Media Outreach
Effective Media Relations/Etiquette
Internet technology, specifically the introduction of the World Wide Web, revolutionized the exchange of relevant news and information. The resultant expansion of media outlets means that there are more opportunities for telling your story than ever before.
Media coverage offers many benefits. A well-placed story calls attention to the It All Adds Up to Cleaner Air initiative, increases credibility, and provides excellent, inexpensive opportunities to reach target audiences with important messages about reducing air pollution and traffic congestion.
Because there are so many outlets and so many messages competing to capture the public's attention, competition is fierce. Accuracy can suffer when reporters are under pressure to meet deadlines. Facts may not be checked and incorrect information may reach the public. In this climate, it is essential that you provide information that is complete, accurate, clear, concise, and up-to-date.
Who Are the Media?
The size of your community determines what media outlets are available. Large metropolitan areas will have numerous and diverse outlets while smaller cities may have few publications and limited television and radio stations.
Media outlets to research in your community may include:
- Radio news departments, including traffic and weather reporters
- Television news departments, including traffic and weather reporters
- Cable television programs such as national networks (TLC, Discovery, and Weather Channel)
- Cable access channels such as local government/county stations
- State or city wire news services
- Daily newspapers, especially "environmental editors" and "automotive editors," along with reporters assigned to the metro and business sections of the paper
- Weekly newspapers
- Specialized, ethnic, and minority newspapers
- Radio talk shows
- Television talk shows
- Newsletters (club, corporate, Chambers of Commerce)
- College and university newspapers
- Association publications
- The Internet, including media outlets with home pages on the World Wide Web
Targeting the Media
The first step to reaching the media is to generate an up-to-date media list. Here are a few tips:
- Review the types of media outlets in your area.
- Develop a list of names and complete contact information for publications, stations, and other sources you have identified.
- Note any reporter/station that has demonstrated an interest in transportation and air quality issues or who has requested information from you. See "Media Advisory" for detailed information on developing a media list.
Monitoring the Media
Determine which reporters and editors cover transportation and air quality by regularly monitoring the news. Read their columns, watch or listen to their programs to discover what topics are being explored. Familiarize yourself with the style and content and tailor your request for coverage appropriately (e.g., if a radio station only uses a minute or two of local news, request that they air a sound bite or brief mention of It All Adds Up rather than a longer interview.)
By understanding a reporter's area of expertise, you will be better equipped to inform that reporter about your program and how it may fit into their format.
Establishing Relationships with Local Editors and Reporters
Once your program is in place and you've created your media list, make initial contact with editors and reporters, especially those covering transportation and environmental topics. Get to know key individuals. A good working relationship with the media will continue to strengthen if you contact them on a regular basis with pertinent information and well-conceived story ideas.
Hold a Background Session
A background session is an informal one-on-one meeting or lunch where you familiarize the reporter with your organization, activities, and plans to make the public aware of the program, its needs, and accomplishments. These sessions are an excellent way to develop a relationship with an editor or reporter. Continuing to hold meetings periodically will help you determine what stories generate the most interest and what issues are of current concern. Provide the reporter with information on your organization, the It All Adds Up initiative, and fact sheet with relevant local data.
Contacting Different Types of Media
Each medium has its own preferences for receiving information and it is critical that you become familiar with them. Certain guidelines, such as being conscious of deadlines and promptly responding to calls and requests for additional information, are universally applicable; others are specific and meet the distinct needs of the various outlets.
Wire/News Services
Wire and news services provide newspapers with international, national, regional, and local news. Major newspapers such as the The New York Times, The Wall Street Journal, and The Los Angeles Times operate their own news services to which media outlets can subscribe. Major wire services such as the Associated Press (AP), United Press International (UPI), and Reuters have regional offices in large cities around the country.
If you have a wire/news service in your area, send them information about your program just as you would any other media outlet. While wire service reporters are among the busiest in the industry, it is possible to reach them. The "bonus" with a wire service placement is that your story could reach many prime media outlets throughout your region.
Newspapers
There are two main objectives when communicating with a newspaper reporter. First, ensure that articles about your program's activities are accurate and your key messages are included. Second, encourage newspaper reporters to attend and cover scheduled press conferences or special events.
Information about media events is most effective when delivered one week in advance. Be sure to follow up with a phone call to determine interest.
It is generally easier to reach reporters early in the morning and early in the week. Check with the publication to determine its editorial deadlines or ask your contact for advice.
Local Magazines
Your objectives are the same when communicating with local magazines. You want to ensure accuracy and include key messages. Monthly magazine deadlines, however, are usually two to three months in advance of the publication date. Researching and writing feature-oriented and in-depth stories requires additional time. Be sure to account for the magazine's extended deadlines when contacting them. Send a letter or place a phone call promoting your ideas. Offer to draft an article or provide background materials. Follow up and maintain contact through to publication.
