Media Guide
For further help and advice
please contact the DofE’s
Communications Team
T: 01753 727400
E:
Introduction
PR is a planned effort to develop awareness and understanding between an organisation
and the public by arranging opportunities for exposure in the media. This could be through articles published in local, regional or national newspapers and magazines, radio and
television or online.
Everyone involved with the DofE knows, and has the evidence to prove, the benefits and outcomes for young people who get the chance to do their DofE. Whilst nationally and regionally we promote the DofE at every opportunity, we rely on everyone connected with
the DofE to support this by raising the profile locally.
The value of local PR cannot be underestimated
-It is estimated that local newspapers are read by nine out of 10 adults every week and they tend to stay around in the home longer than any other.
-People are actively interested in what is happening in their area. They are likely to seek out and read/listen to/watch articles, posters and advertisements which are relevant to them. This applies to both off and online news.
-It is estimated that 50% of stories that appear in the local press are the result of public sending in the stories.
Because you do not pay the media to cover your story, there is no guarantee that it will appear in exactly the way that you intend, hence it is important to prepare your story and press release and to develop a good relationship with the press.
We have produced this guide to help support you with your local media activities. Together, we can raise the profile and awareness of The Duke of Edinburgh’s Award and create a positive image of young people to the press. Media coverage can also help attract new adult volunteers and donors both locally and nationally.
Contents
Understanding the media......
Roles of the media......
The media themselves......
What the media likes......
What the media hates......
What makes the news?......
Different forms of news......
What the media is looking for......
Local information is vital......
Getting a story into the press......
Your key messages......
Examples......
People......
Preparing for an interview......
Top interview tips......
Seven steps to a successful interview......
Off the record......
Types of questions......
Bridging......
The ABC rule......
Jargon busting, phrases and words to avoid in interviews......
Telephone interviews......
Press interviews......
Radio interviews......
Television interviews......
Structured responses – A FORM......
How to write a press release......
What to include and structure......
Key points to remember......
Case studies and personal stories......
Photographs......
How to issue your press release......
Royal visit publicity......
Further support and information......
Notes to editors...... 28
Appendix 1 – sample DofE press release (Royal visit)
Appendix 2 – sample DofE press release(Individual: Pre-Gold Award Presentation)
Appendix 3 – sampleDofE press release (DofE centre / Licensed Organisation: Post-Gold Award Presentation)
Appendix 4 – sampleDofE press release (Announcing DLC partnership)
Appendix 5 - sample DofE press release (LO plaque presentation)
Appendix 6 - sample DofE press release (New LO plaque presentation)
Appendix 7–press release template
Appendix 8–Further information about the DofE
DofE Media Guide
Understanding the media
There is a distinct formula to what news appears in our papers and on our screens, and the media believes it has a very important role (perhaps a mission for some) in bringing the news to the general public.
Roles of the media
-To inform, educate and entertain.
-Uncover the facts, the truth.
-To be a watchdog, inform about wrong-doing.
-Above all, their mission is to deliver the news.
The media themselves
-Their deadlines are real – few jobs are as pressurised.
-They want a good story, not a free lunch, or any other freebies.
-It’s in their interest to get the story right – major mistakes usually result in
on-the-spot dismissal.
-They know the power that they have to make or break a company or individual.
What the media likes
Get the media on your side by giving them what they want. They remember anyone who responds quickly and has interesting things to say.
-Above all – a good story, a good picture, good footage.
-To know who, what, when where, why and how or how much. They are trained to do this and every interview will include these questions.
-To know all the facts first and the implications second.
-To know all sides of the story.
-A variety and contrast of opinions.
-A swift response to their request for information.
-Openness, access and helpfulness.
-An exclusive.
What the media hates
By understanding what the media dislikes, you can save a lot of time and frustration.
-“No comment”
-Late responses or no response at all
-Aggressive interviewees
-Being contacted on their deadlines
-Irrelevant information
-Half a story – a lack of basic facts to support a story
-Being contacted when it’s too late to cover the story
-Potential interviewees who won’t make themselves available swiftly
-Fluff – a story which is too soft to use
-Blatant plugs for a company, event, product or organisation, including branding
-Old news – they won’t cover a story already been printed elsewhere
-Being let down after being told that a story/interview will go ahead
-Being told how to do their job
-Interviewees/public relations people unfamiliar with the publication or programme.
