Transcript SMSA II- Communicating to the Media.ppt

The Press Release
What the Media Want to Know
About You
Social Media | Social Action for Good Governance
Why Do You Need the Media?
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The media is your loudspeaker. To the country, the region, beyond.
In addition to visibility, the media can find you:
New donors
New volunteers
New partners
You may need the media to send a specific message to a specific
group, or stakeholders.
• If no one knows about what you are doing, you may as well not do it
at all!
What is NEWS?
• Etymology
and Meaning
- Something new
-North East West and South
 Newsworthiness: relevant & timely
 Comprehensive (The truth, the whole truth)
The Journalist – Who is S/He?
• Freelancers – their editors will
assign them important pieces
• Staff reporters – don’t need to run
after story
• Journalists are just like all of us will not put more effort than
necessary, unless they have good
reason
 Chances that your story will make
it to a newspaper are very slim –
unless you serve it on a silver
platter… with a PRESS RELEASE
Know who to reach out to:
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Chief Editor?
Editor?
Reporter?
Anchor?
Producer?
Public relations?
Director?
Publisher/Owner?
Structure of Press Release
• LEAD: What is the most important outcome of what happened?
5 Ws: Who? What? Where? When? Why?
• Second Lead: Adds to the information.
• Context: Explains why that is important, relevant and timely.
• Quote: Says who? Accuracy.
• Research: Gives credibility, substantiates your argument & cause.
• Background: use this to show how you and your partners, or your
work are important and special.
• Contact
• Headline
• Kicker
THE LEAD
"If it bleeds, it leads!"
• It should tell the outcome of your activity, the results!
• Who? What? When? Where? Why?
“Around 300 youths participated on Friday in a clean-up day
organized by the Irbid Environment Society in Taybeh to help
alleviate the problem of pollution.”
• Around 30 words. Keep it clear, simple and straightforward.
Second Lead:
“Wearing yellow vests with the writing: “Stop Littering!” and
holding black trash bags, students from over 10 private and
public schools in Taybeh spent the day picking up rubbish
from side-walks and public areas.”
The All-Important Context:
“The Mayor acknowledged that garbage has become an
increasingly worrisome problem in Taybeh, where many
residents have complained of growing population of
rodents, which local health officials say are a threat to
public health.”
 Support it with research. Research makes your press
release accurate, relevant, interesting, credible.
Quotes:
• Give credibility to the press release.
• No story ever has one side! Quotes should come from
multiple sources.
• Offer the meat, not only the garnish.
Headlines & Kickers:
DEVELOPMENT MINISTER VISITS WOMEN’S GROUPS
Minister stresses need to increase women’s participation in
workforce
PUBLIC TRANSPORT KEY TO WOMEN’S EMPLOYMENT –
DEVELOPMENT MINISTER
Women’s groups release survey on employment gender
gaps
Qualities of a Press Release:
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Accuracy
Objectivity
Clarity
Interesting (research)
Relevant (research)
Provide contact information
Provide information
Brevity
Types of Press Release:
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The Curtain Raiser
Straight-forward News Report
The Wrap-Up
Feature (human angle, in-depth)
Success Story
Other Important Press Release Facts:
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Use your headed paper
Branding Requirements
Approval Requirements
Don’t forget dates, contact details, numbers
Distribution List
Distribution Methods (and Checks!)
Time your press release
Thank You!
(Or you can just ask Ustadh Awad )