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How to Communicate with Media

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How to Communicate with Media MEMO HOW TO COMMUNICATE WITH MEDIA BELGIAN BIODIVERSITY PLATFORM CONTENTS INTRODUCTION .............................................................................................................................................................................3 PRESS RELEASE ........................................................................................................................................................................... 4 PRESS CONFERENCE ................................................................................................................................................................. 6 INTERVIEWS ...................................................................................................................................................................................7 SOCIAL MEDIA ............................................................................................................................................................................. 10 POST-ACTION .............................................................................................................................................................................. 10 IMPACT ........................................................................................................................................................................................... 10 CONCLUSION ............................................................................................................................................................................... 10 ANNEXES .........................................................................................................................................................................................11 ANNEX 1: EXAMPLE OF A PRESS RELEASE ....................................................................................................................12 ANNEX 2: SPEAKING TERMS ............................................................................................................................................... 13 REFERENCES -Booklet: "Gérer les relations avec la presse- Guide pour les communicateurs fédéraux COMM Collection" -Training: "Communiquer avec la presse" IFA/OFO -Interview of Ms. Sophie Petitjean, journalist for Europolitique MEMO: How to communicate with media 2 INTRODUCTION Journalists are undoubtedly important - Crisis, conflicts, controversy (positive or ‘influencers’ or ‘opinion leaders’, and it is negative: a negative situation can be an important to create and maintain good relations opportunity to present a positive news. with media in order to inform, engage and build - Proximity (the public is interested in what is confidence with citizens. happening in their own environment, close to their house). In Belgium, professional journalists have rights - Related to main news headlines (up to date (e.g.: free access to all sources of information) information linked to a major headline/ a and obligations (e.g. respect for the truth, specific event/ a special day). rejection of any form of pressure) formalised in - A surprising news (people like to hear about the Declaration of Duties and Rights of Journalists. new topics, information that will attract their (See NL version: http://www.rvdj.be/sites/default/ attention, drive them out of their daily lives). files/pdf/journalistieke-code.pdf - Identification (people like to identify themselves See FR version: http://www.deontologiejournalistique. with others, especially with faces they know: be/telechargements/04_3_01_declaration_droits_ the implication of famous people in your story et_devoirs.pdf). will help it become interesting for the media). Journalists are also required to abide by the Code of - Emotions (all information that create vivid Ethics: http://www.codededeontologiejournalistique. emotions are potentially interesting for the be which includes the following rules: inform journalists). with respect for the truth, inform independently, - Figures (figures and statistics can constitute a respect the privacy and human dignity, etc. news in itself). - Temporality (the public is more interested by Journalists may work for different type of media, the present and the short-term future than by yet they intend to reach the same goal: collect the past). and process information and transfer it to the - Images (the people like to visualise an event INTRODUCTION .............................................................................................................................................................................3 public as quickly and accurately as possible. or a news: think of pictures/ videos/ photos/ Journalists are well trained in how to conduct locations for interview that can illustrate your PRESS RELEASE ........................................................................................................................................................................... 4 interviews and might be experts on the topic message -these illustrations may be used for PRESS CONFERENCE ................................................................................................................................................................. 6 they cover. However, as the latter may not always the press, but also by TV journalists who can be the case, make sure to provide them with the add them into their video). INTERVIEWS ...................................................................................................................................................................................7 clearest and most complete information you - Topics of interest to the public (environment, have at hand, do not infer they already know all health, security, work, consumption are among SOCIAL MEDIA ............................................................................................................................................................................. 10 about your topic. Consider also, the context in the favourite topics of journalists as they have POST-ACTION .............................................................................................................................................................................. 10 which journalists work: be aware of their time a direct impact on citizen’s lives). (often very short) and answer quickly to their —> In any case, your news has to be a news, not IMPACT ........................................................................................................................................................................................... 10 requests when feasible. a communication: i.e. selling the idea that your CONCLUSION ............................................................................................................................................................................... 10 project finishing a 4-year period today is not Consider the journalists as partners, always a news, this is a communication. Telling that ANNEXES .........................................................................................................................................................................................11 respect them and maintain collaborative your project is starting and has such and such ANNEX 1: EXAMPLE OF A PRESS RELEASE ....................................................................................................................12 relationships. This implies respond to their intention or that it is ending and had such and requests as soon as possible, be attentive to such results/ such and such impact is a news. ANNEX 2: SPEAKING TERMS ............................................................................................................................................... 13 their needs, be proactive, propose them new subjects, do not provide false information There is a variety of tools to communicate with or make promises you can not keep. Be sure the press. These include press releases, press to maintain good contacts with journalists, conferences, interviews, and social media. These especially with the specialised journalists who tools are presented in the following pages. may recontact you for other interviews. For a news to be considered as "news-worthy", the following criteria usually are considered: -A good story (whether positive or negative) 2 MEMO: How to communicate with media 3 PRESS HOW TO STRUCTURE A PRESS RELEASE? RELEASE A press release starts with a short eye-catching headline (if not relevant to the journalist, they will read no further), followed by a lead paragraph that sets out the message. Whenever useful it should contain ‘sound-bite’ such as quotes of people. In the second part of the press WHAT IS A PRESS RELEASE? release are found more details on context and A press release is a short, compelling news story. background information. The press release ends The goal of a press release is to draw the interest with a call for action (i.e. invitation to an event; of a journalist to one’s story. The press release is finding out more by contacting the author...). The to be sent to newspapers, press agencies, and contact details of the author of the press release individual journalists. (name, phone number, e-mail) are crucial: they Everyday, journalists receive a myriad of can be added at the very beginning of the press press releases (for instance, Ms. Sophie Petitjean, release (above the headline) or at the very end journalist for Europolitique
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