What makes the news?
Anything that has one or more of these:
-It’s new
-It’s significant
-It’s interesting
Different forms of news
-Daily news – hard news around events of that day.
-Weekly news – hard news around events of the previous week, usually regional papers or trade magazines.
-Features – articles/reports of longer length, which give an insight into a topical issue. Usually planned in advance.
-Documentaries/investigations – longer, in-depth news stories that take longer to construct and often tackle hard news issues.
What the media is looking for
Regional media comprises of television, radio, newspapers and online mediums that specifically service the local community. Therefore, their remit is to cover news and events that affect or may be of interest to people within that particular region.
Target audiences
-Potential participants from just below joining age (14) through to 24
-Current participants, ensuring they remain aware of the DofE to complete their programme, achieve an Award and progress to next level
-Parents of current and potential participants (gain their buy-in to encourage their children to start/continue a DofE programme), plus volunteer/donate
-Licensed Organisations to ensure they are aware of the DofE, new initiatives and they actively run it in their area
-Potential and current supporters
-Potential and current helpers
-Influential people – politicians, policy makers, local councillors etc.
-General awareness to inform people about what DofE programmes are, and what we do as a Charity.
Types of stories
Newspapers, magazines, radio and television may come to a story from slightly different angles but the following rules generally apply. The following list gives just a few examples of the types of events/information that the media may be interested in:
-Local Award presentations
-Gold Award Presentations – local people attending a national event
-Good local personal stories especially linking into your local community or young people overcoming adversity
-A Royal, celebrity, MP etc visit to your group
-A local angle that relates to your area but links what is happening nationally
-Something that people not involved in the DofE will find interesting.
What a magazine / newspaper editor needs
-A good picture with a caption
-Speedy and reliable access to the right contacts
-Attributable facts and quotes – latest DofE stats are available on our website.
What a radio producer needs
-A strong, knowledgeable interviewee
What a TV news editor needs
-A good moving picture opportunity
-Possible interviews
Local information is vital
The media are interested in stories that are local, topical and original, have a human interest element and are visually interesting. The following information may help to make your news relevant to regional/local media:
Statistics
-When the DofE was introduced at your centre.
-How many people have taken part/achieved an Award/are currently doing their DofE at
your centre.
-How many hours have been given to your local community through participants volunteering.
Examples
-Local services/organisations that have benefited from volunteering activities (i.e. retirement homes, care homes, local hospitals, youth centres, kids clubs etc) and quotes from them.
-Case studies of local people who’ve achieved an Award.
-Case studies of local celebrities who’ve achieved an Award.
-Photography of your group doing their DofE activities.
Local personal stories
-Identify young people who have a particularly good story to tell in relation to the DofE and how it changed their life.
-Obtain permission to give their details to the local media for interview (it may also be helpful to have them available for interview at a DofE event).
-Work out the key messages you want to convey in the interview – spend some time with these young people prior to the interview helping them to prepare.
-Always try to accompany them to the interview itself.
Getting a story into the press
When planning to sell in a story you will need to:
1.Be proactive
-Don’t assume that the press will know about your DofE event and that they will approach you for a story. This does not mean that your story is not newsworthy.
-It is estimated that 50% of stories that appear in the local press are the result of public sending in the stories.
2.Get to know your local press.
-Look at their reader profile, the area they cover and the types of stories they report on. You can carry out some research on your local newspapers online – the Newspaper Society’s website has a breakdown of circulation and location.
-Try to build a personal relationship with local press contacts, such as reporters, picture editors and news editors so you can let them know when you have a story of interest.
-You could nominate somebody in your group to liaise with the press.
3.Send a press release
-A press release is a one or two-page summary of your ‘story’. A press release template and notes to editors are included as appendices to this guide.
-Ensure the press release is sent to the right person (telephone to ask the name of the person to whom it should be sent).
-Find out when the paper goes to print and when the deadlines occur, this will vary depending on the publication and if it is a weekly or daily newspaper.
4.Make phone contact to follow-up the story
-Don’t call journalists during their busy times right before going to press (it’s best to contact editorial offices between the hours of 10.00-13.00 and 14.00-15.00).
