Getting the media's attention

YOU’VE GOT THE MEDIA’S ATTENTION – NOW WHAT?

You’ve finally broken through to the newsroom editor or chief of staff and you’re desperate to herald your exciting announcement – but is the media interested? As a journalist and editor I’ve answered those calls thousands of times. As a media advisor I’ve made those calls. So what works and what doesn’t?

PITCH IT

There is an almost constant buzz of phones ringing in most major newsrooms because almost everyone thinks they have a story to tell. With deadlines and cutbacks in journalistic staff your time to pitch your story is limited. No matter how you pitch, whether it is by telephone, email or fax, make sure the benefits to the journalist are obvious. Radio journos don’t care about picture opportunities – don’t waste their time.

Don’t confuse the newsroom with the advertising department! The news media wants good stories, stories that affect people, or change the way we live, or perhaps are a little quirky.

SPOON FEED THEM

If you manage to get the media’s interest in your story, serve it up to them on a platter. Newsrooms are notoriously busy and most journalists are time and resource poor. Make sure your talent is contactable, can meet their all-important deadlines and has a good story to tell!

PERFORM  

Here is where many people come unstuck. Can your spokesperson deliver a yarn? Can they handle the questions from hell? Can they keep complicated information simple?

It’s not uncommon to roll the tape and ask the professor what this latest development will mean and still be sitting perplexed five minutes later, because you have no earthly idea what he’s talking about. Cut to the chase and keep it simple!

When dealing with the media the stakes are high, but the rewards can be enormous. Athletes don’t get to the Olympics without training. Do you want to do a media interview without being equipped? What have you got to lose – only your reputation!

Emergency services in the media spotlight

Australia paused last month to mark the first anniversary of the devastating Black Saturday bushfires. Families were torn apart when 173 people died and more than 400 others were injured.  Homes and businesses were reduced to rubble in the 400 fires that day. Most of us saw it unfold in the media while others like our emergency services were placed under severe emotional and physical stress in an event that changed lives forever.

Bleak but true, it’s the emergency services that are at the front line when trouble strikes and it’s the men and women in uniform who must also run the gauntlet of the media. In often highly volatile situations our police, paramedics and fire-fighters are forced to face the glare of the media spotlight. For some, that is almost as traumatic as the gruesome crime scene or accident they’re confronting. Navigating the balance between the public’s fascination and right to know, with the credibility of the investigation can be a minefield, but there is hope!  

My interest in the emergency services began as a cub reporter in 1990, covering everything from a spate of child abductions, to murders and a major explosion. That interest peaked when as a media advisor with NSW Police I saw first-hand the sights our emergency services dread. Delivering heartbreaking news to loved ones and fronting the hungry media on deadline is not for the faint hearted. It’s a sensitive balance between getting information from the public and not jeopardising the investigation.  

All too often journalists seethe when emergency services are reluctant to speak to them in an emergency! That reminds them how often the media is called upon by the emergency services to publicise vital details, like appeals for witnesses, or advice for the elderly in hot conditions. It is then that the media sometimes feels used and becomes vindictive.

How do you get the balance right? You may not want a journalist for a friend, but you sure don’t want them as an enemy. 

Top 5- tips for getting it right with the media

 Remember the legalities - What can you say without upsetting the courts and other stakeholders?

1. Show empathy – use colourful and emotional words, such as sadly, tragic (if warranted). Make sure you look and sound like you mean it. You don’t want to appear wooden and uncaring.   
2. Avoid jargon -  Instead of saying “the female person has sustained injuries incompatible with life” – try – “Sadly the woman has died”
3. Be direct – Don’t wait for the question, tell the journalist what you want, e.g. “This is a horrible warning to us all to get your smoke alarm checked now”  
4. Explain yourself – If you won’t let the media within two kilometres of the gas plant - tell them why. Perhaps the gas plant is about to explode.    

And one more piece of advice, don’t get angry with the reporters they are just doing their job! After all how did you first hear about September 11 or the Asian Tsunami – through the media of course!

BM Media SquareSpace Site

This is the first blog post on our new SS site... We will be adding all the content from our old blog shortly and adding many new exciting posts! Keep watching this space!