Tips for working with the media

This checklist provides information for non-governmental organisations (NGOs) working with the press and other media. It contains advice on how to get your message across, and how best to engage with journalists. It indicates sample media materials you can download or print out.

Information for the media should be:

Relevant
Information should be new and timely, i.e., related to an event.

Clearly presented
The messages you convey should be clear and easy to understand. Many people do not immediately make the link between their health and the state of the environment. Do not assume that people know what you are talking or writing about.

Consistent
Ensure you are consistent when dealing with the media. This is particularly important when you are quoting statistics. Useful figures include the number of people suffering from a condition provoked by an environmental cause and the costs of this health problem to the economy and society.

Distributed to the right person
If the press release or information message is about air pollution and its effects on health, it should go to the environment correspondent, if it is about a health condition or problem, it should go to the health journalist.

Distributed as widely as possible
There are many different types of media. Newspapers, press agencies, radio stations, television, magazines, specialist media (including publications and websites of NGOs, nursing and medical professionals, scientists, women, and youth). There are also specialist policy media, including publications and websites of the European Union, World Health Organisation and governments and government agencies. Make sure your press list includes all the appropriate categories.

Developing tools for the media

A recent EEN news monitoring survey showed that while coverage of environmental issues was extensive, few stories covered the health implications. This is likely to be because the media has had limited exposure to information about the links between health and the environment. The challenge, therefore, is gaining constructive media coverage of the theme with a positive impact on each of your target audiences.

What makes information newsworthy?

The following can be used to interest the media:

  • A new study or survey produced by your organisation or a partner. Health economics data or disease statistics are often of particular interest.
  • The launch of a new campaign, network, activity or initiative
  • Patient case histories
  • Personality stories, e.g., biography of a pioneer in raising awareness or influencing policy on a particular issue
  • Case studies of initiatives in policy change that have worked.

Planning a message

If the media coverage is to make a difference, it is vital to have worked out what should be achieved and by whom. Ask yourself the questions:

Is the overall goal to motivate the community to take action, to advocate for a policy or law, or simply to bring attention to a certain issue?

What are the actions that should be taken by legislators, partner organisations, other organisations or the public?

Try to develop three key messages to be conveyed. For example, if the aim is to increase awareness about the need for policy change to reduce the health effects of passive smoking, the key messages might be:

  • Passive smoking is dangerous
  • Scientific evidence is irrefutable
  • The effects on health can be reduced sooner than policy makers have proposed.

Writing an effective press release

Work out what is the main news information of interest to journalists and keep in mind the three key advocacy messages.

A press release should contain:

  • Research findings, results of a survey or recent monitoring
  • New and provable information
  • A link to EU, national or local policy
  • A real life example of how the issue affects people
  • Expert voices (doctors, scientists) add interest and credibility
  • One or more good quotes, identify the speakers, their positions and organisations if appropriate

Bear in mind that:

  • Fear creates interest
  • Numbers are more meaningful with the help of comparisons or when they are broken down into familiar units.
  • Sensationalising will compromise long-term credibility.

Format:

  • Use headed notepaper to add credibility
  • Include the date of the press release
  • Include a contact name and telephone number
  • Include your organisation’s contact details including website address
  • First paragraph should contain no more than 25 words and answer the “Who, what, when, where, why” questions
  • Avoid jargon and difficult words
  • Use short sentences
  • Keep the text short (press release should not be longer than one page)
  • “Notes for the editor” is a good way of adding background details and references. It can indicate that a graphic, chart, cartoon, map or photo is available or suggest a time and place for a photo opportunity.

When a press release is planned, let the most relevant journalists know when it will be available to them.

If a press conference is being organised, give warning a week or more before and then send a reminder a day or two before the event.

Other ways to gain media attention

  • Letter to the Editor
  • Feature articles, including for newspaper supplements
  • Write a biography of a successful campaigner
  • Create an event to attract interest, e.g. stunt or court case

Developing relationships with the media

Providing the right information to the right person is crucial when you are working with the media. A large part of developing a good working relationship with a journalist is finding out what sort of information they want and how they prefer to receive it. Timing is crucial for journalists and knowing what their deadlines are is also important.