-Ring the television and radio stations first (if applicable), followed by the dailies and lastly the weeklies. If you know the name of a journalist who may be particularly interested in your story, ask to speak with them. Otherwise, approach the news editor.
-Don’t assume the journalist received your press release – they can get lost in a busy environment. If the journalist is not familiar with your press release, don’t be disillusioned. Simply explain the story briefly, offer to email it again and follow up again a few hours or a day after emailing. This is why following-up the story is so important.
-Explain the story simply and concisely, emphasising why you think it’s newsworthy (remember to think locally). If the journalist expresses no interest, thank them and try another publication (if there is one).
-If you can’t get through to the journalist you want, don’t expect them to return your call. Say you will phone back – gentle persistence will work, but never persist to the point of being a nuisance.
5.Invite the press to your DofE event
-Ensure the event is something the press will want to attend.
-When announcing local events it is always good to follow the simple formula:
What? When? Why?
-Four weeks prior to the event – identify the local press you want to invite.
-Two weeks prior to the event – post or email an invitation to your event and a press release to the press. Keep it simple but make sure you give them details of what is being launched/celebrated, the day, the time, the location (with directions of how to get there and parking) and the timetable of the event. Give them details of any local figures or celebrities who will be attending and let them know if there will be an opportunity to do
an interview.
-Three-to-four days prior to the event – ring the press you have invited to check that it
is in their diary and try to get the name of the person who will be attending. Do not be discouraged if they do not appear to have received your invitation, but offer to fax or email it and explain the details on the phone.
-On the day – make sure that your event is easy to find and clearly sign-posted. Designate a member of your team to welcome the press, to host them and to answer any questions they may have.
-Give journalists opportunities for interviews with the main speaker(s) and any young people speaking (always ask permission first from those being interviewed and ensure interviewees are properly briefed).
-Provide photos (or moving picture opportunities for television) to encourage editors to use the material.
-After the event – phone the press who attended and ask if they need more information or would like any of the photographs you took. Also be sure to send a press release and your own photographs to the local media who were unable to attend.
Your key messages
To be successful with any media, your overall aim is to communication your key message or messages – but the trick is not to be obvious!
-One message is ideal – avoid having too many
-Keep them simple, understandable and avoid jargon
-Communicate messages that are relevant to the journalist’s audience/readership
-Bring them to life and be interesting.
Examples
-Use an example for each message
-Don’t overload the journalist with too much information
-One or two figures will help
-One or two visual images will help.
People
-Every key message should relate to how people will be affected
-Quote real names (especially famous ones) to bring your story to life
-Anticipate the sort of information listeners/readers will want to know – e.g. who, why, where, when and how much
-Use colourful but simple vocabulary to illustrate your message.
Preparing for an interview
Before embarking on any interview, be it newspaper, radio or TV, ask yourself the following questions following ‘The MacDonald Principle’ (EIEIO):
EVALUATION – Do not be afraid to ask questions. Ask yourself if you are the best person to be taking part in the interview, what angle is the interview coming from, in the event of a radio/ TV interview, is it live, what time is it broadcast, what is the audience, is it hard hitting or soft? Find out about angle, deadline and other interviewees.
INVESTIGATE – Research what you are being asked about – there is nothing worse than looking ignorant about the topic you are supposed to be an expert on.
ELIMINATION – Decide what points you want to get across and narrow them down to 3-4 key messages that are relevant to the audience/readership. Be succinct do not try to get too much across; else you risk not communicating any message clearly.
ILLUSTRATION – Make your answers interesting by illustrating them. For example:
-“3,000 young people have achieved an Award at our school since we started running DofE programmes – that’s enough to fill 53 Double Decker buses!”
Try and use personal examples and experiences as these can make the difference between a dull and interesting interview, for example:
-“Their work for their Skills section has given us a new promotional film about our youth group which we’ve posted on YouTube and we’ve got xx new members now.”
-“When the young people supported the local toad watching project for their Volunteeringthey saved 100 toads from being squashed by traffic.”
-“When The Duke met my group of young people he chatted really easily with them and said xyz about their achievements.”
ORCHESTRATION – Plan your interview and take control, you do have rights if you don’t wish to answer particular questions make that clear before the interview starts.