Local Media

Why it is so useful to charities.

Penny Wrout BBC London Communities Editor.

My experience – 15 years in local and regional BBC media.

Based in London, but similar principles apply elsewhere.

Radio, TV and Online.

Do you watch the news?

Local news – who watches?

• 6.30 bulletin is the most watched on the BBC.

• Local radio – 10 million listeners every week.

• Typical regional TV audience is dominated by women and 50+ audience.

• Typical local radio audience is 55+.• 10.25 bulletin – higher AB audience.

Why else bother with local news?News spreads.

• 9.50 – You’re called for a local radio int.• 10.30 – You are interviewed on the phone in

show.• 11am – You’re clipped for the bulletin• 11.10 – local TV call for an int.• 13.00 – You’re on lunchtime TV live• 14.00 – Regional press call for int.• 16.00 – Newsnight/Radio Five Live and PM call

for int that evening.• 18.00 – Your earlier interview clipped on 6pm

national news.

Who’s the boss, local or national?

• BBC Nations and Regions join BBC News in April next year.

• Local news gatherers must offer their material to BBC News Channel, similar arrangement in radio.

• BBC Local news always follows national news so doesn’t repeat stories (and will sometimes drop pre-shot material). ITV different.

5 keys to local coverage

• L = Local• E = Examples• A = Availability• R = Relationships• N = News

Local

• Sounds obvious, but easily overlooked, ‘What’s the local angle?’

• Egs - Look for examples with genuine local connections (stories and anecdotes, exhibitions, history, funding).

Examples

• Case studies. • Interviewees.• Make sure your examples fit the media

you are pitching to (eg no photo story is a great story for radio).

Availability

• Be prepared for last-minute requests, even with pre-planned stories, and try to be patient.

• Don’t offer up guests you haven’t checked are available in the hope they’ll take a substitute at the last minute.

• Spokesperson for the organisation – someone who loves attention and is always ready to put the media first (Egs John Bird, Paul Cavadino, Max Clifford).

Relationships

• Do make friends.• Don’t be shy. • Do be persistant.• Don’t rely solely on the planning desk.• Do get contact details and keep in touch.• Do suggest partnership projects.

News

• Newsworthiness – if you think the story you’re trying to flog is dull, don’t bother or freshen up the angle.

• Keep abreast of what’s happening – look for tie-ins with current events.

• React immediately – if you spot a good connection, don’t wait till after lunch to put in the calls.

Local

Examples

Availability

Relationships

News LEARN!