How to deal with the media

It should be clear whether you need to know the news editor, business editor, sports editor, womens editor or a reporter dealing in a specialist field.

Dont feel hesitant about contacting these people for the first time. Youll find them very helpful, especially if you can offer a good story.

It is important though that you can tell them something which is genuinely newsworthy. Try to suggest a fresh approach or novel angle. Remember that most newspapers are very wary of giving free advertising under the guise of editorial copy.

Press Releases

Once youve established contacts your task is much easier. Phone those in your area and explain that you have prepared a press release. Ask if you can bring it in personally at a convenient time. Then you can chat about an individual or exclusive angle, follow-up story or feature or an interview.

If posting releases further afield, add a personal note.

Keep the contents of your press release concise, simple and to the point, making sure that you have provided all the important facts and answering any questions that may arise.

Aim for a bright style but forget gushy adjectives theyll be cut out anyway. Dont repeat the name of the company or brandname of the product in every sentence it wont be used.

Unless youre a literary genius avoid being too clever. If youre convinced youve hit on the gimmick of the century, go ahead; otherwise its better to play it straight.

Never assume the reporter (or the eventual reader) is as familiar with the subject as you are. Avoid technical jargon. Check your facts carefully, as well as your spelling and grammar.

Put the most important and interesting information in the first paragraph of the press release, supplying additional information in the following paragraphs, and ending with the less essential information. The reason for this is that if the release has to be cut due to lack of space it will often be shortened from the bottom.

Always supply a contact name and telephone number to which queries or requests for supplementary information can be directed.

When including photographs with the release attach a comprehensive caption identifying the people, objects etc. Always use full names, not initials, in both press release and caption.

It is not necessary to include reams of background material unless specifically requested by a reporter doing an in-depth story.

If you dont want the press release used before a certain date, mark it clearly "Embargo not to be used before "

Points to remember:

• Newspapers with the same circulation area dont like to carry identical stories, so try to work out different angles if possible.



• Never say a story is exclusive unless this is strictly true.



• Never try to dictate what a reporter can or cannot say in a story



• Be aware of whats going on in the media by reading newspapers, watching or listening to the news.



• Never give the impression youre trying to bribe or buy a journalist. By all means invite your contact to lunch, but not with the expectation of receiving publicity.



• Dont phone repeatedly to ask why your story hasnt appeared. As part of your follow-up campaign its permissible to ask if its going to be used, but dont nag or make threats.



• Dont tell a newsman that your organisation has placed a great deal of advertising in his publications. This wont (or shouldnt) have any influence on him.



• If a journalist has given you good publicity, phone and say thank you. Try to be enthusiastic, interested and well informed without being pushy.
  

Press Conferences

A press conference is a good opportunity for the press to meet the top people in the organisation, but make sure it has a valid news story to offer.

If, for instance, a new piece of equipment is to be demonstrated, then you are justified in gathering together a group of newsmen. On the other hand, theres nothing more annoying for a reporter than spending hours at a so-called press conference and leaving without any copy.

If possible, when choosing the date and time, check that it doesnt clash with other major news events.

Mail or telephone invitations a week or two in advance. Check the day before to make sure who will be attending. The same applies when youre inviting the media to a social function, the launching of a new product, opening of a new branch, etc. Before the conference check all equipment lighting, microphones, visual aids thoroughly.

Prepare a press kit containing relevant information, pictures etc to be distributed as journalists arrive. If you want to issue name-tags, make sure youve got the names correct.

After the formal proceedings are over, make sure that journalists meet the various people in the organisation.

Ensure the catering is well organised and there is enough for everyone