Getting the message across The CRN guide to using the media

Information Sheet

No 4 Author: Andy Nelmes, CRN Press Officer

Hitting the headlines

What is news?

The basics:

· the six Ws - Who, What, hoW, When, Where and Why - these are the essential elements of any news story,

· the news pyramid - the essential facts are written in order of importance,

· news pages/headline stories/lead articles/news in brief - in magazines, newspapers and newsletters these report current events and new developments,

· feature articles - these look at subjects in depth, with more space devoted to background information,

News values:

· the right angle - journalists are always looking for the most interesting angle. Here are some ideas for stories;

.good news (more funding, new project, expansion, awards, celebrity backing, new staff, anniversary, new research),

.bad news (lack of funding, pleas for help),

. information update (change of hours of service, expansion of service)

. human interest (a feature on an interesting member of staff), o local interest (providing a new service to the community, some newspapers also have 'down your way' features which publicise businesses in certain areas),

. event publicity,

. controversy/reaction (make the most of the opportunity to respond to events, write a 'letter to the editor'),

. opinion (some newspapers have 'soapbox' columns) o goods and services (of interest to the trade press, lifestyle/consumer sections of the local press)

How to get your project noticed

Methods

Writing press releases

Make sure your sentences are short and succinct and all the facts are accurate. Use the heading and the first paragraph to condense the story to its basic, most interesting elements. Include the full title of your organisation. Be objective - make sure emotive, subjective comments appear only in quotes.

Appendix one is a template showing the basic elements of a press release:
· include your organisation's logo, a heading in large font, the date, a reference number, page numbers, MF for More Follows if the press release runs over more than one page, ENDs at the end of the press release, contact details and Notes For Editors which give background information

· make sure the press release is sent out in plenty of time to meet deadlines. If necessary impose an embargo and specify when this is lifted. Make sure the names of people, job titles, organisations etc are spelt correctly and dates, places, times etc are accurate. Brief staff about the press release and tell them how to deal with press enquiries. Email is now the best way to send your press release, but faxes are useful and you can always post them. If you have relevant photos email or post them. Phone your intended recipients before and after sending the press release to find out if they are going to follow it up. Set up a file which everybody has access to.

Press conferences/photo opportunities

It can be difficult to attract busy reporters to long press conferences unless you have a really important piece of news. If you do decide to organise one then you might decide to splash out on drinks, food and free gifts. It is worthwhile considering compiling a press pack. Photographers and camera crews are less tied to the office - make sure they know correct times, dates and how to get the event.

Telephone enquiries

Make sure someone in your organisation is designated as the initial point of contact for media enquiries.

Interviews

Local television and radio journalists can request an interview to follow up a press release or they might contact you for a reaction to an issue affecting your organisation. Here are some things to bear in mind if you are asked for an interview
· Prepare in advance

. Plan what you need to say. Time is always short, so make sure you keep to the point and get the key facts across clearly and succinctly. Brief but informative answers mean there is time for more questions

.Are you the right person to be interviewed? Is there someone else in the organisation that knows more about the issue?

. Find out if the interview is going to be conducted over the phone, in a studio with an audience or as an outside broadcast. Is it live or pre-recorded?

. Find out who else is being interviewed. Do they agree or disagree with you?

. What is the interviewer's angle?

During the interview

. Use a conversational tone and avoid jargon. Use full project names rather than abbreviations

. Speak clearly and expressively. Don't waffle

. Don't take things for granted. Don't sound patronising but don't talk over people's heads

. Use anecdotes and examples, and refer to real people and places

. Use relevant facts and figures but don't confuse your audience. Make comparisons with everyday objects - eg 'equivalent to three football pitches'

. Make sure you stress important information such as dates of events/telephone numbers/contact details and repeat them if you get the chance

. If you are asked difficult or probing questions, be honest or try to turn the question to your advantage - saying 'no comment' sounds as if you have something to hide

Keeping your press cuttings

Make sure your press cuttings are kept in a file. You'll probably find it useful to keep them in chronological order. Pin the ones you are proud of on notice boards. Remember, they can be useful for money-raising efforts and inducting new staff. Sometimes it is a good idea to keep records of inquiries from journalists.

The press - local and national media, trade publications

Who's who

· editors, section editors, commissioning editors and programme producers commission articles, set editoral content, write leader articles and have the final say on what goes in the publication

· reporters, freelance journalists, community correspondents, columnists and photographers research and write the stories and take the photographs

· parish newsletters and notice boards - these might not have a wide circulation but they are read by local householders

· television - there are many regional news and community programmes

· radio - local radio is a good outlet for news but Radio 4 also broadcasts several environmental/community/consumer/investigative news programmes

· national newspapers and magazines - the Society Guardian pullout, published with the Guardian on Wednesdays, features social enterprise/environmental articles but many other publications, eg Sunday colour supplements, lifestyle sections, homes and gardens magazines occasionally feature non-specialist articles on recycling/waste minimisation/composting/local heroes

· trade press - Resource, Materials Recycling Week, letsrecycle.com, Recycling World, Recycling International, Surveyor are all ideal publications to send press releases to

· community sector publications - newsletters such as The Waste Paper and the Growing Heap are always looking for up-to-date news, in-depth articles and opinion pieces.

