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Long Term Initiatives
There are things we can do to prepare for interaction with the media before it is thrusted upon us.Contents
Media Policy
Organizations should have a written Media Policy, for all the employees to use. To encourage cooperation with the media, the policy should focus on the positive aspects of relations with the media and only later list what not to do. Organizations also have Public Information Officers (PIO), who write press releases and do interviews. They need to be able to perform under stress, have good communications skills, patience, and the ability to negotiate. They should also have integrity, sincerity and credibility, so they earn the trust of reporters. Having a dedicated role allows the PIO to specialize in handling the media. Everybody in the organization should have some awareness of media relations. Thats why the Media Policy is of importance. The PIO shouldn't be the only person allowed to talk to the media, since many stories can only be accurately obtained from other people in the organization. Furthermore, it would be cumbersome for the PIO to relay the information, since it takes too long (reporter deadlines) and cannot convey feelings, which is what matters. Instead a PIO should be more like a tour guide, knowing the organization very well, and being able to direct reporters to the right person. Our culture is not an organization: there is no way we can decide and agree upon a media policy, or appointing a PIO. However, specific forums may choose to do so. The following are some points for the policy:- Discuss only what you know. If you don't know, help the reporter reach somebody who does. Don't speculate.
- The PIO should know about any contact with the media. Refer complex questions to the PIO, but the PIO is not the only person allowed to answer questions.
- Never say "no comment" because it sounds like you are hiding something.
- Describe issues that should not be answered, due to law or ethics in the media policy.
Making Stories Without a Media Wave
News is about the significant and exceptional, or about information that affects your life. A "media wave" about suicide is likely to start when a specific exceptional suicide case emerges in one media outlet, and is then carried on by other newspapers and broadcasters. Supposedly, we have little control over when these happen, but we can use a wave or generate news without a wave, if we think publishing that information will benefit us. The media is constantly looking for stories. If an issue is hot, newspapers will be looking for additional angles. Local news outlets will look for a local angle. Such articles are called a "News Pegs" ( they are "pegged" on the hot issue ). During these times it is easier to "sell" a related story: there is good chance that you will be interviewed. However, you have to do it quick, before the issue loses interest. Of course, you should try to sell something that is Newsworthy. Note that each publication has its own audience and style which makes a difference as to what stories they might publish. There is also an issue of timing. On slow news days there is more chance to sell your story. The weekend offers opportunities because some publications put out large issues, which have more space. Also, since business and government are closed in the weekend, the first day of the week is likely to be a slow news day. Finally, a good tactic to sell a story is to appeal for the people's right to know. This is important for reporters. In addition, journalists who have a personal interest in the story (suicide, depression, activism, the net, etc) are more likely to pick it up. It might be possible to search for such people, and develop relations with them.EverDawn
