Contacting the media

Making contact

So you've drafted your press release, now you have to contact the media, but how do you go about it?

Below are some hints and tips to make sure that your news story makes the headlines:

NB: Sands has produced a media Question & Answer sheet, plus some key facts which you make also like to have a look at prior to contacting the media.

Contacting the media: 

• Identify the local media you want to target: local newspapers, TV and radio
  
  
• Check when the media's deadline is - this will dictate best time to sell in to them. Eg if press deadline for the next issue is Thursday at 11.00 don't try and sell in on Thursday afternoon when the issue has gone to bed
  
  
• If you are holding an actual event it is well worth telling the media well in advance (up to a week) that the event is happening so that they can put your event into the planning calendar. Worth mentioning if it is a visual event to try and encourage the picture desk photographers to attend (press) or TV camera crews.
  
  
• It is also worth remembering that if you are targeting local radio they will want to talk to someone so be prepared to be interviewed/find an interviewee.
  
  
• Identify who is the most appropriate journalist to contact regarding your story. Contact the publication and find out who covers your area of interest
  
  
• Check how the publication/media likes to receive press releases, by post, fax, e mail, do they take e mail attachments?
  
  
• Worth developing a very short selling-in script for you to use as an aid when contacting journalists when 'selling in' the story. This should include:
  - Key point of news story
  - Why newsworthy/of interest to publications' readers
  - Key facts
  - Offering of spokespeople (if available)
  - Anything visually interesting
  
  
• Produce a media log to ensure you keep a track of your selling-in process and results 

Selling a story in to the media 

1. Introduce yourself and where you are calling from.
   
   
2. Ask whether it is a good time to call, if not try and get an idea of time which is more convenient
   
   
3. Say you have a news story which is of interest to their readers/listeners/viewers
   
   
4. Run through key points of story, using selling-in script
   
   
5. Offer to send press release through - check again which method they prefer, get correct e mail address/fax number etc
   
   
6. Offer briefing with spokespeople if appropriate
   
   
7. If you are holding an event make sure they know exactly where and when and what will be available to them eg nice visuals, interviewees etc
   
   
8. Check to see when would be a good time to call back once they have had time to digest story so that you can chat through - and then do follow up!
   
   
9. Thank them for their time
   
   
10. Fill in media log, recording outcome of conversation, plus contact details of journalist

 On the day of the event (if you are holding one) 

1. If a journalist has said they will be covering the event call in the morning to confirm that they will be attending
   
   
2. If they are attending make sure they have your mobile phone details so that if they get lost etc they can find you!
   
   
3. When they arrive make sure you introduce yourself plus help them set up any photographic shots, interviews etc.
   
   
4. At the end of the event thank them for their time and find out when the article/TV/radio piece will be published/aired so that you can track your coverage.