TIPS FOR WORKING WITH THE MEDIA
If you have limited experience working with the media, the following tips may be of
assistance.
Your goal when engaging in public relations activity is to generate accurate, positive
media coverage of general menopause topics and specific issues that arise pertaining
to estrogen loss. Meeting the objective will require some concerted effort by people
on the ground and an understanding of some basic tips for dealing with the media.
Following are some pointers to keep in mind when talking with the media – whether
in person, on the telephone, on-line, in an interview situation or when proactively
approaching the media.
General tips
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Practice out loud what you‟re going to say before you make the call. Write
out the key points you want to make, but don’t read them to the reporter or
editor. You may want to have a note pad in front of you when you make the
call.
Make your point succinctly; stating relevant details at the beginning of the
conversation or message.
Try to contact reporters in the mid-morning or early afternoon at the latest.
Reporters are usually on deadline after 3:00 p.m. and typically don‟t take calls
at this time.
When you reach a reporter on the phone, ask if now is a good time to talk – if
not, set up a more appropriate time to call back.
Be flexible when following up with media. Reporters and broadcast producers
are busy and typically work on short deadlines. They may be unwilling to
spare time to speak to you and also may be abrupt or curt.
Use language everyone understands – no health-care jargon.
If a reporter says he or she is not interested, offer yourself as a resource for
future stories.
Be quotable and accurate, especially with statistics.
If you are asking a reporter to cover an event, you should always provide some
means of complimentary admission to the event.
Don‟t be evasive or wordy – your messages may get lost.
Keep to the point – “The issue here is…”
Be polite, even when they are not.
Always leave them with contact name(s), numbers.
Executive Director: Mrs Jean Wright
PO Box 687, Wray, Lancaster LA2 8WY, UK
Tel: +44 15242 21190 Fax: +44 15242 22596
e-mail: [email protected]
www.imsociety.org
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Never give out information of which you are unsure. If you don‟t know the
information, say so – and get back to the reporter quickly with the answer or
the name of a person who can help.
When faced with a question that includes negative words or phrases, do not
repeat those words or phrases in your answer.
Don‟t be shy about following up and asking if they have everything that they
need.
E-mail tips
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Distribute e-mail press releases in plain text, in the body of the email
Keep the text brief and focused. Start with the most important information.
Write a subject line that is compelling or provocative. Never e-mail a press
release (or any other message) with a blank subject line.
Include your electronic contact information.
Use hyper-links where appropriate.
Avoid disclosing the recipients‟ e-mail addresses in mass distribution.
Respond just as promptly to e-mail media inquiries as you would to phone
calls.
Voice mail tips
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Include your phone number twice – once at the beginning and again at the end
of the voice mail.
Speak at a fast pace but slow down and speak clearly when leaving the contact
information.
Do not ramble. Lead with your strengths and focus on the benefit to the
listener.
Never leave more than one message per day. To follow-up, leave a message
once every two to three days for radio, four to five days for TV and weekly for
print.
Keep calling and try to actually speak to the person. Try to find out when they
will be available from the receptionist. E-mail the contact letting him/her
know you would like to call at a specified time. Then set your clock and call.
Always fax or e-mail information pertaining to your subject matter. This way,
the media contact will have something in their hands with your phone number
on it that makes it easier for them to contact you.
When following-up on your fax or e-mail, never simply say, “Did you get my
fax or my e-mail?” Always say, "I am just following up on my e-mail
about…” (and go into a few exciting points about your topic). This refreshes
their memory and allows you to get another „pitch‟ in.
Never leave the same message twice. Always change your „message‟ to
include another great point.
Speak on the loud side and prepare your pitch. Never speak without
preparation and cut out all the „umms‟.
Your voice mail is an audition! Preparation is the key – know what you are
going to say and then say it with high energy and confidence!
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