SOCIAL COHESION INITIATIVE

Dealing with the Media

Think like a journalist,
write for your reader!

SOCIAL COHESION INITIATIVE

Dealing with the Media

Know media rules /how media works/
Know media specifics /difference between
different media/
Know what is the News:

something
something
something
something

new and actual

important and relevant
close and interesting
that tell story

SOCIAL COHESION INITIATIVE

Dealing with the Media

What is News/Press/release?
Most important: A press release must be
NEWS!
It should be distinctive, easy to read and easy
to understand!
It should be in an inverted pyramid format!
Because journalists receive dozens to hundreds of
press releases daily, your release will compete with
many others for attention. It's worth spending time to
make yours the best it can be!

SOCIAL COHESION INITIATIVE

News/Press/Release
Inverted pyramid format

What is happening?
Where will it happen?
When is it happening?
Who is involved (or will it affect,
or benefit)?
Why is it happening?
How will it happen?

SOCIAL COHESION INITIATIVE

News/Press/Release
Structure

Organization name, head, logo

To Whom/Attention to:/ - For immediate release
Date of Release, Place
Headline
Information /body/

Lead
Main facts
Quotations
Additional facts, details
Background, color

Contact person, Phone, fax, mail, address

SOCIAL COHESION INITIATIVE

News/Press/Release
Format
Volume /1-2 pages/
Layout /to looking good/
Font /size-12, one type, easy to read, use bold
and italic where is necessary/
Margins /2 sm. from both sides/
Spaces /between headline and paragraphs/
Paragraphs /short 4-5 lines/
Color /recommended/
Pics /better/

SOCIAL COHESION INITIATIVE

News/Press/Release
Content
To answer the 5 Wh- and H-questions
Only 1 news, only 1 point of view /Yours/
Maximum Verbs, Minimum Adjectives, shortly
Active, Not Passive voice, in 3-rd person
To not sounds like an advertising, be objective
No professional jargon, difficult for
understanding phrases and negative sentences
No initials, acronyms or abbreviations
No Spelling or Grammar mistakes

SOCIAL COHESION INITIATIVE

News/Press/Release
Useful Tips
Assure that Your Press release is newsworthy
Has it been reviewed and approved?
Where, when and how should you distribute it?
Double-check facts, names and all information
Say most important but not all press release
is like a hook for journalist interest
Find original angle, tell story, try to humanize
Enclose fact-sheet, pics, additional info
Use the " KISS Method" (Keep It Simple Stupid!)

SOCIAL COHESION INITIATIVE

News/Press/Conference
Preliminary Preparation
You should only hold a news/press/ conference
when you have real news to announce!

Preparation of speakers
Establish the topic; set the objectives of the
conference
Development of clear and concrete message
Review with the speaker/s the agenda and the
messages you want to convey
Review a sample list of questions and answers

SOCIAL COHESION INITIATIVE

News/Press/Conference
Preliminary Preparation

Preparation of materials
Prepare media kits for reporters
The kits should include:
A copy of the spokesperson's statement
A news release detailing the topic.
A fact sheet or brochure on your organisation and the
project
Reproductions of charts or graphs used
Biographies of main speakers
Photos, CD-Rs