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Getting Good Media Coverage

The media - newspapers, radio and television - are interested in getting good stories, and good media coverage can help raise your organisation's profile in your community in a helpful way. On the other hand, a story that puts you in a bad light can do a lot of long-term damage. So it's worth putting media coverage into your overall planning of a project which you think the general public will find interesting.

But - as with all publicity - start early and plan it carefully. Working with media involves building a relationship, one based on personal, community and commercial interest. The media most interested in small organisations are usually small-scale themselves - the local community or iwi newspaper, a local, access or iwi radio station. Remember that they survive through advertising, so don't expect local media to run everything you give them for free.

A first approach to community media is best done well in advance of any specific publicity you might want. Draw together a short clear summary of who you are, what you do and the public services or activities you provide. Include a list of current board members, office-holders and your media liaison or a contact person who can be relied upon to respond immediately to inquiries. Add the programme for the next few months, highlighting one or two things you'd really like covered.

Set up a short meeting with the editor or chief reporter (for a newspaper) or station manager or news editor (for a radio station); 10-15 minutes should be plenty.

At the meeting, ask about:

• latest possible deadlines for news and copy, and also best times (which will be earlier);
• usual length of news and features (for print) or interview (for radio);
• best way of getting the material in - fax, e-mail (get addresses);
• usual length of news and features (for print) or interview (for radio);
• whether they can use photos and, if so, whether they like posed or action shots;
• any special promotions (radio) or advertising supplements (print); and
• whether they have reporters with "rounds" or radio hosts with special interests.

After the meeting(s), note down names of who was helpful and interested, the reporters or hosts and their direct phone numbers, fax and e-mail addresses. Add a summary of the visit and the date.

Putting out a Media Release
The first aim of a media release is not to write the story exactly as it will appear. It is to get the news editor or chief reporter to decide that this is a story that their readers or listeners will find interesting. When that person has decided that it is newsworthy, they decide how to treat it. They may run the story exactly as you supplied it, but that's unusual. They may give it to a reporter to follow up and interview you or the person quoted in the story. They will very likely edit it, either shortening it or re-ordering the material.

When preparing a media release, remember that the first paragraph is the critical one, because that's all the news decision-maker will read to start with. Make your main point first, cover who, when, where and what very crisply, and then go on to "how" and "why". Try and keep it to one sheet of paper, use your organisation's letterhead, type it one-and-a-half or double-spaced, and add a follow-up name and phone number.

Extra information, such as the executive summary of a report, the detailed arrangements of an event or the text of a speech, should be noted on the single sheet and attached.You are in control of your information. Don't give media anything that you don't want them to use.

Timing
A release which summarises a speech or address should be marked: "Embargoed until delivery, scheduled for ...". Or you can set your own timing on a media release, by (for instance) an embargo till midnight to let a morning paper have it first, or till midday to let afternoon (often regional) papers have first go, or till 6.00 pm if you think it might get on television news.

This is where your early visit to the local media can be helpful. Telephone and ask them if they would like the story first, and if so what's the best timing for them. If the local paper goes to press before your event, offer them an interview with (say) your guest speaker ahead of time.

For newspapers, try and send the story 12 hours before deadline or embargo; for radio, let them know it's coming the day before. Address the story to the Chief Reporter (newspapers) or News Editor (radio). You might also take the initiative and telephone a reporter whom you know may be interested in the story, or send them their own copy of the release. But don't send it just to them - they may be out on another job, or snowed under.

Follow up
Put the name of someone who can talk about the information in the release, and an all-hours phone number at the end of the story. If that is not you, be sure that person has a copy of the release and other information you have supplied, and will be available to take calls.

If your media release has been effective, you or your spokesperson may well get a call from a reporter asking for further information or an interview. Be prepared for it to be right away, but don't be surprised if it's in a day or two.

Being Interviewed
Stick to the information you want them to have; anything you say is on the record. If you don't know the answer to a question, say so. But don't say "no comment", smooth it out into "I'd rather check that out before I say anything" or "there may be privacy issues here" or something noncommittal.

For a radio interview, once you know you're on air or being recorded, switch off your own radio and any other phones. Make your points clearly in short simple sentences ("sound bites") and STOP when you've done that. Don't burble, or rush in to fill a silence. Pause before answering, to think of your main point, rather than talking your way into trouble.

Reviewing the Results
Keep a note of the name and phone number of everyone in the media whom you spoke to, and copies of everything that appears in print. If interviewed for radio, ask someone else to listen and tape-record it (if it was live) or find out when it's being played and record it yourself (if delayed).

If you get really good coverage, drop the reporter or editor a note thanking them.

Getting it Right
If what ends up in the media is incorrect, work out who got it wrong. If you gave the wrong information, that's your problem; you may have to pay for an advertisement to correct it.

If it's the media who got the wrong time or place and it's possible to fix it before the event, telephone immediately and ask for the right information to be given.

If your story or interview was edited, decide whether what appeared was a fair reflection of what you said. You can write to the editor of a newspaper, but remember that your letter may not appear for a few days or weeks. Only if you were badly misquoted or mistreated should you complain. Discuss your concerns with the head of the news section as soon as possible by phone or in person. Accept a verbal apology if offered. Your reasonable attitude will be appreciated. Formal complaints are a last resort, and probably mean you will get little attention from that news medium again. Before taking that action, decide whether it's worth it. A good media relationship is built on mutual respect and mutual benefit, and is much more use than having the last word.

Our thanks to Law Reach.