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KNOW AND UNDERSTAND WHAT THE MEDIA WANTS The media do not want to know that you are a worthy organisation - they already know that. They want to know what makes your organisation different from all the other worthy organisations in town. Have a good look at what you do, how you are fund-raising, who you have access to that would be of media interest and package it up, ready for the media to obtain a story. They are interested in News, and creatively packaged information. People with high public profiles, such as a Patron, or Committee Member may be newsworthy. Sell the Sizzle not the Steak! However, don't make claims you cannot substantiate, and don't make your organisation into something it is not, just for media purposes. The public is far too aware to believe information that has no basis for fact, and it is the public that receive these images, and the pubic that are your supporters.
KNOW AND UNDERSTAND HOW THE MEDIA OPERATES TELEVISION & RADIO The most convenient time for television and perhaps radio to attend a function is in the morning, around 10:30. Bigger, more newsworthy stories tend to break later in the day. If the TV station has already got some footage from your launch or function it will be edited ready for the 6:00 news. Send a Press Release to all TV and radio stations to arrive a day before the event, ask them to attend the event in a covering letter. Phone the News Room on the morning of the event and make sure they are coming. Even then, they may not turn up, as a breaking news story may have come up in the meantime for them to cover - be flexible. NEWSPAPERS Newspapers should be sent the same Press Release, with a covering letter inviting them to send a photographer, and report to the event, as your guest (invitations should be sent to The Editor, as a matter of courtesy). Again, ring the news desk the morning of the event to remind them to attend. Newspaper editors and journalist have their morning conference around 10:00 am to decide what is going to be covered that day - call them around 10:30 am. If the Social Pages are an appropriate way of covering your event write to the Social Pages Editor, and invite him/her to the event, and offering a complimentary ticket (their name on a list at the door will often suffice. In PR parlance, it is "You're name will be on the door"). MAGAZINES Magazines have a longer life span that other media. A story on your organisation can be packaged up, and sent to an appropriate magazine. In some cases it may be a good idea to have this story professionally written, however, discuss this with the editor first. ADVERTISING Advertising requires that you pay for your information in or on the Media. The Benefits are that: You are in control of what is said about your Organisation Depending on what yon want to pay, you can target your audience more specifically.
SUMMARY: The Media
is a powerful tool, and when used effectively can help your organisation and it's public
profile immensely. PLAN TO MAKE THE MEDIA USAGE A POSITIVE TOOL Worksheet: MEDIA LIST DETAILS Previous Page: HOW TO MAKE THE MOST OF THE MEDIA Next Page: THE IMPORTANCE OF BRINGING YOUR DEFINED "PUBLIC" CLOSER TO YOUR ORGANISATION |
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