Catching the attention of the media
Everyone has a story to tell and wants to get their story out there. Every time you send out a media release there are usually hundreds of others doing the same thing. You are competing not only with other youth services, but governments and businesses, who have marketing and media officers who are experts in dealing with the media.
While you may think your event or issue is important and exciting, it may not be newsworthy. So how can you make it newsworthy?
Firstly, you need to think about how you are going to "sell" your story. A story about a skate competition isn't very newsworthy, but a story about young people organising a skate comp in a car park to protest against the local council's lack of action in building a skate park is.
If you are holding an event you might focus on something interesting or different about the event.
And don't underestimate your local media. Most people read their local newspaper more than they read the NSW or national dailies.
Strategies for improving your media exposure
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Think first about which type of media you want to use to get your message out there. Television, radio and newspapers each have differing styles and needs for the type of information. And local media is very different to regional and national.
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Make a consistent effort to promote youth issues and events. Include media strategies in your planning for events, and in your yearly workplan.
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Get involved in your local radio station and ask for a regular time slot. Work with young people to develop a regular show.
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Get involved with community television, such as Channel 31 in Sydney.
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Phone talk back radio when you hear an issue you want to comment on.
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Produce your own media such as 'zines and websites.
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Write letters to the editor about local issues impacting on young people or respond to any issues raised.
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Ask your local paper if they would include a youth page or youth column each week or month. But remember, this will require a big commitment from you to give them enough information on time for each edition. You might work with your local network, a group of services or group of young people to do this.
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Ask your local paper to have a special feature that contains short stories/poems for events such as youth week, environment week, international women's day, etc.
Writing a media release
A media release is a short and simple document, its aim being to spark the interest of the journalist in your event or issue. The ideal length is one page, but definitely no more than two.
Some tips for writing a media release
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Media releases are usually faxed - make sure you have the correct number first.
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Work out exactly what it is you want to say and keep it brief. Use short sentences, plain language and no jargon or acronyms. You are writing for someone who may know very little about young people, your service or the issue.
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Write as an observer. Do not get too emotional in a media release.
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Make it relevant to the audience you are trying to reach. What would they want to know about the issue?
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Always double check your facts - dates, places, people's names, titles and all spelling.
Make it as easy as possible for journalists to use your story - local papers sometimes print media releases as articles, so structure it like an article to encourage them to print it. You might also send a clear photo in with your media release or write details of any photo opportunities (time, date and place) at the bottom of the media release.
Making personal contact with journalists can also improve your chances of having your media release noticed. After faxing media releases also phone to speak to the journalists and let them know you have sent a fax and are available to comment on it.
Media release presentation
A media release should be set out in a certain way to ensure it is noticed and is easy to read or pull out to make an article from. If you follow these tips you should have a fabulous looking media release:
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Type and double space on one side of the page only in an easy to read font.
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Leave a wide margin on both sides of the paper.
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Present it on a letterhead. If you do not have a letterhead, type the full name, address, telephone, fax and mobile numbers at the top of the page.
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Date it. If you want to send it in early to be released on a specific date (embargo), make sure you put the date and time for release.
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Write "MEDIA RELEASE" in large letters in a different font under your letterhead.
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Give it a creative and catchy headline in bold.
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The most important facts go in the first paragraph - who, what, where, when, why and how.
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The rest of the media release develops the story and should include quotes from relevant people.
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Always include a contact name and telephone number on the bottom of the page for journalists to contact. Make sure the person can be contacted, as journalists are very busy and may not try twice.
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Proof read the media release or get someone else to read over it.
And remember, don't send the media release too early or too late after the event.
We have attached an example of a media release to this factsheet to assist you.
So, you've been asked to do an interview
Once you've sent the media release a journalist may call you straight away or not for a few days to speak to you about it.
Find out what your organisation's policy is on giving media interviews. Are you the most appropriate person to give the interview?
Be aware that journalists often have tight deadlines and may need you to talk to them right away if they call.
If it is a phone interview, ask if you can call the interviewer back. It is important to prepare what you are going to say to get the most from the opportunity.
Rehearse before your interview. Write down what you are going to say. Journalists want short quotable quotes, so try to think of some you could use. Also think of any difficult or controversial questions you might be asked and how you will answer these.
If you are not a young person yourself, ask a young person to come along to the interview. If it's an issue about young people, shouldn't they also have a say?
During the interview
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Don't say anything you wouldn't want to be public. Nothing is "off the record".
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If you don't know the answer to a question, say so. This way you will avoid having a muddled up half-truth published.
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If you don't understand a question, ask the interviewer to repeat it or explain it.
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If you make a mistake in the interview, ask the interviewer to stop and start again.
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Most importantly, relax and be yourself. Don't be afraid of saying what you want to say as it may be the only chance you get!
What could go wrong & how you might prevent it
The media can be sensationalist, stereotyping and one-sided, but can also be a really useful tool in getting your message out there. Lots of things can go wrong when dealing with the media, so here are some tips that might help to prevent them.
Photos that depict young people in a stereotypical manner
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Have photos ready and printed to send in with a media release
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Set up photo opportunities, refuse stereotypical or negative poses, suggest alternative poses.
Inaccurate quotes
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Always have a written media release.
