos/graphics

News Release

• Typical use: Announcements
• Essentials:
• Contact name and phone number at top of page
• Release date - most should be “For Immediate Release” with date
• 5 Ws in the first sentence or paragraph (who, what, when, where, why)
• One page news release is best
• Put “-More-” at bottom of page that continues
• Title and page number on top of all pages following the first
• Put “-###-” at the bottom of the last page - means that’s the end
• Double space
• Use short sentences with active verbs
• Ensure that grammar and spelling are 100% accurate
• Have someone other than yourself proofread it, if possible

Media Alert

• Typical Use: Invitation for media to attend/cover an event
• Essentials:
• Limit to one page
• Put “Media Alert” at the top
• Contact name and phone numbers
• List who, what, when, where, why, activities, background
• List photo opportunities and interview opportunities
• Send out 10 days in advance by mail; 3 to 4 days in advance by fax or e-mail; or 1 to 2 days in advance by phone

Public Service Announcement (typically for radio)

• Typical Use: Deliver information that is a public service
• Essentials:
• Contact name and phone numbers
• 30 seconds or 15 seconds long
• List what, when, where, why, activities
• Use conversational copy
• Can have recorded in studio and delivered to media
• Can have local radio personality record

Story Pitch

• Typical Use: To sell a reporter on a story idea
• Essentials:
• Appeal to the reporter’s audience
• Grab the reporter’s attention
• Often done with a phone call, but letter could work

Media Tour/Events

• Typical Use: To show a reporter a story; very good for TV
• Essentials:
• Be prepared with current information
• Supply advance materials/confirmation letter
• Anticipate questions and practice responses
• Ensure speakers are prepared to be interviewed

Editorial

• Typical Use: Express an opinion
• Essentials:
• Length: 800 words or less
• Must be of local interest
• Should be timely
• Signed with name and organization
• Include address and phone number

News Conference

• Typical Use: To announce MAJOR news
• Essentials:
• Try to avoid at all costs

Things to Remember When Working With the Media

• Never lie to a reporter
• Respect a reporter’s professionalism
• Never “wing it”
• Don’t assume the reporter knows what you are talking about
• Always return a reporter’s phone calls
• Meet reporter’s deadlines
• Never talk “off the record”
• Know how reporters like to receive news (mail, fax, e-mail, phone)
• If you use e-mail to distribute a news release or other information, send the release in the body of the e-mail, not as an attachment

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