Media Relations

It’s all about networking

Like fund raising, press relations is an ongoing cultivation and networking process. Your press strategy should go beyond trying to land one big story. You want the press to know that:
· You are THE person to contact for any story to do with your initiative's work
· You are a reliable source for information and stories
· Your information will be accurate and you will provide information quickly

Identify all area media outlets, long before you ever need to contact them. You want the names, postal addresses, phone numbers, fax numbers, and email address of all local daily and weekly newspapers, all TV stations, all radio stations, all organizations and editors that maintain event calendars (such as a tourism board that serves your area, or the nearest consulates or embassies nearby of other countries), all press bureau offices in your area, local bloggers, and all TV programmes, radio programmes, specific beat reporters and out-of-country bloggers that would be interested in your initiative's work in particular. The Internet makes it easier than ever to find this information. Also talk to other agencies, to see if someone will share his or her press contacts information with you.

If you are in a rural area, also identify the major media outlets for the nearest metropolitan area.

You don't necessarily have to have reporters' names - sending something to "Attention News Editor" at a newspaper will get to the right person as quickly as putting that person's name on it. And given the high turnover in media, particularly in developing countries, it's certainly easier to maintain your database of media contacts this way.

Look for reporters at national or international media outlets who cover your specific geographic area or cover a topic that is closely aligned with your initiative's mission. Regularly monitor free online news sources, such as YahooNews, to find such reporters.

Be clear about your aim

Know what your press relations aim is – is it simply to get the most favourable coverage? Or is it to get particular points across, and if so, which audiences do you most want to hear those points?

Keep in touch with the press

Don't think every press release or phone call to the press is going to result in coverage - it's not. But sustaining regular press contacts and providing reliable, timely information will build recognition of and credibility for your initiative among reporters. The result will be ongoing stories down the road, where you are quoted in a variety of stories, not just one. Some general tips:

Return calls from the media as soon as possible - immediately is best.
Make sure everyone associated with your initiative knows to contact you if they are approached by the media.
Be able to clearly say what your initiative does, in less than 60 seconds, and train others at your initiative to do the same. If you don't have a compelling, brief description of your initiative ready to share with the media at any time, the press will make up one themselves - and it may or may not be accurate.
Have informal contact with press representatives: have coffee together, have lunch together or stop by someone's office when you are in the neighborhood.

Press releases

Don't wait until you have a press release to gather this contact information!

Do you know how to write a press release? If not, type “sample press release” into Google; you will get a long list of web sites offering sample press releases.
Develop an outreach calendar: What are the dates of events your initiative will sponsor or host in the next six months? What about a visit from headquarters staff, or a high-profile speaking engagement to a key group or conference, for instance? What about the launch of a new programme or service?

Once you've developed this calendar of events, you can set your dates to contact the media for the next six months. Your schedule for sending press releases could follow this basic model:

Calendar editors get press releases that announce events, workshops, etc coming up in the future. These should be sent 2-3 weeks in advance for daily and weekly publications; they should be sent at least 8 weeks in advance for monthly publications.
TV stations get press releases two weeks in advance that announce events you think would provide good visuals for the news. Remember that TV stations are looking for very lively visuals (faces and movement). Also fax a reminder to nearby TV stations 12-24 hours before such an event - a one page fax with just the who, what, why, where, when, how, a contact name and why this event is particularly "filmable" (this is one of those cases where a fax is still better than email).
In addition to announcing events, you can send press releases to:
- announce new activities, the latest results of or changes in your programmes and services
- highlight particularly effective, unique, innovative or interesting volunteer activities, particularly those undertaken by local community members
- announce how a particular piece of pending or recently-passed legislation will affect your initiative and those it serves (but take into consideration the potential political ramifications for doing this before acting; check with your headquarters before sending such a release as well)
- announce the results of your latest fund-raising efforts, a new grant you have just received, or a partnership you have formed with another organization/other organizations
- announce awards your organization is giving or receiving
- announce an impending visit to your site by an internationally-recognized expert
- acknowledge a particular day of focus that relates to your initiative and its work (for instance, if you are an environmental organization, send a press release relating to Earth Day, about two weeks before the day itself; or, if you are an organization with a programme focused on women, send a press release relating to International Women's Day)
Non-press organizations and other non-press representatives may also welcome your press releases. This could help you build a public reputation and become associated with public policy issues that might affect your initiative's target population. In addition, these organizations may start directing calls from the press to you:
- Local or national officials who represent your area
- other organizations working in your area
- offices of very large employers in or near your area
- local consulates or embassies representing other countries (they might refer foreign press to you)
- relief or development organisations that serve your area
- professional associations and civic groups (chamber of commerce, women's chamber of commerce, farmers’ cooperatives, tourist association, arts council, etc.)
- university departments that focus on the areas served by your initiative

