Matt Hughes, Bucknell University, ”Working with the Press”
The presentation will give community groups insight on HOW to get your point across in PRINT. What do you want to say during a phone interview? How can you get a photographer to a site with the reporter? How much information is too much? These are all the insider perspectives from a media communications writer that has covered and written dozens of stories on AMD and watershed restoration. Examples of what should be provided to reporters as a handout.
2. The Times Leader
Daily newspaper in Wilkes-Barre, covering Luzerne County and
parts of Wyoming and surrounding counties. Paid daily circulation
about 40,000, Sunday circulation around 60,000.
An area marked by environmental disruption, home to the highest
volume acid mine drainage discharge in the state and miles of mine
scarred land.
An area built on the Susquehanna and prone to periodic
flooding, notably in 1972 and 2011.
On the edge of the Marcellus Shale, has seen growing development
of pipeline and associated infrastructure, and accompanying
backlash.
3. Flow of a newsroom
Editor
Reporter
Editor Reporter
Sources, elected officials,
the courts and police,
businesses and nonprofits,
community groups, the public
4. Inside a newsroom
Reporter vs. correspondent
Beat reporter vs. general assignment
Traditional beats: courts, police/breaking news, city
government, county government, education
Shrinking newsrooms result in many reporters playing a hybrid
role. Most aren't going to have a dedicated environmental
reporter, but someone may play that role regularly as needed,
sub specialties and designation of ability can arise organically
from the needs of the newsroom
5. Inside a newsroom
Reporters are busy, it isn't atypical for a reporter to
research and write 2 to three stories a day while
conferring with editors and photographers and
preparing for upcoming stories, perhaps working on
a column or playing a role in maintaining the paper's
web presence
Make their job as easy as possible, be flexible, and
understand their needs
6. News scheduling
Most stories have a quick turnaround
Other stories are written ahead of time and may be held
as more pressing news arises
Realize your story, unless of very strong impact, is likely
to fall into this second group
Newsrooms operate on a somewhat regular M-F schedule
and run on a shoestring staff at night and on
weekends, filling in the gaps with correspondents
They are always looking for evergreens for the weekends
7. News cycles
Busiest times:
Late April and May and in October and November
Fridays in the fall and the end of the sports seasons (district championships
etc.) may make photographers harder to get
Slow periods:
Around the holidays, especially Thanksgiving (week of) and end of the year
Newsrooms will start preparing for these times as soon as the election is over
Other public holidays
8. Finding the right person to call/email
Most newsrooms have a general news tip email, send releases
there, not to community news
You may also want to call and/or email someone directly (consider
the importance)
May not be a bad idea just to call and introduce yourself to the
reporter who may cover the story, but you want to identify that
person first
When you call the newsroom, find the person you want to talk to
before you start talking
9. Who is the right person?
City editor (news editor)
Reporter who usually handles that beat
Not sure? look for a general newsroom number and
ask, a reporter should answer and help
10. When to call
Don't tell me about what you've done after you've done it
Ongoing research can be just as interesting if not more so
than the findings of studies,
Reporters want to tell interesting stories
A week to two weeks out is usually enough notice and
close enough that you shouldn't slip through the
cracks, follow up if you don't hear back or as the day
approaches
Be as flexible as possible about times
11. Making contact
Make notes ahead of time about what you want to communicate,
namely, why the reporter and his/her readers should care
Have all your facts straight and in front of you when you call
Start by asking if it’s a good time to talk (reporters are busy!). If it’s
not, ask when a good time for YOU to call back might be
You want to get to the point quickly, but don’t railroad people, if
you’re speaking to a person you’ve never met, introduce yourself
and your organization briefly, then get to the point
12. Dilemma of the press conference
A way of garnering media attention, and can be helpful to reporters in
that they get everyone in a room and everything said in a short interval
A press conference does not a story make
If the timing is wrong or it's too far away (justifying losing a
photographer and a reporter for a whole day) media organizations can
ignore you
Reaching out to media organizations individually requires more time
and flexibility but may yield longer, better quality stories receiving
better play than press conferences and "new study released" stories
Press conferences give newspapers something to photograph, but they
make boring photographs
17. Writing a good press release
Give me the information I need to know in an easy to
find place
If you're hosting an event, put the date, time, detailed
location and your name and contact information at the
top in a location I can easily find, do not leave out vital
information or make me hunt for it
Tell me at the top a good concise summary of what is
happening and why I (readers) should care
Identify what is most relevant to the paper's readership
18. What do readers most need to know?
Does this highlight some potential threat to their health?
How does the health of the watershed affect their lives?
What will people find interesting about this?
What is unique about it?
Are animals involved?
Are you getting the community involved or trying to do so?
Are there opportunities for a photographer (the paper's) to take
great photos?
19. Body of the press release
Give me a short (5-7 sentence) description of what you would like to tell
about and why readers should care
Stick to the facts
End with a very short summary of who your organization is, where you are
and what you do
Then, shut up
Keep it to one page
Attaching a document to an email is fine, just make sure the email provides
core information about what is happening and why you are contacting us
Make the subject line descriptive and indicate that it is a news release
20. Media day
Give the reporter your cell phone number and clear directions
Realize you can’t control the story the reporter will write, but you can make sure
s/he gets it right by using clear simple terms and speaking slowly
Remember your audience
If possible, give the reporter a card with your name and any material you may
have that concisely summarizes who you are and what you do
If you prefer, type up a fast facts sheet about your organization and whatever it is
you may be showing the reporter that day
Be available for follow up later in the day
Use this process as an opportunity to educate the reporter about your
organization and to develop a relationship as much as possible
21. Following up
If you were at least satisfied that the story was accurate
and captured you relatively well, say thank you
If we made a factual error, tell us (try not to nitpick)
Keep in touch (not just when you need something)
Building a relationship can help you get a picture of what
the reporter needs and that reporter may turn to you
when they need something
A casual conversation about something your organization
is working on, even if you’re not looking for a story right
away, might spark a reporter’s interest
Notes de l'éditeur
, breaking stories are publishedonline as soon as emerging facts can be confirmed, and about half ofwhat you read in your average paper, Tues.-Sat. at least, is writtenthe day before it lands on your doorstep
Governments, schools and businesses shut down and no one seems to be at work
if you don't know who that is, see if there is a Marcellus shale reporter or someone who reports onthat regularly, reporting on watershed issues may likely fall to them
Happens with things like community clean ups, at best as a photo noone wants to see with a caption no one wants to readIf you've won an award, tell us as soon as you know you're the winner,not a month later, the night after the award galaif you're doing something really neatoutdoors in the field, especially something that would make for agreat picture, or you've won a grant to research something reallygroundbreaking or cool, tell us! , and there is more of a story to be told in the process of research than in the results
If you did did some statewide analysis of statewide stream pollution,and I'm in Wilkes-Barre tell me what it says about the Susquehanna