Getting your story across in
the local media
Callingham & Edwards Limited
1
Chaos and Mayhem
 Bad news is good news – they’ll come to you
 Good news has to be served on a plate, looking tasty
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Identifying your audience
 Who are you talking to?
 Parents?
 Ministry?
 Union?
 Voting public?
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Choosing the right vehicle
 Local or regional newspaper
 Suburban throwaways
 Local radio
 Local television
 Magazines
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Getting it out there
 Newspapers consume a lot of material
 Radio stations need stories
 So does local television
 BUT:
They won’t tell your stories unless they know about them
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Who to contact
 Education rounds-person
 Suburban newspaper reporter or editor
 Local radio chief reporter
 Local television news editor
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How to contact them
 Identify them
 Meet them
 Court them
 News releases by email
 Keep mobile number in your phone
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Creating news
 News can be what you make it
 Thinking outside the square:
 School

sports day/concert etc
From
 Who Cares?
 to
 Woo-hoo!
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Learn to love your suburban
throwaway
 The parish pump
 Everybody looks at them
 Understaffed and overworked
 Often short of material
 More orientated towards ‘good news’
 They’ll give you more space
 And bigger photos!
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Newspaper, radio and television
 Keep them in the loop
 Let them get to know you
 Sunday events are more likely to get coverage
 Send regular media releases – but keep them short
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Media liaison
 Too many cooks
 Appoint a media liaison person
 Feed them with ideas
 Keep your cameras handy
 Young colleagues are often very good at this
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It’s a two-way street
 Make friends in good times
 A positive image will make your school stronger –
internally and in the eyes of the parents and public
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News releases – what do they do?
 Part of story is used – with or without photo
 Story used word for word – with photo (Yeah - right)
 Journalist follows up and expands – with photos
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Writing news releases
 Story is contained within the headline
 First paragraph encapsulates and expands
 No more than 25 words – short and snappy
 Then tell your story
 Keep sentences short - avoid rewriting
 One idea to a sentence
 Avoid lists, except for effect
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Length
 Keep releases short
 Keep paragraphs short
 Keep sentences short
 BUT: Attach background information
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What your story needs
•WHAT
•WHERE
•WHEN
•WHO
•HOW
•WHY
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Make sure
 There’s someone prepared to be interviewed
 Find the best person
 If it’s about students, approach students (and parents )
before sending out release
 Have contact information ready when the journalist
rings
 Be prepared to do the liaison for them – big brownie
points!
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Add a photo to your release
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At the end of your release
 For more information:
 Contact name
 Email address
 Phone number
 Mobile number
 Second contact (in case s/he’s not available)
 Be available!!
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Timing
 Morning papers start the day before – about midday
 TV news (6pm) starts around 8am
 Radio news is constant
 Make sure your release arrives in plenty of time for
editorial conferences
 Release on Sundays, over Christmas, holiday periods
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Get out the pens!
 Write a news release for your upcoming school event!
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Getting your story across in
the local media
Callingham & Edwards Limited
22
A Self Defence Course
for Interviewees
Callingham & Edwards Limited
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First Contact
 Don’t answer questions
 Find out what they want
 Arrange to call back
 Record all your dealings
with the media
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To Be or Not to Be Interviewed
 If you can’t tell the
truth - stay away
 Be honest and
straightforward
 Consider a written
statement
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Turning Them Down
 Don’t make dishonest
excuses
 Don’t give reasons
 Use “Cracked Record”
 If you don’t want it
published - don’t say it
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Getting Ready
 Key points
 Illustrations
 Weaknesses
 Marshal your arguments
 Make concessions
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Agreeing to be Interviewed
 Make a contract
 Exclude topics
 Stick to arrangements
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The Press Interview
 Never underestimate
the power of the press
 The metropolitans
 The “suburban
throwaway”
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The Radio Interview
 Radio can be unpredictable
 On the phone
 In the studio
 Talk back
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The Television Interview
Location


Studio
Down the Line
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Broadcast Interviews Can Be Scary
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How Should I Talk?
 Keep it conversational
 Pace, not speed
 Go “up a gear”
 Speak clearly
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The Television Interview:
How Should I Look?
 Dress appropriately
 Check in the mirror
 Sit forward, not back
 Talk to your interviewer
 Keep reasonable eye contact
 The occasional smile works
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The Seven Golden Rules of the
Interview
 Be straightforward
 Make concessions
 Correct mis-statements
 Front foot is best
 Keep it conversational
 Stories, stories, stories
 The “First Date Syndrome”
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And Don’t!
 Talk in jargon
 Nit pick
 Be a smart arse
 Play games
 Tell jokes
 Lose your cool
 Try to “sell”
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I Didn’t Get a Fair Go!
 Not happy? Say so.
 Complain to the
appropriate authority
 NZ Press Council
 NZ Broadcasting
Standards Authority
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Media Handbook
 www.brianedwardsmedia.co.nz
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A Self Defence Course
for Interviewees
Callingham & Edwards Limited
www.brianedwardsmedia.co.nz
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