The PEYA Guide to Working With the Media
Working with the Media
There are two golden rules to media relations for events. Firstly, don't just put on an event for the sake of media attention; make sure you have passion for the event you are creating, regardless of media coverage. Another rule is that the media is never a guarantee! Don't be disappointed if no reporters show up, or if no coverage is given in your local newspaper.
When working with the media, you need to get your message out there. To do this, you must create a Key Message;
Key Message
What is a Key Message?
A key message is the one thing you want the media to walk away with. If you are having a hard time choosing a key message, think about what you would write as a headline for your event/issue. If you're still struggling, think about what you would say to a reporter if they only gave you
the chance to say one sentence.
Why do you need them?
Key messages help you to focus on what is most important about your issue or event. The more you
repeat your key message, the more probable it is that a reporter will pick up on it and include it in
an article.
How many should you have?
Remember that you don't want to bombard reporters with too many messages. If there is too much to take in, your primary message will get lost. The basic rule is
to have absolutely no more than three key messages. Research shows that most people can't remember more than three critical points over a period of time, so having more key messages will just confuse reporters.
Remember
stay consistent by repeating your message, this is key.
Who should be aware of your key message(s)?
You need to make sure that anyone who speaks to the media, as a representative of the event/issue, is aware of your key message. This doesn't mean that each student needs to know
it if you are holding an event for your entire school body, but that those closest to the event - like your spokesperson, your staff advisor and those helping organize the event - are all aware of key message(s). As long as everyone agrees with the message(s), it is a good idea to have it memorized by these people.
What Makes a Good Story?
In order for your event to engage the media, your story needs to be something a reporter of a particular newspaper would be interested in. There are seven widely acknowledged news-hooks that will draw a reporter to your event:
- New or unique (a new idea or product)
- Celebrity (or a politician) will be attending
- Human interest
- Controversial issue or event
- Timely (is its relevance current?)
- Proximity (is it close to home?)
- Visual (good photo opportunities)
How to Engage the Media
When getting involved with the media, be sure to work in your immediate area. Don't just get local newspapers involved, consider getting your peers involved as well. This means publicizing your event through the school newsletter, newspaper, website, or parents of the students in your school.
Another way to engage the media is to have traveling politicians or celebrities at your event. If you heard Al Gore or Justin Trudeau was stopping in your city, give their Public Relations a call - especially for an event that involves charity and youth, the media will eat that right up!
When contacting the media, know who you're targeting. For local newspapers, check for the city editors, as they are most likely to be interested in community events, as well as photo editors if you are looking to get photo coverage.
What's an Advisory?
Think of it as an invitation for the media - a news advisory or press release is usually sent to editors of local newspapers and is a brief informational bit about an event. You will see an example of a press release below. Its important that your news advisory has easy to read details, a short description of your organization or club, and should be sent out at least a week prior to the event. Be sure to give the newspapers a follow up call two days prior to your event, as a reminder.
They've Arrived! Now what?
Have an Information Package
Be sure to have a media kit available to present to any member of the media that might show up. The media kit should include: spokesperson contact information, any photos of previous years' events, background on your group/issue/event, an agenda for the event, and any other details that you want to include.
It is very important to designate your spokesperson to stick with the reporter - make sure they are comfortable, are able to answer any questions the reporter may have about the event, and be sure to they ask for the reporter's contact information! Creating contact with the media can be one of the most important things that comes out of your media event. Getting to know a particular reporter personally will make getting media coverage for your next event easier.
Its also important that you follow-up with your reporter after the event to discuss any more details and to inform them of upcoming events.
Supplementary Material and Examples
Choosing the Right Spokesperson
Why do you need a spokesperson?
A spokesperson gives your event a consistent voice. This person will become the face of your issue/event and will give the media a key contact
to keep in touch with.
What makes a good spokesperson?
A good spokesperson needs to be well-spoken, vibrant and should have a passion for the issue/event. Being a good spokesperson has little to do with a title or position such as
'principal' or the 'president of the student council', and everything to do with the level of comfort. Your
student body president might be a great leader, but camera shy. This person may
not be the best spokesperson. Look around, at students, teachers, and your school's administration to see who you would enjoy listening to, and approach them. They should be someone who is knowledgeable about your event/issue, and willing to make the commitment
to speak to reporters. Don't forget to trust your spokesperson and have
confidence in them.
What is a spokesperson responsible for?
Your spokesperson needs to be well-versed in your issue/event or at least be open to learning and researching to get up to speed. This person needs to be available
both in-person and by phone in the lead-up to your event as media interest gathers.
Lastly, this person is responsible for delivering your key message(s).
Writing a Letter to the Editor
Submitting a letter to an editor can be one of the best ways to have your issue heard. Formats for submission vary from paper to paper, so be sure to find out exactly what format the editor likes to receive submission as.
Quick questions to ask an editor:
1. Is there a minimum or maximum word-count you are looking for?
2. What day of the week or month is your deadline for Letters to the Editor?
3. Who should I address my submission to?
4. Do you prefer to receive submissions by fax or e-mail?
5. Can I get your e-mail/fax for future reference?
Sample News Advisory
Sample News Advisory Here
