To effectively communicate with the media, we need to
- Be able to write and speak clearly and succinctly about the purpose
and importance of a project;
- Target the media outlets and reporters that are appropriate for the
story, and;
- Follow up.
Decide on your selling points
- What's newsworthy about your program?
- Can this program be tied into a national trend or broader concept?
- How will it affect the readers or viewers of the news outlets you're
targeting?
- What are the two or three key messages you want to convey about your
program? Develop a list of concise, descriptive talking points about
your program.
Target the right people and outlets
- Beyond local publications and news media outlets, are there other
print, broadcast or even trade publications that might be appropriate
to contact? The OPA can help you create a list of targeted media outlets
for your story.
Follow up
- Media outlets get dozens, if not hundreds of press releases daily.
By making a follow-up call to the editor/reporter or producer, we remind
them of our particular activity and add a sense of importance to the
information. Additionally, we develop valuable relationships with key
media contacts.
- There is always the possibility that a story is not something the
media outlet is interested in covering. Or, if it is not time-sensitive,
they may be interested in covering the story at a later time.
Is the Story Newsworthy?
NSU is competing with countless other organizations for increasingly
scarce space or air time. To generate publicity, we must have something
newsworthy to say. Ask yourself why the community should be interested
in your story, and how it may benefit them.
To gauge the importance of your story, check the news hook or story
angle against the criteria shown in the checklist below. If your story
is timely, and you answer "yes" to at least two other criteria,
odds are media professionals will consider it newsworthy.
Newsworthiness or Not - Can you answer ‘Yes’ to
any of these questions?
- Is the story timely?
- Does it pick up on a developing trend or other breaking news?
- Is it distinct, unique or noteworthy?
- Is the issue or some aspect of it new to the public?
- Does it convey something people want or need to know?
- Will it affect many people in the community? Localizing a story by
adding local statistics, spokespersons and experts significantly increases
a story's chances of being picked up.
- Is the information useful? Does
it have national implications?
Does the story have emotional appeal - a human interest element?
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