How to engage

Before you can engage with a media outlet you need to identify relevant individuals within it, and build up a relationship with them.

Take a systematic approach to this task, and always bear in mind that you need to work with the journalist, not simply use them as a conduit for your views.

• To start, set up a list with three columns or sections.
  • In the first column write the name of the media organisation (newspaper, TV programme, website, etc.)
  • In the second, list the kind of stories carried by that outlet which overlap with your interests. (To research this, see under ‘Media and audiences’ in section 2.)
  • In the third column write the name of any journalist associated with stories in column 2. You should also try to find contact details for that journalist.
• Once you have a journalist’s name try to familiarise yourself with a range of articles or reports by the same person. This will help you to understand the kind of stories that this journalist is interested in covering. Take particular note if the journalist has won an award for previous work.
  • For example, you may see an article about environmental issues in Latin America. Has the journalist covered the story because she is an environmental specialist, or because she is only interested in Latin American stories? The answer to this question would affect the way you would approach her with information about your work.
• Contact the journalist by phone or email personally (do not just write to ‘the newsdesk’) and express interest in the stories she covers. Ask what sort of stories she is looking out for, and explain how you or your organisation may be able to help supply ideas. Ask how you should contact the journalist in the future, and what sort of deadlines she has to work to.

Approaching journalists in this constructive way demonstrates that you are aware of their needs. This will help build a trusting professional relationship between you.

SPEEDING UP THE PROCESS

You will be able to gather information about relevant journalists more quickly by talking to people who also work in your field. Media engagement is a collaborative process, and the more you can learn from others (and help others with your own knowledge) the easier it will be to get your message across.

One other obvious source is the internet. Use a search engine to look for journalists with relevant interests. Vary the search terms to include areas of specialism, countries or regions, and even dates.

BLOGGERS ARE JOURNALISTS TOO

Do not assume that every media outlet is large. Journalists may well work for a number of publications but also have their own website or blog (which is a kind of online journal).

When researching journalists look out for any blogs that may help you understand their area of specialism.