Deadlines
Contact the publication to find out the editorial deadline. Some magazines come out bimonthly or quarterly and the deadline might be several weeks before the publication date. You'll have to plan well in advance to coincide with seasonal/calendar events such as Real Nappy Week, Christmas etc...

Building and maintaining a good relationship with the media

Make sure you are easy to contact. Supply office and mobile phone numbers, email addresses and, if you consider it necessary, home phone numbers. List alternative contacts where possible.

· Establish a good relationship with individual journalists. Getting to know the community affairs correspondent on a local newspaper, for example, and supplying good stories on a regular basis will pay dividends in the long run.

Compiling a contacts database

· It is essential to compile a comprehensive and up-to-date database of press contacts - having phone and fax numbers and email addresses on hand will save valuable time.

· Contact details can be found in the Guardian Media Guide, press directories (available in most libraries), in the publications themselves, on their websites and by asking around.

Media network
The Community Recycling Network operates a network of individuals from member groups to coordinate local and national press campaigns and also share advice and knowledge.

If you would like to know more then email CRN's Press Officer, Andy Nelmes, on andyn@crn.org.uk

What to do when things go wrong

Sometimes misquotes appear or you are the victim of misrepresentation. If this happens act professionally and, in the first instance, make a complaint to the editor. If there was a genuine mistake then the editor will either offer to publish your view in another article, a 'letter to the editor' or an apology. If this is unsatisfactory then approach the Press Complaints Commission or the Broadcasting Standards Commission (there isn't an equivalent body which covers websites). It is only worth considering taking libel action in extreme circumstances. It is extremely expensive and very difficult to prove. Crisis management involves handling news stories which might be detrimental to your organsation's interests. Always comment except in cases where court action is pending. Take stock before giving an interview and ask for advice. Make no specific comments until you are in possession of all the facts and always comment truthfully. Stress the exceptional nature of the incident and emphasise your previous good record. Make it clear if you intend to hold an immediate full inquiry. Also keep records of calls from journalists.

Planning a media campaign

Media campaigns will be the subject of a future CRN information sheet but the basics of a publicity strategy include: · setting objectives
· identifying audiences
· defining the message
· identifying available resources
· setting timescales
· and carrying out an evaluation and amendment procedure.

Make sure all staff are briefed about the aims and objectives of the campaign and a point of contact is decided.

Appendix 1

PRESS RELEASE

Month Date Year
CRN/AN/PRxx

To be released immediately

Heading

Text Text Quote - (eg)

Andy Moore, Co-ordinator of the Community Recycling Network, says: "… "…"

mf

Text

Text

ENDS

Notes for editors: The Community Recycling Network is a national umbrella organisation for more than 300 community groups, co-operatives and not-for-profit businesses in the community waste sector. Its aim is to promote community-based recycling as the most effective way of tackling the UK's growing waste problem. Its members have achieved some of the highest recycling rates in the UK and offer separated kerbside recycling collections to 1.6 million households - seven per cent of the UK population. The Community Recycling Network is based at Trelawny House, Surrey Street, Bristol, BS2 8PS, tel: (0117) 942 0142. The CRN website is www.crn.org.uk. For all media enquiries please contact: Andy Nelmes, CRN Press Officer, (0117) 908 0415 or 07949 626119, andyn@crn.org.uk

Funding from the Social, Economic and Environmental Development (SEED) Programme has enabled the development of this CRN information sheet as part of the CRN's information project. The SEED Programme is an award partner of the New Opportunities Fund, a National Lottery 'good cause' distributor, in its Green Spaces and Sustainable Communities funding programme. . The SEED Programme aims to stimulate local economic development and support community enterprise, promoting sustainability and helping disadvantaged communities improve the quality of their environment. Anyone requesting a SEED Programme application pack should contact the NEW Opportunities Fund on:0845 0000121 or visit RSNC's website www.rsnc.org/seed

The information provided reflects information compiled for the date of issue. Information of this nature is subject to change. No warranty of accuracy or completeness is expressed or implied.

The Community Recycling Network is the umbrella organisation for more than 300 community groups, co-operatives and not-for-profit businesses in the community waste sector. Its aim is to promote community-based recycling as the most effective way of tackling the UK's growing waste problem. Its members have achieved some of the highest recycling rates in the UK.Community Recycling Network, Trelawny House, Surrey Street, Bristol, BS2 8PS, Tel: (0117) 942 0142Fax:(0117) 9080416 Email:info@crn.org.uk

Website: www.crn.org.uk.

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