THE following is an edited version of a talk I gave on Saturday to the United Nations UK Student and Youth Association. I hope it may be helpful. I have also included responses to a couple of points raised by the delegates.
This is not supposed to be a comprehensive guide to how to get your views 'out there' but I hope that it may prove a catalyst for further discussion, as it was for those attending the event at the University of Birmingham.
The previous speaker, Sir Richard Jolly, emphasised a need for people to campaign at local and community level and I hope that the points I made can help achieve this.
WANT to get your views into print? Then you have to send the right message at the right time to the right target.
What could be simpler?
You should remember at all times that journalists can be prickly (hence the cactus) but success is sweet. (Hence the lollies.)
You should also remember at all times that people make the story, not the statistics.
But in these days of ever-increasing opportunities to show the world what you are up to through a variety of new media means, it would be shortsighted indeed to concentrate solely on the role of the press. Even if sometimes, it is exposure from the old, mainstream media that can contribute to spreading a message first broadcast through a blog or an online video.
So what are the options?
1. Do it yourself! Blogs are changing the world:
You may already have heard about high profile bloggers who have written compellingly of their daily lives in the midst of a conflict-torn area, such as Salam Pax, or more recently, the independent journalist, Vaughan Williams, blogging from Afghanistan, not to mention tweeting and uploading video.
But for every well-known blogger who is already potentially attracting the eyes of an international community, there's a huge range of sites, driven by passion and commitment on given topics, which are also rocking their own world - and in some cases, becoming the story themselves.
These include:
News for Cheshire blog – A campaign to get Cheshire reported on by the BBC, which is now set to be featured by BBC News 24 and local media.
Doing it all Again This sadly now defunct blog was able to challenge local health workers over their treatment of a mother experiencing post natal depression. This was the inspiration behind my own Got Your Hands Full blog which continues to raise awareness of issues facing a specific group of parents - and has subsequently been featured by several national newspapers.
When I asked Emily from Doingitallagain.com if her blog could change the world, she replied:
"Blogging can change YOUR world. For example, I was unhappy with the midwifery care I received last year and blogged about it profusely. My blog was read by my local primary health care trust and I was invited in to discuss my complaints with the Assistant Head of Midwifery for East Kent. As a result of that meeting I managed to change my midwife and my ante-natal care improved immediately. I was also able to explain about the effects of child abuse on breastfeeding and labour and I was asked to join a patient forum to disseminate these experiences to health professionals. "
The Conservative blogger Ellee Seymour diligently uploads details of missing people to help keep them in the public eye.
* At this point a delegate expressed concern over the potential perils of blogging, and what it could mean for invasion into her privacy or security online. I replied that the blogs mentioned above either chose to focus entirely on a given topic as opposed to concentrating on the blogger's own situation, or carefully chose when and how to introduce this aspect. For example, at You've Got Your Hands Full, I have deliberately not blogged about my own experience too often.
YouTube videos making a splash
Hardly a day goes by without a new YouTube video popping up somewhere in the news agenda. This and this were just two recent examples.
Facebook groups supporting campaigns
For example, the End child poverty Facebook group
And what about microblogging through the likes of Twitter?
If it's good enough for Barack Obama and Hillary Clinton supporters, why not you?
Tell your mates – and the world – what you are doing right now – from your computer or mobile phone
Some basic dos and don’ts of blogging
• Remember online means accessible and public to all – be careful. Once it’s out there, you can’t take it back.
• Check your facts. If in doubt, leave it out.
• No blog is an island – build conversations, take part in a community, link to others.
• KISS – Keep it simple, stupid – to get your point across, don’t blind people with science
• Content is king – promote your blog all you like but remember it will stand or fall on what it says – and how often.
Okay - this talk was supposed to be about mainstream media, so here we go:
How do you get your views into the press? Give journalists what they want. Think like a journalist.
Media training company founder Sally Whittle advises, there are three things you may want to remember:
Fear
Panic
Adrenaline
That's theirs - not yours.
Understand before you hit the send key:
• Who do you want to read your story? Know your audience
• Who is going to write it? Know who the most relevant correspondent is.
• Who cares? (That's the clincher!)
Give all of your press material the "So what?" test. You may be too close to it. How can you explain why this story matters to an objective observer? Remember as I started off by saying, it's people rather than statistics that matter. By all means use facts and figures to back your story up, but please give it the best chance possible by making it come alive with the compelling story of a real person or people - and make sure those people are prepared to be named, pictured and quizzed further, if needs be...
