Communication tools
Making news The existence of a project is not news in itself. Your best asset is good content. So be creative and develop at least two angles to ‘sell’ your story to journalists. The tips in this section are particularly relevant for your press activities, but also important to remember when developing other communication materials. Always ask yourself the question: Why would someone want to read about our project or programme in the newspaper or watch something about it on television? There is obviously no way to guarantee media coverage, but the ideas in this manual will help you to maximise your potential and tailor your efforts to attract attention. Media interest tends to be low when the communication activities are focused on the process, the bureaucracy and the details of the projects. These are important factors for any project but boring for journalists and hence you require more creative measures.
Prepare for interviews: Prepare possible answers to anticipated questions (ask if you could have them in advance). Consistent line: Remember what you want to communicate, so develop internal ‘question and answer’ sheets to distribute to staff/colleagues who may be interviewed. No jargon: Try to think of the simplest way of saying what you want to say in printed form or on the phone with journalists. Always comment: Never say ‘no comment’ to journalists; it sounds like you are hiding something. If you do not feel qualified to answer on a sensitive subject, say you will look into it or arrange for the journalist to speak with the right person to comment. Ask for a readback: This is a convention where you may ask the journalist to be given the chance to ‘read back’ the way (s)he has quoted you - direct quotes are where your words are in inverted commas “like this” and indirect quotes paraphrase what you said - and to check the facts (heavy rewrites or style changes are not appreciated by journalists). Proactive follow-up: Offer to review any complicated material or issues with the journalist prior to its appearance - just like you, the journalists want to get the facts right. Also follow up with the journalist if new information develops that change what you have said or communicated in the past.
Basics of news making, ask yourself ...
• What is really newsworthy/what does the target audience need/want? • If your story is complicated, how can you simplify it? • Does the story have one or more angles that might interest a journalist? • What is unusual, spectacular or surprising about the story that might trigger interest? • What is happening locally, regionally or nationally that the story can be tied to? • How does my news matter to the readers/viewers/ listeners? • What is the most effective medium or combination of media for my story (TV needs strong visuals, radio needs sounds/ music/interviews, print usually needs more in-depth material)? • And at a time when we are all publishers, do you need the media, or can you publish and spread the story yourself?
Stay connected: Make sure to add your media contacts to your social media platforms.
Dealing with journalists
The key to developing a good relationship with the media is accessibility, cooperation and credibility. If you can provide the media with useful and accurate information that caters to their needs, you will gain their trust and foster mutual respect. It is a good idea to publish newsletters on a regular basis, preferably when you have news or information to communicate. Another useful tool that you could create is a fact sheet. Typically, A4 two-sided fact sheets provide fast background information on your programme or project for journalists to consult. It might also be a good idea to create a stock of likely ‘questions and answers’ which could double as frequently asked questions on your website.
Checklist for journalist contacts:
Call first: Phone the media organisation first - you can find out who is most likely to be interested or the appropriate person to contact. Build relations: Personal contact over time is more likely to lead to contacts that are willing to listen to your requests. possible answers to anticipated questions (ask if you could have them in advance).
Communication and Design Manual - EEA and Norway Grants
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