Designing your main message
Often it’s not the quality of the science, but the way you ‘package’ your story that gains media coverage.
Ask yourself these 3 questions and use your answers to formulate your main message:
What are the… Read more
With hundreds of media releases crossing a journalist’s desk every day, your media release has to have immediate impact to avoid being ‘filed’ straight into the bin.
What makes news?
No-one really knows what news is. Experienced people can smell … Read more
Television is the most powerful and demanding form of media. It’s also the most time consuming to produce.
You can help the crew get the best footage by having good visuals ready and briefing your ‘talent’ (the interviewee) on what … Read more
- The headline is catchy.
- The first sentence contains the story angle.
- The first sentence does not reference the name of a person or organisation.
- The first 2–3 sentences answer who, what, where, why, when and how.
- The first paragraph is
When you are preparing for an interview, it may help to remind yourself of the different priorities of researchers and journalists:
- Researchers work with accuracy, detail, prudence, incremental developments, robust methodologies and peer review.
- Journalists work with breaking news, quick
Journalists are always on the lookout for a good story. Conferences, symposia and other events usually have at least one newsworthy story or speaker.
By briefing journalists in advance of the event and working with them during the event, you … Read more
‘Bad news’ stories about difficult or contentious subjects should be carefully planned and released in the same way as ‘good news’ stories.
Respond to the issue quickly and credibly.
Control the agenda so your message gets out, not the journalist’s … Read more
You need a media strategy that clearly identifies:
- the people you want to reach
- what you want to achieve from the media coverage
- the stories you want to get out via the media.
You need someone for the … Read more
To give your media release every chance of being picked up by the media, you need to consider when and how to distribute it.
When to distribute it
- Early in the week is best as it tends to be a