Communication tools
Press visits to projects
Press conferences
Journalists often need access to real stories, real people, and real places. A visit to a project site can help them capture compelling images and narratives that bring your work to life. Make your project visit engaging and visually interesting: • Invite the media to observe an activity in progress • Provide access to people impacted by the project who are willing to speak about their experiences • Offer visuals that reflect the human side of your work—avoid limiting coverage to office settings Think like a journalist: What would make an engaging story? Who has a powerful personal story of change? Is there an activity or setting that lends itself to good photography or filming? Let interviewees know in advance if they will be speaking to the media and help them prepare if needed.
A press conference can be an effective tool for reaching a broader audience—but only when you have something genuinely newsworthy to share, such as the launch of a major campaign, the release of key findings, or the completion of a flagship project. Good preparation is essential. Define your core message and use storytelling techniques to make your points relatable and memorable. Choose a spokesperson who is confident, articulate, and well-briefed. High-level speakers or public figures who are not often available to the press may help attract media interest. Be sure they are prepared for tough or unexpected questions and ready to give follow-up interviews. Select the right time and location to accommodate journalists’ deadlines and schedules. Early in the week and in accessible venues are typically best. Alternatively, a unique location—such as a project site not usually open to the public—can increase interest. Prepare background materials for journalists: press releases, quotes, fact sheets, visual content, and contact information. Ensure that necessary technical equipment (e.g. microphones, projectors, livestreaming tools) is available and tested in advance.
Tip on press visits to projects
Use visuals and quotes from people whose lives have been impacted by your work. These personal elements help journalists craft meaningful stories that reflect the value of civil society and the support provided by the EEA and Norway Grants.
Tip on press conferences
• Stay on message and be ready to answer off-topic questions • Share key moments and visuals from the press conference live on your social media channels to maximise reach and engagement
Communication and Design Manual - EEA Civil Society Fund
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