Writing an editorial

Consider arranging with a local newspaper for your executive director or another key representative to write an editorial or commentary for the paper in conjunction with a current "hot" issue or a day with special significance. You can ghost-write the column with him or her. The editorial will probably have to be submitted three weeks before the day the column is to run. You could do the same for an editorial broadcast via local community radio, but make sure your initiative's representative can speak clearly and rehearses beforehand.

Events and interviews

If you feel an event is inappropriate for a camera crew (for instance, a group counselling session with children), what alternative can you give the crew? Always have alternatives ready when a film crew calls.
Should you be present at all interviews regarding your initiative? If any of the interviewees are children, absolutely. Otherwise, your policy is up to you. The author's personal rule, when she has been in charge of media relations, is that she is to be present at all media interviews unless she is absolutely certain that the interviewee will be able to answer all questions, that he or she feels comfortable with her not being there, and she knows the interviewer well.
ALWAYS notify people they are going to be (or might be) photographed or filmed BEFORE it happens! You don't want someone throwing a fit for the evening news. If children will be present, get parental permission first!
Be honest with the press. Treat the press the way you want to be treated. The moment the press decides you aren't telling them the truth, they will deliver a public relations nightmare to you and your initiative. That doesn't mean going out and telling the press every bad thing happening at your initiative, but it does mean answering press questions to the best of your abilities.

Keep your colleagues informed

Make sure other staff members, particularly those at the headquarters for your initiative or sponsoring organization, as well as donors, know the results of your efforts:

Notify your supervisor, and even headquarters in another country (as appropriate), when you have been contacted by the press, when a story appears or will appear in print or online that mentions you or your initiative, or when a radio or TV broadcast might mention, or has mentioned, your initiative.
Distribute copies of all articles that appear about your initiative, positive or negative, in newspapers or online, to all staff and board members. Also send copies of positive stories to local donors.
Post articles on your organisation’s notice boards; if you don't have such, then create such in a hall way or break room frequented by staff.

Deal with bad news

Not all press relations is about good news: you may also have to engage in press and other outreach to counter misunderstandings, rumours and myths. That will be much easier to do if you have followed the above guidelines and established a good, ongoing relationship with the press.

Reaching out more widely

Not everyone is reached by traditional or even alternative media. Representatives from your initiative will have to reach out, often face-to-face, to local and national conferences, local communities of faith, local farmers’ associations, local women's cooperatives, local and national professional associations, local schools, universities, student groups,and various other associations, formal or not, to get your initiative's messages out and understood to everyone you need to reach. You may also have to think about posters and handouts, and in some cases even live performance methods (theatre, dance, puppets, etc.). Press relations is oh-so-important, but remember that it's only one part of your overall community outreach.

Also see

Handling the Media: A Free Toolkit from from CIVICUS

AlertNet Tools for AidWorkers provides detailed advice specifically for aid workers on blogging, media relations and communications, to help aid workers
- 'Sell' forgotten emergencies to the media
- Get attention-grabbing blogs from the field
- Portray famine victims with dignity
- Write eye-catching headlines
- Choose and use celebrities wisely
- Access discounted diary services for international aid agencies

Crisis Communication and Emergency Risk Communication Guide from the USA Department of Defense. Although focused on military communications rather than aid worker communications, many of the suggestions are applicable for people working in relief and crisis situations in developing countries.

The Communications Initiative, a massive portal linking to a variety of communications-related resources from a variety of organizations, many of them focused on specific locations, specific aid topics or specific crisis situations.

Writing for Change by AWN member Firoze Manji

Tags: Media Marketing and Public Relations

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