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If asked for additional comments, offer to fax through further written comments.
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When working with young people - interview young people yourself or ask them to write points down - then ask them to agree to these quotes before sending them to journalists.
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Spoken interviews should be points of clarification only or stick to the points raised in a media release.
Young people misquoted or misrepresented
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See above point
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Always accompany young people on interviews
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Before agreeing to interviews check out other stories the journalist has produced. If in doubt - say no.
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Make sure young people are fully briefed about the questions they might be asked, rehearse an interview
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Make a complaint if young people are misrepresented.
Journalists changing topics while interviewing
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Redirect the interview back to the topic - "That may or may not be true but a more important issue is...". Don't be afraid to do this.
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You (and young people) don't have to answer questions you don't want to
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Journalists ignoring quotes from young people, while quoting VIPs with titles
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Give groups of young people a title, ie "Marysville Youth Entertainment Network". If VIPs are interviewed, ask them to mention this group "Marysville Youth Entertainment Network has been working really hard to organise this event".
Journalists expecting young people to give polished performances, or give out information they don't know
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Ask young people to practice being interviewed - person to person, over the phone, on tape etc. Think of all the possible questions they could be asked - both positive and negative questions and practise answers to each. Practice 10 second media grabs. Keep key points brief and simple.
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Ask the journalist to send over the questions before the interview.
Journalists asking questions you don't want to answer
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You do not have to answer any questions you don't want to.
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Say "what I can tell you about this issue is ..." (then say your media grab) or "a more important point to consider is ... " (then say your media grab). Politicians use this tactic all the time - and it works.
Journalists springing questions or interviews on you
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Nominate one person to speak on behalf of your group. If journalists contact anyone else, redirect them to the spokesperson. Have an agreement in your group about what the spokesperson can speak on - then when they are contacted they won't have to waste time contacting everyone for approval.
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Ask journalists prior to an interview what the interview will be about, what angle they are taking, what the questions will be.
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If phoned for an urgent media comment on a particular issue make an alternative time to hold the interview so that you have time to think about the topic and prepare - even if it is "I'm not able to comment at the moment but I can call you back in 5 minutes to do it". Your spokesperson needs to be reliable so the journalist will feel confident about contacting them in future.
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Be aware of other people and services who might be able to speak on the issue so that you can refer journalists to them
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If you don't want to do an interview - say no.
Journalists not running your story
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Always phone a journalist and let them know you are about to fax a media release, fax it, then ring to make sure they got it. This will draw their attention to the story.
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Always make sure you know when the deadline is and don't leave it to the last minute.
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Make sure your story is really "news". Make it a punchy story with a good headline.
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Keep trying to get media attention - don't give up
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Thank journalists when they run your story - they are then more likely to run another story on your service in the future.
For more information and training
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Generating the news: a young person's guide to getting media attention provides tips and tools for young people and young people's organisations to generate positive stories about young people's interests, issues, and achievements. www.yapa.org.au/youth/facts/generatingthenews.pdf
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University of Technology, Sydney has developed this useful resource to assist staff with working with the media: www.uts.edu.au/new/experts/mediaskills
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Australian Press Council investigates complaints by the public regarding publications www.presscouncil.org.au
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Public Interest & Advocacy Centre conducts regular training on advocacy, lobbying and working with the media. They are also available to do in-house training on working with the media at a cost. www.piac.asn.au/training
There are also a number of companies who provide media training for organisations as needed, but this training can be costly.
EXAMPLE MEDIA RELEASE
Young people talk, pollies listen
Youth Vote 2007
Young people and federal election candidates from across Western Sydney will meet tomorrow to discuss priority youth issues for the region.
The forum YOUTH VOTE 2007 will be held Wednesday 12 September, 2-5pm at Spottswood Town Hall, Carlton St, Spottswood. The forum is open to young people aged 12-25 years.
The forum will feature young people presenting their views on the environment, education, employment, immigration, racism, drugs and alcohol, youth allowance, reconciliation and youth participation.
The forum is being organised for young people by young people from the Western Sydney Youth Forum. The Western Sydney Youth Forum is made up of young people from across Western Sydney who are active in their local communities and committed to making Western Sydney a better place for young people.
17 year old Mathew XX said he thought the forum would provide an opportunity for young people to share their thoughts and ideas. He said that YOUTH VOTE 2007 was important as young people are the future of Australia.
He continued "We as young people will be able to see what our politicians really believe in as they are supposed to represent us."
17 year old, Durga XX said "I don't think youth have much of a voice in Western Sydney and its time that we let our politicians know what we want."
Kristy Delaney, Executive Officer for the Youth Action & Policy Association, the peak group for young people in NSW said "There will be 70,000 first time voters for the federal election in Western Sydney and they could play an important role in deciding the outcome of the election. Further, recent polls have found that over 70% of young voters aged 18-24 years have no allegiance to any particular political party. The forum will be a great opportunity for both young people and candidates to hear each others views"
For further media comment:
Kristy Delaney, Executive Officer - mobile number XXXX XXX XXX
Media interviews - preparation worksheet
Be prepared - use this sheet to brainstorm questions the media might ask you.
Who
What
When
Where
Why
How
Media grab
Sum up the main message you want to get across:
