Getting your story across in the local media Callingham & Edwards Limited 1

Getting your story across in the local

mediaCallingham &

Edwards Limited 1

Accentuate the Positive

Chaos and Mayhem

Bad news is good news – they’ll come to you

Good news has to be served on a plate, looking tasty

2

Identifying your audience

Who are you talking to?Parents?Ministry?Union?Voting public?

3

Choosing the right vehicle

Local or regional newspaperSuburban throwawaysLocal radioLocal televisionMagazines

4

Getting it out there

Newspapers consume a lot of materialRadio stations need storiesSo does local television

BUT: They won’t tell your stories unless they know

about them

5

Who to contact

Education rounds-personSuburban newspaper reporter or editorLocal radio chief reporterLocal television news editor

6

How to contact them

Identify themMeet themCourt themNews releases by emailKeep mobile number in your phone

7

Creating newsNews can be what you make it

Thinking outside the square:

School sports day/concert etcFrom

Who Cares? to

Woo-hoo!8

Learn to love your suburban throwawayThe parish pumpEverybody looks at them

Understaffed and overworkedOften short of materialMore orientated towards ‘good news’They’ll give you more space And bigger photos!

9

Newspaper, radio and television

Keep them in the loopLet them get to know youSunday events are more likely to get

coverageSend regular media releases – but keep them

short

10

Media liaison

Too many cooksAppoint a media liaison personFeed them with ideasKeep your cameras handyYoung colleagues are often very good at this

11

It’s a two-way street

Make friends in good times

A positive image will make your school stronger – internally and in the eyes of the parents and public

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News releases – what do they do?

Part of story is used – with or without photo

Story used word for word – with photo (Yeah - right)

Journalist follows up and expands – with photos

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Writing news releasesStory is contained within the headlineFirst paragraph encapsulates and expands No more than 25 words – short and snappyThen tell your storyKeep sentences short - avoid rewritingOne idea to a sentenceAvoid lists, except for effect

14

Length

Keep releases short

Keep paragraphs short

Keep sentences short

BUT: Attach background information

15

What your story needs

•WHAT•WHERE •WHEN•WHO•HOW•WHY

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Make sureThere’s someone prepared to be interviewedFind the best personIf it’s about students, approach students (and

parents ) before sending out releaseHave contact information ready when the

journalist ringsBe prepared to do the liaison for them – big

brownie points!

17

Add a photo to your release

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At the end of your releaseFor more information:

Contact name Email addressPhone numberMobile numberSecond contact (in case s/he’s not available)Be available!!

19

TimingMorning papers start the day before – about

middayTV news (6pm) starts around 8amRadio news is constantMake sure your release arrives in plenty of

time for editorial conferencesRelease on Sundays, over Christmas, holiday

periods

20

Get out the pens!

Write a news release for your upcoming school event!

21

Getting your story across in the local

mediaCallingham &

Edwards Limited 22

Accentuate the Positive

A Self Defence Course

for IntervieweesCallingham &

Edwards Limited 23

How to Survive and Win with the Media

First Contact

Don’t answer questions

Find out what they want

Arrange to call backRecord all your

dealings with the media

24

To Be or Not to Be Interviewed

If you can’t tell the truth - stay away

Be honest and straightforward

Consider a written statement

25

Turning Them Down

Don’t make dishonest excuses

Don’t give reasonsUse “Cracked Record”If you don’t want it

published - don’t say it

26

Getting Ready

Key pointsIllustrationsWeaknessesMarshal your

argumentsMake concessions

27

Agreeing to be Interviewed

Make a contractExclude topicsStick to

arrangements

28

The Press Interview

Never underestimate the power of the press

The metropolitansThe “suburban

throwaway”

29

The Radio Interview

Radio can be unpredictable

On the phoneIn the studioTalk back

30

The Television Interview

Location

31

Down the Line

Studio

Broadcast Interviews Can Be Scary

32

How Should I Talk?

Keep it conversational

Pace, not speedGo “up a gear”Speak clearly

33

The Television Interview: How Should I Look?

Dress appropriatelyCheck in the mirrorSit forward, not backTalk to your interviewerKeep reasonable eye

contactThe occasional smile

works

34

The Seven Golden Rules of the Interview

Be straightforward Make concessionsCorrect mis-statementsFront foot is bestKeep it conversationalStories, stories, storiesThe “First Date

Syndrome”

35

And Don’t!Talk in jargonNit pickBe a smart arsePlay gamesTell jokesLose your coolTry to “sell”

36

I Didn’t Get a Fair Go!Not happy? Say

so.Complain to the

appropriate authorityNZ Press Council NZ Broadcasting

Standards Authority

37

Media Handbook

www.brianedwardsmedia.co.nz

38

A Self Defence Course

for IntervieweesCallingham & Edwards Limited

www.brianedwardsmedia.co.nz 39

How to Survive and Win with the Media