Three Hot Media Tips
A PRESS release can be a help or a hindrance to a journalist. A good one is a welcome source of information, but a bad one a source of deep frustration.
Assuming that in most cases the idea is to get a particular message across, a bit of thought and planning could help towards that goal:
Firstly, sending out a release unannounced late in the day significantly reduces the target audience, eg national newspapers where deadlines are becoming ever earlier. If possible alert the media ahead of a release going out so background work can be done ahead of its arrival.
Secondly, keep it simple. If you can’t explain the subject matter to a child you don’t understand it yourself. Put your message in context; explain the background; compare statistics with previous statistics to show any change; indicate why a certain action is being taken; show who is affected by the action. And don’t use jargon.
Thirdly, think of what the story will look like on a page/website/ on screen. Does it lend itself to a picture and/or a graphic? A case study? Anything that may be useful to sell the story will be welcome and could make the difference between a story being used or being binned.
Finally, be available for contact. Once you’ve sent out a release ensure someone is available (even out of hours) to answer any questions. People still send out press releases and swiftly leave for the day, or go on holiday!
John Ross is a journalist with The Scotsman
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