Real Deal Media Guide
But sometimes even the smallest events can make news, and local media is extremely powerful -- politicians monitor it closely. So this guide will help give you the best chance of grabbing media attention; a little outreach goes a long way!
Key dates for contacting media:
Dec 9th - send out Press Advisory and letters to the editor, should you choose to write one.Dec 11 - send out Press Release
Dec 12 - follow up local news organisations/reporters in the morning reminding them of your event.
Before the Event
1. Build your media list:
First, you need to create a list of the names, phone numbers and fax/email of media outlets and reporters in your area. If you know the names of your local radio, newspaper and TV news it's easy to look them up on the internet or phonebook. For a list of your main national media outlets and agencies, BBC Country Profiles have a handy media section: http://news.bbc.co.uk/2/hi/country_profiles/default.stm.2. Send out your press advisory:
A media advisory is a brief statement that tells reporters everything they need to know about your event.Click here for a template press advisory - we've highlighter places to insert relevant details of your event.
Once you've customized your advisory, you need to fax or email it to the reporters on your list - email is preferable.
Ask your local newspaper, television and radio stations to put your event in their diary—most organisations manage a “daybook” which lists events they may cover.
3. Call the reporters:
Calling reporters is the most important part of contacting the media. This is your chance to tell them how great your event is and why they should cover it. Without a phone call (or two) reporters are very unlikely to attend your vigil.Before you start the calls, review the press calls script. Spend a few minutes thinking about what you’ll say before starting your calls. Practice it with a friend or say it out loud a few times (don't worry – even the professionals do this).
Journalists are very busy - so be succinct. You’re trying to take the most interesting and timely aspects of the story and condense them into 30 seconds or less. But remember, this is their job and you're helping them do it by letting them know about a great event to cover - so there's no need to be shy or apologetic.
Try to talk to reporters directly rather than leaving a message. If a political reporter is unavailable, try asking for someone who covers 'human interest' stories.
Here are the ideal times for calling the media:
- Call TV stations before 9 am, which is when they have their morning assignment meeting.
- Call radio anytime.
- Call papers between 9 am and 10 am, when editors & reporters choose stories for the day.
At the Event
4. Welcome the press:
The more you can explain the event to the press, the more likely it is you will get a good story. You should assign 1 or 2 people to keep an eye out for any reporters. If they see a reporter they should welcome them to the event and give them a copy of the media advisory (make sure you bring your local version of the advisory rather than our template). If you spy a reporter, introduce yourself and ask if there's anything they need in order to cover the story - like a group photo or a quote. Make sure to get their contact details to be able to follow up after the event.Before talking to press, check out our Talking points
After the Event
As soon as possible, contact the media that have come to your event and send them 2 or 3 of the best photos. If no media have come, you could send all the outlets on your list an updated version of the media advisory by adding the story of what you have done at the event (including how many people showed up and some of the stories that were shared) and send them 2 or 3 of the best photos.Attribution: This guide is adapted from the excellent media guides produced by our friends at MoveOn.org