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Understanding media - from the journalists point of view
Reporters try to generate news and write stories that they believe will interest a mass audience. So should you. Just because your organization is doing wonderful things, they are not automatically newsworthy. Packaging can make a big difference in whether your story intrigues or gets thrown out. Your most important asset - especially if your budget is limited - is imagination. You should give a special angle to your story, so that it can attract media attention. Emphasize any quality in your story that marks it as unusual or out of the ordinary.
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But, you also have to focus on the following qualities: |
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Timely information: Make sure your information is of current interest to the public. |
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Local interest: Be sure that the story you are telling matters to the newspaper, radio or television station’s audience. Localize the story you are telling to increase its meaning and significance to the audience. |
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Human interest:
Seek out an emotional element in your story or the universal truth that your story can tell to move your audience. |
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Conflict: reporters are eager to cover stories in which there is inherent conflict; where there are conflicting parties, or when there is a solution to a long-standing conflict. |
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Celebrity: the public has a certain fascination for people and things that are famous. Never underestimate the compelling power of celebrities. |
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Credibility: reporters are especially concerned about the credibility of the sources they rely on for story ideas. Make sure that your information is absolutely accurate and that independent sources can confirm its reliability. |
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Understanding deadlines. |
The best way to start any phone conversation with
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| a reporter is to introduce yourself and ask the following question “Do you have a couple of minutes to talk or are you on deadline?” If, they say they are busy or on deadline, ask them when it is a better time to call back and then get off the phone politely and quickly. Generally, it is best to call reporters before noon or one o’clock. Avoid contacting reporters at 5:00 or 6:00 in the evening, unless you are returning their urgent call.
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