Dealing with the Media...
A successful event or activity will require exposure to the general public or your specific target audience.

Knowing how to establish a good relationship with the media for mutual benefit is important and might include:

Also see the helpful hints at the end
Media Release
The media release is the best way to notify the media of an upcoming event or an important issue. News outlets receive lots of releases each day so it is important that yours is topical and catches the editor's and audiences interests.
To be effective, your media release should be:
Concise: get to the point without rambling. Use short sentences and paragraphs.
Clear: use plain English and avoid jargon, cliches and acronyms. Don't use technical terms without explaining what they mean. Write the copy in the third person and use quotes whenever possible.
Accurate: check your facts and details. Date the release clearly.
Easy: to read and interesting. Use positive words and phrases.
Complete: do not leave out vital information. List all contact information, including after hours numbers.
  • The heading should summarise the story in no more than half a dozen words.
  • Journalist's golden rule to writing a media release is - I have six friends who serve me true, their names are WHAT and WHERE and WHY and HOW and WHEN and WHO.
  • Thus your first paragraph should tell WHAT will happen, WHERE it will take place, WHY it is occurring, HOW, WHEN and to WHOM.
  • Lead with your most interesting point - other points you wish to make should be places in order of importance.
  • Keep the media release short - it is best to keep it to one A4 page only.
  • To ensure your release goes directly to the right people, write the names of the relevant editors, chiefs-of-staff or journalists at the top of the release before you fax it through.
  • Timing is important for the media. If you are organising an event, fax your media release out a day, or two at the most, beforehand. This will give the media enough time to do some research if needed, and to schedule it into their diaries.
Community Service Announcements
The majority of local newspapers and radio stations will be happy to promote your cause if you provide them with a community service announcement. This should be about 60 words in length, containing details of the event you are planning.

A contact phone number should be given for any enquiries.
Photo Opportunities
Local newspapers are often on the lookout for a good photo opportunity. If you're planning an event, think of how you can set up an interesting photo. Let the media know by giving them details of the photo opportunity at the end of your media release.
Helpful Hints
For daily newspapers, Saturdays and Sundays are quiet news days when reporters are looking for stories. On these days, radio and television stations will often run lighter stories. Sunday is a good day to approach morning newspapers as they will be looking for something to put in Monday's papers.

Public holidays can be treated like the "silly season": they are a time when news organisations are always searching for copy. Mondays and the day after a public holiday are also days when you have a better chance than normal of getting coverage for your event.

As the week progresses, news items tend to build up, with Friday probably being the most competitive day to get publicity coverage in the daily press.
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