Dealing with the media - some general pointers
* Think big! Aim high but start low
* If you are organising an event, give plenty of notice. Remember it can be reported, before, during and after.
* Always think pictures
* A courteous call to follow up on press releases to the news desk or picture desk *may* be okay - but this is debatable with some reporters considering it a serious offence. Whatever you do, don't annoy them by ringing at their busiest times.
Try to build up a relationship with a particular correspondent. How? Treat them like a human being. Saying "thank you" when their work helps you could be a start!
Why could your communication with a journalist be ignored?
It may be sent to the wrong place - read, read read and read again your target publications or websites. Which slots are genuinely realistic targets for your news material? Whatever you do, don't send it out in a scattergun approach, assuming that everyone will be interested. They won't be and they won't thank you for it.
Are your story, angle and potential interviewees really right for the newspaper, magazine, website, radio or TV programme you have set your heart on?
What about a hook?
The following can be very useful and worthwhile ways of convincing a reporter that now would be a good time to highlight your campaign:
Latest research
Changes in legislation
Developments in a high profile debate
But don’t forget:
A storyline in a TV soap opera?
The experience of a celebrity
A comic character
Love them or hate them, these may be the clinchers when it comes to persuading some journalists that your story is worth reporting on.
If you would like to be featured in a UK local or regional paper, then these pointers may help you.
There is no such thing as a perfect press release, but:
How to write a press release
TOP TIP A handy check list guarantees your press release will cover the main points. The checklist contains just five words - WHAT, WHO, WHERE, WHEN, WHY.
Your press release needs to answer these five key questions:
• WHAT IS HAPPENING?
• WHO IS INVOLVED?
• WHERE IS IT HAPPENING?
• WHEN IS IT HAPPENING?
• WHY IS IT HAPPENING?
Of course, you don't have to stay in that particular order when writing your press release, but you must answer most, if not all, of these questions.
These are the questions that journalists are trained to ask when they're writing a story.
Choose a headline that sums up what the press release is about. Keep it short and simple, but make it as interesting as possible to grab the journalist's attention. Imagine the preview pane of their email reader and make sure your message is clear enough, soon enough.
Don't be disappointed if newspapers ignore your suggestion - the headline has to fit the space they have available.
The first sentence of the press release should expand on the headline and make the journalist want to read on.
TOP TIP Don't try and answer ALL five of the What/Who/Where/When/Why questions in the first sentence! Simply select one or two of the most important facts.
Use straightforward English that is easily understood.
Translate any technical jargon or specialist terms. (Oh go on, you know you want to!)
TOP TIP Use short sentences of up to 20 or 25 words. Anything above 30 words can usually be shortened or split into two sentences.
At the end of the press release it is essential that you give a contact name and number for media requiring further information.
TOP TIP Direct quotes will make your message more personal.
Within the press release it should be clear:
Why does this story matter?
What is new or different about it from the X number of similar campaigns that have been run in the past.
Some other basics:
How old are you?*
Where do you live?
How many children do you have?*
What is your job?
Yes, yes. Journalists do really want to know this.
What about writing articles as opposed to press releases?
If you can be confident of writing a given wordcount by a given deadline, to the standard of the publication you are aiming it at, then go for it.
Specialist publications serving a particular readership on certain social issues may be a good start. But remember you are competing with professional journalists so make your pitch as appealing as possible.
Don't write a whole article and send it off. Okay so there may be examples where this tactic has worked, but it is much better sense to ask an editor if they are interested first. This means editing down your proposed article into a pitch, just as a freelance journalist would. The pitch should have a string hook and explain why now is the time for the piece to be written and why you are the person to write it. You can see examples of pitches that worked here. Advice on how to follow up a pitch is here.
The Guardian's Comment is Free has provided a platform for many writers on a diverse range of topics, as have its other blogs. But beware, if getting your name into the Guardian online appeals, make sure you know you can cope with the comments that will come after your piece. Some have likened CiF to a bear pit.
Don’t forget the letters page
It may seem ridiculous to some, to have mentioned blogging, uploading video and writing for newspaper blogs as part of a campaign to then also mention the faithful old readers' letters page. But hey, it still works. Honest.
So you’ve got their interest, what happens next?
No you can’t do it anonymously
Yes you may have to have your picture taken
What do you mean they are going to ask the other lot to comment too? That's right - reporters will give relevant parties a right to reply.
Some frequently asked questions about what happens once you have been in touch with the media and they have said they would like to feature you.
1. Will I be told when the material will be published?A: You might be.
If an article is of major interest, it is likely to be used very quickly and you can target journalists for immediate use. If information is directed at a regular feature or section of a publication then you can deduce when it is likely to be featured and look out for it. In many circumstances of course the journalist will tell you, but this doesn’t always happen. Not least because it’s not their decision.
2. Will the copy be changed?
A: If you aren’t a professional journalist, well then yes.
Make it as easy as you can for them though - give them what they consider good stories that are well written and will answer all their questions – so they don’t get binned or consigned to an eternal ‘to do’ list when the busy reporters can find the time to ring up and check.
5. Will my phone number or other contact details be included in the published article?
A: They might be
The more of a ‘community feel’ your information has, the more likely it is that your contact details will be included. Specific sections in different newspapers may also be more likely to include contact details.
A website address may be included if it is central to the story and the name of the organisation should obviously feature.
3. Will the newspapers want to use my picture?
A: They might.
4. Will I get a copy of my article?
A: No – buy the paper!
5. Can I get on the radio or TV?
A: Yes if the story is good enough.
This will happen if it is a major story/a good talking point or has a strong ‘visual’ or ‘audio’ aspect to it. Don’t send out information that doesn’t fit this requirement – you’ll just annoy people.
6. Please can you tell me how much interest a story in the paper will bring me?
A: I wish I could!
* After I had spoken a delegate shared news that surveys showed journalism was one of the least trustworthy professions. I replied that the recent book, Flat Earth News, by Nick Davies added fuel to this fire, but that you shouldn't tar all journalists with the same brush.
There is still evidence of campaigning journalism in the UK and beyond,and the force of journalism still has the capacity to change our world
Also, if you are worried that a particular individual or section of the media will treat your story in a certain way, then there has never been a better time to take matters into your own hands, recording your story and personal testimonies of those affected by your campaign through the sorts of methods mentioned above. A blog, podcast or video, that comes straight from the horse's mouth, will not immediately fall victim to the spin of a newspaper or TV station, who may also pick the story up.
He also talked about other activities as part of your campaign - meeting groups of people directly to spread the message, through speeches or leaflets, say. An excellent idea of course. I just added that as part of any campaign strategy spreading the message to a wider group of people was also key, and any other activities could also be promoted or underpinned by on-going publicity activity.
Selected miscellaneous further reading:
Online journalism blog - charting changes from the University of Birmingham lecturer Paul Bradshaw.
Getting Ink – straight talking advice from media training boss Sally Whittle on what journalists really want
Getting Ink: Journalist requests
An insider’s view of what goes on in TV journalism.
Ex TV producer’s take on the media – and how to make the most of it
Media trainer and journalist Graham Holliday - from Vietnam to France and now Slovakia and Finland too!
BBC Editors' Blog: Decisions behind the news
The Greatest Freelance Writing Tips in the World (The Greatest Tips in the World)
The BBC’s Action Network explains the mechanics of a press release.
Inside the Birmingham Post - Joanna Geary.
About the author: Linda Jones is the director of Midlands agency Passionate Media. As a journalist she has regularly written for UK national daily newspapers and women's weekly magazines. She has edited various publications including the St Petersburg Press (now St Petersburg Times) in Russia. As a PR adviser and copywriter, she has worked with charities including Tamba, Save the Children and The British Lung Foundation.
* Thanks to Sally Whittle at The 101 for her support in allowing me to adapt training materials for parts of this talk and to Craig McGinty for his help (again) in sourcing some selected further reading.
Thank you for this really insightful advice. I am just getting back into freelancing after a break to have my son and your book, website, blog posts and Facebook group have been a huge motivational giddy-up for me.
Posted by: Catherine Goddard | March 11, 2008 at 01:28 PM
I've now printed out your piece and stuck it to my desk to act as a checklist!
Posted by: Gary Andrews | March 12, 2008 at 05:11 PM
Loved it.
Posted by: Sarah | March 12, 2008 at 07:11 PM
Linda, I'm so impressed by your energy and enthusiasm, this is a great post. And thanks for the link too.
Posted by: Ellee | March 12, 2008 at 08:11 PM
Hello - thank you everyone for commenting - it is a bit of a mammoth post, I suppose you should be congratulated for keeping awake all through it. :)
Posted by: Linda | March 13, 2008 at 08:02 AM