Making the Most of the Media

Whether you are recruiting for volunteers, publicising an event or just want to get your story known, the media can be the best way to do it.  Here the Funding Information Service gives some tips on how to make the most of the media.

 

 

Making the most of the media

Using the media to promote your group or attract more volunteers and funding is easier than you think!  This is a brief look at how you can get your message out using the media. You don't need to be a professional PR, Marketing or Communications person to do that; you just need to be a good communicator for your organisation.

 

Firstly, decide who will be your contact for the media and make sure all staff and volunteers and your governing body know that person and know to refer any media enquires to them. Make sure you work together and have a guide on the key messages so that the same messages go out. It pays to inform all staff of any pending media coverage to keep them informed also.

 

Then you will need to look at the media. Newspaper, Magazine, Radio, TV or a combination of these can be an effective way of getting your message to those you want to hear it.

 

Cultivate good relationships with your local media. They are the ones who are more likely to publish a community issue and often may give a photo opportunity. Remember letters to the editor are also a great way of getting your message out.  

 

Now, what is news worthy?

Your idea of a news worthy item might be light years apart from a journalist's. Consider some of the following before putting time into a press release or contacting a journalist.

Is your news item unique, new, never been done before, political, about people or communities and those affected, humourous, and controversial? In other words what is the hook or point of interest? Many things can be of interest such as:

• Anniversaries and awards that have an event or presentation. Always celebrate your successes.
• Money - how you received it or why you need it.
• New services or products.
• Advocacy, political comment and controversial statements - research, facts and figures.

 

So you now have a news story with an interesting angle. Think about WHO your audience is and WHAT MESSAGE you want to communicate to them. And look at which media will be interested. You also need to be very clear on your organisation and the mission, vision and goals that you want to achieve.

 

Some issues can be covered by a press release sent to your local media.  But for a major media campaign you will need to plan and produce a press kit that has background information, a press release, pictures, a calendar of events, a list of contacts, a success story and other relevant material. If you can get a celebrity or local personality to an event this is also a good selling point to the media.  

 

Key elements and content of a press release

Date

Always date any press release. If the story is time sensitive have an embargo clearly stated.

 

Headline

Short and to the point. It needs to summarise the article. Don't spend too much time wording something as most journalists will come up with their own.

 

Intro paragragh

This is where we explain why this story is newsworthy. Use your interesting angle at this point e.g. the first, new, launch etc.

 

Second paragraph

Now give the who, what, why, when, where and how.

 

Spokesperson or Quotes (third, fourth paragraphs. Use as many as you need)

Make quotes memorable, relevant and up beat. Supply more than one and if possible from more than one spokesperson so that the journalist can choose which to use.

 

ENDS

This lets journalist know they have all the copy.

 

Notes to the editor

Keep this separate after the END to keep the press release short and to the point. This can include a summary of your organisation and other background that is relevant.

 

Links

Point out relevant websites.

 

Contact information

Simply provide details on how to get in contact. Supply a telephone number at work and out of hours.  

 

When writing your press release remember:

• Language you use needs to be clear and concise.
• Short sentences.
• Think about your target audience and write appropriately.
• Use the third person e.g. he, she, it and they, if possible.
• Try to avoid industry jargon and technical language.
• Acronyms need to spelt out the first time you use them e.g. Funding Information Service then FIS can be used throughout the rest of the article.
• People need to have name and title first time used and then shortened after. E.g. Natasha McDougall, Marketing Manager then use Natasha said etc.
• Read it out, check it and have someone else check all information and spelling before sending it out.  

 

This article was reproduced with the permission of Funding Information Services, a not-for-profit organisation who collect and distribute information about funding by way of three separate searchable computer databases, FundView, BreakOut and CorporateCitizens. For more information about the Funding Information Service read the Community Connect article here or go to  www.allaboutfunding.org.nz