Managing the Media

Managing the Media

This document is designed to assist you in getting the most from your experience with the media. It is written by Dr. Elspeth McInnes who has an ongoing relationship with the media as policy spokesperson for the National Council of Single Mothers and their Children.

Be Prepared
The media are largely reactive and tend to follow each other. This can be used
to advantage by being ready to make statements on key issues as they arise in
the media. It's useful to identify the key issues for your group and agree on
a general approach or line of argument on the issue, so when it is a hot topic,
members are ready and able to speak about it.

There are lots of ways to get your message out in a timely way.

Phone journalists and newsrooms and talk-back shows.

Send media releases by email, fax or hand-delivery.

Letters to the Editor can be sent by email or fax for timely comment on an issue.

What is said by your organisation or group needs to be consistent in approach.
This can be achieved by having one or two designated media contacts. Another
approach in developing a shared perspective and enabling lots of people to
speak can make your message more visible and powerful.
Developing a general approach and a shared perspective can come from sharing
key pieces of information or articles or documentation.

Develop relationships with journalists.

If you are a media contact for your group it can be useful to write a short press release about your organisation and take it around to the newspapers, television and radio stations to make yourself known to them. While you are there, find out if there are specialist journalists in your key issue areas.

Find out what happens to media releases.

Find out who the News Editor is.

Ask about the best format for sending material.

Find out the newsroom deadlines for receiving material.

Seek an appointment to talk to key journalists about your issue.

Media require a simple message.

On radio and TV your message must be received
within 30 seconds and it needs to be understandable on a single hearing. Catchy
phrases are good and help your message to be remembered. Shorter is better. Try
to get your key information into no more than one page of text. Put your main
message in the first two sentences.

Have additional sources of information stashed away.

The media often want a 'human interest' angle. Find someone prepared to speak and be photographed if necessary. Have additional experts or identities to refer journalists to for extra detail.

When conducting a media event remember to

Invite the media a few days in advance and be available for contact before
then.

Make your message visually appealing if cameras will be there

the media work in stereotypes - this can work for or against you .Think about
your message and its relationship to popular stereotype.
If you can't get large numbers to support your event go for splash, dash,
colour and message.

Networking Strategies

Get on-line.
Get out and about and meet various activists in your community of interest.
Attend seminars and information sessions in your community of interest.
Be prepared to work with others on the big picture even if you differ over some
sections.

Listen and learn.

Share what you know with others, enabling them to access information when and
as they need it.
Work from a space of goodwill which focuses on the positives of contribution
rather than negatives (but be sure to keep yourself emotionally safe).

Give your energies to positive outcomes.

Identify key groups or individuals in your community of interest and make or
take opportunities to get to know them.