8.7 Media Do's and Don'ts

12 May 2009



General Do's

  • Plan a twelve-month publicity campaign and update it at least every three months
  • Appoint someone to coordinate the publicity campaign
  • Keep an up to date contact list, which includes details of community organisations, public representatives, media, etc.
  • Make sure you have read the publication/listened to the radio programme before you contact it
  • Find out when deadlines are
  • Check the names of the news editor/producer and key journalists you are contacting
  • Try to establish an ongoing relationship with journalists/editors, etc
  • Think about who the audience is and who you are trying to reach

 

General Don'ts

  • Assume people will be interested in your story, or have any knowledge of the NGB
  • Call a journalist close to their deadline date

 

 

Press Releases Do's

  • Make sure the people named as contacts are easily available by phone, also at weekends
  • Follow up a press release with one phone call to check it has been received and say you are happy to supply further information - an interview, photograph, etc
  • Keep your phone calls to a newsroom short otherwise you could end up being regarded as a pest
  • Always ask the journalist have they time to talk to you. If they don't, ask what time would be convenient

 

Press Releases Don'ts

  • Send out a press release unless you have genuine news
  • Ask repeatedly if the story will be used
  • Keep calling again and again

 

 

Interview Do's

  • Ask for clarification if you don't understand the question
  • Get to the most interesting point first
  • Treat all microphones as "live"
  • Give examples to illustrate your point
  • Get permission from people if you plan to tell stories involving them

 

Interview Don'ts

  • Panic if you make a mistake
  • Speak too quickly
  • Try to cram in too much information