Suggestions for dealing with the media
Know your target market. Community newspapers, for example, are very specific in what they will and will not cover
Get to the point. Be brief. Find a news hook. Make it interesting.
Answer the eight W’s: Who, what, where, when and why should be included in the opening statement. The remaining W’s (who wins, who loses and who cares) should be covered in the second.
State your name, number and a brief explanation as to why you are calling when leaving a phone message.
Remember, advertising is completely separate from editorial. It must be to maintain the credibility of the newspaper. You will not do yourself any favours by telling an editor you deserve space because you are a paying customer
Call early, but don’t call often. Don’t leave things to the last minute and expect coverage of your event.
Follow up a fax or e-mail immediately. Don’t wait more than a day because several hundred more appeals will have come in after yours.
Be prepared to do some leg work. If an editor or reporter likes your story idea, that’s half the battle. Be prepared with names and contact numbers for people who will be available.
Understand, you cannot control the outcome once the process is started. And no, you may not read the story before it goes to print. It is against our editorial policy.
