Action: Making a Difference








Copyright
© 2000
Team C001515

Some think that journalists only know about things to report if someone sets them on the trail of a newsworthy story. Many journalists, especially in smaller, local outlets, work to unreasonable time-lines and do not have the opportunity to research articles as much as they might like. They often rely on stories they hear from other media to write their own copy. They also depend upon media releases they receive, and will frequently lift sections word for word from such sources. Therefore, it is always worth putting out a media release when you have an issue you want to get into the public domain.

When preparing your media release you should ensure:

  • that it is brief (200-250 words)
  • gives an interesting slant on the issue
  • contains quotes from one or perhaps two spokes-people (preferably with a distinctive title or position)
  • has a simple explanatory heading
  • and uses large type with double spacing

At the end of the media release you should give the name of the person who can give more information to the journalist, along with a contact phone number.

You might also indicate if the spokes-people are available for a photograph or interview at particular times and places (especially those that bear some relevance to the story and will make good visuals for the newspaper or television).

You should fax your media release to all the media at the same time, giving radio, newspapers and television the same chance to cover the story. It is probably a good idea to phone each newsroom first to let them know your story is coming, and to advise that you'll phone back after they've had sufficient time to read and digest what you have on offer.

The reality is that you should take advantage of one type of media or the another according to the time of day you fax your media release. If you distribute it in the morning, preferably before 10am, radio and TV will have a chance to slot you into their day's production schedule in time for their news. This is especially critical for TV, which will often be unable to deal with anything other than the top item of the day after 2pm. If you have a preferred medium in which to get coverage, time your media release to give them the chance of a scoop. Don't be surprised if you only get coverage in one medium because of the scoop factor, unless of course your story is such a good one, that they'll all want to run it.