Working with the News Media

Working with the News Media

1 Pages · 2013 · 693 KB · English

• News media may misinterpret your information • News media may miss points you think are key • Coverage may produce unwanted controversy Key ways to proceed

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Working with the News Media Advantages: ? Helps get your ideas, conclusions/suggestions to thousands of people ? Helps give your work more credibility ? Funders appreciate effort to share info broader ? Can help strengthen public policy Disadvantages ? News media may misinterpret your information ? News media may miss points you think are key ? Coverage may produce unwanted controversy Key ways to proceed ? Think about MEDIA person?s goals, not your goals. Their goal is to get people reading/listening/watching. To do this, they try to provoke, entertain, challenge. How are you helping them accomplish their goals? ? Try to meet media needs, provide them with something that people do not know, do not expect, and have not previously understood. ? Write one page press release that begins with the single most important point of the study/report, and highlights other key points. ? Begin report with one page summary with major points. ? Meet ahead of time with major news media. ? Embargo story until Monday morning (media often look for Monday stories). ? Mention funder(s) in press release. Send funders a copy of the press release. ? Follow up press release with brief phone call. ? Recognize that anything you say to the news media can be used. ? When a journalist calls you, try hard to respond within an hour. Reporters often are on deadline. Calling the next day may be too late. Journalists remember who does and does not call them back quickly. Make sure that the person who answers your phone knows you want to be notified IMMEDIATELY when a journalist calls. Then you can decide if you need to take the call immediately, or ask your administrative assistant to set a get a specific

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