Telling your story through the media takes accurate and timely content. Combining the right content with good relationships with reporters and editors leads to success.
Content
The press release is often the first encounter media have with your organization. Be thorough but succinct. Keep in mind the 5Ws: who, what, where, when and why. While including those in the first paragraph is prescriptive, it gives your readers an instant view of what you want them to know. In human interest stories, there can be a lead – a first sentence or two – that attracts the reader before the 5Ws emerge.
In the second paragraph you expand on the reason for the release and history or other relevant factors. At the end, a brief description of the organization ties the facts together. The form of the release can vary. Check out examples at: www.webwire.com or www.mediacollege.com/journalism. Press releases are best followed with a call to a publication or reporter. Ask for the person you know and really tell the story. The assignment desk editor asks questions and develops the background. Understand your issue thoroughly so that you can manage a conversation or debate with anyone you call. Becoming the expert in your area can increase the likelihood of coverage.
Communicating your story properly is important, but making it interesting is crucial. The spokesperson for your story might be the executive director or board president, but it could also be a consumer or someone benefiting from your services. The human interest story often outweighs anything about policies or programs. Also, whenever possible, hold your media event somewhere that reflects the message. An effective backdrop can capture media where “talking heads” do not.
Relationships
Person to person meetings are the best way to build relationships – with reporters or anyone in general. (Remember talking about this in fund raising?) In small towns, it’s easy to maintain personal contact with reporters and editors. In metropolitan areas, it is even more important because of the competition for coverage. Call on your media contacts before you have anything to sell. If you have had any experience in selling, you will recognize that what you are doing, in a press release and followup calls to reporters, is selling the story and building relationships.
When using e-mail, create a catchy subject line and in the body of the message, explain why the news release might be of interest. Do not repeat what is in the actual release. Use a signature file with complete contact information. If you have to leave a voicemail, put a smile in the message. Know and respect deadlines. It can look unprofessional when a time-sensitive release comes in late. This goes for scheduling media events, too. Morning will usually guarantee deadlines are met. It goes without saying, but I am saying it – don’t lie or even exaggerate. Overblown claims might catch immediate interest but will eventually deflate. And, if you don’t know the answer to a reporter’s question, say so and get back to him or her. On the other hand, if you don’t want to answer a question, answer the question you wish you were asked. Don’t be forced into saying something you don’t want to say. Be very clear about the points you wish to make and keep making them.
Myrna Meadows, NRS, International Falls
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