Radio and Television
There are different paths to approaching radio and television stations, news departments, and talk shows. News departments are interested in timely and/or human interest stories such as a breaking story, new program statistics, or a profile of the program. For special event coverage, send your information to the news assignment or planning editors. Typically, news assignment editors prefer information packaged in a media advisory, a one-page notice in bullet-point format. Media advisories are most effective when faxed a few days to a week before the event. (See "Media Advisory")
Station producers put together taped or live talk shows, where guests discuss an issue or event. Generally they schedule interviews two to three weeks in advance, so begin planning early. Send a one-page news release or a letter to the producer and follow up with a phone call. Offer one or more guests who can speak authoritatively about the topic and your program. Radio interviews sometimes can be conducted over the phone. If you are attempting to schedule an interview related to an event, try to schedule it the day of or the day before the event.
When planning to contact a television station about a story idea, think visually. If possible, provide assignment editors with ideas for visuals, such as people, places, graphics, or live action.
Local Cable Television
Local cable programming has become an important source of coverage for local issues and events.
Most cable stations have talk shows that feature local experts speaking about a variety of topics. Some cable programs are taped, while others are live.
The best way to arrange for your spokesperson to appear on a cable station is to send a letter describing the It All Adds Up program to the assignment editor or producer of a specific show. Then, follow up with a phone call to ascertain interest. Send your letter or materials, including ideas for visuals, about two weeks in advance of an event or when you would like the story aired.
The Internet
The Internet offers excellent opportunities to disseminate information about your program to targeted audiences.
If you decide to develop a Web site, consider hiring a professional who has the skills and knowledge to design an effective site, provide site maintenance and ensure that your site is recognized by popular search engines and readily accessible to visitors.
Preparing for Interviews with Reporters
There are two basic types of interviews: pre-arranged and impromptu. Pre-arranged interviews allow you to anticipate questions from reporters and prepare your responses. Impromptu interviews occur when a broadcast or print reporter contacts you for on-the-spot information. Adequate preparation for the interview will result in a more professional, relevant exchange.
Before the Interview:
- Clarify the details
- What major points does the reporter want to cover?
- Will the interview be live or taped?
- What is the tone of the interview, probing or conversational?
- Will other people will be involved in the interview?
- What is the length of the interview?
- Will the interview be edited or run unedited?
- When is the interview scheduled to air?
- Determine your key messages--the two or three main points you would like to make in order to communicate your story effectively.
- Rehearse with a colleague, family member, or friend.
During the Interview:
- Choose your site. For a televised interview, exploit the visual nature of the medium by careful site selection. The location may result in a short interview being extended as cameras can pan to an interesting scene instead of being limited to "talking heads."
- The credibility of your presentation is greatly affected by the way you look and sound.
- Professional attire is recommended for interviews. Television studio interviews have specific requirements. Conservative or dark colors work better than prints and blue shirts are preferred over white. Avoid clothing and accessories that will distract from your message.
- Smile and look at the interviewer. Try to appear composed and relaxed.
- Maintain control of the interview. Treat the questions as topics and steer the conversation to your key points as quickly as possible. You may repeat key messages during the interview for emphasis.
- Keep answers brief and to the point.
- If you do not know the answer to a question, say so and offer to research the question and get back with the answer at a later time.
- If you don't want to answer a question, explain your reasons for not answering. Do not say "no comment."
- If you think a reporter may have misunderstood a statement, restate and clarify the point. Don't let incorrect information stand.
- Remember nothing is "off the record," even casual comments you make before or after the interview.
- Do not show annoyance or anger. You should appear pleased to address even difficult questions.
- While professionalism is important, reporters also look for unusual or colorful responses. Use anecdotes, examples, and other interesting ways of illustrating your points.
- If the interview is coming to an end and you have not conveyed your main message, be bold and tell the reporter you would like to make one last important point.
Following the Interview:
- Thank the reporter and offer to provide further information as necessary.
- If it is a print interview, you may ask to review the piece to verify the accuracy of your quotes. This "quote check" is at the discretion of the reporter or editor and may not be offered to you.
Media Relations Summary
A combination of tenacity, courtesy, and professionalism will insure that you develop and maintain a good working relationship with the media. To recap some important points:
- Carefully research the media outlets available to your community
- Prepare adequately for all interaction with the media. Deliver professional-quality materials and accurate information. Rehearse for interviews and one-on-one meetings.
- Observe deadlines and guidelines for submitting material.
- Designate a spokesperson(s) to establish consistency.
- Be accessible to the media. Be proactive in your relationships.
- Do not discuss with the media anything that you do not want publicized.
- Take every opportunity to reiterate your key messages. Express your points briefly but vividly.