Journalists receive hundreds of press releases every day. They cannot read them all. If you become known as a reliable and knowledgeable source of information, journalists will come to you each time they are writing a story on a related topic.

Tips on becoming a resource for journalists

  • Be available. Give reporters (especially at news services where they work odd hours) your home and mobile numbers and tell them it is OK to call.
  • Seek out journalists at meetings, etc. and give them your business card.
  • Know the issues. Read and comment intelligently on developments relating to your cause.
  • Don’t assume journalists have received the information you have about topical events or relevant news releases.
  • Avoid rhetoric and ideological arguments; most journalists have heard all this before.
  • Know your facts; never pass on information unless you can show it to be true.
  • Know where to find information or contacts fast and therefore gain a reputation as a good source.

Individualise your message

Each job in journalism is individual. Newspapers and magazines all like to cover stories in different ways. This is because they are all preparing news for slightly different types of readers.

It is very important to know exactly which audiences should be reached and to find out how to make the story to appeal to the relevant journalists. For example, journalists working in press agencies (e.g., Reuters, AFP, etc.) often cover health stories for national newspapers. They are looking for angles to make the story relevant for national readers.

Remember that specialist publications e.g. British Medical Journal, and NGO publications, e.g. EEN newsletter and website, are very useful for advocacy work.

Treat each journalist as an individual

  • Do your homework. Find out which areas s/he covers and read some of his or her articles.
  • Keep your message very short. Show that you are aware how busy s/he is.
  • Say only what is “quotable”.
  • Find out whether they prefer to receive information by fax, email or post
  • Be aware of their copy deadline and help them meet it.

Follow-up with journalists

  • Make sure you take time to follow-up after you have issued media information.
  • Be prepared to spend time talking to the journalist even if there is no immediate reward.
  • Try to become their best information source on your issue.
  • If a journalist is planning to use your information, find out when it will be published.
  • Monitor and obtain copies of relevant articles published.
  • Be sure to thank the journalist for their article.

Media interviews

It is very helpful to prepare in advance if you are going to be interviewed by the media.

Preparation

  • Before the interview, ask the reporter to define the story. Is it a local, a national or an international story?
  • Find out why the reporter has approached you. Do they intend to interview anyone else?
  • Find out what their deadline is.
  • Arrange a finishing time for the interview. If you do not have a finishing time the reporter may have time to raise questions that you do not want to discuss.
  • Provide the journalist with background information on the spokesperson. This can be in the form of a biography, which should emphasise their experience and achievements.
  • Provide an agenda to your spokesperson. This will ensure that you use the interview to communicate your key points.
  • Ask when and where the interview will be published or broadcast.

During the interview

  • Be in a calm and positive frame of mind before an interview.
  • Speak with energy and use simple language – avoiding medical and scientific jargon.
  • Do not respond to questions when you do not know the answer – offer to check out the information and get back to the reporter.
  • Cite examples. Particularly for non-medical publications, try to relate your subject to someone who is not a specialist.

Dealing with media enquiries

  • You need to be ready to respond promptly when the media representative contacts you for information.
  • Up-to-date information should be readily available to issue to the media.
  • Named staff only should deal with media enquires.
  • Keep a record of all media enquires, taking caller’s full name, job title, publication / television / radio station details, telephone number and email address. Make sure these names are added to your press mailing list.
  • Use the opportunity to direct journalists to your website.
  • Switchboard operators need to know the name of media spokesperson(s) and told where to direct media enquires.

Using the website in media relations

  • Ensure journalists are informed about your website address. Put the address on all press information, press releases, publications, policy papers and statements.
  • Create a media page. Post all media information on it for journalists to access easily.
  • Create a calendar so that journalists are informed of planned future events.

Sample information materials for the media

It is helpful if you have background information on the subject of the press release available to journalists. This should ideally include information making the link between the environmental cause and the health condition, relevant statistics, and the names and contact details of relevant experts and scientists willing to speak on different themes. If examples of successful experiences in policy change, awareness raising or education are featured elsewhere on your website, make a list of them on the media page with a link to the relevant page on the main website.

1

Tips for working with the Media