getting your story across in the local media callingham & edwards limited 1
TRANSCRIPT
Getting your story across in the local
mediaCallingham &
Edwards Limited 1
Accentuate the Positive
Chaos and Mayhem
Bad news is good news – they’ll come to you
Good news has to be served on a plate, looking tasty
2
Identifying your audience
Who are you talking to?Parents?Ministry?Union?Voting public?
3
Choosing the right vehicle
Local or regional newspaperSuburban throwawaysLocal radioLocal televisionMagazines
4
Getting it out there
Newspapers consume a lot of materialRadio stations need storiesSo does local television
BUT: They won’t tell your stories unless they know
about them
5
Who to contact
Education rounds-personSuburban newspaper reporter or editorLocal radio chief reporterLocal television news editor
6
How to contact them
Identify themMeet themCourt themNews releases by emailKeep mobile number in your phone
7
Creating newsNews can be what you make it
Thinking outside the square:
School sports day/concert etcFrom
Who Cares? to
Woo-hoo!8
Learn to love your suburban throwawayThe parish pumpEverybody looks at them
Understaffed and overworkedOften short of materialMore orientated towards ‘good news’They’ll give you more space And bigger photos!
9
Newspaper, radio and television
Keep them in the loopLet them get to know youSunday events are more likely to get
coverageSend regular media releases – but keep them
short
10
Media liaison
Too many cooksAppoint a media liaison personFeed them with ideasKeep your cameras handyYoung colleagues are often very good at this
11
It’s a two-way street
Make friends in good times
A positive image will make your school stronger – internally and in the eyes of the parents and public
12
News releases – what do they do?
Part of story is used – with or without photo
Story used word for word – with photo (Yeah - right)
Journalist follows up and expands – with photos
13
Writing news releasesStory is contained within the headlineFirst paragraph encapsulates and expands No more than 25 words – short and snappyThen tell your storyKeep sentences short - avoid rewritingOne idea to a sentenceAvoid lists, except for effect
14
Length
Keep releases short
Keep paragraphs short
Keep sentences short
BUT: Attach background information
15
What your story needs
•WHAT•WHERE •WHEN•WHO•HOW•WHY
16
Make sureThere’s someone prepared to be interviewedFind the best personIf it’s about students, approach students (and
parents ) before sending out releaseHave contact information ready when the
journalist ringsBe prepared to do the liaison for them – big
brownie points!
17
Add a photo to your release
18
At the end of your releaseFor more information:
Contact name Email addressPhone numberMobile numberSecond contact (in case s/he’s not available)Be available!!
19
TimingMorning papers start the day before – about
middayTV news (6pm) starts around 8amRadio news is constantMake sure your release arrives in plenty of
time for editorial conferencesRelease on Sundays, over Christmas, holiday
periods
20
Get out the pens!
Write a news release for your upcoming school event!
21
Getting your story across in the local
mediaCallingham &
Edwards Limited 22
Accentuate the Positive
A Self Defence Course
for IntervieweesCallingham &
Edwards Limited 23
How to Survive and Win with the Media
First Contact
Don’t answer questions
Find out what they want
Arrange to call backRecord all your
dealings with the media
24
To Be or Not to Be Interviewed
If you can’t tell the truth - stay away
Be honest and straightforward
Consider a written statement
25
Turning Them Down
Don’t make dishonest excuses
Don’t give reasonsUse “Cracked Record”If you don’t want it
published - don’t say it
26
Getting Ready
Key pointsIllustrationsWeaknessesMarshal your
argumentsMake concessions
27
Agreeing to be Interviewed
Make a contractExclude topicsStick to
arrangements
28
The Press Interview
Never underestimate the power of the press
The metropolitansThe “suburban
throwaway”
29
The Radio Interview
Radio can be unpredictable
On the phoneIn the studioTalk back
30
The Television Interview
Location
31
Down the Line
Studio
Broadcast Interviews Can Be Scary
32
How Should I Talk?
Keep it conversational
Pace, not speedGo “up a gear”Speak clearly
33
The Television Interview: How Should I Look?
Dress appropriatelyCheck in the mirrorSit forward, not backTalk to your interviewerKeep reasonable eye
contactThe occasional smile
works
34
The Seven Golden Rules of the Interview
Be straightforward Make concessionsCorrect mis-statementsFront foot is bestKeep it conversationalStories, stories, storiesThe “First Date
Syndrome”
35
And Don’t!Talk in jargonNit pickBe a smart arsePlay gamesTell jokesLose your coolTry to “sell”
36
I Didn’t Get a Fair Go!Not happy? Say
so.Complain to the
appropriate authorityNZ Press Council NZ Broadcasting
Standards Authority
37
Media Handbook
www.brianedwardsmedia.co.nz
38
A Self Defence Course
for IntervieweesCallingham & Edwards Limited
www.brianedwardsmedia.co.nz 39
How to Survive and Win with the Media