Most of the rules for talking to TV and Radio apply to talking to print reporters. You never want to say anything that you don’t want quoted. But you can say plenty of boring background stuff that probably won’t be quoted.
Press advisories and press releases:
A press advisory is a short one-page alert intended to get the media to come to an event. See example below.
It should include clear, reliable, contact information for members of the media to quickly reach you.
It should include lines labeled
WHAT:
WHEN:
WHERE:
WHY:
And maybe:
WHO:
VISUALS:
BACKGROUND:
Under Who, you want to explain who will be there that TV and Radio stations might want to interview.
Under Visuals, you want to explain why your event will be of interest for TV cameras.
Under background, you want to explain briefly important background that explains the event’s importance.
A press release is a somewhat longer two- or three-page document that can be handed out at an event or distributed when there is important news not related to an event. It should be written roughly like a newspaper article, with the most important thing right at the top.
Press calls out:
Call the media 7 days before an event. Call print reporters in the morning, because they’re busy in the late afternoon. Find the appropriate reporter and tell them why your story is important news. Tell them in three sentences. Ask if you can Email or fax them an advisory. Remember the tricks to hooking a reporter. Think like a reporter. Why would you want to cover this story?
Press calls in:
Always return calls from the media quickly. Be available and reliable. If you can’t help them with their question, help them find someone else who can.
Being the press for them:
After your event, you may want to send a press release that’s written as a report on what just happened, along with good photos, even to journalists who didn’t show up. Sure, you’re doing their work for them, but you may be getting your story into their outlet just the way you want it.
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Poniéndose en Contacto con los Reporteros
La mayor parte de la reglas para hablar a la Radio o Televisión aplican también a hablar con reporteros de prensa. Ud. nunca quiere decir nada que no quiere que sea citado. Pero Ud. puede decir mucho de aburridos antecedentes que no serán citados.
Avisos de Prensa y Comunicados de Prensa:
Un aviso de prensa es una corta nota de alerta de una página que tiene la intención de hacer que la prensa venga a un evento. Debería incluir preguntas como ser
QUE:
CUANDO:
DONDE:
PORQUE:
Y tal vez:
QUIEN:
VISUALES:
PRECEDENTES:
Bajo Quien, Ud. quiere explicar quien estará allí que las estaciones de Televisión y Radio quisieran entrevistar.
Bajo Visuales, Ud. quiere explicar brevemente porqué su evento será de interés a las cámaras de televisión.
Bajo precedentes, Ud quiere explicar brevemente precedentes importantes que expliquen la importancia del evento.
Un comunicado de prensa es un documento que puede ser un poco más largo que dos o tres páginas que se entrega o distribuye cuando hay importantes noticias no relacionadas a un evento. Debe ser escrito más o menos como un artículo de periódico, con lo más importante justo al comienzo.
Llamados de prensa:
Llame a los medios de comunicación 7 días antes de un evento. Llame a los reporteros de la prensa en la mañana, porque ellos están ocupados por la tarde. Encuentre un reportero adecuado y dígale porqué su historia es una noticia importante. Dígaselo en tres sentencias. Pregunte si puede mandarles un aviso por Email o Fax. Acuérdese que el truco es de pescar al reportero. Piense como un reportero. Porque quisiera Ud. cubrir esta historia?
Devolviendo llamadas de la prensa:
Siempre devuelva las llamadas rápidamente. Esté disponible y sea digno de confianza. Si no les puede ayudar con su pregunta, ayúdeles a encontrar a alguien que lo pueda hacer.
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Example of a press advisory:
MEDIA ADVISORY
October 13, 2020
Breaking the parliamentary silence on Canada’s planned purchase of 88 warplanes
Contact: Rachel Small, Canada Organizer, World BEYOND War, canada@worldbeyondwar.org, 647-769-2472
WHAT: Online media event hosted by World BEYOND War and Canadian Foreign Policy Institute, featuring the following speakers:
- NDP MP and defence critic Randall Garrison
- Green MP and foreign critic Paul Manly
- Senator Marilou McPhedran
- Activist and researcher Tamara Lorincz
- Poet and professor El Jones
WHEN: 7pm ET, Thursday October 15.
MEDIA PARTICIPATION: Journalists are invited to ask a question and follow-up after all of the speakers have given their 10 minute address. Interested members of the media should contact canada@worldbeyondwar.org to be put on the media list and sent a registration code and more details.
Event poster and information available here.