|
Resources
> Program tools > Program tool 15
Program tool 15. Tips on working with the media
 Working
with the media can be a great way to get falls prevention information
out to the public. Here are some tips for working with media contacts.
First create a one page press release that includes
the date, background information about your topic, your key messages
and contact information. Then find reporters or editors that can
present your issues in newspaper articles or radio and tv programs.
Contact them, send them your press release and ask for an interview.
Before the interview
- Prepare clear, straightforward information
sheets for reporters that expand on the information in the one
page press release. Make sure to include your key messages, underlined
and bolded in the media release.
- Have 1- 3 key messages. Memorize them.
- Know what you want to say and rehearse it.
Think about the toughest question you are likely to get and rehearse
your answers out loud. Practice linking your message to any question.
- Have correct information and ensure it can
be verified.
- Think of ways to state your case from a position
of strength. For example:… Older adults are a valuable resource…
They deserve the best we can give them… or… Our organization
(or community) cares about older adults…
During the interview
- Be honest and speak the truth. Audiences can detect
cover-ups and insincerity.
- Be careful of “lead-ins” from reporters
such as, “Don’t you think…” or “Wouldn’t
you agree...?”
- Don’t debate with reporters or get off track.
Go back to your key messages with statements such as, “The
real issue is…” Repeat your key messages.
- Take a moment to pause before answering a question.
You will look thoughtful and buy time to consider your answer
and avoid saying the wrong thing.
- Use prefaces and numbers to prepare your listeners.
For example, “There are two reasons that…”
- Be specific about what is needed, what your organization
supports/is doing, and why.
- Use picture and action words, not just generalities
and statistics.
- Prove what you say. Tell real case stories; use
quotations from experts who agree with you; give examples of where
something has worked before; use statistics to make comparisons.
- Put on a friendly face and be calmly enthusiastic.
- Don’t make comments “off the record.”
Anything a reporter sees or hears may be used.
After the interview
- Follow-up promptly if you agree to provide further
information. You are building a reputation for reliability.
- Make suggestions for further stories when possible.
- Review your interview and any published articles.
Note areas where you can be clearer or stronger. Note messages
that were delivered well.
Adapted from: Community Tool Box: 25:5
| Active Independent Aging was a joint venture between the University of Ottawa and the Public Health and Long-term Care Branch, City Of Ottawa. For more information please visit our website at: www.falls-chutes.com. Funding provided by Health Canada/Veterans Affairs Canada Falls Prevention Initiative. The views expressed herein do not necessarily represent the official policies of Health Canada, Veterans Affairs Canada, the University of Ottawa and the Public Health and Long-term Care Branch, City Of Ottawa. The information in this handout is current as of 2004. |
|
Previous:
Next: