...and understanding their audience

Journalists will respond positively to you if you can provide them with information that meets the needs of their target audience. They will be keener to talk to you if the ‘news’ you have to offer shows some of the characteristics mentioned in Section 3 - Understanding journalists.

Of course, it is not as simple as giving things to a journalist and expecting them to be used. No journalist wants to be spoon-fed or treated like a publicity machine.

Expect to have a constructive conversation with the journalist, and look out for things that they say might help them get the story through their editor. A journalist will often have to convince an editor (boss) that a story is worth running. Try to work with the journalist to find the most attractive elements of the story. This means you need to be:

  • helpful
  • courteous
  • straight-forward
  • honest

BE PROACTIVE

Find ways to communicate regularly with journalists who might cover your work. Get to know each other so that there is mutual respect and understanding. It is important to read and listen to the kind of stories that journalists are interested in. Analyse how much space or airtime is dedicated to different kinds of story.

If you do this, the material you issue to journalists is more likely to be relevant, and more likely to be used.

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CREATING NEWS

You can often generate stories by being creative. Here are some ideas:

  • New policy proposals (e.g. goals, targets or indicators for the sustainable development goals (SDGs))
  • Local community projects
  • New sponsorship deal
  • An open day or public event
  • A visit by someone in authority or someone famous
  • A personal achievement by one of your team – e.g. speaking at a major conference, undertaking a recognised advisory role
  • Anniversaries, e.g. 10th anniversary, 1000th campaign supporter
  • Significant numbers, e.g. hundreds/thousands of people living in poverty in a given area
  • Announcing future plans
  • Commenting on another story that is in the news, highlighting your expertise

REACTIVE RESPONSES

If a journalist contacts you out of the blue you will still have to respond. You should continue to do this openly and honestly. This should be easy if you have already developed a professional relationship with them.

The ultimate aim is to build and maintain trust.

HOW TO REACT

Getting an unexpected call from a journalist can be unnerving but if you stick to the golden rules you should have a positive experience.

  • Respond promptly to any media enquiry
  • Always return a phone call if you have promised to do so
  • Ask why they are calling, what the context is, and what their deadline is
  • Check your facts
  • Do not make it up! If you do not know the answer to a question, say you will get back to them once you have found out.
  • Never, ever lie. The truth always comes out eventually.

KEY POINTS

  • A journalist will often have to convince an editor (boss) that a story is worth running. Try to work with the journalist to find the most attractive elements of the story.
  • Develop professional relationships with journalists over time. Invite them to learn about what you do before stories develop, perhaps by inviting them to an event you are running.
  • Get to know what sort of stories they like to cover.

 

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This podcast includes tips and comments from a range of experts, including Richard Black, Director of the Energy and Climate Intelligence Unit in London.