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Tips for tapping media publicity

If you want to successfully get your message or event across to the media, here is what you need to do

 

The Press Release

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Tips by Veena Josh, Broadcast Journalist

Find out who the press release should be sent to

  • It might be worth targeting more than one person/programme/department.
  • If it is for TV/radio send to the appropriate programme - find out who the producer is, also send it to the forward planning desk.
  • Its always a good idea to follow up your press release with a phone call - be prepared to send/fax over another copy.
  • It is a good idea to send a press release a couple weeks before your event.

 

Writing Your Press Release

  • What is the message you want to get across?
  • If possible use headed paper, with the organisations details.
  • Put the words press release in bold at the top.
  • Put either an embargo date or put 'for immediate release' again with a date.
  • Think of a short snappy title or quote which summaries the press release in bold and underlined.

 

When writing the press release you should bear in mind the following points

  • WHY are you writing this press release; why does the media need to know?
  • WHAT are you hoping to achieve?
  • WHO are you - what are your aims?
  • WHERE is the action taking place; give times, dates etc.
  • HOW are you going to achieve your aims?
  • WHEN is the action/ event beginning?

It is very important to include a person who can be contacted by the press during the day and evening.

 

 

Preparing for Radio Interviews

Find out about the programme

  • Establish why they should want to interview you.
  • Are you the right person to carry out the interview?
  • Is it live or recorded?
  • Will it be transmitted straight or cut?
  • What sort of programme is it?
  • What sort of station is it i.e. speech, music or news station?
  • Is it for national, regional or international radio?
  • What are they after e.g. a sound bite for the news bulletin? Are they hoping to generate an argument, are you expected to take a stance or an opposing view or are they after a two-way, where the programme wants you to share information about an article that you've written?

Think about your aims

  • Decide your aims.
  • What is it you want to get across, think about the best way to get your message across?
  • Make sure of your facts.

Decide what you want to say

  • Keep it short.
  • Make a note of three/four points ... do not write full sentences, read speech never sounds natural.
  • Think of examples.
  • Think through and prepare least liked questions.
  • Avoid jargon.
  • If using figures, take care, too many facts and figures can overwhelm your listener.

Just before the interview

  • Ask how you will be introduced.
  • Find out the line of questioning in advance.
  • Try to relax before the interview. If nervous, take a few deep breathes, there's nothing worse than a breathless contributor.

During the interview

  • Keep your answers brief but not monosyllabic.
  • Make your main points as simply as possible.
  • Avoid jargon.
  • If you make a mistake, go back to where you started.
  • Challenge the interviewer if necessary, but be courteous.
  • Turn questions to your advantage or deflect questions (e.g. 'that's a fair question, but....').
  • Use practical examples where possible.
  • If possible finish strongly; Keep your aims in mind.
  • If you are asked a question you are unable to answer don't panic, either deflect the question to a point you want to make, or be honest and say you don't know, you are not equipped to answer or if you are not prepared to respond, then say so.

Made available by Veena Josh © Copyright Big Girls Blouse 1999