17TH OCTOBER 2002 MEDIA SPEAK PAGE 2

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EFFECTIVE USE OF THE MEDIA
Nice 17th October 2002
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AIMS OF TODAY

• To understand how journalists work and what
  they want from you
• To use your knowledge to approach them
  effectively
• To share experience

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HOW JOURNALISTS WORK

• Journalists work in state of chaos
• Theyre busy, hassled and often rude
• They suffer from ADD (Attention Deficit
  Disorder)
• They will usually follow the path of least
  resistance
• They want media-friendly experts who will
  respond
• quickly

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YOUR EXPERIENCE

• When did you use the media effectively?
• When did it go wrong?

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NOW THIS IS A GOOD STORY
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STORIES ARE DRIVEN BY EVENTS

• Breast Cancer Awareness Month
• New study published about breast cancer
• Approval for a new drug

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• New or first
• Relevant
• Unusual
• Contains human interest
• Entertains or excites
• Contains a concern/downside

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• Do it on a day that has meaning, such as an
• anniversary
• Plan a visual event to interest picture
• desks and television
• Pick a clear news day to eliminate competition
• Enlist high-profile support and prepare case
• studies

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AN EFFECTIVE PRESS RELEASE

• Is short, ideally one A4 page
• Includes a date at the top and the headline
  Media or Press Release
• Uses a short headline to sum up the main point
• Is 1.5 or double spaced

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AN EFFECTIVE PRESS RELEASE

• Is written in simple language
• Answers What? Why? When? Who? Where? And How?
• Contains quotes from senior spokespeople
• Finishes with ENDS

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AN EFFECTIVE PRESS RELEASE

• Includes Notes for Editors story background
• Contains contact details, including out of hours
• May be supported by photographs/video

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• Each section will have its own diary of future
  events
• Main decision makers attend forward planning
  meetings
• Ensure your release is in time for
  weekly/monthly planning meetings

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• Call the newsroom and alert them of the story
• Be positive and brief
• Make sure youre on top of the story

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• Which programme or publication?
• Are they interviewing anyone else?
• When is the deadline?
• Are they taking an angle on the story?
• Do they have all the information they need?

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• You should not talk to a journalist without
  knowing
• How your interview will be used
• What you want to say
• How youre going to say it

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• Two or three positive, bold conclusions
• Simple, straightforward language no jargon
• Back up with examples, anecdotes, key facts
  figures

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• Speak as if trying to explain your position to
• Someone who knows little or nothing about the
• subject
• Use language that would be understood by an
• intelligent teenager

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• Rehearse the interview with a friend or
  colleague
• Ensure you deliver your key messages
• Take the initiative
• Speak with energy enthusiasm
• Be interesting!

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MEDIA TRAINING

• Prepare, prepare, prepare

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• Read, listen to and watch your target media
• Appreciate their audience
• Get to know how the newsroom operates
• Look out for useful sections, such as features

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